How to use UGC for marketing
In This Article
Amid the endless stream of ads, it’s the authentic voices of your customers that cut through the noise and inspire action. User-generated content (UGC) taps into these authentic interactions, enhancing trust, sparking engagement, and driving conversions. This powerful marketing tool doesn’t just elevate your brand’s visibility—it creates lasting emotional connections that inspire loyalty and action.
A remarkable 84% of consumers are likely to trust brands that incorporate UGC in their marketing campaigns. From elevating your social media presence to driving sales with shoppable galleries, UGC bridges the gap between authenticity and impactful marketing, delivering exactly what audiences crave: real, relatable experiences.
This blog will equip you with actionable strategies to harness the full potential of UGC marketing. You’ll learn how to integrate customer-generated content across channels, engage your audience effectively, and build lasting credibility for your brand.
Let’s explore.
How to collect UGC for your marketing campaigns
1. Leverage social media contests
Social media contests are a great way to encourage customers to create and share UGC. By offering an incentive like a feature on your website, you motivate participation while generating valuable, authentic content.
For example, Vitamix’s “Smoothie of the Year” Contest invited users to share creative smoothie recipes made using their blenders. This helped the brand create a library of UGC that aligned with their products.
2. Create branded hashtags
Branded hashtags unify customer content under one identity, making it easy to discover and curate. A good hashtag should be unique, memorable, and reflective of your brand’s voice.
- Do: Use a simple, catchy hashtag aligned with your brand. For example, #ShareACoke by Coca-Cola reflects the brand’s focus on creating a personalized experience while promoting the product.
- Don’t: Use long, overly generic hashtags that dilute your campaign or make your content hard to find. For instance, #AestheticHomeDecor is too broad and likely already used by other brands, reducing its effectiveness.
3. Engage customers with incentives
Offer incentives such as discounts or free products in exchange for content to create a steady flow of authentic customer content.
Nykaa, for instance, rewards customers with points when they write reviews or share their product experiences, building up their loyalty.
4. Work with brand ambassadors
Establish long-term relationships with brand ambassadors who actively create and share content about your products. When the ambassadors continuously engage with your product, it boosts interest and trust within their audience.
Muscleblaze’s partnership with fitness influencers demonstrates the power of sustained collaboration. Their ambassadors regularly share workout routines and nutrition tips incorporating Muscleblaze products, creating a steady stream of content that builds trust with their fitness-focused audience.
How can you effectively use UGC marketing
1. Enhance customer confidence with UGC on your website
Your website is the first point of contact for many potential customers. Featuring UGC on key pages creates an authentic, trustworthy experience. With UGC platforms like Idukki, you can effortlessly collect and showcase authentic customer content on your brand’s website.
Here’s how you can use UGC on your website:
- Homepage:
First impressions matter. Use UGC to showcase real customer experiences front and center, which functions as vital social proof.
For example, Cluse, a fashion brand, features photos of customers wearing their products directly on their homepage. This strategy establishes trust during the first user interaction and makes the website visually appealing..
- Product pages
When users land on a product page, they want to feel confident in their purchase decision. UGC plays a crucial role in persuading them.
For instance, Deconstruct Skincare includes video testimonials from real users on their product pages, complementing buyer decisions
- Checkout pages
During the checkout process, customers are on the verge of making a purchase. This is the perfect time to include some UGC that reassures them of their decision.
For example, a furniture brand can display a carousel of happy customer testimonials and photos during checkout with captions like, “Over 10,000 happy customers have loved this!” This small touch reassures shoppers as they finalize their choices.
- Review pages:
Dedicated review pages build credibility by showcasing positive feedback. Featuring customer testimonials helps solidify trust.
Consider the example of Khoj Crafts. They use Idukki to feature glowing testimonials and customer photos of their home decor products, driving both trust and sales.
- UGC gallery pages:
Curate a page highlighting UGC that celebrates your audience and their experience with your brand to amplify your brand’s outreach.
For instance, LaCroix uses a UGC gallery with customer photos to showcase different ways to use their sparkling water. This not only builds community but inspires new purchases
2. Unlock the potential of UGC in online marketplaces
Marketplaces like Amazon, Etsy, and Shopify thrive on user trust. UGC marketing enhances your brand’s visibility and credibility on these platforms.
How to use UGC effectively in marketplaces:
- Incorporate customer reviews and photos directly on product listings to boost trust
- Use video reviews to showcase product functionality authentically
- Highlight the different use cases of your product to increase interest and conversions
For instance, a skincare brand on Shopify can encourage customers to upload before-and-after photos. This will provide real proof of product effectiveness, boost credibility, and increase conversions.
3. Leverage shoppable UGC for marketing and direct sales
Shoppable UGC allows users to purchase products directly from customer-created content via product tagging. This takes user engagement a step further by driving direct sales through authentic content.
How to use shoppable UGC:
- Showcase on your website: Add shoppable UGC galleries using a UGC platform like Idukki, allowing users to purchase directly from customer-generated content.
Jennifer Taylor, for example, features a dedicated gallery with shoppable Instagram posts. It connects products with their real-life applications, turning inspiration into instant sales.
- Include in email campaigns: Incorporate shoppable UGC in email marketing campaigns to highlight trending products, encouraging click-through rates and conversions.
4. Display UGC on social media for a broader reach
Showcasing UGC on social media allows you to feature real-life customer stories, build a loyal community, and inspire action. From branded hashtags to interactive posts, social media UGC brings authenticity to your content while driving engagement.
How to make UGC work on social media:
- Create hashtag campaigns: Encourage your audience to share experiences using branded hashtags.
Apple’s #ShotOniPhone campaign is a prime example, showcasing user photos across social platforms. This approach presents genuine customer experiences, highlights product quality, and builds a strong community of brand advocates.
- Use UGC on social media marketplaces: Platforms like TikTok Shop allow you to pair UGC with product listings, turning posts into direct shopping experiences. This boosts conversions while maintaining authenticity.
- Link shoppable UGC in bios: Idukki allows you to link shoppable UGC galleries to your social media bios, transforming curiosity into conversions.
- Embed social media UGC on your website: Use UGC platforms like Idukki to collect and showcase social media UGC in interactive galleries. This helps boost both user engagement and trust.
Visit Scotland, for instance, features UGC on its homepage, highlighting genuine visitors’ experiences. This creates a sense of community among the travelers while driving engagement and inspiring future visits.
5. Transform ad performance with UGC
UGC ads drive unmatched results, with 4X higher click-through rates and a 50% lower cost-per-click compared to traditional campaigns. Including UGC ads in your marketing campaign can skyrocket sales and conversions.
Effective ways to use UGC ads:
- Social media ads: Create ads featuring customer experiences or testimonials to promote trust and relatability.
For example, a fitness brand can show transformation stories using customer-submitted before-and-after videos. - Retargeting campaigns: Leverage UGC to re-engage customers who abandoned their carts. Showcasing real customers and genuine product interactions can influence people to complete purchases.
For example, a clothing store can feature images of satisfied customers wearing popular items, along with glowing testimonials. By showcasing relatable, authentic experiences, the brand can remind potential buyers of the value and quality of the products. This creates a stronger incentive to complete their purchase.
6. Boost email performance with UGC
Emails featuring UGC bring a personal touch, creating relatable and engaging experiences.
How to include UGC in email marketing:
- Spotlight customer photos: Highlight popular products through customer-submitted visuals in promotional emails.
- Personalize recommendations: Use past purchase data to share relevant UGC, such as styled room photos for a furniture brand.
7. Upgrade in-store experience with UGC
In-store displays and packaging can motivate existing customers to share their experiences. This experience provides an opportunity for online-offline synergy, offering customers the best of both worlds.
How to encourage UGC in physical spaces:
- Interactive displays: Feature digital screens showcasing live UGC from customers. This boosts trust, keeps the visitors engaged, and increases conversations.
- On packaging: Add QR codes or branded hashtags to your product packaging, inviting buyers to upload their photos or reviews online.
Example: A cosmetics brand can print customer reviews on their packaging with a branded hashtag. This creates instant trust and encourages new buyers to contribute their own stories.
Unlock the power of UGC marketing with Idukki
UGC marketing is the key to creating genuine connections with your audience. By integrating customer-generated content into your website, social media, and advertising, you not only build trust but also boost engagement and conversions.
Idukki streamlines collecting, curating, and embedding UGC, allowing customer stories to amplify your brand’s impact. From aggregating UGC through multiple sources to creating personalized shoppable galleries for your website, Idukki handles it all seamlessly.
