User-generated content (UGC) is content made by your customers: photos, videos, unboxings and reviews. People trust other customers more than brands, so UGC is powerful marketing.
Why it works
- It is real proof that people buy and enjoy your product.
- It costs little to create.
- It often performs well in ads.
How to get more of it
- Ask: include a card in packaging or a message after purchase asking customers to share and tag you.
- Make it photo-worthy: attractive packaging, a selfie corner in your shop or salon.
- Create a hashtag: a simple branded hashtag; get ideas with our hashtag generator.
- Reward it: feature customers, run monthly contests or offer a small discount on their next order.
- Ask for reviews with photos: use our review request generator.
Always get permission
Before reposting or using customer content in ads, ask for permission in writing, such as a DM reply, and credit them. For ads, be clear about how you will use it.
Where to use UGC
- Instagram Stories and highlights.
- Product pages on your website.
- Meta ads.
- WhatsApp catalogues and broadcasts.
Paid UGC creators
Some brands pay creators to make UGC-style videos for ads. Make sure any paid content follows advertising disclosure rules. Read ASCI influencer rules.
Want the full picture? This article is part of Social media marketing: the complete guide, our in-depth guide with everything in one place.
