Created by people rather than brands, the authenticity of user-generated content (UGC) - such as social posts, reviews, blogs and videos - means it’s often more memorable and impactful than professional marketing material. Its relatability can also eclipse traditional tactics, making it hugely persuasive when it comes to purchasing decisions. 

Create a sharing culture

Ensure your customers can effortlessly share real-life experiences of your brand and its products via your site and/or social channels. Consider introducing a dedicated hashtag to easily identify UCG, or implement a user-friendly submission form.

Carefully curate content

By showcasing the satisfaction of other customers, UGC establishes a foundation of trust and credibility; however it’s important to curate content to weed out inappropriate or irrelevant input and protect your brand. 

Engage with your community 

UGC fuels enthusiasm by revealing what others are buying and doing, and you can maintain momentum by ensuring that you respond to those sharing content. This not only demonstrates appreciation, but also signals your interest in shopper perspectives, which can encourage the generation of further content. 

Share and repurpose

The positive lens of UGC can drive sales, providing valuable social proof for customers who are new to your brand, so be sure to amplify any content you collect. As well as sharing UGC across your social channels, look at other ways to incorporate images, videos and quotes from customers across your online store and wider marketing campaigns.

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