The power of user-generated content in your marketing campaign

User-generated content (UGC) is a tool that can transform brands. It lets brands become part of real stories and experiences shared by real people. UGC goes beyond users creating content; it’s about them sharing their stories, experiences, and connections.

Now, let’s link this to our journey in the Ultimate SEO Makeover (#180DaysOfSEO, #UltimateSEOMakeover). We have previously tackled the best tips and strategies for an effective marketing campaign.

In this guide, we will be talking all about the UGC and why it is a valuable asset for your marketing strategy.

Imagine this: a potential customer visits your website and instead of just seeing polished marketing language, they come across stories and reviews from other customers creating a personal connection and a sense of trust that can strongly impact their decision-making.

By including user-generated content in your campaign, you show your authenticity and improve your chances of getting more people to take action.

User-generated content (UGC) refers to any form of content such as text, images, videos, reviews, and social media posts that are created by users rather than by organizations themselves. UGC has become a powerful tool for marketers, allowing them to tap into the insights, experiences, and perspectives of their audience. The content can come from various platforms such as Facebook, Instagram, Twitter, YouTube, or even directly on a company’s website or blog.

Importance of UGC in Digital Marketing

In the digital era, businesses are increasingly recognizing the value of UGC in their marketing strategies. This is because UGC is seen as more authentic and trustworthy than traditional advertising, helping brands build stronger relationships with their audience.

UGC also benefits SEO, as it helps to generate fresh and unique content regularly which may contribute to improved search engine rankings. This is particularly true when the content is shared and engaged with, as this can generate high-quality backlinks to a business’s website.

Capitalizing on user-generated content in marketing strategy

When appropriately utilized, user-generated content (UGC) can greatly amplify marketing campaigns. There are several ways to incorporate UGC effectively:

  • Social Media Campaigns: Leverage UGC to create dynamic social media campaigns that encourage user participation. Businesses often activate UGC campaigns by inspiring users to generate and share content around their products or services using a distinctive hashtag.
  • Website Content: Feature customer testimonials, user reviews, or relevant social media posts on your website. This strategy not only spotlights their positive experiences but inspires other customers to partake and share their stories.
  • Email Marketing: Incorporate positive feedback or customer testimonials in your email marketing campaigns to foster credibility with your subscribers.

Alongside promoting brand authenticity, UGC offers a treasure trove of data that can be scrutinized to comprehend customer behaviors, tastes, and perspectives. These valuable insights can guide better product development, market segmentation, and strategic planning.

Benefits of user-generated content in marketing


1. Building brand authenticity

Incorporating UGC into your marketing strategy helps build authenticity. Modern customers are wary of direct advertising and often look to genuine reviews and experiences shared by fellow customers in their buying decisions. By showcasing real experiences and testimonials, businesses can improve their credibility and build trust among customers. A brand that markets with UGC successfully portrays itself as transparent, authentic, and customer-centric.

2. Enhancing customer engagement

User-generated content can enhance customer engagement. By featuring customers’ photos, videos, or reviews, you not only validate their experience but also fuel their excitement and engagement. This approach makes customers feel valued for their contributions, inspiring them to further engage with your brand and share the content within their networks, inevitably extending your reach.

3. Improving SEO ranking

Another significant advantage of utilizing UGC is the potential improvement in SEO ranking. User-generated content in the form of reviews entails your brand name, products, and services, which can naturally increase the keyword density of your site for these terms. Additionally, search engines tend to prefer fresh and regularly updated content, something UGC can provide. Businesses with rich UGC generally enjoy better visibility and rankings in search engine results.

4. Providing valuable customer insights

UGC provides a wealth of customer insights businesses can use to improve their offerings. By studying the reviews, comments, and posts, companies can identify their strengths and areas of improvement. This information can also unveil untapped marketing opportunities, new product ideas, and customer pain points that might not emerge through traditional market research techniques.

5. Increasing sales and conversions

User-generated content can also aid in increasing sales and conversions. Studies demonstrate UGC influences the buying decisions of over 90% of customers, and featuring user-generated reviews can increase conversion rates by up to 161%. The reason is straightforward— prospective customers trust the reviews, testimonials, and experiences shared by existing users more than the brand’s own marketing rhetoric.

Brands can greatly benefit from incorporating user-generated content (UGC) into their marketing strategies; it can not only cultivate greater trust amongst customers but also boost customer engagement, enhance SEO rankings, and provide valuable insights into customer behavior. With the effective utilization of UGC, brands find themselves in a more favorable position to strike a chord with their audience and improve their marketing waveform.

6. Understanding the challenges in utilizing user-generated content

Despite its potential, using user-generated content (UGC) in marketing is not without its challenges. First up is dealing with inconsistency. Since UGC is produced and shared by users, there is naturally a vast scope of variation in style, tone, quality, and messaging that may not always complement the brand’s image or align with its marketing objectives.

Next, we run into quality control issues. As UGC originates from users who are not necessarily expert content creators, there could be a stark disparity in the quality of content generated. If not monitored effectively, it can cast a negative light on the brand itself.

Another crucial factor to consider is content propriety. Utilizing UGC does not come without legal risks such as potential copyright infringement, breaches of privacy, or possible violations of platform rules. Therefore, it becomes of utmost importance for brands to set clear rule lines and implement thorough review processes to ensure compliance while using user-generated content.

Lastly, actively motivating and managing user-generated content can pose as a challenge as it falls outside the direct control of marketers. It requires relentless efforts to encourage customers to share brand-related content and it is equally critical to moderate and manage the flow of this content.

7. Addressing user-generated content difficulties

Despite the potential obstacles, marketers have a variety of strategies at their disposal for making effective use of User-Generated Content (UGC). To overcome inconsistency, establishing clear UGC guidelines that outline the format, tone, and style you want users to share is advisable. Giving insight into the kind of content you want can guide customers on what to create.

To uphold quality, brands may launch UGC-focused campaigns or contests, setting specific criteria that users need to fulfill. These can encompass anything from image resolution to video duration or the format of their message, prompting consumers to invest more time and thought into their content.

Brands need to pay particular attention to copyright, ensuring they hold explicit permission from content creators before utilizing their materials. This can be sought through direct discussions or user agreements within terms and conditions. It’s also worth taking time to inform your audience about copyright regulations and why original work is so crucial.

Efficient handling of UGC becomes possible through the establishment of specialized teams or by employing tools that simplify the process of gathering, reviewing, and curating shared content. Various social media management tools exist that can filter content in line with a brand’s pre-set objectives, minimizing the workload and ensuring that only the most relevant and advantageous content makes the cut.

Finally, do not underestimate the importance of open communication and expressing gratitude for user contributions. This not only lays the foundation for a stronger customer relationship but can also motivate users to continue creating content in the future.

UGC Case Study

1. National Geographic’s #YourShot campaign

National Geographic, one of the world’s preeminent brands in visual storytelling, launched the #YourShot campaign, inviting its Instagram followers to share their own experiences. The campaign encouraged individuals to share their unique photos and stories, which were then featured on National Geographic’s social feeds and magazine if selected.

This user-generated content campaign brought in millions of submissions and forged a deeper connection with its audience, embodying the spirit of exploration and adventure the brand is known for. It paints a vivid picture of the powerful engagement potential UGC has when deployed strategically.

2. Starbucks’ White Cup Contest


Starbucks also did an excellent job utilizing user-generated content through its White Cup Contest in 2014. In this competition, Starbucks asked customers to doodle on their Starbucks cups and submit pictures as entries. The winning design was manufactured on a limited-edition Starbucks cup. The contest generated nearly 4,000 entries in just three weeks, leading to valuable customer engagement and brand exposure.

Key takeaways from successful UGC campaigns

When wielded aptly, user-generated content (UGC) can become a potent marketing weapon, a fact amply demonstrated by brands such as GoPro, National Geographic, and Starbucks. To harness similar success, here are some critical pointers for companies planning to employ UGC:

1. Establish a Platform

Offer a stage for your customers where they can freely share their distinct experiences and views about your brand.

2. Build a Community

Encouraging users to share their unique content not only enhances engagement but also builds a community that is centered around your brand.

3. Maintain Relevance

Make sure that the user-generated content is in line with your brand and its core message.

In essence, the secret to a triumphant UGC-based marketing strategy lies in valuing, acknowledging, and involving your users. This active engagement eventually leads to a natural expansion in your brand’s reach and credibility.

Creating an effective UGC-driven marketing strategy

User-generated content (UGC) is any content type, including text, videos, images, reviews, etc., shared by users on online platforms like social media and websites. Inspiring users to produce and post content that casts your brand in a positive light is a critical element of a successful UGC strategy. Businesses can create this motivation by running contests, offering discounts, or showcasing user content on their official platforms. These incentive-based tactics effectively convert consumers into brand advocates, tapping into the immense potential of word-of-mouth marketing.

Promoting user content

Promoting user-generated content forms an integral part of the UGC marketing strategy. Companies can share and highlight content made by their customers on their social media handles, website, and other marketing channels, thereby giving acknowledgment to the content creators and encouraging others to engage. It not only gives your brand more content to share but also makes the customers feel valued and appreciated. You can reshare consumer testimonials, reviews, photos, or videos of your product/service, or creative content related to your brand. This builds a community and encourages more user-generated posts.

Maintaining quality and control

While user-generated content can be a boon for marketing strategies, it’s essential to perform quality control to ensure the content aligns well with your brand’s image and guidelines. Businesses should monitor for inappropriate content, copyright violations, and misrepresented facts. Make sure you have guidelines in place for user-generated content and a system to check and approve the content before it gets posted or featured. Using designated hashtags, regulating direct post approvals, and regularly auditing the UGC can maintain content quality.


A successful user-generated content strategy goes beyond just encouraging users to create content; it requires businesses to actively incentivize, promote, and monitor the content. By doing so, businesses can engage and build trust with their audience, generate valuable market insights, and produce a steady stream of authentic promotional content, making UGC an invaluable aspect of modern digital marketing strategy. However, it becomes imperative to maintain strong control over the quality and relevance of such content to strategically align it with the intended brand image and marketing message.

Building a UGC-centric marketing model requires an understanding of how to incentivize, promote, and maintain the quality of user content. It challenges businesses to move away from conventional marketing practices and instead, taps into co-creative dialogue with customers. However, the rewards outweigh the challenges as welcome by-products include increased brand loyalty, improved SEO rankings, and rich insights into customer behavior. Far from being just a trend, the potency of UGC lies in its authenticity and relatability, characteristics that are increasingly being valued in this customer-centric era. With the right approach, techniques, and tools, businesses can successfully harness the power of UGC and it can spark a remarkable evolution for your brand.

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