How To Leverage User-Generated Content to Boost Credibility
It's always a great day when others sing your praises 🥰
User-generated content (UGC) is content that is created by people outside of the brand. This is like non-employees talking about your brand, for better or worse.
UGC is becoming increasingly popular in marketing because it can boost trust, increase social following, improve brand awareness and reach new audiences in ways that traditional marketing can't. Typically, UGC shares an authentic view of actual customers using a product or interacting with a brand that, which is what every marketer dreams of!
So, how can you leverage UGC to boost credibility and trust in your brand? Let's dive right in.
Why User-Generated Content Is So Effective
First, we need to understand why user-generated content is so effective. Well, like I mentioned before, it builds trust using social proof. Real customers using your products will instantly create a sense of trust in their friends, and next time those friends need what you offer, you'll be top of mind.
UGC also adds a layer of authenticity to your brand that no marketing team could replicate or fake. Content created by customers feels way more genuine and relatable than traditional ads or professionally-crafted social posts.
When authenticity is at play, engagement and reach will improve. People value authenticity now more than ever, so they will be more likely to interact with your brand when their friends are sharing content that includes what you offer. In other words, people are more likely to trust their friends than a company.
Types of User-Generated Content to Leverage
There are several types of content that customers can generate for you —
Customer reviews
Testimonials
Social media content
Case studies
Success stories
Unboxing and product review videos
Simply using your products and mentioning you or linking to your website
How to Encourage Customers to Share UGC
Say you want in on this piece of marketing pie. How do you get customers to create content that features your brand?
Here are a few ideas:
Create a Unique Hashtag: Develop a catchy brand hashtag to encourage customers to tag you in their posts and share their experiences. (Then make sure you follow that hashtag so you can see what traction you gain with it.)
Incentivize Content Creation: Offer incentives like discounts, giveaways, or features on your social channels to encourage UGC. Make sure you follow any laws around this to ensure you aren't getting into trouble.
Engage and Respond to UGC: Actively engage with customers who post UGC by liking, commenting, and sharing their posts. Show them they’re valued!
Host Contests or Challenges: Run UGC contests or challenges where customers can showcase their creativity with your brand, creating excitement and encouraging participation. You could even partner with other similar/adjacent brands to host a contest and reach their audience while you're at it. 🤩
Best Practices for Integrating UGC into Your Marketing
There are a few things to keep in mind when starting in on using content from your customers.
Make sure you curate content that reflects your brand values. Choose UGC that aligns with your brand identity and message. If you see something that doesn't, don't share it.
You could also share UGC across multiple channels. Repurpose content across social media, your website, newsletters, and even ads. If you have a podcast, mention pieces of UGC you've seen and point listeners to it with links in your show notes. Use comments from UGC you've seen in your marketing materials. Get creative here!
Prioritize high-quality visuals so that you maintain a polished brand image. If you see low-quality or off-brand visuals, don't share them. When you share the best content from your customers, others will take notice and try to meet that standard. And if they really get your brand, they'll have a better understanding of what you're looking for.
Finally, it's always a good idea to ask for permission and give credit to anyone who generates content that you want to share! It's "black hat" to just swipe content and use it like it's yours. If you didn't create it in house, make sure you get permission to use it (outside of a standard social share, of course). Always give proper credit to the original creator.
Examples of Brands Leveraging UGC Effectively
Instead of scouring the internet to find quality examples, I asked ChatGPT to give me a list of companies that are using UGC really well these days. Here is what was spit out:
1. Glossier
How they use UGC: Glossier is a pioneer in using UGC, particularly in the beauty industry. They encourage customers to share photos and reviews of their products, using specific hashtags like #Glossier and #GlossierPink. The brand also frequently reposts these images on their social media, website, and ads, giving their audience a sense of involvement.
Why it works: Glossier has built a strong, community-driven brand by showcasing real customers' authentic experiences, not just polished influencer content. This fosters trust and creates an emotional connection with the brand.
2. Coca-Cola
How they use UGC: Coca-Cola’s #ShareACoke campaign is a classic example of how UGC can go viral. By printing popular names on bottles and encouraging customers to share photos of their personalized bottles on social media, Coca-Cola created a global conversation.
Why it works: The campaign leveraged personalization, creating a sense of ownership and excitement for the customer, which fueled organic UGC and created a personal connection with the brand.
3. Starbucks
How they use UGC: Starbucks frequently reposts customer photos featuring their drinks, especially when customers get creative with their orders. They also engage customers with seasonal hashtags, like #RedCupContest, where users share their holiday-themed cups for a chance to be featured.
Why it works: Starbucks’ focus on community and customer involvement allows them to generate a continuous flow of UGC. It helps the brand stay top of mind and fosters a sense of connection between the company and its customers.
4. Nike
How they use UGC: Nike has done an amazing job incorporating UGC into their digital marketing strategy, especially through their #JustDoIt hashtag. The brand features user stories, workout photos, and videos, especially from athletes and fitness enthusiasts, but also from everyday customers.
Why it works: Nike creates an aspirational brand that invites customers to share their personal fitness journeys. By showcasing diverse, authentic stories of all types of athletes, they build strong emotional connections and inspire others to get involved.
5. Airbnb
How they use UGC: Airbnb encourages guests to share photos of their stays and experiences using hashtags like #Airbnb. These images are often shared across Airbnb’s social media, website, and in marketing campaigns, giving potential customers a window into real, authentic experiences.
Why it works: By showing real traveler experiences, Airbnb builds trust and showcases the diversity of accommodations and experiences they offer. It helps potential customers see how they could fit into the Airbnb community.
6. GoPro
How they use UGC: GoPro is known for promoting UGC by encouraging their customers to share their adventure and extreme sports videos, often through the hashtag #GoPro. GoPro features these videos across their social channels, ads, and even in product demos.
Why it works: GoPro taps into the thrill-seeker community and creates a sense of belonging among its users. The brand’s reliance on extreme, authentic footage from customers enhances credibility and showcases the capability of their product.
7. Apple
How they use UGC: Apple’s “Shot on iPhone” campaign invites users to share photos taken on their iPhones, with the brand often sharing the best photos on their website and social media channels.
Why it works: Apple showcases the power of their product while giving customers the spotlight, creating a sense of pride and ownership among users. The campaign blurs the line between advertising and real-life customer experience.
8. Threadless
How they use UGC: Threadless allows customers to submit their own designs for t-shirts, hoodies, and other merchandise. Customers can vote for their favorite designs, and winning designs are produced and sold, giving the designers a cut of the profits.
Why it works: By putting creative control in the hands of their customers, Threadless fosters a community of artists and designers, which not only generates UGC but also strengthens customer loyalty and engagement.
How they use UGC: Lush frequently reposts customer photos, reviews, and even video tutorials using their products on social media. They also engage with customers through social media challenges and hashtag campaigns.
Why it works: Lush’s eco-friendly and handmade brand ethos resonates with customers who are passionate about natural beauty products. Their active engagement with customers strengthens community and trust, encouraging more UGC.
10. Patagonia
How they use UGC: Patagonia shares customer stories, especially about outdoor adventures, environmental activism, and sustainability. They also feature UGC in their marketing campaigns, highlighting how their products are used in real-world conditions.
Why it works: Patagonia's focus on social responsibility and environmental impact aligns with the values of their customers. By amplifying these stories through UGC, the brand builds an emotional connection and creates a sense of purpose within their community.
Measuring the Impact of UGC on Your Brand
You know I’m a stickler for measuring marketing performance, and UGC is no exception. At the very least, track likes, comments, shares, and follower growth resulting from UGC campaigns. You can also monitor customer feedback and sentiment to see how UGC influences brand perception.
Of course, the ultimate measure of success for most businesses is purchases. So, measure increases in conversions and sales attributed to UGC, especially through referral links or UTM tracking (by the way… here’s a guide on that and here’s a great UTM tool to use).
In your ongoing analysis of these metrics, evaluate whether UGC contributes to long-term loyalty and repeat purchases, and make adjustments as needed.
I'm a fan of using UGC in your marketing if it makes sense for your brand and your marketing strategy. It can help you build trust, credibility, and reach, which are all incredibly positive. Try it out by first creating a simple hashtag or reaching out to your loyal customers for testimonials. And as always, remember to track the results to ensure you are marketing with purpose. 😉