UGC is in fact the digital version of word of mouth, in which your consumers become the driving force behind the visibility of your brand.
Today, authenticity is key and peer recommendations carry more weight than any good marketing campaign.
In this article, we will explain what UGC is, discover its many advantages and give advice on how to encourage its creation.
We will also discover how to integrate UGC into your marketing strategy, drawing inspiration from real success stories.
User-generated content refers to any type of content produced by your consumers, not by the brand itself.
It is a form of earned media, i.e. visibility that you did not have to pay for.
At a time when confidence in traditional advertising is collapsing, UGC is seen as a safe haven.
It is raw, spontaneous, sometimes a little imperfect... but terribly credible.
It is authentic social proof, carried by those who already know you: your customers.
And that is precisely what makes it so powerful.
UGC can take many different forms.
Some are discreet, others very visible, but they all play a role in the recognition and credibility of your brand.
Here are the main formats to be aware of:
A good comment can make all the difference.
54% of consumers say that positive customer reviews influence their initial purchasing decision. (Industry Report, 2025)
Imagine you're looking for a good coffee on Google and you come across this kind of review:
‘The warm atmosphere and the aroma of freshly ground coffee have transformed my mornings at XYZ. A must!’
No need to do more: you're convinced.
Testimonials provide a concrete overview of the customer experience.
And above all, they provide strong social proof, whether on Google, Facebook or specialised review platforms.
There is rarely a better way to inspire trust.
Read this article to find out how to ask for consumer reviews.
On Instagram, Pinterest or even in online reviews, your customers are increasingly sharing their experiences... in pictures.
These everyday photos, often spontaneous, sometimes ultra-polished, tell a true story.
Imagine an Instagram feed full of shots of your products in use: a bag being carried on a trip, a dish being presented, a beauty routine in the bathroom...
These visuals inspire confidence and allow others to visualise themselves using the product.
Above all, it is your users who are telling the story of your brand in their own way.
There is nothing more powerful for creating a mirror effect with future customers.
Imagine an Instagram post announcing your new product.
Within minutes, there is a reaction from all over: enthusiastic comments, users tagging their friends, conversations starting spontaneously.
These interactions (likes, shares, replies, emojis) show much more than simple interest: they create an emotional bond with your brand.
And above all, they help build a real community around you.
They can be found on social media, of course, but also under YouTube videos, in blog articles, or even in responses to a newsletter.
Every exchange counts.
Speaking of videos, check out these 10 examples of inspiring UGC videos.
Imagine an Instagram post announcing your new product.
Within minutes, there is a reaction from all over: enthusiastic comments, users tagging their friends, conversations starting spontaneously.
These interactions (likes, shares, replies, emojis) show much more than simple interest: they create an emotional bond with your brand.
And above all, they help build a real community around you.
They can be found on social media, of course, but also under YouTube videos, in blog articles, or even in responses to a newsletter.
Every exchange counts.
But why should you be interested in this type of content?
Good question.
Because UGC is not just a fad: it is a lever that boosts confidence, visibility and conversions.
Before going into detail, here are a few figures to set the scene.
UGC has a real impact on a brand's confidence, conversion and visibility.
And the data speaks for itself.
We'll let you discover these 13 key statistics, then we'll break down the 6 major benefits you can get from them together.
Here are the 6 main advantages of UGC for your brand:
Today, we are all bombarded with ads that are far too slick to really convince.
What people are looking for is authenticity.
And that's exactly what UGC brings.
According to the study The State of Social & User-Generated Content 2023 (TINT), 80% of consumers prefer to see photos of real customers rather than images from stock photo libraries.
By highlighting real experiences shared by those who already use your products, you create a climate of trust.
This spontaneous and credible link lays the foundations for a long-lasting relationship with your future customers.
When a customer shares a photo, review or video related to your brand, they are not just expressing their opinion.
They are sharing your image with their entire community.
The result: you reach new audiences, without effort or media budget.
Take a simple photo posted on Instagram with a branded hashtag.
It can reach the user's followers, but also their wider circle.
And that's how your reputation can grow, naturally.
This is all the more strategic as social media has become second nature to consumers: according to the TINT study, more than three-quarters of those surveyed say they use it to search for or find out about brands.
User-generated content is an excellent way to create a bond around your brand.
By showcasing your customers' content, you show them that they really matter.
And that is the best fuel for building a committed community.
When users share their experiences, they don't just consume: they actively participate in your story. They become a stakeholder in your communication.
The result? A real sense of belonging and a much stronger relationship over time.
Check this article to know how the 9 steps to build a strong brand community.
Creating quality content takes time... and it's expensive.
The advantage with UGC is that your customers give you a creative helping hand.
Instead of producing every visual or video in-house, you can draw on what your users are already sharing.
The result: less budget to allocate, and more varied content to integrate into your campaigns.
It's also a good way to bring a different, fresher, more realistic perspective to your brand and products.
Imagine a visitor on your site.
They are hesitating to buy... until they come across a product page full of UGC: customer reviews, real photos, spontaneous videos.
The result? They feel reassured and buy.
This kind of social proof plays a huge role in spurring people into action.
It's no longer you talking, it's your customers, and that's much more convincing.
According to the TINT study, 79% of internet users consult ratings and reviews before buying online (The State of Social & User-Generated Content 2023, TINT).
By displaying UGC directly on your pages, you remove the barriers and boost your conversion rates.
UGC is not only good for your image, it is also good for your natural referencing.
User-generated content sends positive signals to search engines: reviews, comments, photos or videos all show that your site is lively, active and trustworthy.
The more interactions there are, the more Google sees this as proof of credibility.
It improves the duration of visits, reduces the bounce rate, enriches your pages with naturally used keywords...
And ultimately, it increases your visibility in search results.
In short, UGC is also a solid ally for climbing the rankings without blowing your SEO budget.
You have seen how UGC can transform your marketing.
Now, the real question: how do you encourage your customers to create content for you?
Spoiler: it doesn't just happen.
But with the right levers, you can activate your community and trigger maximum sharing.
Here are 5 simple and effective tips to get your customers motivated to take action:
Before asking your customers for anything, start by offering them a memorable experience.
Every interaction online, in-store, during delivery or even after purchase should leave a positive impression.
The more your brand pleasantly surprises, the more your customers will want to share it.
And that's where UGC comes naturally, without forcing it.
A great experience is often the first trigger for spontaneous content.
To ignite the flames of UGC creation, consider incentivizing your customers' efforts.
Offer rewards, exclusive discounts, or even recognition to those who share their experiences through UGC.
By acknowledging and rewarding their contributions, you foster a sense of appreciation, motivating others to follow suit.
This approach not only encourages UGC creation but also strengthens customer loyalty, creating a win-win scenario for both your brand and your UGC champions.
Stimulate user participation by initiating conversations and hosting UGC contests.
Pose thought-provoking questions, launch engaging social media campaigns, or challenge customers to showcase their creativity through UGC.
By providing a platform for customers to actively engage and express themselves, you create a sense of belonging and foster a community centered around your brand.
This interactive approach encourages customers to share their experiences and perspectives, fueling a steady flow of UGC.
Make it effortless for customers to share their UGC by implementing user-friendly sharing mechanisms.
Incorporate social sharing buttons, encourage the use of branded hashtags, and provide clear instructions on how to submit UGC.
By removing barriers and simplifying the process, you empower customers to effortlessly contribute their content.
This frictionless experience ensures a steady stream of UGC, as customers readily share their moments with your brand.
Demonstrate your appreciation for UGC by actively showcasing it across your marketing channels.
Feature customer reviews, highlight user-generated photos and videos, and share UGC on your website, social media platforms, and email newsletters.
By giving customers a spotlight, you not only reinforce their connection to your brand but also inspire others to contribute their own UGC.
This amplification of customer voices creates a virtuous cycle, nurturing a UGC-rich environment.
%2520(1).jpeg)
From crafting irresistible brand experiences to leveraging incentives, sparking conversations, simplifying sharing, and amplifying customer voices, these strategies will ignite the flames of UGC creation and breathe life into your marketing efforts.
Pssst... You might find this interesting!
UGC are strategic for your brand, and we can probably help you collect it. Check out our platform!
To maximize the impact of user-generated content and harness its potential, it is crucial for brands to strategically place and leverage UGC across various channels.
Social media platforms are the breeding grounds for UGC, making them the perfect stage to showcase and amplify customer-generated content.
Identify the platforms where your target audience is most active and engage with them.
Feature UGC prominently on your brand's social media profiles, leveraging hashtags, mentions, and sharing features to spread the reach of UGC organically.
By harnessing the power of social media, you can exponentially amplify the impact of UGC and foster a sense of community around your brand.
Integrate UGC seamlessly into your brand's website and landing pages to enhance trust, captivate visitors, and more.
A study teach us that customer photos on product pages increase conversions by 24% (according to Shopify).
So create dedicated sections or widgets to display customer reviews, testimonials, and user-generated visuals.
Embed user-generated videos or showcase compelling UGC within product pages to provide a multi-dimensional view of your offerings.
By leveraging UGC as visual and textual endorsements, you can instill confidence and inspire action in potential customers as they explore your digital domain.
Enhance the effectiveness of your email marketing campaigns by incorporating UGC as persuasive elements.
Include snippets of positive customer reviews or testimonials within your email content.
Feature user-generated photos or videos to provide visual impact and evoke emotions.
By integrating UGC within your email marketing strategy, you create personalized and relatable content that resonates with recipients, building trust and encouraging them to take desired actions.
Infuse your advertising campaigns with the power of UGC to reinforce authenticity and social proof.
Create video ads that showcase real customers sharing their experiences with your brand.
By integrating UGC into your ad campaigns, you tap into the credibility and relatability of genuine customer voices, ultimately driving engagement and conversions.
Extend the reach of UGC beyond the digital landscape by integrating it into your events and offline experiences.
Encourage attendees to share their event experiences through UGC, whether it's live tweeting, photo sharing, or video testimonials.
Display UGC on screens or interactive displays during live events to immerse participants in the collective experience.
By bridging the gap between online and offline, you create a cohesive and immersive brand narrative that fosters engagement and creates lasting memories.
While user-generated content can be a powerful asset in your marketing arsenal, it's important to acknowledge and navigate the potential drawbacks associated with its usage.
By being aware of these challenges, you can proactively address them and ensure that UGC contributes positively to your brand's marketing efforts.
One challenge of UGC is maintaining quality control while honoring the authentic nature of user-generated content.
As these content are created by individuals with varying levels of expertise, it's crucial to strike a balance between preserving authenticity and aligning with your brand's quality standards.
Some UGC may not meet your desired aesthetic or messaging guidelines, requiring careful curation or moderation to ensure consistency and brand integrity.
By implementing clear guidelines and providing feedback to creators, you can maintain a high level of quality control without stifling the genuine essence of user-generated content.
When leveraging UGC, there is always a possibility of encountering negative or inappropriate content.
While UGC offers authenticity, it also opens the door for negative reviews, offensive remarks, or irrelevant content.
It's crucial to have a robust moderation system in place to identify and manage such content swiftly and effectively.
Implement filters, review processes, or community guidelines to minimize the risks associated with negative or inappropriate UGC.
By proactively monitoring and managing user-generated content, you can mitigate potential reputational risks and maintain a positive brand image.
Learn in this article 12 tips to answer to negative reviews.
The usage of UGC raises important considerations around intellectual property and rights management.
It is essential to obtain permission from UGC creators and respect their intellectual property rights before using their content.
Surprisingly, a mere 23% of marketers always request rights to other people's content, leaving room for improvement in this regard.
Failing to do so can result in legal issues and damage to your brand's reputation.
Implement clear policies and procedures for obtaining rights and permissions from UGC creators, ensuring compliance with copyright laws and guidelines.
By actively seeking permission and acknowledging the contributions of UGC creators, you foster a culture of respect and fairness.
This not only safeguards your brand from potential legal issues but also strengthens relationships with your valued customers.
As UGC is created by your customers or users, there is a loss of control over the messaging and narrative surrounding your brand.
While this authenticity can be a strength, it also means that the messaging may not always align perfectly with your marketing objectives.
It's important to strike a balance between influencing the conversation around your brand and allowing the genuine voices of your customers to shine through.
By establishing guidelines and providing clear brand messaging frameworks, you can guide the UGC narrative without stifling the organic and authentic contributions of your community.
By being aware of these potential drawbacks and proactively addressing them, you can navigate the challenges associated with user-generated content effectively.
Looking for inspiration?
Here are 10 brands that have brilliantly used UGC to engage their community, strengthen their reputation or boost their sales.
Si Si La Paillette, a French brand specialising in biodegradable sequins, effectively integrates user-generated content (UGC) on its product pages.
For example, the page dedicated to their Biodegradable Glitter Kit - Bestsellers presents images and authentic testimonials from customers using the glitter in various situations.
This approach offers visitors a real perspective on the use of the products, thus strengthening trust and commitment to the brand.
By highlighting the experiences of its community, Si Si La Paillette creates a deeper connection with its potential customers and values the contributions of its users.
Nébuleuse, the jewellery brand made in France, relies heavily on UGC to promote its communication.
It regularly reposts TikTok videos created by its community, taking advantage of the viral dynamics of the algorithm to reach new audiences.
But that's not all: in its loyalty program set up with Loyoly, it offers missions dedicated to the creation of UGC, such as publishing a review, posting a video or sharing a look on Instagram.
The result: a strategy that boosts engagement, recurrence and visibility.
Tripadvisor effectively leverages the potential of user-generated content to enhance its platform.
On the website, you will discover a plethora of reviews encompassing restaurants, attractions, and accommodations.
It is made possible by the active participation of millions of users who willingly share their experiences.
These users evaluate, comment, and even have the option to share photos if they desire.
Lego's Kronkiwongi project has emerged as a remarkable initiative that showcases the brand's commitment to fostering creativity and engaging its audience.
By encouraging participants to unleash their imagination and construct unique creations using Lego bricks, the Kronkiwongi project has ignited a wave of enthusiasm and interactive involvement.
As a testament to its impact, all of these UGCs have helped Lego reach an audience of over 27,000,000 people.
The brand also saw a staggering 61% increase in engagement, reinforcing its position as a leader in inspiring play and innovation.
GoPro cameras have become an essential companion, documenting our adventures in sports, nature, and everyday experiences.
In order to celebrate the remarkable moments captured with GoPro, the brand has established an Instagram page where users can proudly share their finest content.
This initiative has proven to be a tremendous asset for the brand, granting it exceptional visibility, fostering brand loyalty and amplifying its reach.
.webp)
In March 2018, Transavia, the airline company, unveiled a captivating campaign called #VeryBadPic.
This unique initiative invited customers to share their "failed" vacation photos, with an enticing prize at stake: a round trip for two to their preferred city. The campaign has gained significant traction and amassed an impressive collection of over 1600 photos shared on Instagram.
The success of #VeryBadPic highlights the brand's ability to engage customers, spark creativity, and generate buzz through an unconventional approach, solidifying Transavia's position as an innovative player in the airline industry.
Blissim is a beauty brand, dedicated to all beauties.
They offer a selection of confidential or must-have brands, always adapted to the desires and needs of each individual.
Their website receives 2 million visits per month and the brand has a strong community of 230,000 monthly subscribers and 305,000 followers on its Instagram account.
Read our case study to understand how Blissim manages to generate over 1,500 UGC per month?
The #AerieReal UGC campaign from women's fashion brand Aerie is straightforward yet compelling.
There's long-standing controversy surrounding the prevalent practice of digital retouching in advertising imagery.
This issue has been particularly criticized for its negative influence on young women, as it affects their self-perception and contributes to distorted body image standards.
They've even decided to make it the guiding principle of their UGC campaign.
For every social media user who posts an unretouched photo of herself in a swimsuit using the hashtag #AerieReal, the company will donate one dollar to the National Eating Disorders Association (NEDA).
Every year in December, Starbucks unveils its annual #RedCupContest, aimed at highlighting its holiday drinks and the signature red cups.
The contest invited coffee lovers to post photos of their Christmas drinks for a chance to win a substantial Starbucks gift card.
The campaign was a success. The number of Instagram posts with red cups exceeded 35,000.
The #RedCupContest UGC campaign not only offers an incentive in the form of a prize to stimulate online engagement, but also serves as a promotional tool for their seasonal offers.
It also indirectly stimulates sales, since the purchase of a red cup is a prerequisite for participation.
Launched in 2011, the UGC "Share a Coke" campaign featured the most common first names printed on Coca-Cola bottles and cans.
Classic advertising and in-store signage encouraged consumers to spot the drink bearing their name, take a photo and post it on social media with the hashtag #ShareaCoke.
The campaign resulted in a diverse range of user-generated content, from well-composed Instagram posts to informal selfies. This approach not only enriched Coca-Cola's social media content, but also facilitated customer engagement with the brand in creative ways.
In 2014, Apple launched the #ShotoniPhone campaign to showcase the camera capabilities of its new iPhone.
Users from pro photographers to casual smartphone owners participated by posting high-quality photos on various social media channels.
The campaign was effective in changing perceptions, as evidenced by the creation of over 28 million posts on Instagram alone.
Loyoly is a loyalty and referral platform combined with UGCs, which helps to engage customers in 40+ ways to increase LTV and social proof, while reducing CAC.
