Every day, we're flooded with countless messages, but what really makes us stop scrolling isn't those polished, high-budget ads, but a genuine share from a stranger. An unfiltered try-on photo, a simple unboxing video, or just a quick "love it, highly recommend" can spark real connection and conversation. User generated content is quietly reshaping how brands and customers connect, becoming one of the most powerful content assets out there. In this article, we'll break down the types and strategies of UGC to help you create content that builds trust and spreads like wildfire.
What is user generated content (UGC)?
User generated content refers to any form of content, including text, videos, images, reviews, or
social media posts, created voluntarily by consumers or users of a brand's product or service. Unlike brand-created material, UGC is raw, unscripted, and authentic, which reflects real experiences and emotions. It's the spontaneous narrative spun by your customers, often seen as more trustworthy by potential buyers. It serves as social proof, encouraging others to engage with your brand based on relatable, peer-driven content.
Advantages of user generated content for brands
According to
user generated content platform market report, every day sees 350 million photos uploaded to
Facebook, 95 million images and videos posted on Instagram, and over 500 million tweets sent on X (formerly Twitter). Amid this tidal wave of content, users are not just passive consumers—they're eager creators. For brands, this signals an unprecedented opportunity. What we're witnessing is not simply a content surge, but an untapped "content goldmine."
Such
content marketing may bring a constellation of advantages that traditional advertising rarely achieves:
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It cuts content costs by replacing expensive in-house production with a constant stream of real, usable material from your community.
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It keeps things fresh by bringing in different voices and perspectives regularly that make your brand stories feel current and alive.
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Real customer stories hit harder than ads. It adds authenticity and makes it easier for others to trust and connect.
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When shared online, these posts spread fast—likes, comments, and reposts push your brand far beyond its usual reach.
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Real people interact with your brand builds trust, turning everyday users into powerful advocates with emotional pull.
Types of user generated content
User generated content generally falls into two big buckets: organic and incentivized.
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Organic content happens naturall, for example, someone posting a photo of their new kicks or leaving a heartfelt review after a great meal. It's based on real experiences or pure passion. You'll see it in blog posts, ratings, reviews, social media updates, videos, forum threads—you name it. People create and share because they want to, not because they're asked. There's also ones based on engagement. This includes polls, Q&As, and story replies on platforms like Instagram or X. These quick interactions build two-way conversations and keep users involved.
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Incentivized content, on the other hand, gets a little nudge from the brand. It might come from contests, giveaways, or discount offers that encourage people to participate. Even something like "post and tag us to win" counts here. It's still authentic, but there's a bit more structure to how and why it's shared.
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Creator-authored UGC (36%): Created by the business itself but with a relatable, user-first vibe. For instance, product demos or service walkthroughs made by the brand, yet still grounded in what customers care about.
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Customer-created UGC (31%): Posts, reviews, or stories shared by everyday users on social media. These raw, unfiltered moments are what give contents its punch.
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Employee-generated UGC (27%): Content shared by team members or staff, often showing behind-the-scenes culture, day-in-the-life moments, or authentic brand pride.
Source from Local Consumer Review Survey 2025
Take Starbucks, for example. When it rolled out the "Cheers to the class of '25" video on Instagram, it celebrated over 16,000 ASU grads from its College Achievement Plan. The post was shared not just on Starbucks' official page, but also through employee accounts. That combination brought heart to the story: real pride, real people, real voices. It wasn't just a campaign. It was a shared moment, and thousands responded with likes, comments, and shares.
How can you create and collect UGC? 5 Methods
Getting people to share content about your brand doesn't just happen. You've gotta make it fun, easy, and worth their time. Here's how to get the ball rolling.
Incentivize fans to share their voice
It all comes down to giving the right reward at the right time. When the perk feels worth it—and the timing feels natural—people are way more likely to join in.
You've got two go-to strategies:
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Tangible perks like discount codes, loyalty points, giveaways, or exclusive deals that give users a clear reason to hit "post."
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Emotional wins like featured shoutouts, branded badges, reposts on your socials, or a "brand insider" title that boost pride and belonging.
When fans go the extra mile and post about your product on social media like
Tiktok without being asked, especially within a week of receiving it, respond with a surprise. That might be a coupon for their next order, a contest entry, or even just a heartfelt reshare from your official page. This kind of recognition sticks and keeps them coming back.
For the quieter crowd, timing is everything. A casual "share for a reward" reminder in a thank-you email or text 3–7 days after delivery works great. You can also slip incentives into your welcome emails or mention them in your community group chats. Keep the tone laid-back and clear. When people know there's a benefit and it's easy to do, they're much more likely to jump in.
Create a branded hashtag
A great hashtag is your UGC magnet. When it's easy to remember and fun to use, fans will rally around it without missing a beat.
Take a page from Coca-Cola. They didn't stop at #cocacola. They layered in #coke, #cokestudio, #cocacolalasvegas, and #cokebottle to capture different angles of the brand, from product to culture to packaging. The result? A stronger identity across Instagram, TikTok, Twitter, and more—and way more user participation across touchpoints.
But creation is only half the job. You've got to make it visible. You may drop it into your post-purchase emails ("Tag us with #yourbrandname"), list it in your Instagram bio, print it on packaging and hangtags, and even work it into handwritten notes or your checkout success page. When fans see it often, using it feels second nature. And that's how you build a content engine that practically runs itself.
Host UGC-themed campaigns
People don't want to feel sold to. They want to have fun. That's why lighthearted, interactive campaigns get users creating content willingly, not grudgingly. Tie your campaign to holidays like Valentine's Day or Summer Sale, your brand vibe—say, eco-friendly or sporty—or current trends to spark interest.
Try simple ideas: hashtag challenges (#7DaysOfStyle), story contests (Share your first time wearing [brand]), creative competitions (Recreate this look), or quick polls and "Which one do you pick?" games. You should keep the theme easy and participation low-barrier, then add prizes or brand shoutouts to sweeten the deal.
For example, a fitness brand might launch a "30/60-Day Fitness Challenge," encouraging users to post workout pics in their gear, tracking progress. Gymshark nailed this with #gymshark and #healthiswealth, showcasing real transformations on their Instagram. It's a win-win: more content and a tighter community vibe.
Launch a content relay challenge
Not everyone's a natural content creator, but giving people easy templates makes joining way simpler. Content relay challenges use filters, mimic actions, or audio clips to lower the effort and invite more users to jump in.
You can create branded video templates, custom filters, or start mimic challenges. On TikTok, brands often run lip-sync or dance challenges like "Try this move with our hoodie," where users just follow simple steps to post.
These light, fun interactions boost sharing because they're easy and entertaining, sparking viral chains as more people copy, share, and spread the buzz naturally.
Team up with KOC for demos
Unlike big influencers, niche KOCs (key opinion consumers) have smaller followings but way higher engagement and more targeted influence. Partnering with them brings your product closer to real users.
You may look for KOCs whose style and values align with your brand, then offer free products, custom discounts, or co-branded activities. Their authentic demos and reviews don't just build trust—they spark imitation, making other users more likely to join in and share too.
How to leverage UGC to boost engagement?
Once you've got a steady stream of user content coming in, the next step is knowing how to actually put it to work, and that starts with boosting engagement in smart, strategic ways.
Show off real content on your website
One of the easiest ways to build trust is by putting real customer voices front and center. User-created content adds warmth, credibility, and proof your product actually works. Try placing it here:
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Product pages: Customer photos can be added so shoppers can see the real-life vibe, not just studio shots.
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Homepage reviews: The most detailed or liked UGC can be hightlighted for new visitors to instantly feel they're in good hands.
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Blog features: You can share user stories, tips, or personal journeys to deepen emotional connection and brand value.
Tools like Shoplazza's
Instagram Show plugin make this super easy. You can auto-curate top posts or manually pick standout content, then embed it right into your site for a more dynamic and authentic feel.
Combine authentic stories with email marketing
Most brands focus their
email marketing on product drops, sales, or countdowns, useful, sure, but often cold and salesy. Especially with
abandoned cart emails, just tossing in discounts and CTAs isn't enough to win someone back.
Instead, you may blend in real customer stories, including photos, reviews, short clips. That one happy user showing off how your shoes held up on their honeymoon? That's gold. It adds heart, credibility, and a reason to trust you. A warm story hits way harder than another "Your cart is waiting" reminder.
Real voices in your emails = real connections = real conversions
Source from a dental care brand
Give social posts a second life
One of the most underrated moves? Repurposing UGC. A single piece of content can go way beyond a one-time post. You can create a "User Stories" or "Community Spotlight" section on your site, and start sharing those great user photos, videos, and reviews you've collected. It's easy to do, and it builds major trust.
But don't stop there—share user generated content on social media too. You can kick off hashtag discussions, repost with credit, or ask niche influencers to amplify it. With the right permission, that same customer photo can become a Facebook ad, a TikTok-to-Reel remix, or even your next product-page feature.
Reuse it smart, and you not only stretch content value—you also grow a stronger, more relatable brand.
3 Effective examples of user generated content
You've seen the strategies. Now it's time to check out what this all looks like in action. Here are three real-life examples of user generated content that actually move the needle.
Flaxmaker's branded hashtag
Flaxmaker is a swimwear brand that runs its online store on Shoplazza. Beyond daily store operations, they actively encourage user generated content on Instagram. They've built a set of branded hashtags like #FlaxmakerGlobalFashion, #flaxmakerwear, and #flaxmakerswimsuit to capture content related to their swimwear, styles, and lifestyle vibes. Shoppers often use these tags while also mentioning @flaxmaker_swim and @flaxmaker in their captions.
Flaxmaker then curates the best user photos and reviews, spotlighting them right on the homepage. Each UGC post links directly to the exact swimwear style shown, creating a seamless loop from real-life content to purchase.
Gymshark's #gymsharkathlete program
To date, the hashtag #gymsharkathlete has gathered over 43,000 posts on Instagram, most of them from everyday users documenting their fitness journey in Gymshark gear. Whether they're working out at home, lifting at the gym, or jogging outdoors, users tag their posts to show both their progress and their style.
Instead of relying on heavy ad campaigns, Gymshark has cultivated a brand presence by encouraging organic participation through this hashtag. Their team regularly reposts top content and features selected posts on the homepage. This UGC-driven approach turns shoppers into contributors and fosters a strong, inclusive fitness community around the brand.
Airbnb's travel story campaign
Airbnb knows how to tell a good story, but in recent years, they've taken a smarter approach: letting users do the storytelling. The platform actively invites guests to share travel photos and personal anecdotes from their stays, turning ordinary trips into compelling, authentic narratives.
These user stories hit all the right notes:
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Authenticity: No filters, no fuss—just snapshots of real homes and real moments. From city lofts to forest cabins, each post captures everyday charm.
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Emotional pull: A unique stay or a heartfelt memory creates natural connection. Airbnb builds emotional depth by sharing these glimpses of real lives.
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Cultural reach: Because guests come from around the world, the stories organically span countries and cultures—giving Airbnb global appeal without scripted marketing.
For new users, these firsthand accounts are far more convincing than polished ads. Seeing that "others had a great time" makes the experience feel trustworthy and personal.
How to use UGC safely and legally?
That said, when using user generated content, it's important to handle it properly to avoid any legal issues and build trust. Here's how to use UGC safely and responsibly.
Get permission and rights before you post
Getting users to create content is great, but if you don't handle it right, copyright issues can pop up fast. For example, someone's Instagram photo for ads without permission, even if you mean well, can lead to complaints or even legal trouble.
So, you should always get permission before using UGC. Here's how to do it safely:
- Email confirmation: You can send a quick email explaining how you'll use the content and get their clear, written okay.
- Platform tools: Or, you may use Instagram or third-party tools that let users easily grant permission right there.
- On-site consent: When collecting content, clearly tell users how you'll use it and include a checkbox like "I agree to let the brand use this content."
Stay on top of user generated content moderation
It's not about flooding your site with user content, but keeping it quality and safe. If hate speech, racism, or sensitive political stuff shows up in comments, product pages, or your homepage, it can seriously hurt your brand and even cause trouble with platforms or the law.
So, don't skip on moderation. Here's what works:
- Manual review is key: Especially for content shown on your website or social media profiles, you should always do at least one round of human screening.
- Keyword filters + AI help: You can set up filters to block certain words and use smart tools to flag risky posts.
- Regular checkups: UGC is always changing, so schedule routine audits to catch anything that slipped through.
Play by the rules, wherever you sell
Don't take UGC's "free vibe" for granted if you mess up the rules, the brand ends up on the hook. Playing by the legal playbook is essential but often overlooked. Here's what trips brands up:
- Platforms like Google don't allow reviews in exchange for perks, no discounts or freebies for good ratings.
- Laws like the FTC in the US require clear disclosures if there's any kind of partnership or reward involved. Users need to tag posts with #ad or #sponsored. Even when the brand shares user content, it can't be passed off as totally "organic."
- Once you use user content in ads or on your website, you're responsible for its accuracy, no false claims allowed.
So what's the smart move?
- Focus on encouraging genuine, honest feedback, and don't push users to only leave glowing reviews or exaggerate benefits.
- Always give a careful check to any UGC before using it in marketing to avoid legal headaches.
- Set clear rules from the start. If users participate in contests or campaigns, make sure they know their content might be used—and clarify the rights you have.
Power up your brand with UGC
When customers share their honest experiences, content becomes trust and community. In today's crowded digital world, authenticity stands out. User generated content helps brands capture that genuine voice and build lasting relationships. It's time to make your users part of your brand's story and unlock the power of true engagement.
FAQ
What is the UGC strategy?
UGC strategy focuses on encouraging customers to create authentic content that promotes your brand naturally, building trust and community without relying on traditional ads.
What is an UGC content example?
A customer posting a photo wearing your product with a genuine review or sharing a video unboxing their recent purchase.
Why is content moderation important for user generated campaigns?
Content moderation ensures that all shared materials reflect your brand's values and community standards. It protects against inappropriate or harmful posts that could alienate your audience or cause legal issues, maintaining a positive environment for engagement.
How can I leverage user generated content to boost engagement?
You can incorporate UGC across your website, emails, and social media channels. Then you can incentivize participation, create branded hashtags, and spotlight authentic stories to stimulate users' enthusiasm. This approach encourages audience interaction, enhances trust, and expands your brand's reach organically.
Can the main content of a webpage include user generated material?
Yes. Many brands prominently feature user generated material as core webpage content, like user stories and testimonials, because it builds authenticity and trust. However, it's vital to ensure proper rights and moderation are in place to maintain quality and compliance.