Are you tired of scrolling through your social media feed, only to be bombarded by generic brand content that fails to capture your attention? Well, fear not! Because there’s a secret weapon in the world of social media marketing: User-Generated Content (UGC). It is the authentic and engaging content created by your fellow consumers that can take your social media experience to the next level!

So, sit tight, and get ready to learn about the power of UGC and why it’s a game-changer in the world of social media marketing!

What is User-Generated Content (UGC)?

User-Generated Content, or UGC, is any content created by users, whether it’s photos, videos, blog posts, or social media posts, that is shared publicly on social media platforms. It’s content created and shared by consumers, rather than by the brands themselves. It’s authentic, engaging, and has the potential to create a significant impact on social media marketing.


Why Should You Use User-Generated Content?

Benefit #1 – Cost-Effective Empowerment

User-Generated Content (UGC) is a cost-effective powerhouse that can help brands save time and money while boosting their social media presence. With UGC, brands can sit back and let their users do the heavy lifting by creating and sharing content on their behalf. This not only saves time and resources but also allows brands to tap into a wider range of creativity and perspectives.

What’s more, UGC is highly shareable and engaging, making it a savvy marketing investment. By showcasing UGC on their social media channels, brands can increase their reach and visibility without breaking the bank on costly advertising campaigns. Consumers are more likely to engage with UGC because it’s authentic and relatable, and this increased engagement can lead to higher conversions and sales. So if you’re looking for a cost-effective way to boost your social media presence and drive sales, UGC is the way to go!

Expanding on this point, consider the various strategies that brands can employ to encourage the creation of UGC. For instance, running social media contests can not only generate UGC but also foster a sense of community and excitement among users. By offering enticing prizes, brands can motivate customers to share content related to their products or services. The popular action camera brand, GoPro, has mastered this approach, creating a thriving community of users who share their thrilling videos and photos using the hashtag #GoPro.

Benefit #2 – Winning the Trust Game

In the world of social media marketing, trust is key, and UGC is the secret ingredient that can help brands build credibility. Consumers trust content created by their peers more than content created by brands. By showcasing UGC, brands can leverage this trust to build a more authentic image and increase the likelihood of conversions. UGC offers a diverse range of perspectives and experiences that can resonate with potential customers on a personal level, making it a powerful tool for boosting engagement and driving sales.

Elaborating further on trust-building, consider the psychological factors at play when users encounter UGC. Authentic content created by real customers fosters a sense of reliability that traditional brand-generated content often lacks. This trust extends to the power of social proof – when individuals see their peers enjoying and endorsing a product, they are more inclined to believe in its quality and benefits. UGC effectively bridges the gap between a brand and its customers by making the brand seem more human and relatable.

Benefit #3 – Ramp Up Your Social Media Engagement

User-generated content (UGC) is a social media marketer’s secret weapon. UGC is like a magnet that attracts users to your brand and encourages them to engage with your content. Unlike traditional branded content, UGC creates a sense of community and belonging, making users feel like they’re part of something bigger than themselves.

And the best part? UGC is highly shareable and has the potential to go viral. When users engage with UGC, they are more likely to share it with their network, spreading the word about your brand and generating buzz. This organic reach is not only more cost-effective than traditional advertising, but it also builds trust and credibility with your audience.

To take full advantage of UGC’s engagement-boosting potential, brands can encourage their customers to share their stories and experiences. Starbucks, for instance, famously asks customers for their names to be written on cups and share pictures on social media with the hashtag #Starbucks. This simple yet effective campaign has fostered a personalized experience for Starbucks’ customers and generated a continuous stream of UGC since its implementation in 2012.

Benefit #4 – Unlocking Valuable Insights

When it comes to understanding your target audience, UGC is a treasure trove of valuable insights. By tapping into the content that your users create, you can get a first-hand look at what they really think about your brand and products.

But UGC doesn’t just provide a window into your audience’s thoughts and feelings; it can also help you understand what resonates with them and what doesn’t. By analyzing the types of UGC that receive the most engagement and shares, you can gain a deeper understanding of your target audience’s preferences and interests. This information can help you create more effective products and marketing campaigns that are tailored to their needs and desires.

Brands can take this benefit a step further by using UGC as a tool for market research. By analyzing the themes and sentiments expressed in user-generated content, businesses can gain valuable insights into customer preferences and areas where improvement is needed. This data-driven approach can inform product development, advertising strategies, and customer service enhancements.

Benefit #5 – From Followers to Buyers

Are you looking for a way to supercharge your social media marketing efforts and increase your bottom line? UGC may be the solution you’ve been searching for.

At its core, UGC is all about creating a sense of social proof. By showcasing real-world experiences and testimonials from satisfied customers, UGC helps to build trust and credibility with potential buyers. After all, who better to trust than other people just like you who have already tried and loved a product?

But UGC doesn’t just create a vague sense of trust. It also provides concrete information that can help users make informed decisions. By highlighting the benefits and features of your products in an authentic and relatable way, UGC helps to overcome the natural hesitations and doubts that can prevent users from making a purchase.

And the best part? UGC is incredibly effective at increasing conversions without breaking the bank. By leveraging the content that your users are already creating, you can save time and money on content creation while still enjoying the benefits of increased engagement, brand loyalty, and sales.

To enhance this point, consider the role of UGC in the buyer’s journey. As potential customers move from awareness to consideration and ultimately to making a purchase decision, UGC can serve as a powerful tool at each stage. For instance, in the awareness phase, UGC can create initial interest and intrigue. During the consideration phase, it can provide detailed insights and answer questions potential buyers might have. Finally, in the decision phase, UGC can provide the necessary push to convert a follower into a paying customer.

How to Generate UGC?

Create a Branded Hashtag

Branded hashtags are a great way to track and collect UGC. By creating a unique hashtag for your brand or product, you can encourage customers to use it when sharing content on social media. This not only generates UGC but also makes it easy for you to find and share the content on your own social media channels. Brands like GoPro are great at it! They have built their entire marketing strategy around UGC. It encourages users to share their videos and photos on social media using the hashtag #GoPro. This UGC has helped the brand create a community of users who are passionate about its products.

Run Social Media Contests

Contests and giveaways are another great way to generate UGC. By offering a prize, you can incentivize customers to create content featuring your brand or product. For example, you could ask customers to share photos of themselves using your product with a specific hashtag. This not only generates UGC but also increases brand visibility and engagement.

Feature Customer Stories

Featuring customer stories is a powerful way to generate UGC and build trust and credibility for your brand. Share stories about how your products or services have positively impacted your customers’ lives. This not only showcases the benefits of your products or services but also humanizes your brand and makes it more relatable. You can feature customer stories on your website, social media channels, and in your marketing materials.Starbucks uses UGC to create a personalized experience for its customers as well. It asked customers for their names to be written on cups and share pictures on social media with the hashtag #Starbucks. The campaign was a huge success, and customers have been sharing a photo of their drink whenever they make a purchase at Starbucks ever since its implementation in 2012.


In conclusion, UGC is a powerful tool for social media marketing. By creating a branded hashtag, hosting contests and giveaways, and featuring customer stories, brands can generate UGC and enhance their social media marketing efforts. So, start engaging with your audience and harness the power of UGC to take your social media marketing to the next level!


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