User-generated content, or UGC, is any content created by your customers or followers that showcases your brand or products. This can include social media posts, photos, videos, reviews, and even blog articles shared by people outside of your business. UGC is one of the most powerful forms of social proof because it allows customers to see real people enjoying your products, making it more relatable and trustworthy than traditional branded content.
In today’s digital landscape, people trust recommendations from real users more than advertisements from brands. By encouraging and sharing UGC, you demonstrate that people genuinely enjoy and endorse your products. This chapter will cover how to leverage UGC as part of your marketing strategy, the types of UGC that work best, and practical ways to encourage customers to share their experiences.
7.2 Why User-Generated Content Works as Social Proof
UGC is effective because it taps into social proof, a psychological concept where people look to the actions and opinions of others to determine their own choices. Seeing others using and enjoying a product makes it more appealing and trustworthy. Here’s why UGC is so compelling:
1. Builds Authenticity and Trust
UGC feels real and authentic because it’s created by customers who aren’t being paid to promote your brand. When potential customers see UGC, they feel confident that they’re getting an honest representation of your product. This authenticity can significantly increase trust and influence purchase decisions.
2. Increases Engagement and Reach
UGC not only builds credibility but also boosts engagement. People are often excited to see their content shared by brands they love, which encourages further interaction and creates a stronger sense of community. Additionally, UGC helps expand your reach, as people sharing content with their own networks expose your brand to a new audience.
3. Demonstrates Real-Life Use Cases
UGC provides potential customers with a glimpse into how real people use your products in their daily lives. This visualization makes it easier for new customers to picture themselves using your products, reinforcing the decision to buy.
Example: Starbucks’ #RedCupContest
Every holiday season, Starbucks runs the #RedCupContest, inviting customers to share photos of their holiday cups for a chance to be featured. This campaign generates thousands of UGC posts, helping Starbucks build excitement around its seasonal products while expanding reach through customer shares.
7.3 Types of User-Generated Content That Drive Engagement
UGC can take various forms, each with its own benefits. By experimenting with different types, you can find the UGC formats that best resonate with your audience and drive the most engagement.
1. Customer Photos and Videos
Photos and videos created by customers offer visual proof that people are enjoying your product. These visuals are especially powerful on social media, where they capture attention and inspire others to learn more about your brand.
Example: Lululemon’s #thesweatlife
Lululemon encourages its community to share photos of themselves wearing Lululemon gear while engaging in fitness activities using the hashtag #thesweatlife. This content creates a strong sense of community and inspires others to join the Lululemon lifestyle.
2. Reviews and Testimonials
Written reviews and testimonials are valuable UGC because they provide details about customers’ experiences. They’re often shared on product pages, social media, or review sites and help potential buyers make informed decisions.
Example: Amazon Reviews
Amazon’s review system is a key part of its success. By displaying honest feedback from customers, Amazon builds trust and provides useful information that helps people choose products with confidence.
3. Unboxing and Product Demonstration Videos
Unboxing and product demonstration videos are popular forms of UGC that give potential customers a closer look at your products. These videos are particularly effective for brands in fashion, beauty, and technology, where customers value seeing a product in action.
Example: Apple Unboxing Videos on YouTube
Every time Apple releases a new product, YouTubers and influencers create unboxing videos. These videos build excitement around the product and provide social proof, as viewers see others enjoying and reviewing the item.
4. Blog and Social Media Posts Featuring Your Brand
Sometimes, customers or influencers will create more in-depth content, such as blog posts or long-form social media captions, that discuss their experience with your brand. These types of UGC can provide a deeper understanding of how your product fits into someone’s lifestyle.
Example: Glossier Customer Stories
Glossier often features stories from real customers on its website and social media. These posts share the customers’ experiences with Glossier products, making the brand feel relatable and inspiring new customers to try their products.
Exercise: Identify three types of UGC that would resonate with your audience. Consider what your customers naturally share and what format would best showcase your products.
7.4 How to Encourage UGC from Your Customers
To harness the power of UGC, it’s essential to create an environment that motivates customers to share their experiences. Here are some effective ways to encourage UGC:
1. Create a Branded Hashtag
A branded hashtag gives your customers a simple way to share their content and connect with your brand’s community. Encourage customers to use your hashtag when sharing photos or reviews, and make it easy for you to find and reshare their content.
Example: Airbnb’s #AirbnbExperiences
Airbnb uses #AirbnbExperiences to encourage travelers to share photos of their stays and activities. This hashtag has become a vast collection of user-generated content that showcases Airbnb’s offerings from around the world.
2. Host Contests and Giveaways
Contests and giveaways are highly effective for motivating people to create and share content. Offer a prize in exchange for photo submissions, reviews, or other content, and make sure the rules are simple to follow.
Example: GoPro’s Million Dollar Challenge
GoPro hosts an annual Million Dollar Challenge, inviting users to submit their best footage for a chance to win a share of a $1 million prize. This contest generates thousands of submissions, filling GoPro’s social media channels with impressive user-generated content.
3. Showcase UGC on Your Own Platforms
When customers see their content featured on your brand’s social media or website, they feel appreciated and recognized, which encourages more UGC. Make it a habit to regularly reshare customer photos, videos, and reviews, acknowledging and celebrating your community.
Example: Wayfair’s #WayfairAtHome
Wayfair frequently shares customer photos using the hashtag #WayfairAtHome, showcasing real-life home decor setups. This content provides inspiration for potential customers and celebrates the Wayfair community.
4. Ask for Reviews and Feedback
Encouraging reviews doesn’t always require a contest or giveaway. Sometimes, a simple request can lead to a steady flow of UGC. Reach out to customers after they’ve received a product and ask if they’d be willing to leave a review or share their thoughts on social media.
Example: After-Purchase Emails from Sephora
Sephora sends follow-up emails to customers after a purchase, inviting them to leave a review. This gentle nudge encourages customers to share their feedback, adding valuable UGC to Sephora’s website.
Exercise: Brainstorm a UGC strategy for your brand. Decide on a branded hashtag, plan a contest or giveaway, and write a sample message you could use to ask customers for reviews or feedback.
7.5 Using UGC Across Marketing Channels
Once you’ve gathered UGC, you can incorporate it into various marketing channels to boost engagement and provide social proof. Here are some effective ways to use UGC across your brand’s platforms:
1. Social Media Feeds and Stories
Share UGC on your social media feeds and Stories to showcase real customers enjoying your products. UGC on social media serves as a testimonial and makes your brand feel approachable.
Example: H&M’s Instagram Stories
H&M frequently shares customer photos in its Instagram Stories, often adding captions like “Thanks for sharing!” This highlights the brand’s customers while providing style inspiration for followers.
2. Product Pages and Website
Adding UGC to your website, particularly on product pages, can increase conversions. Photos, reviews, and testimonials reassure potential buyers by showing them real-life examples of your products in use.
Example: ASOS’s Customer Photos
ASOS features customer photos on its product pages, allowing shoppers to see how the clothes look on different people. This social proof encourages hesitant buyers by showing how the products fit and look in real life.
3. Email Marketing Campaigns
UGC can be a valuable addition to email marketing, where you can showcase positive reviews, photos, or testimonials. This reinforces your brand’s credibility and keeps your emails fresh and engaging.
Example: Peloton’s Customer Stories in Emails
Peloton often includes customer stories in their email campaigns, highlighting the achievements and experiences of real users. This approach builds community and motivates other subscribers to stay engaged.
4. Advertisements
Incorporating UGC in ads can increase their effectiveness by providing a sense of authenticity. Ads that feature real customers or quotes from reviews are often more relatable and believable than those featuring only branded messaging.
Example: Airbnb’s UGC Ads
Airbnb uses customer photos and stories in its digital ads, showcasing unique stays and authentic experiences. This UGC makes the ads more relatable, as they show real travelers enjoying Airbnb stays.
Exercise: List three channels where you could incorporate UGC, and describe how you would use it on each. Think about where your audience is most likely to see and respond to social proof.
7.6 Legal Considerations and Best Practices for Using UGC
While UGC is a valuable asset, it’s important to follow best practices and ensure you have permission before sharing someone else’s content. Here are some key points to keep in mind:
1. Always Ask for Permission
When sharing a customer’s photo or review, reach out to ask if you can use their content on your channels. Most customers will appreciate the gesture and be excited to have their content featured. Be sure to specify how and where their content will be used.
2. Give Credit to the Original Creator
Whenever you share UGC, credit the original creator by tagging them or mentioning their handle. This shows appreciation for their contribution and maintains transparency.
3. Use Disclaimers for UGC Contests
If you’re running a contest to encourage UGC, include clear disclaimers that participants’ content may be used for marketing purposes. This sets the expectation that any submissions may be featured on your platforms.
Example: Marriott’s #TravelBrilliantly Campaign
Marriott’s UGC campaign encourages customers to share travel photos using the hashtag #TravelBrilliantly. They include a disclaimer explaining that by using the hashtag, users give Marriott permission to share their content.
Exercise: Write a short message you could use to ask a customer for permission to share their content. Include information about where you’d like to use it and give them an option to opt out if they prefer.
7.7 Case Study: Coca-Cola’s “Share a Coke” Campaign
Coca-Cola’s “Share a Coke” campaign is a legendary example of UGC done right. In this campaign, Coca-Cola replaced its logo on bottles with popular names, encouraging people to “share a Coke” with friends and family. Customers began sharing photos of their personalized Coke bottles on social media, generating a massive wave of UGC that spanned social platforms worldwide.
By personalizing the product and making it part of social interactions, Coca-Cola created a campaign that encouraged people to celebrate and share their experiences with the brand. This UGC-driven campaign not only boosted Coca-Cola’s sales but also strengthened its connection with customers by making them a part of the brand experience.
7.8 Exercise: Plan a UGC Campaign
Using the strategies covered in this chapter, create a plan for a UGC campaign. Define the type of content you want customers to share, create a branded hashtag, and think about any incentives or guidelines you’ll provide. Consider where you’ll feature this content and how you’ll encourage participation.
Campaign Plan Example
- Content Type: Customer photos featuring the product in use
- Hashtag: #MyBrandExperience
- Incentive: Weekly giveaway for the best photo submission
- Promotion: Announce the campaign on social media, through email, and on the website
- Use of Content: Share on Instagram Stories, product pages, and email newsletters
7.9 Summary
User-generated content is a powerful tool that allows your customers to become ambassadors for your brand. By encouraging, curating, and sharing UGC, you create a sense of community, build social proof, and foster trust in an authentic way. With the right strategy, UGC can help your brand reach a wider audience, drive engagement, and build lasting relationships with customers.
Key Takeaways from Chapter 7
- UGC provides social proof by showcasing real customers who love your products.
- Encourage UGC through hashtags, contests, and engagement, making it easy for customers to share.
- Incorporate UGC across channels like social media, product pages, emails, and ads to maximize its impact.
In the next chapter, we’ll explore email marketing as a tool for customer retention, helping you create valuable connections and boost loyalty over time.
