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PL UGC Best Practices: How to Collect and Showcase Authentic Social Proof
In This Article
When someone raves about a product, it feels more trustworthy than any ad. That’s because it’s prova sociale. In simple terms, social proof is just people telling others, “Hey, this thing is great!” User-generated content (UGC) is one of the best forms of social proof, where people share their genuine experiences with a brand through photos, videos, and reviews.
In fact, UGC influences 79% of people’s purchasing decisions. However, brands need to follow the right practices to collect, encourage, and showcase it effectively. Without a smart strategy, it’s easy to overlook the details that make UGC impactful.
In this blog, we’ll explore the best UGC practices for collecting and showcasing authentic content with examples. By the end, you’ll have a roadmap for turning your happy customers into your biggest advocates.
10 UGC best practices
Here are 10 best practices to help you use UGC to boost your engagement, authenticity, and reach. These strategies will guide you in discovering and showcasing content that resonates with your audience and drives meaningful results.
1. Set clear goals for UGC success
Start by defining your goals. Are you looking to boost engagement, increase conversions, or enhance brand trust? Understanding what you want from user-generated content will help you shape your strategy and ensure every piece of content serves a purpose. Here’s how you can set up goals:- Identify primary goals for collecting and showcasing UGC. Consider the example of a clothing brand aiming to boost engagement. After a purchase, the brand can send a follow-up email thanking the customer. Additionally, they can ask for feedback and invite the customer to share photos wearing the product. In exchange, they can offer the customer a chance to be featured on the website. This fosters a sense of community, builds trust, and drives engagement.
- Decide what type of content works best for your audience (e.g., photos, reviews, videos).
2. Discover UGC that works for you
The next step is finding the most suitable UGC gems. However, they’re everywhere—social media, reviews, forums—you name it. But not all content is created equal. You need to dig for gold.
Here’s how you can do it:
- Monitor hashtags: Keep tabs on brand-related hashtags, especially the ones your audience already uses.
- Decide your preferred sources and platforms for UGC collection. It can range from mentions to hashtags on multiple platforms like Instagram, Twitter (X), and LinkedIn.
- Leverage AI-based platforms: Use a UGC platform like Idukki to collect, curate, and embed the most relevant content.
- Check reviews: User reviews are a treasure trove of authentic content. For example, Google reviews can provide valuable insights and real experiences. You can showcase positive reviews on your website or social media to build trust and encourage new customers to engage with your brand.
Take the example of Khoj Crafts, a handcrafted furniture and decor brand. By showcasing customer testimonials in the form of Instagram posts on their website using Idukki, they expanded their follower base by 25% and boosted monthly online sales by 18% within just three months.
3. Make it easy to share: Encourage UGC
People love talking about things they adore. However, they may not always do it unprompted. That’s why you need to give them a nudge (or two). Encouraging your audience to create user-generated content is as simple as creating opportunities.
Here’s how:
- Run contests: Everyone loves a good challenge, especially if there’s a prize involved.
- Use call-to-actions: Ask your audience to share photos, videos, or reviews featuring your product on your brand’s website or social media pages.
- Reward participation: Whether it’s a discount or just a shoutout, make it worth their while.
Pro tip: Only promote, don’t push—people should want to share their experiences.
For instance, Apple’s #ShotOniPhone campaign is a stellar example of user-generated content in action, with over 30.7 million posts. Apple encourages iPhone users to share their best shots. This UGC gets curated and shared on Apple’s Instagram page, building a global community of product users while showcasing the camera’s quality. This campaign not only reinforces trust but also aligns perfectly with Apple’s sleek, innovative brand image.
4. Always ask for permission
Respect the original creator’s work. Ask permission before featuring any user-generated content on your website to prevent potential issues. Here’s how you can get the green light:- Use direct messaging: A friendly DM or email works wonders.
- Automate permissions: Some UGC platforms, like Idukki, offer built-in tools for managing rights.
- Keep it transparent: Let users know exactly how their content will be used.
5. Showcase UGC strategically on your website
Here’s where the magic happens. Once you’ve got the content, it’s time to show it off. But don’t just scatter it randomly across your site—placement is key.
Best practices for showcasing UGC:
- Highlight UGC on product pages: Show the positive experiences of real users with your products.
- Use UGC on the homepage: First impressions matter—make them count.
- Create dedicated galleries: A space just for user-generated content can drive engagement.
- Showcase UGC on checkout pages: Display UGC on checkout pages to boost conversions and reduce cart abandonment.
Pro tip: Use tools that embed UGC seamlessly. A good UGC platform can handle this like a dream.
Consider the example of Cluse, a popular fashion brand known for their minimalist watches and accessories. They showcase UGC on their homepage as stylish lookbooks. Cluse creates an authentic and aspirational shopping experience by featuring real customers wearing their products.
6. Keep it fresh and relevant
Stale content? Hard pass. Your audience wants to see what’s trending now. Make sure your user-generated content stays fresh and reflects your brand’s current aesthetics and vibe.
Here’s how to keep things updated:
- Rotate featured content regularly.
- Swap out seasonal posts.
- Keep tabs on trends (hello, TikTok challenges!)
- Use a UGC platform to add live UGC feeds on your website
For example, LaCroix, a sparkling water brand, keeps their website’s UGC feed updated and engaging with vibrant photos and videos from their customers. This feed showcases creative ways in which fans enjoy their sparkling water, making the brand and their products look more appealing and relatable.
7. Monitor and moderate
Not all UGC is sunshine and rainbows. Sometimes, things can go off the rails. The content can either be irrelevant or inappropriate. That’s why moderation is a must.
To moderate your UGC,
- Set guidelines: Let users know what’s acceptable.
- Use automation: The best UGC platforms offer moderation tools to flag inappropriate content.
For instance, platforms like Idukki include “Profanity” filters to help you moderate content with ease.
8. Align UGC with your brand’s vision and aesthetic
To get the most out of UGC, ensure every piece fits your brand’s aesthetic and messaging. Your UGC should feel cohesive and reflect your brand’s identity, from colors to messaging style.
Ways to align UGC with the brand vision:
- Curate content that matches your brand’s style. Use colors, font styles, and widgets that align with your brand’s aesthetic.
- Create guidelines or suggestions for users to follow when submitting content.
- Use editing tools or filters on a UGC platform to enhance cohesion.
For example, Vitamix, a brand that sells blenders, hosts a “Smoothie of the Year” contest, inviting fans to vote for either nutrient-packed “nourish” smoothies or visually stunning “flourish” smoothies and features all related UGC on their website. Such an initiative not only aligns with the brand’s vision but also offers an interesting opportunity for customers to showcase real images.
9. Optimize UGC for SEO impact
User-generated content is often keyword-rich, fresh, and directly linked to your product or service, making it SEO-friendly when used strategically.
To make your UGC SEO-friendly,
- Use relevant keywords in captions or UGC descriptions for internal SEO.
- Link to user profiles to enhance credibility and authenticity.
By optimizing a page with embedded UGC, brands like Parachute capture search traffic effectively. For example, searching “Parachute Home Instagram” brings up a page featuring an Instagram UGC feed, helping it rank just below Instagram’s result. This strategy uses authentic customer content to boost engagement and provide a conversion-focused experience.
10. Track and analyze performance
Tracking the impact of UGC on your business is the only way to know what’s working and what’s not. To refine your UGC practices, measure results regularly.
Metrics to watch:
- Engagement: Are people clicking, liking, and sharing?
- Conversions: How many UGC visitors are turning into customers?
- Traffic: Is your UGC driving more website visits?
Pro tip: Use a UGC platform that offers built-in analytics to make tracking a breeze.
Collect and showcase authentic social proof with Idukki
Incorporating authentic UGC effectively builds social proof, enhances credibility, and provides value that traditional marketing can’t always achieve. UGC platforms like Idukki streamline the process of collecting, curating, and embedding UGC feeds on your website.
Discover how Idukki can help you build trust, enhance engagement, and boost conversions with ease. Get a demo or sign up today to enhance your website with authentic, impactful UGC.