Let’s face it people don’t trust ads anymore. They skip them, scroll over them, or block them. But what do people trust? Each other. That’s where User-Generated Content (UGC) comes into play. When a customer posts about their experience with your product or service typically with a picture, video, testimonial, or review they possess a trust factor that cannot be bought; however, if applied correctly, it can be used to grow your brand in no time.

What Is User-Generated Content?
User-generated content is any content text, video, image, reviews, etc. created by people instead of brands. For example, someone creates an Instagram story about how they enjoy using your product or someone leaves a review on your website, that’s UGC.

And the best part? It’s free advertising and it feels organic.

Why User-Generated Content Builds Trust
People trust people. Research shows over 80% of consumers trust UGC more than branded content. Why? Because it’s real; it’s not a sales pitch, there’s no high-budget filter it’s just a human being sharing their experience.

For example: If someone takes a picture of your hoodie and captions, “Wearing this every day it’s so comfortable,” that means so much more than anything your paid ad can say. It’s personal, relatable, and it offers social proof that your product does exactly what it says it does.

How to Collect User-Generated Content
Here are some simple and friendly ways to encourage customers to share their experience and content:

• Create a hashtag: Create a custom brand hashtag and encourage customers to use it.
• Run a giveaway or contest: Offer a prize for the most creative photo/video featuring your product.
• Ask for it: Send an email post-sale to see if they’d be willing to leave a review or share a photo on social media.
• Use QR codes: Place codes on packaging/receipts that lead to the form/platform where people can share their uploads.

How to Use UGC to Grow Fast

Once you have the content, it’s time to use it—and with strategy.

1. Feature It on Your Website
   Create a UGC specific page or gallery; integrate customer images into product pages. When prospective customers see others satisfied, they’ll be much more likely to convert.
2. Post It on Social Media
   Use real customer photos/quotes as posts or stories. Be sure to tag the original poster; not only will they appreciate it, but you’ll also likely get exposure to their followers as well.
3. Use It In Email Marketing
   Share top-rated reviews and testimonials within your email marketing; quote “Best purchase ever!” because it gives other prospective customers the nudge they need if they’re on the fence about converting or not.
4. Feature It in Advertising
   People scroll past ads that look too professional—but real selfies with real captions will stop people dead in their tracks; experiment with using UGC within paid campaigns for higher engagement and conversion rates!

Bonus Tip: Always Ask for Permission

Even if something is public, it’s courteous (and legally sound) to ask for permission before using someone else’s content. A simple DM saying, “Hey! We love your post and would like to share it on our page; is that okay?” goes a long way.

Why This Works And Fast

UGC functions on a specific psychology. It implies that you are more than a brand you’ve developed a family. It implies that people enjoy your offer so much that they want to share that enjoyment. That enjoyment and sharing is infectious. The more infectious it is, the faster you grow.

Final Thoughts I’ve been in the digital marketing industry for over 15 years, and I’ve seen UGC impact on a brand’s online presence too often and used it myself to transform stagnant engagement into rapid growth just from presenting previously acquired happy clients. If there is a way to build authentic credibility and exponentially increase your growth overnight, this is it. Therefore, you should start acquiring this type of content now; it will benefit you in the long run. Your customers are the best marketers.