Did you know websites that feature visual UGC see a 190% increase in revenue per visitor? That’s some serious power coming from everyday customers sharing their love for your product. And here’s more: UGC doesn’t just drive revenue—it’s also a powerful tool for turning everyday customers into your most vocal advocates. Research shows UGC has a stronger impact on brand advocacy than firm-created content, especially for brands that are new or unfamiliar.
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By letting real customers tell your story, you build trust, create authentic connections, and drive the kind of results your ad team dreams about. So, how can you turn your customers into your best brand ambassadors? Let’s dive in and see how UGC can level up your strategy.
What is User Generated Content?
User-generated content (UGC) is content created by customers or fans of a brand, rather than by the brand itself. This can include photos, videos, reviews, testimonials, or social media posts where people share their genuine experiences with a product or service.
Why Does User Generated Content Marketing Work So Well?
Simple: People trust people, not brands.
Shoppers want proof that your product delivers, and nothing is more convincing than seeing someone else rave about it. Forget polished ads—real people sharing real experiences make your brand approachable and credible.
User-generated content (UGC) also makes your product relatable. It shows your product in action—in someone’s home, gym bag, or makeup routine. Suddenly, it’s not just a bottle of lotion; it’s the key to glowing skin on a cozy Sunday morning.
UGC is also the ultimate form of social proof. When potential buyers see others loving your product, they don’t want to miss out. It’s the “if everyone’s doing it, I probably should too” effect in full swing.
Now, the real question is: how are you letting your customers tell your story?
Different Types of UGC
Not all UGC is created equal, but the good stuff? It sells. Here are the UGC formats that turn window shoppers into buyers:
- Photos: Real customer-submitted images showing your product out in the wild. Think a cozy photo of your candle lighting up someone’s living room or a sleek shot of your sneakers at a weekend brunch. These visuals provide context and make your product feel relatable.
- Videos: From heartfelt testimonials to quick unboxings and short how-to clips, videos bring your product to life. Seeing someone’s face light up as they try your skincare serum for the first time? That’s not just content—it’s trust on display.
- Reviews: Star ratings and detailed feedback are UGC gold. A glowing five-star review paired with a snippet about how your protein powder transformed someone’s morning routine can be the nudge hesitant buyers need.
- Social Posts: When customers tag your product on Instagram, TikTok, or Facebook, they’re giving you free, authentic endorsements. A repost of someone styling your handbag or testing your makeup creates social proof that no ad copy could match.
Example: Imagine a beauty brand launching a new lipstick. Instead of relying on studio shots, they highlight UGC—selfies of customers showing off the shade, TikTok videos with application tips, and Instagram Stories featuring before-and-after looks. Suddenly, the lipstick isn’t just a product; it’s the must-have item everyone’s raving about.
UGC works because it’s real. It’s your customers doing what they do best—showing off your product in ways that are genuine, engaging, and downright convincing.
How to Share User-Generated Content on Social Media
Sharing user-generated content (UGC) on social media is a no-brainer for boosting authenticity and engagement. But before you start reposting customer selfies and glowing reviews, you need to play by the rules.
Here’s how to share UGC without stepping on any legal toes:
- Get Permission, Always. You can’t just grab someone’s photo and slap it on your feed. Reach out directly or create campaigns with clear terms that invite people to share their content. Getting explicit permission keeps things legal and respectful.
- Know What You’re Allowed to Do. Be upfront about how you’re using the content. Are you posting it on Instagram? Adding it to an ad? Outline where it’ll appear, how long you’ll use it, and if any edits are involved. No surprises = no disputes.
- Respect Privacy, Period. Don’t share personal info like names or faces unless you’ve got permission. This isn’t just about being polite—it’s also about staying on the right side of privacy laws.
- Follow Platform Rules. Social media platforms have their own sharing policies. Break them, and you risk getting your content taken down—or worse, facing penalties. Stick to the guidelines to keep things smooth.
- Set Clear Terms Upfront. If you’re running a UGC campaign, spell out exactly how submissions will be used. Transparency protects both you and your customers.
- Keep an Eye on What You Share. Regularly review content to make sure it fits your brand and doesn’t cross any legal lines, like being defamatory or copyright-infringing.
Follow these steps, and you’ll be able to tap into the magic of UGC while keeping your brand safe and building trust with your audience.
For more insights on where the future of retail media and social commerce is, check out this blog post.
How to Incorporate UGC into Your Strategy
You’ve got the UGC—now it’s time to make it work for you. Here’s how to collect, integrate, and optimize user-generated content to drive conversions and engagement:
1. Collect UGC:
Start by encouraging customers to share their love for your product.
- Use post-purchase follow-ups: After someone receives their order, ask for reviews, photos, or videos. A simple email like, “Show us your style!” or “Share your unboxing moment” goes a long way.
- Get social with branded hashtags: Create a hashtag tied to your brand or product and ask customers to tag their content. It’s a low-barrier way for happy buyers to spread the word while you gather content.
2. Integrate UGC into Ads:
Make UGC the star of your Amazon ad campaigns.
- Use customer testimonials or lifestyle photos in Sponsored Display ads to stop shoppers in their tracks.
- Showcase product how-tos or review snippets in Sponsored Brands ads for a more personalized touch.
- A/B test everything: Try out different UGC formats—photos vs. videos, candid shots vs. styled images—to see what drives the best performance.
3. Optimize UGC on Product Pages:
Don’t bury the gold—put UGC front and center where it matters most.
- Highlight real customer photos and videos right near the “Add to Cart” button. Seeing someone use your product in action gives shoppers the extra push they need.
- Use star ratings and reviews prominently. A glowing five-star average with detailed feedback builds instant credibility and reduces hesitation.
UGC isn’t just for social media—it’s a multi-channel powerhouse. By weaving it into every part of your strategy, from ads to product pages, you’ll turn authentic customer voices into higher clicks, conversions, and sales.
Use User Generated Content Platforms to Simplify Collection
Collecting user-generated content can be time-intensive, but platforms like Yotpo, Bazaarvoice, and Taggbox make it seamless. These tools help you gather, organize, and showcase UGC in ways that are both efficient and impactful:
- Yotpo: Yotpo specializes in collecting reviews, photos, and videos through automated email requests and social integrations. It also helps you display this content on your website, product pages, and ads to build trust and drive conversions.
- Bazaarvoice: This platform excels at collecting reviews and visual content at scale, especially for e-commerce brands. Its syndication feature ensures your UGC gets distributed across multiple retail platforms, including Amazon.
- Taggbox: If social media is a major source of your UGC, Taggbox aggregates customer posts using branded hashtags and turns them into shoppable galleries for your website or social campaigns.
Using post-purchase emails, review widgets, or branded hashtag campaigns, platforms like these can supercharge your UGC strategy while saving time.
UGC in Action: How Startup Brands on Amazon Are Driving Success
When it comes to leveraging UGC, some emerging brands are turning customer content into powerful tools for growth. These startups have harnessed UGC to build trust, increase visibility, and drive conversions—especially on Amazon, where authenticity and relatability can make all the difference.
FIGS
FIGS, the brand revolutionizing scrubs for healthcare professionals, encouraged its customers to share photos of themselves wearing FIGS products with the hashtag #wearFIGS. Healthcare workers posted authentic, real-world content from hospitals, clinics, and beyond, showcasing the comfort and style of the scrubs. By weaving this UGC into their marketing and Amazon storefront, FIGS built a strong, engaged community while driving higher conversions through relatable content.
opens in a new window@ms_black819 🌊no highwaters around here. opens in a new window#wewearfigs opens in a new window#figsscrubs opens in a new window#scrubsfortallpeople opens in a new window#wearfigs
Starface
Starface took acne care and made it fun. Their star-shaped pimple patches quickly became a social media sensation when users began posting selfies featuring the quirky patches. The brand leaned into this UGC wave by promoting and repurposing customer content across platforms, including Amazon. This approach not only normalized acne care but turned Starface into a viral favorite. On Amazon, customer-submitted images and videos provided social proof that helped boost conversions and establish trust.
opens in a new window@charlottegrayyxo starface blue pimple patches review~ before & after!💙⭐️💙 opens in a new window#starface opens in a new window#starfacepimplepatch opens in a new window#starfacebeforeandafter opens in a new window#starfacepimplepatchesreview
Swoon
Swoon, a zero-sugar beverage brand, gained traction by encouraging customers to post photos of their drinks with vibrant, lifestyle-oriented backdrops. By sharing UGC featuring colorful product shots on Instagram and showcasing it in their Amazon marketing, Swoon created a relatable, aspirational connection with their audience. This strategy helped them stand out in a crowded market and reinforced their brand as a go-to health-conscious beverage option.
opens in a new window@anizzy679 Swoon review🍋🍸 So yum!!! @SWOON opens in a new window#swoon opens in a new window#swoonlemonade opens in a new window#lemonade opens in a new window#fyp opens in a new window#ad opens in a new window#CapCut
When potential customers see real people using and loving your products, whether it’s scrubs, skincare, or beverages, it builds trust and confidence, pushing them one step closer to hitting “Add to Cart.” For startups looking to grow on Amazon, embracing UGC isn’t optional—it’s essential.
Conclusion
By building trust, creating authentic engagement, and driving impressive conversion rates, UGC has become an essential tool for brands looking to succeed, especially on platforms like Amazon. With so much marketing content being AI-generated nowadays, customers crave authenticity more than ever. Real people sharing real experiences with your product make your brand relatable, credible, and impossible to ignore.
So, here’s the question: Are you making UGC a central part of your strategy? If not, now’s the time to start. Evaluate your current campaigns, identify where UGC can shine, and watch it transform how customers connect with your brand.
Want help turning UGC into real results? Let’s talk.
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