User-Generated Content: Types, Examples & Best Practices

Customer trust in advertising and marketing content provided by companies has been decreasing in recent years. Who is not speaking well of themselves? In order to attract customers, many brands do not hesitate to exaggerate their products (some even fake them). As a result, user-generated content is a more effective way to pursue your customers.

User-generated content (UGC) is not the new term for online businesses nowadays. However, not anyone can apply them in the right way. This article will provide you comprehensive knowledge about this trending marketing tool and the best user-generated content strategy for your business.

User-generated content Definition:

What is user-generated content? You can look up tons of definitions on the internet. However, in a nutshell, user-generated content (UGC) is any type of content created by the followers, product users or consumers of a brand in order to express their opinions and feelings.

“85% of users say visual UGC has a stronger impact on their decisions than brand-generated photos or videos.” You can find UGC in many types such as photos, videos, testimonials, tweets, blog posts. With the rise of social media, UGC becomes more powerful with brands when every single user can post their thoughts publicly. It is great if the feedback is positive. When the feedback is about bad experiences with your brands, it can lead to a serious crisis, damaging your reputation in customers’ eyes. UGC platforms like Billo allow you to easily discover and amplify positive UGC, while monitoring your brand for potential reputation issues. Harnessing authentic user content reinforces trust and community with customers.

Types of User-generated content

Organic UGC

Comment

Comments usually appear under blogs or social posts of the brand. This type of content is mostly created by people who are extremely in love with your products, sometimes by those with unpleasant incidents. In general, comments are still easy to fake; however, it’s deniable that they can help identify whether the product or service is helpful or not.

Review

Brands will collect customer reviews in a more proactive way compared to comments. While everyone can comment including people who absolutely have no interaction with your business, reviewers directly pay for your products & services. Their content will be more informative and persuasive to other potential customers. Reviews can include text, photos, and videos.

Testimonials

According to the business dictionary, the testimonial is defined as “Written recommendation from a celebrity or satisfied customer affirming the performance, quality, and/or value of a product or service. Testimonials are one of the most potent tools of marketing.” Many brands invest in a whole testimonial page that serves as a platform in order to show off how the customers have benefited from their product or service.

Forum Posts

Forum is a community of people who have the same interest in a specific field. This is an abundant source of user-generated content, but it is hard for brands to collect and manage the data. The only choice here is to join as a member to hear about what customers are thinking about you and to explain misunderstandings timely as well.

Blog Posts

Not only published by companies, but blogs are also popular among individuals, showing their opinions in personal life. If your products create a good impression on bloggers, your brand name can appear in their posts that attract the attention of hundreds or even thousands of readers. Some businesses choose to invite famous bloggers to try their products and write down their experiences.

Social Media Posts

As mentioned above, social media is the main force leveraging the power of user-generated content. Everyone can create a post about your product on Facebook, Instagram, Twitter, etc, and share it with the family and friends. Here are some highlights of social commerce:

• 87% of e-commerce buyers believe social media helps them make a shopping decision.
• 1 in 4 business owners is selling through Facebook.
• 40% of worldwide merchants use social media to generate sales.

Therefore, taking care of your users in social networks is a crucial task. Make sure that all the news spreading about your business is authentic and helpful.

Case Studies

Unlike all other types of UGC, case studies are created in the collaboration between the brand and its customers. This content provides in-depth information about how your business helped their users succeed so that others can identify the same pain points and proactively contact you.

UGC Videos

Actually, UGC videos can be shown in all the above content types. As it takes a lot of time and effort to produce high-quality UGC videos, some brands hold events and competitions with attractive awards to gather videos from their customers. With the chart below, you can have an overview of the effectiveness of each UGC type on your business. Remember to consider your customer behavior, your target market, and the resources you have to choose the best user-generated content!

Paid UGC

Another common type of user-generated content (UGC) is paid UGC, which is gaining popularity, especially among newer brands that want to showcase UGC but haven’t yet built a large base of customers sharing photos.

Paid UGC is created by UGC creators, who are different from influencers. While you’re paying for this content, it’s often just as genuine as traditional UGC.

You can find UGC creators through platforms like Fiverr or Upwork, or if your brand already has fans, some creators might reach out to you directly.

Once you’ve agreed on terms, you can use the content they produce to enhance your website or social media, presenting it as user-generated content.

Why user-generated content is important?

User-generated content (UGC) can be used at every stage of a buyer’s journey to boost engagement and increase sales. This type of customer-focused content works well on social media, emails, landing pages, or even checkout pages.

Authenticity

In today’s crowded online space, it’s tough for brands to stand out. Customers are picky about which brands they trust and choose to buy from.

That’s where UGC shines. It’s one of the most genuine forms of content since it comes from real customers. Studies show that 86% of people trust brands that share UGC, compared to only 12% who trust influencer promotions.

But don’t fake it! Using fake UGC can harm your reputation. Always source real content from your customers, loyal fans, or employees. Think of UGC as the modern version of word-of-mouth marketing—people trust recommendations more than ads.

Social proof

People naturally trust what others enjoy. This is called social proof, and UGC is a great example of it. When potential buyers see happy customers using your product, they’re more likely to want to try it themselves. Real reviews, photos, or videos from customers can build trust far better than traditional advertising.

Building brand loyalty

UGC helps people feel like they’re part of your brand’s community, which strengthens loyalty and connection.

By sharing customer content, brands can start conversations, build relationships, and create an engaged community. This interaction deepens trust and keeps customers coming back.

Cost-effective marketing

Hiring influencers or creating ad campaigns can cost a fortune, but asking customers to share their experiences costs almost nothing.

UGC is an affordable way to grow your business and create diverse content without big budgets. Many customers are happy to be featured on your social channels, making UGC an easy and inexpensive way to connect with your audience.

For small or new brands, UGC is a budget-friendly way to grow without spending on expensive campaigns.

Content curation

UGC isn’t just for social media—it can work across many platforms. For example:

• Add UGC images to cart abandonment emails to encourage purchases.
• Include UGC on landing pages to boost conversions.

Look at the real case study from Calvin Klein. The brand created a page showcasing real customers wearing their products. This lets shoppers see how items look on real people, not just professional models, making the brand feel more relatable.

Making the most of user-generated content

Think of user-generated content (UGC) as the modern version of word-of-mouth marketing. People tend to trust other people more than brands or celebrities, so using authentic content from real advocates is key to building trust and credibility.

Here’s how to maximize the value of your UGC:

1. Encourage people to share

53% of consumers want brands to guide them on how to create and share UGC. This number shows the fact that people are willing to share UGC, but many are confused and don’t know what to do. As the brand owner, you should prompt them. Try some of the following methods:

Creating a trend, challenge, or contest

It’s a fun and engaging way to encourage user-generated content. For example, ELF Cosmetics collaborated with iLLWayno to produce the song ‘Eyes. Lips. Face,’ which went viral on TikTok and inspired over five million user-generated videos.

While you may not be able to create a custom song, adding an element of gamification—like a contest or challenge—can be just as effective. A little competition can spark excitement and motivate your audience to get involved.

Create a hashtag and keep reminding about it once in a while

Encourage UGC by creating a unique hashtag and reminding customers to use it. For example, Urban Outfitters uses the #uocommunity hashtag to share customer-created content, especially on Instagram.

The brand also collaborates with its users to produce content, which is regularly featured on its dedicated community blog. This approach builds engagement and strengthens the connection with their audience.

Request UGC through your website or app

Encourage user-generated content directly via your website or app. For example, the Alpenglow app includes a UGC feature where users can submit a “Field Report.” This allows them to upload a photo and score, letting the app creators know if their weather forecast was accurate.

This approach not only engages users but also adds valuable, real-world content to your platform.

Note: Rather than waiting for customers to spread your products on their social media, why not actively explain what you want and let them be creative? The result might surprise you.

2. Reward your customers for sharing

Getting featured on a brand’s social media is great, but giving rewards can encourage more people to join in. You can offer discounts, free products, event tickets, or other perks. Just make sure the reward fits your audience, your brand, and your budget.

For example, if you sell sports equipment, giving away tickets to a sports game makes more sense than tickets to a K-pop concert. Choosing the right reward keeps your audience interested and increases the chance of success.

3. Get your team involved

User-generated content (UGC) doesn’t have to be limited to customers. To make your brand feel more authentic, encourage your employees to join in creating content. After all, who knows your product better than the people who work with it every day?

Research from Weber Shandwick shows that “33% of employees share posts, photos, or videos about their employer without any prompting, and this rises to 50% when the company encourages them.”

You can inspire employees to create natural, engaging content about your brand in many ways. For example, they can share glimpses of their workday, behind-the-scenes looks at the product creation process, or fun moments at the office.

4. Expand your use of user-generated content beyond social media

Don’t limit UGC to retweets or reposts on social platforms. Take it further by asking for permission to reuse and repurpose customer content in other marketing channels. Here are some ideas:

• Ads: Incorporate UGC into your ads to make them more authentic and relatable. This could include customer photos, videos, or even a simple tweet praising your brand, which can serve as social proof.
• Website: Showcase customer photos in a gallery on your website or use them as product images to show how your items look in real-life situations.
• Email campaigns: Feature UGC in your email marketing to engage your subscribers.

Best practices for user-generated content

Incorporating user-generated content (UGC) into your business strategy is a smart move. However, its effectiveness can be influenced by various factors, some of which may be beyond your control. To maximize its impact, consider these best practices for your UGC plan.

#1 Always ask for permissions

It’s essential to ensure consent before sharing or repurposing a customer’s content.

While users might include your branded hashtags without realizing they’re part of a UGC campaign, reposting their content without explicit permission can harm your relationship with them and irritate your most loyal supporters.

By asking for permission, you demonstrate respect and appreciation for their content, making them feel valued. This also avoids any potential copyright issues, keeping your brand in the clear legally.

#2 Credit the original source

Besides asking for the creator’s permission to use their content, you should also give credit to them, showing how you appreciate their work properly. Tag them in the post and specify if you’re using their visuals, words, or both.

If you’re sharing the content on different platforms, check how the creator prefers to be credited. For example, if you’re posting an Instagram photo on your Facebook page, ask if they have a Facebook profile or page you can tag.

Recognizing creators’ work shows appreciation and keeps them enthusiastic about engaging with your brand. It also assures your audience that the content is authentic and created by someone outside your company.

#3 Be specific about what you’re looking for

UGC creators are eager to have their content shared, but they need to know what you’re looking for. Clearly communicate the type of content you want, whether it’s photos, videos, or reviews, and provide guidelines to make it easier for them to create and share content that aligns with your brand’s needs.

#4 Set strategic goals

To effectively use UGC, it’s important to align it with your campaign strategy and marketing goals. Randomly featuring pretty pictures is nice, but you need to understand how the content supports your objectives.

Start by reviewing your social media strategy to identify where UGC can enhance your existing goals. Then, create a clear statement that explains the specific type of content you want and are most likely to feature.

Once you know what you’re looking for, share your UGC request anywhere your audience interacts with your brand:

• Your social media bios
• Other user-generated posts
• Your website
• In-store displays
• Product packaging

Remember, a solid UGC strategy isn’t just about gathering content from customers—it’s about ensuring your UGC campaign aligns with your overall social media and marketing goals.

Examples of user-generated content

You might not notice, but chances are you run into user-generated content every day. It can be a beauty blog, a review of the product you’re looking for, a simple post on Facebook, etc. Let’s check out some outstanding examples to have a clearer vision of this term.

GoPro: Real-life Action

GoPro, famous for making action cameras, naturally fuels user-generated content (UGC) through its products. Their platform and tools encourage customers to share their GoPro captures, resulting in around 6,000 daily online videos. “GoProing” even became a slang term and hashtag, solidifying their brand tagline “Be a Hero.” Autumn’s viral skating video exemplifies this powerful UGC ecosystem.

https://youtu.be/f0zGU4pj7Mw?feature=shared

GoPro’s UGC recipe:

• Hash it Out: Encourage users to tag #GoPro for potential social media features
• Partner Up: Fuel adventures with branded cameras and incentivize sharing
• One-Click Wonders: Integrate seamless social sharing within your product
• Challenge Accepted: Spark excitement with contests and awards

Learning tips from GoPro:

• Find your brand’s sweet spot and evoke emotions
• Bring your story to life on social media
• Create a community around your brand
• Boost engagement with fun activities
• Team up with like-minded partners

Yosemite Conservancy: Harnessing Photography

Stunning pics of Yosemite spark wanderlust: a winter photo contest by Yosemite Conservancy in 2019 tapped user-generated magic to inspire people and spread park love online. The top shot won a year’s pass and swag, plus the Conservancy gained gorgeous (free!) content. Bonus: this strategy works beyond location-based brands!

This keeps the key points about the campaign - the winter focus, user-generated content, and spreading wanderlust - while being significantly shorter. It also adds a note about the broader applicability of the strategy.

Learning tips from Yosemite Conservancy:

• Find Your Spark: Brainstorm with your team to identify what makes your brand unique.
• Picture Perfect: Strategize how to translate these qualities into captivating photos. Think about mood, colors, and the emotions you want to evoke.
• Pro Tip: Collaborate with a local professional photographer specializing in brand storytelling. Their expertise can elevate your vision.
• Build Buzz: Launch your campaign with striking professional photos on social media, paired with your brand message. Grab attention and set the tone for a couple of weeks.
• Fan Art Fever: Spark engagement with a giveaway! Ask your followers to post a photo that embodies your brand’s essence, tagging your company. Watch your community co-create magic!

Buffer - It’s about the user, not the brand

Buffer flips the script! Instead of product demos, their #buffer hashtag bursts with user-generated images - pets, landscapes, collages, memes - showcasing diverse lives, not just tools. This authentic, versatile approach celebrates users and subtly positions Buffer as fun and easy, without forced branding.

Learning tips from Buffer:

• Focus on feelings! Your UGC campaign shines when it sparks emotions.
• Niche doesn’t mean shy! Engage users beyond your product. Embrace their diverse stories and passions.
• Be the social butterfly! Let your brand’s personality blossom on social media. Invite genuine connections and sharing.
• Go beyond “like” and “share.” Prompt deeper engagement. Spark conversations, learn about your audience and build a true community.

Conclusion

We hope that after reading this article, you can start your UGC campaigns as soon as possible. In the big battle of winning the hearts of customers, user-generated content will be one of the most powerful weapons to be the champion. Want to find out effective tools to create UGC? Visit Magenest store now to find the amazing extensions for your business. If you have any questions, feel free to write it down in the comment section below.