Audrey Lau
A content writer from aboveA. Passionate about blending creativity with data-driven insights to craft accessible, resonant content for diverse audiences.
10 Genius Ways to Turn User-Generated Content Into Sales Machines
Capturing the essence of your brand identity while maintaining authenticity? That’s something only user-generated content can offer. User-generated content, or UGC, is marketing content created by real people. This can be your employees, regular consumers, or even social media influencers. UGC aims to showcase your product or service being used in an everyday setting.
This article is going to show you the top 10 ways you can turn UGC into profit.
Need help building UGC into your strategy? We’ll show you how.
Table of Contents
What is UGC and Why It’s A Sales Powerhouse
UGC can take a variety of forms and can be utilised in all content forms. For example, social media posts, collaborations, blog posts, reviews, short videos, and livestreams are all different forms of UGC. The sky is the limit!
Plus, user-generated content is carefully curated. It can be very helpful to draw the attention of the average consumer. This can be done in various ways, such as by featuring how specific products will function for the users. UGC is this generation’s answer to authentic, yet effective marketing. UGC not only drives engagement online but is also cost-effective.
Now, let’s look at some ways we can best reap the benefits of UGC.
10 Different Methods of Using UGC
The following are 10 different methods for increasing brand growth through UGC:
1. Highlight reviews and testimonials
Reviews and testimonials can help build trust between consumers and companies. By reading reviews from other consumers, the average buyer is more likely to have confidence in their purchase.
For example, Zoom’s website has a testimonial page detailing the other corporations that use Zoom as a communication service.
Image: Brand testimonial landing page for Zoom
Research has shown that 88% of customers trust online reviews and testimonials as much as peer recommendations. Additionally, reviews and testimonials are particularly good for online-based businesses. This is because customers can trust that products and services have a good effect in real life, especially if they’re reading testimonials from other people who have used the same thing.
2. Repost customer photos on social media
Reposting customer photos is a great opportunity to collaborate with social media influencers. For example, Motel Rocks is an online fashion brand that utilises this method very often. They tend to repost photos of influencers wearing their clothes on their main social media platform, Instagram.
Image: @motelrocks reposting a photo by @vivianyrl on Instagram
This kind of marketing allows consumers to see what their clothes look like in everyday life and natural lighting. With influencer marketing, you can leverage one individual’s existing fan base to promote your product or service.
3. Sharing product or service tutorials
Tutorials showing how to use your product or service can be easily shared in short videos online. Platforms like TikTok are designed for short-form videos that are under a minute.
Tutorial by @juliahatch22 posted by @benefitcosmetics on TikTok
Customers can get a quick run-down about how your product or service works in action.
4. Create an “as featured in..” section
Adding an “as seen in…” or a “used by…” section to your landing page is a tried and tested method of adding credibility to your business. Sharing logos from other businesses that use your brand is a good way to prove that your brand is trusted by these reputable sources.
Image: Logos of different companies that use Scribe are displayed on their landing page
Adding an “as seen in…” or a “used by…” section to your landing page is a tried and tested method of adding credibility to your business. Sharing logos from other businesses that use your brand is a good way to prove that your brand is trusted by these reputable sources.
5. Use video reviews in ads and landing pages
Using video reviews on your landing pages can create visual aids to show how your product or service works. Video reviews can act as an elevator pitch to what your brand is all about, while adding an authentic customer voice to your page.
Image: Landing page of Accolade Care Services
Landing page videos can also be reused elsewhere, such as being reposted on social media platforms like YouTube, Instagram, TikTok, or Facebook.
6. Launch a UGC contest or challenge
UGC contests and challenges encourage consumers to compete for a chance to win a prize by posting on social media. This could be something like wearing a particular article of clothing or footage of customers using a specific service. Prizes for UGC contests are typically discounts or exclusive products.
For example, Gymshark is an exercise apparel brand, and they started the Gymshark66 challenge as a chance for customers to win a year’s supply of Gymshark products.
Image: #Gymshark66 challenge posted by @gymshark on Instagram
The challenge involved customers being encouraged to download the Gymshark app to track their exercise progress for 66 days, and posting their results on the first and last day of the challenge. The competition not only increased traffic to their app and website but also guaranteed constant engagement with their brand because of the #Gymshark66 hashtag on Instagram.
7. Turn questions into content (UGC through Q&As)
Q&As on social media are an easy way to start conversations about specific products. This can be as simple as doing an Instagram story poll or short video content highlighting the top questions about your brand. This can also be very helpful for educational industries by using student ambassadors to attract new prospective students by sharing their personal stories or answering key questions.
Actual interaction with your consumers via social media is the quickest way to increase online engagement.
Image: FASOS Q&A student session by @modernpoliticalculture on Instagram
8. UGC collection and integration
UGC can take time to collect and source. Though manual, the easiest way to collect UGC is through a hashtag on social media. If anyone posts about your product and is encouraged to use a hashtag, you can easily see the top-performing posts on Instagram, TikTok, and YouTube. From there, it’s just contacting the customers directly to ask about using their content for promotion.
Another way to collect UGC is through email marketing. After customers make a purchase, a post-purchase email can ask them for a quick review, and even a photo or video of them using the product (for incentives, of course).
9. Feature UGC in your email marketing
Did you know that emails with UGC have a 61% higher click-through rate? Featuring UGC in your email marketing is as easy as including a brief text testimonial or video from your social media. It can make your emails to consumers more engaging and visually interesting.
Using your emails is also another platform for you to reuse UGC content from other social media channels as well.
10. Repurpose UGC across channels
If you repurpose UGC across multiple channels, you’ll rarely run out of content! Content takes a lot of time to create, so this is a great tactic for marketers who are low on content.
Image: aboveA TikTok account @abovea_consulting using recycling content in their YouTube channel
For example, you could take a UGC reel that was originally on Instagram and add it to multiple different places. It could be posted as a YouTube Short or on a TikTok page – those two platforms are naturally good for sharing short videos. The video could also be added to your website’s landing page as an easy-to-access testimonial. The sky’s the limit!
UGC Dos and Don’ts For Maximum Impact
There are plenty of ways to maximise UGC for the most impact. Although there are a few basic principles when it comes to utilising UGC in a way that still puts your customers first.
DO get permission from the customer!
Getting permission to post a photo or video taken by a customer is the most important part of using UGC. Creators will appreciate being asked, whether it’s through direct messaging or email. It’s all about showing them basic respect, as well as building trust with your customer base.
DON’T use content without asking!
Reading up on copyright laws can be helpful, and always, always ask before you use UGC. If a creator says no to you using their content as UGC, then that answer should also be respected.
DO show your appreciation
Credit your UGC creators by name or tag social media handles when you repost their content. Being thankful and kind, as well as sending a thank-you message, is necessary if you want creators to keep wanting to create UGC for you. You can also encourage customers to create more UGC by adding certain benefits, such as discounts or exclusive products, too.
DON’T alter UGC without the creator’s permission
Anything from editing a photo to changing the language in a testimonial is a big no-no. It’s important that you maintain the original content and not misrepresent what your creator is trying to express. You always need to get permission from the original creator if you want to make an edit.
DO engage with creators and encourage interaction
Hashtags and social media campaigns can take you a long way when it comes to increasing consumer engagement with your brand. Commenting on your UGC posts and answering questions posed by customers will help maintain a positive, open relationship with them.
DON’T limit your UGC to only one platform
There are a variety of platforms that can be used to spread your UGC around. UGC is generally shared on social media, but you can add UGC content to your e-commerce platforms, websites, and emails as well. Using multiple platforms will help you maximise the reach of your UGC.
Start using UGC to grow – don’t let this opportunity slip.
UGC Analytics: How to Measure What’s Actually Converting
How do you even know how well your UGC is performing? Tracking UGC performance can be done in various ways. The most basic metrics of tracking performance could be the click-through rate (CTR), conversion rate, time on page, or even engagement levels. These can all be tracked through different tools and apps. Constantly tracking UGC can be difficult, but here’s how to do it both efficiently and effectively. Teach readers how to track UGC performance; metrics: CTR, conversion rate, time on page, engagement, mention tools: Google Analytics, Meta Ads Manager, UGC platforms.
Measuring consumer engagement
Consumer engagement can be measured by looking at your key performance indicators (KPIs). For example, social media platforms like Instagram have sections specifically for business accounts where you can look at statistics about your page.
You can look at things like the number of interactions your account has in any given period, how well specific posts are doing, and how many people are going to your page.
Useful tools for UGC performance tracking and organisation
Don’t try to be everywhere at once. That burns energy fast. Instead, pick one or two channels where your audience spends time. Focus your brand energy there. For example, if your audience is young and visual, try Instagram or TikTok. If they are professionals, try LinkedIn or newsletters. Post helpful tips, product updates, or behind-the-scenes moments. Social platforms reward consistency. Posting a few times per week is better than posting once every few weeks.
Pro Tip: Use a free planner like Buffer or Later to schedule posts and save time.
Google Analytics
Google Analytics is a great starting point for looking at performance metrics. It’s not a strictly UGC platform, but it’s perfect for businesses working with a smaller budget. You can track basic ROI, website traffic, conversion, click-through rates, and more.
Google Analytics is good for: limited budgets, scalable, and customisable databases
Google Analytics is not good for: privacy law concerns (location-dependent)
Meta Ads Manager
It’s also not a strictly UGC platform, but Meta Ads Manager helps you run ads across the Meta network (Facebook, Instagram, Messenger, and WhatsApp). You’re only charged for the ads themselves, but the overall platform is free.
Meta Ads Manager is good for: limited budgets, very broad reach, and diverse ad formats
Meta Ads Manager is not good for: potential ad fatigue
Flowbox
Flowbox can help brands distribute consistent marketing content through the buyer journey. UI is incredibly streamlined, and you can post content in multiple locations at the same time. Rights management is also easy to navigate because you can request them directly from social media users.
Flowbox is good for: advanced insights, easy navigation, and rights request management
Flowbox is not good for: businesses with limited budgets
Cohley
Cohley makes it easy for businesses to contact consumers and potential UGC creators. It’s an influencer marketplace. Personalisation is key with Cohley as well; they don’t have a one-size-fits-all pricing plan and work directly with businesses when onboarding your first campaign.
Cohley is good for: comprehensive marketing strategy and supporting brand-to-consumer interactions
Cohley is not good for: campaigns that need more range
Kale
Kale is very consumer-forward, and it makes recruiting content creators a simple process. Content creators on Kale are compensated based on their UGC performance, and this compensation is streamlined through their platform.
Kale is good for: one-off marketing campaigns and recruiting customers to create UGC
Kale is not good for: obtaining content rights for multiple channels
Conclusion: UGC is Your 24/7 Sales Expert
User-generated content is as close as we get right now to automated marketing. In the past, producing marketing content was always a struggle. What would it take to build trust with your followers? How do you make sure advertising is relatable, yet effectively pushes your brand identity? At its core, marketing is about connection. Research shows that 82% of consumers are more likely to purchase from a brand that uses UGC in their marketing. By connecting with your customer base, you aren’t just selling your product or service, but forging long-lasting relationships.
Businesses with an authentic expression of brand identity are the ones that customers will resonate with the most. And what better way to do this than with marketing driven by the power of the consumer voice? Overall, UGC is a powerful marketing strategy that can serve you as much as it serves your customers.
Frequently Asked Questions
1. What types of UGC drive the most sales?
The most effective form of UGC would be reviews, videos, and any content created by real customers of your business. Consumers want to know about the average person’s experience with your brand. Video content (eg, unboxings and tutorials) is also especially engaging.
2. How do I encourage customers to create UGC for my brand?
Adding in incentives through competitions and challenges can be good encouragement. These can take the form of prizes, discounts, or gift products. Fostering a good relationship with your customers is important, too, so don’t forget to show your appreciation!
3. Can I legally use UGC in my ads?
Yes, you can legally use UGC in your ads. However, explicit permission from the original poster or customer is necessary before using UGC for promotion. Reading up on UGC and content copyright laws can be helpful.
4. Is UGC effective for B2B businesses too?
Yes, UGC can be effective for B2B businesses too! With UGC, B2B businesses can demonstrate their awareness of real customer experiences. B2B businesses are typically looking to build trust and credibility; both of these things can be demonstrated with the authenticity of UGC.