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Gen Alpha drives the AI shift
Gen Alpha is swapping search bars for AI chatbots. Learn to use the Triple-A framework and authentic UGC to become the definitive answer in the age of GEO.
Types of user-generated content
User-generated content appears in several formats, each helping customers share their experiences. Common types of UGC include:
Written ratings and reviews
Video ratings and reviews
Customer photos and videos
Social media posts tagging your brand
Questions and answers on product pages
These UGC types all provide valuable social proof that builds shopper trust.
How to collect and encourage user-generated content
Let’s take a look at some of the most inspiring UGC campaigns in the world to emulate your own UGC strategy.
Host contests of giveaways
Holding contests or giveaways is a classic way to get your customers directly involved with your marketing campaigns and generate user-generated content.
Offering a compelling prize is a crucial element to encourage more consumers to join in with your campaign. GoPro set the gold standard with their “Million Dollar Challenge.”Opens in new window
By inviting users to submit their best raw clips for a chance to split a $1 million prize pool, they didn’t just get engagement; they built a massive content engine. In one campaign alone, they received over 42,000 clips (totaling 350 hours of footage) from 170 countries.The payout for the brand? It wasn’t just awareness. The campaign drove roughly 25,000 product transactions, and shoppers who engaged with the content converted at a 3x higher rate. While GoPro has recently evolved the format into targeted “Awards Challenges”Opens in new window (launching seasonally), the strategy proves that high-stakes incentives yield professional-grade assets that drive hard revenue.
Launch a product sampling program
One of the biggest hurdles for new products is the “empty room” effect: shoppers hesitate to buy without reviews, but you can’t get reviews without buyers. Product sampling solves this by placing items directly into the hands of engaged consumers in exchange for honest feedback. This strategy effectively force-multiplies your social proof, generating high-quality content before a product even hits mass adoption.
Petco utilized this strategy to great effect with their “Spotted” sampling program. Targeted specifically at boosting their private-label and seasonal offerings, the initiative sent products—from dog treats to Halloween costumes—to a vetted community of pet parents. The results were immediate and impactful. The program achieved a 90% response rate, leading to a staggering 405% increase in review volume.
Crucially, this wasn’t just about quantity. The generated reviews were longer, more detailed, and rich with photos. This wealth of authentic content drove an 80% increase in organic search clicks and a 48% rise in revenue per visit for sampled products. By proactively seeding products, Petco proved that getting physical items into hands is one of the fastest ways to get convincing words onto screens.
Incentivize your products/services
By giving customers good incentives to feature your products or services, you can quickly generate a huge volume of organic content and tap into their follower communities at the same time.
Hilton Grand Vacations utilizes this strategy effectively. They encourage customers to upload their holiday pictures on social media with the hashtag #myHGVOpens in new window for a chance to be featured on their official Instagram feedOpens in new window.
While there is no cash prize, the social currency of being featured is a powerful motivator. These beautiful, real-world images act as a source of authentic inspiration for potential customers to book their next vacation, doing the heavy lifting of destination marketing without the production costs.
Develop authentic and inclusive brand messaging
Building an emotional connection between your products and customers is one of the best ways to improve customer engagement and form long-lasting relationships. Today, that means showing, not just telling.
SKIMS has redefined this by turning their Instagram into a “living showroom” for their Fits Everybody collection. Instead of relying solely on polished studio shots, they constantly repost UGC from customers of every size, shape, and background. This validates their “solutions for every body” promise with visual proof, allowing shoppers to see exactly how the shapewear fits on a body similar to their own—turning their comment section into a supportive community rather than just a sales channel.
This strategy echoes the playbook written by Fenty Beauty. When they launched their 40-shade foundation range, they didn’t just advertise diversity; they mobilized it. Through the #FentyFaceOpens in new window challenge, they encouraged users to post unfiltered selfies, generating over 4.5 million posts. By handing the microphone to diverse creators—from drag performers to modest beauty bloggers—they proved that inclusivity wasn’t a marketing tactic, but a community standard.
Partner with influencers
Influencer marketing is a great way to generate buzz and awareness around your products. Collaborating with the right influencers allows brands to tap into an existing audience and drive purchasing decisions.
Rhode Skin (by Hailey Bieber) provides a masterclass in this with their “product seeding” strategy. Instead of demanding scripted ads, they gift new products—like their viral Lip Phone CaseOpens in new window—to a wide network of micro-influencers and trendsetters with no strings attached.
Because the product was unique and aesthetically pleasing, influencers wanted to show it off. The result? The Lip Phone Case launch in early 2024 generated a staggering $8.3 million in Earned Media Value (EMV)Opens in new window and an average engagement rate of 31.9% on Instagram. By focusing on products that double as status symbols, Rhode turned influencers into organic brand ambassadors, proving that authentic excitement drives more value than a paid script.
The benefits of user-generated content
UGC is more influential than traditional advertising. It’s authentic, and engaging, with several benefits for brands.
Builds authenticity and trust: UGC shows real people using products in real-world settings. Authenticity means a lot to consumers: 84% of millennials say user-generated content influences their purchasing decisions, and nearly half of Gen Z cites social media as their chief source of inspiration—even above family and friends.
Boosts SEO and AEO: UGC adds fresh, relevant content and, keywords and phrasings, improving your brand’s visibility in search results and recommendations from LLMs.
Increases engagement: Content with UGC receives higher engagement because shoppers want to connect with real experiences. It is also highly effective in paid media; for example, when Parachute incorporated UGC into their retargeting ads, they generated a 35% higher click-through rate and a 60% lower cost per click.
Drives sales: Shoppers are more confident in their purchases when they see UGC, leading to higher conversion rates and revenue per visitor.
Provides audience insights: Analyzing UGC helps brands understand their audience and improve products and services.
Synchronizes with social commerce: UGC fits seamlessly into the modern shopping journey, which is crucial considering 69% of shoppers say social media has inspired them to purchase products.
UGC feels like a trusted recommendation, not an ad. It’s the modern version of word-of-mouth marketing and is often more influential. In fact, according to EnTribe, 84% of consumers trust campaigns with UGC, and 77%Opens in new window are more likely to buy a product they discover through it.
Consistently engaging with customers and analyzing the content they post about your brand allows you to better understand your audience. This enables you to not only improve how you interact with customers but also make adjustments to products and services based on customer feedback.
For example, European retailer Vertbaudet noticed multiple reviews stating a maternity dress was too small. They used that feedback to resize the cut, leading to a significant increase in their average rating.
How to use UGC in your marketing strategy
After collecting UGC, use it across your marketing channels to maximize its impact. Effective placements include:
Product pages to boost conversion
Social media feeds for engagement
Email campaigns to build trust
Digital ads to improve click-through rates
Each placement reinforces social proof and connects with shoppers.
