How to Encourage and Repurpose User-Generated Content (UGC) in Your Marketing Strategy

In the age of authenticity, few marketing tools are as powerful—or as underutilized—as user-generated content (UGC). From glowing product reviews and social media shoutouts to customer photos and unboxing videos, UGC gives brands the opportunity to build trust, boost engagement, and scale content production with the help of their community.

If you're not actively encouraging and repurposing UGC, you're leaving a valuable resource untapped. Here’s how to weave UGC into your marketing strategy and make it work harder for your brand.

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Why UGC Matters

Before diving into the how, it’s worth understanding the why. According to Nielsen, 92% of consumers trust earned media (like UGC) more than traditional advertising. It provides social proof, builds credibility, and fosters a sense of community. Plus, it’s cost-effective and scalable.

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How to Encourage UGC

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1. Ask, but Make It Easy
Your customers won't know you want their content unless you ask. Create clear calls to action on social media, email campaigns, packaging, or even your website. Use branded hashtags or prompts like:

• “Tag us in your photos using #MyBrandStyle”
• “Share your unboxing for a chance to be featured”
• “Tell us how you use [product] and win a gift card”

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2. Incentivize Participation
While many users will happily share their experiences organically, a little incentive can spark a lot of content. Host a giveaway, run a contest, or offer discount codes for featured submissions.

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3. Create Share-Worthy Moments
Think about the unboxing experience, product design, or the aesthetics of your events—do they encourage people to take photos or videos? Design with shareability in mind. The more "Instagrammable" or TikTok-worthy the experience, the more likely people are to create and post.

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4. Build Community, Not Just Content
Respond to posts, comment on shares, and engage with your audience. Showcasing UGC isn’t just about marketing—it's about making your customers feel seen and valued. A little recognition goes a long way.

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How to Repurpose UGC

Once the content is rolling in, the next step is to use it effectively. Here’s how to integrate UGC into your broader marketing efforts:

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1. Feature UGC on Social Media
This is the most obvious (and effective) place to start. Repost stories, share customer reels, or create carousel posts that feature real people using your product. Always credit the original creator and get permission when needed.

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2. Enhance Product Pages
Shoppers want to see your products in real life. Adding UGC to product pages (especially photos and reviews) increases trust and can drive conversions. Platforms like Yotpo or Bazaarvoice make integration easy.

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3. UGC in Ads
Real customer content often outperforms polished brand creatives—especially on platforms like TikTok and Instagram. Use customer videos and testimonials in paid campaigns for a more relatable and authentic message.

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4. Add to Email Campaigns
Highlight customer photos or reviews in your newsletters and automated flows. A “Fan Favorite of the Month” or “See How Others Use It” section adds social proof to your emails without being salesy.

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5. Use in Presentations or Internal Comms
UGC can even have internal value. Showcase community love in stakeholder presentations or team meetings to boost morale and demonstrate brand impact.

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Final Thoughts

User-generated content is more than just free media—it’s a powerful testament to the value your brand delivers. By making it easy and rewarding for your customers to share, and by weaving that content into your broader strategy, you not only amplify your message but build lasting connections with your audience.

Remember: your best marketers might just be your customers. Let them speak, and make sure the world hears.

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