User-generated content builds trust, boosts engagement, and cuts through the noise on social. Learn how to make UGC work—even without a big influencer budget.
You’ve got TWO seconds–go! In an age of algorithm-driven feeds and fleeting attention spans, that’s about how long you have to grab a user’s attention on organic social before they scroll.
For brands looking to get past the two-second mark, nothing stops the scroll like authenticity. And it’s not just your message or voice, it’s the packaging, too. That’s why–to every OG (remember when grids were perfectly curated and Canva was new?!) social media manager’s dismay–your best planned post might be outperformed by your “Oh crap, I’ve got to post something NOW” posts. You know what they say: The best laid plans of mice and social media managers often don’t get likes. Or something like that.
If you’re still relying on polished product photos, branded posts, and overly curated grids, users are likely scrolling on by.
It’s time to rethink your content strategy, and maybe not in the way you’d think. Instead of polishing up, it might be time to dress it down. Yep, today, success comes from looking low-effort, like a post from a friend, not a brand backed by editing tools and a big ol’ budget. Enter: user-generated content.
We’ll break down how UGC grabs attention, builds trust, fuels engagement, and drives results. Don’t have tons of testimonials or an influencer budget? No problem. It’s time to get UGC-ish.
User-generated content (UGC) refers to any content—photos, videos, testimonials, reviews, or even memes—created by people rather than brands. On social media, UGC can look like a happy customer sharing their experience, an unboxing video, or a casual TikTok showing your product in real life. Because real users create it, it feels more relatable and trustworthy than traditional marketing.
User-generated content is a goldmine to be leveraged, and the social media landscape rewards realness. Platforms like Instagram and TikTok are flooded with polished, overproduced content, which means raw, unfiltered posts now stand out. UGC feels human. It tells stories, starts conversations, and shows your brand through the eyes of your customers.
From adding real value to cultivating a community around your brand, here are some benefits of adding UGC to your social strategy.
User-generated content isn’t just about visual authenticity—it’s also about delivering value upfront. Whether it’s entertaining or informative, great UGC provides something useful before a potential consumer ever clicks a link or adds to cart.
A funny meme, a clever how-to, a relatable story. All of these make someone stop scrolling and pay attention, which is the first step in earning trust.
There’s a reason UGC is one of the most powerful tools in a marketer’s toolkit. First, it offers instant credibility. According to Nielsen, 84% of consumers say they trust peer recommendations over brand ads. UGC acts as social proof, giving potential customers confidence through the voices of existing customers.
User-generated content drives significantly higher engagement, and algorithms favor what people interact with. Most folks are interacting with what feels real. Content created by users (or that appears to be created by users!) often sees more likes, shares, and comments because it resonates with people on a personal level. It doesn’t feel scripted or salesy—it feels genuine, informative, and entertaining.
Bonus: Google indexes and crawls social posts! Having a strong social presence can also help strengthen your overall digital presence.
UGC is cost-effective. Instead of investing heavily in photoshoots or professional videography, brands can amplify the content their customers are already creating. It’s a smart way to keep your feed fresh with minimal investment.
Finally, UGC builds a community. When a brand shares user content, it signals that the customer’s voice matters. This act of recognition turns casual buyers into loyal fans and helps foster an online culture of brand advocacy.
There’s no one-size-fits-all when it comes to social media UGC. You’ve likely got more opportunities to leverage UGC at your fingertips than you’d think! Here are some places to look:
One of the most popular formats is customer photos and videos. These might feature an employee or friend unboxing a product (don’t be afraid to be your own influencer!) and demonstrating how they use it, or simply sharing a candid moment involving your brand. For example, a coffee brand might repost a customer’s morning routine with their product front and center.
Look for tags on Instagram, Facebook, and your Google Business Profile to find posts that folks are already sharing about your brand, and repurpose them!
Reviews and testimonials are another powerful type of UGC. Sharing screenshots of positive comments or featuring customer quotes in your captions can build trust fast. A skincare brand, for instance, might highlight a customer’s glowing review about how their product cleared up breakouts, while a quick serve restaurant might highlight a customer’s rave review about their tasty salad.
Contests and challenges are an effective means of generating buzz and UGC. Brands can encourage followers to create content using a branded hashtag, then reward participation with prizes or features. Think of a sneaker brand that asks users to post their workout videos using a branded tag for a chance to be spotlighted on the brand’s page.
Influencer partnerships—especially with micro-influencers—offer a hybrid UGC approach. These creators can help blend authenticity with a polished touch. For example, a fashion brand might send clothes to a micro-influencer and have them style a look on Instagram, tagging the brand in the process.
Behind-the-scenes tags can come from employees, partners, or even your loyal superfans. Behind-the-scenes UGC might include day-in-the-life snapshots, sneak peeks at new products, or relatable work-from-home setups. For example, a SaaS company could share photos of its team working remotely or assembling swag kits for new customers.
Even if you don’t have much customer-created content yet, you can still create content that looks and feels like UGC. Brands can also simulate UGC through social-style formats: selfie-style videos, reaction clips, or voiceovers on TikTok and Reels. Even reposting questions from your DMs or FAQs in a casual format can give off a UGC vibe.
Here’s a play-by-play for capturing the look and feel for those breaking free from 2010s grid standards.
What flies in advertising doesn’t always translate to social. Start embracing a less polished aesthetic. Instead, show people engaging with your product or service in an environment that feels familiar–read: relatable and undetectable as stuffy “brand content”.
Think natural lighting, candid angles, and everyday environments. Instead of a studio backdrop, show your product on a kitchen counter or in a car cup holder, or your service in action.
By featuring real people and real stories in your content, you can help prospective customers envision themselves as your (satisfied) customer. Highlight employees, brand ambassadors, or loyal customers in action. Use their stories, testimonials, or routines as the framework for your posts.
Lean into storytelling. Instead of “Buy this now,” try “Here’s how Jane used our planner to finally get her mornings under control.” It feels less pushy and more social friendly while still allowing you to get your message across.
Keep in mind that on social media, visuals matter as much as the message. Meta’s ad guidelines recommend that text should cover less than 20% of an image, and that’s a good rule of thumb for organic posts too.
Overloading visuals with copy can make your content feel more like a billboard and less like a genuine moment. Keep things light and natural in the image itself, and save the sales-y messaging for the caption where it can be contextualized and skimmable.
User-generated content is one of the most effective ways to build trust and engagement on social media. But if you’re not sure where to start, GPO can help. Our social media services and marketing content are designed to help you source, curate, and amplify content that drives real results.
Reach out! Let’s create a UGC-driven strategy that speaks your audience’s language.
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