What Is User Generated Content? A Powerful Tool for Brand Growth
- The Change Starter
- Jun 15
- 5 min read
What Is User Generated Content? Why It’s a Game-Changer for Brand Engagement
In a time where consumers are overwhelmed with polished ads and influencer promos, people are looking for something more real. Something they can trust. Enter User-Generated Content (UGC). But what is user generated content, and why is it quickly becoming one of the most powerful tools in modern marketing?
In this blog, we’ll explore the power of UGC in building brand authenticity, fostering loyalty, and driving real growth. You’ll also get actionable tips on how to get user generated content, showcase it effectively, and measure its true impact.
What Is User Generated Content?
User-generated content is any form of content such as photos, videos, reviews, social media posts, blog articles, etc. created by your customers or followers, not your brand. It’s authentic, relatable, and incredibly effective.
Whether it’s a customer posting an unboxing video on TikTok or sharing their latest look using your product on Instagram, this content showcases real people experiencing your brand.
That’s why user generated content marketing is so powerful. It feels natural, not scripted, and builds trust in a way traditional advertising can’t.
Why User-Generated Content Matters
Still wondering what is user generated content good for? Here are a few reasons it should be a core part of your marketing strategy:
Builds Trust & Credibility
People trust people. In fact, according to Glenn Taylor of retail Touch Points, 90% of consumers say UGC influences their purchase decisions more than traditional ads.
Boosts Brand Loyalty
When you highlight a customer’s post, you’re not just promoting your product; you’re validating their experience. That creates deeper emotional bonds and loyal fans.
Increases Engagement
UGC outperforms brand-created content across platforms. Statistics by Growth Spurt says that on Instagram alone, posts featuring UGC see up to 4.5% higher engagement.
Saves Time & Resources
Instead of creating endless content from scratch, UGC gives you a steady stream of high-quality content without the production budget.
Take Our Free Quiz & Discover Why Your Marketing Isn't Working...
In just 7 minutes from now, you'll discover how your relationship with marketing is holding you back from the results your business deserves. Identify areas for improvement and start implementing change today!
How to Get User Generated Content
A common question is how to get user generated content from your audience. The key is to make participation fun, easy, and rewarding.
Encourage Participation
Start a hashtag campaign that your followers can use when sharing.
Ask for reviews post-purchase.
Run contests or giveaways where users must submit content to enter.
Showcase customers regularly; being featured by a brand is a major motivator!
Showcasing User-Generated Content
Collecting UGC is step one. Here’s how to use it to drive engagement and conversions:
On Social Media: Repost content in your feed or stories. It keeps your content fresh and community-focused.
On Your Website: Feature UGC on product pages, homepage banners, or in testimonials. Seeing real customers using your products builds credibility instantly.
In Email Newsletters: Include a “Customer of the Month” or a collage of UGC posts to inspire your email audience.
Best Practices:
Measuring the Impact of UGC
It’s not just about likes. User generated content marketing should be tracked for ROI like any other campaign.
Key Metrics to Monitor:
Engagement (likes, shares, saves)
Brand mentions and hashtag usage
Conversion rates on UGC-integrated landing pages
Click-through rates from UGC posts or emails
Sales tied to UGC campaigns
Tools to Use:
Connect your UGC efforts back to your broader goals like brand awareness, customer retention, or sales growth.
Action Plan: How to Start Leveraging UGC
Here’s a simple UGC strategy you can start today:
Set clear goals. Awareness, engagement, sales?
Choose your main platform. Instagram, TikTok, email?
Start a branded hashtag and let customers know how to join in.
Engage and respond to contributors and build a two-way relationship.
Track your results and optimise regularly.
Even small businesses can build a strong UGC pipeline with minimal effort. What matters most is consistency and connection.
Brands Winning with UGC
GoPro
GoPro has built its brand around UGC by encouraging users to share their action-packed videos using GoPro cameras. The brand frequently features these user-generated videos on its social media channels and website, showcasing the capabilities of its products through authentic user experiences. This strategy has helped GoPro create a community of brand advocates and has significantly contributed to its brand growth.
Coca-Cola
Coca-Cola's "Share a Coke" campaign involved replacing the brand's iconic logo with popular names on bottles and cans, encouraging customers to share a Coke with friends and family. Consumers were invited to share photos of themselves with the personalised bottles on social media, generating a massive amount of user-generated content. This campaign not only increased sales but also created a personal connection between the brand and its customers.
White Fox Boutique
White Fox Boutique, an Australian fashion brand, has rapidly gained popularity among Gen Z consumers in Australia, the UK, and the US. The Guardian has written about how the brand combines influencer-driven marketing with a strong social media presence and aspirational branding. Their marketing strategy includes collaborations with well-known influencers, luxury-leaning content creators, and user-generated content. White Fox has leveraged UGC through campaigns like the White Fox University ambassador program, which incentivises students to promote products on social media. This approach has contributed to their aggressive digital strategy and expansion into global markets.
Conclusion
In an era where authenticity drives connection and connection drives conversion, user-generated content is more than just a trend. If you’ve ever asked, what is user generated content, the answer is simple: it’s real content from real people, and that’s exactly what today’s consumers crave.
From increasing trust and engagement to saving time and boosting loyalty, user generated content marketing gives brands a powerful, people-first approach to growing their presence. The best part? You don’t need to be a massive brand to benefit. Small businesses can start today by encouraging customer stories, sharing UGC on key platforms, and measuring what truly matters.
Ready to harness the power of user-generated content and build a brand your customers truly believe in?
Book a free consult with Stevie today to explore how our UGC-focused and influencer marketing strategies can help you grow authentically, connect deeper, and drive real results.
Start small. Stay consistent. Let your customers speak for your brand.
Ready To Transform Your Marketing? | ||
Get in touch to learn how to build Marketing Strategy into all our service packages and how we can implement everything in your strategy to create a cohesive, consistent approach. | ||
The Change Starter® is a boutique marketing consultancy. We transform your marketing by creating and implementing a cohesive marketing strategy. We work as an outsourced marketing team for established businesses who are committed to growth. Book a FREE Consult to discover the next steps you can take to attract, engage and convert new customers.
Comments