User-generated content (UGC). Photos, videos, reviews, and stories created by your customers about your business. Is the most powerful and underutilised content type in marketing. It's more trusted than brand content (people trust other customers), more engaging (authentic content outperforms polished content), and essentially free to produce.
Why UGC works
The psychology is simple: social proof. When potential customers see real people using and enjoying your product or service, it reduces perceived risk. A glossy brand photo says "we think we're great." A customer photo says "real people think they're great." The latter is infinitely more persuasive.
How to encourage UGC
Create a branded hashtag
A simple, memorable hashtag that customers can use when posting about your business. Feature the hashtag in your physical space, on receipts, in emails, and on your social profiles. #MyBrandName or #BrandNameExperience. Keep it short and unique.
Make moments shareable
Create physical moments that customers want to photograph. A beautifully plated dish, a stunning mural wall, a branded photo spot, unique packaging. If it's Instagram-worthy, people will Instagram it.
Feature and celebrate
When customers create content about you, share it (with permission). Feature them on your grid, in your Stories, on your website. This recognition encourages more customers to share. It's a virtuous cycle.
Ask directly
After a positive experience like a purchase, a completed project, or a great meal, ask the customer to share their experience on social media. Most will if asked. Make it specific: "We'd love if you shared a photo on Instagram with #BrandName."
Managing UGC at scale
- Monitor your branded hashtag and mentions daily
- Respond to every piece of UGC with genuine appreciation
- Request permission before resharing (document the approval)
- Curate the best UGC into a dedicated highlight or album
- Use UGC in paid campaigns (with permission). It often outperforms brand creative
Brand and Go's Inspiration Capture can be used to collect and organise UGC alongside competitor content and industry inspiration. Save customer posts to dedicated boards, and when you're ready to reshare, adapt the format for each platform.