How to Use User-Generated Content to Boost Your Digital Marketing Results

a Gen Z taking a selfie

You may be creating your own content daily. But your customers’ voices might be your most powerful content asset. When users create content (posts, reviews, images) around your brand, that’s user-generated content (UGC). In this post, I’ll explain how to leverage UGC, with clear steps and examples, so you can amplify your reach, trust, and conversions.


Why UGC works better than brand content

“Brands using UGC see 29% more web conversions than campaigns without it.” (WiserNotify)  

Before we dig into how to do it, let’s see why it works.

  • Authenticity: People trust other people more than marketers. UGC feels real.
  • Social proof: When someone sees a customer using your product, they imagine themselves doing the same.
  • Cost efficiency: You don’t need to hire for every piece of content. Many UGC contributions come from your customers.
  • Engagement boost: Campaigns with UGC tend to gain more comments, shares, and visibility. According to The Shelf, UGC influences 79% of buyers’ decisions. 
  • Conversion lift: Bazaarvoice reports that UGC on e-commerce pages can boost conversions by 161%. (Catarina Mello ) 

Because UGC carries real user stories and social proof, it supports your digital marketing across social media, content, SEO, email, and more.


Start with the right mindset: invitation, not demand

If you push for UGC awkwardly, you’ll get low quality or no response. Instead, think of it as an invitation:

  • Ask in a friendly way: “Show us how you use this product”
  • Incentivize (but don’t force) via contests, discounts, spotlight features
  • Make participating easy (just post, tag, or share)
  • Always ask permission to reuse the content

For example, a small apparel brand might post: “Upload a photo wearing our shirt and tag us #MyBrandStyle. Each month we’ll feature our favorites plus give a 10% discount.” Many followers will join because it’s fun, simple, and low risk.


1. Collect UGC across channels

To build a pool of UGC, you need to guide users toward creating content.

  • Hashtag campaigns on social media: Create a unique brand hashtag. Encourage users to tag their photos or videos.
  • Product reviews & testimonials: Ask customers to review your product on your site or on social platforms.
  • Community challenges or prompts: Pose a prompt (e.g. “Show your workspace setup with our tool”) and encourage users to respond.
  • Feature customers in stories: Ask customers to send short videos or images. Then repost them (with credit).
  • Interactive tools / hashtags in campaigns: Example: a travel brand sends postcards and asks travelers to share photos from those locations.

Collect content from Instagram, TikTok, Facebook, YouTube, blog comments, and emails.


2. Curate and moderate for quality & brand fit

Not everything submitted is usable. You need to curate carefully.

  • Define guidelines: image dimensions, tone, what content fits your brand.
  • Moderate submissions: remove inappropriate or poor quality ones.
  • Select high potential pieces: pick content that is visually appealing, conveys a message, and matches your brand.
  • Request usage permission: send a message like:

“Hi [Name], I love the post you shared! Can we share it on our Instagram with credit? Let me know — thanks!”

You build goodwill, maintain respect, and avoid copyright issues.


3. Integrate UGC into your marketing mix

Once you have curated content, reuse it smartly across channels.

On social media

  • Repost UGC with captions crediting the creator.
  • Use UGC as part of campaign ads (paid) alongside branded content.
  • Create carousel posts or reels featuring customer stories.

On website & product pages

  • Show customer photos in galleries.
  • Add user reviews, photos, videos near product descriptions.
  • Use UGC in landing pages to boost trust and conversion.

In email marketing

  • Embed user photos or testimonials in newsletters.
  • Use a subject like: “See how others use [product]” — people love to see real use cases.

In ads

  • Use UGC assets in your ad creative. Because UGC feels more genuine, it often lowers ad fatigue.

For instance: You feature a video from a happy customer in your Facebook ad. New prospects see someone like them using your product—social proof built in.


4. Measure impact & optimize

You need metrics to know whether UGC is working for you.

  • Engagement: likes, shares, comments on UGC posts vs brand posts
  • Click-through / conversion: how many people click or buy when UGC is used
  • Time on page: pages with UGC may engage people longer
  • Cost per acquisition (CPA): compare UGC-based ads’ CPAs vs regular ads

If a UGC prompt on Instagram yields 100 tag posts, but only 5% are usable, adjust your prompt or incentives. If UGC-based ads convert better, scale their use.


5. Encourage repeat UGC and build community

The first piece of content is just the start. Aim for ongoing contributions.

  • Recognize contributors—feature their posts, interview them.
  • Create “UGC of the month” awards.
  • Offer perks or shoutouts.
  • Engage in comments—respond, ask questions, share.

This builds a community and deepens loyalty.


A Case in Point: Small coffee brand

  • Prompt: “How do you take your morning brew?”
  • Customers share photos with their mugs, tagging the brand.
  • Curate best ones, repost on Instagram and include in emails.
  • Use top UGC image in Facebook ad promoting a new blend.
  • Result: People see real users enjoying the coffee. Trust grows. Conversions go up.


Pitfalls to avoid & tips to succeed

  • Don’t ignore rights and permissions — always get consent
  • Avoid over-polishing — UGC loses impact if you edit too heavily
  • Don’t rely on UGC alone — balance with brand content
  • Be predictable in incentives — if people get rewards only sometimes, it may feel unfair
  • Watch for negative UGC — if someone posts a real complaint, address it publicly and turn it into a positive

Also, as UGC grows, you can analyze the data (which posts convert more) and feed insights into your larger content strategy, your social media plan, or your digital marketing decisions.


Why UGC should be central to your strategy now

  • UGC outperforms traditional brand content: 93% of marketers agree. (Billio)
  • Brands using UGC see more web conversions—29% more. (WiserNotify)
  • In 2025, UGC increasingly dominates product discovery and validation. (Skeepers)
  • Because audiences are oversaturated with polished ads, authenticity stands out.

When you harness user-generated content smartly, you stretch your marketing budget, deepen trust, and let your customers become part of the story.


Your next move

Pick a single campaign or product. Ask your customers or followers to share a photo or short video using it (with a branded hashtag). Within a week, choose your favorite 3 submissions, ask permission to reuse them, and integrate them into a social post, a landing page, or an email. Track how audiences respond (engagement, click, conversions). Learn, adjust, and build from there.

Now, you see why UGC has to be an integral part of your digital marketing strategy. You don’t need thousands of UGC pieces today. You just need a few meaningful ones that carry your brand forward. Use them wisely. Watch them convert. Let your customers help tell your story.