Not all content comes straight from your marketing team. In fact, some of the most powerful, trust-building content out there is made by real people\u2014your customers, followers, and brand advocates. That\u2019s the magic of user-generated content campaigns\u2014they turn everyday users into your biggest promoters, effortlessly.<\/p>\n\n\n\n
So, what kind of content counts as UGC? Let\u2019s break it down:<\/p>\n\n\n\n
#1. Social Media Posts & Shares<\/strong><\/p>\n\n\n\nWhen customers love your product, they\u2019ll shout about it on social media\u2014posting Instagram stories, tagging you in tweets, or sharing their experiences on TikTok. These organic shoutouts are gold because they spread brand awareness like wildfire.<\/p>\n\n\n\n
Pro Tip:<\/strong> Encourage users to tag your brand and use a dedicated hashtag so you can easily track and reshare their posts.<\/p>\n\n\n\n#2. Customer Reviews and Ratings<\/strong><\/p>\n\n\n\nPeople trust other customers more than they trust ads. Reviews on platforms like Google, Yelp, and Trustpilot can make or break a buying decision. A well-placed, glowing review is sometimes all it takes to convince someone to hit \u2018Buy Now.\u2019<\/p>\n\n\n\n
Pro Tip:<\/strong> Want more reviews? Ask for them! Make it easy for customers by sending a follow-up email or offering a small incentive.<\/p>\n\n\n\n#3. Case Studies and Success Stories<\/strong><\/p>\n\n\n\nNothing speaks louder than real success stories. Whether it\u2019s a B2B client who doubled their revenue using your software or a skincare customer who finally found their holy grail product\u2014case studies add credibility and trust.<\/p>\n\n\n\n
Pro Tip:<\/strong> Turn long-form case studies into bite-sized social content\u2014think Instagram carousels, LinkedIn posts, or short video testimonials.<\/p>\n\n\n\n#4. Referrals and Word-of-Mouth Recommendations<\/strong><\/p>\n\n\n\nYour best marketing tool? A happy customer who tells their friends. A solid referral program can turn loyal buyers into brand evangelists by rewarding them for bringing in new customers.<\/p>\n\n\n\n
Pro Tip:<\/strong> Give both the referrer and the new customer a juicy incentive\u2014discounts, freebies, or store credit work well.<\/p>\n\n\n\n#5. Community Forums & Discussions<\/strong><\/p>\n\n\n\nEver seen people rave about a product in a Facebook group or a Reddit thread? That\u2019s UGC at its finest. Forums and communities give people a space to share experiences, ask questions, and recommend brands they trust.<\/p>\n\n\n\n
Pro Tip:<\/strong> Create your own brand community or actively engage in niche forums where your audience hangs out.<\/p>\n\n\n\n#6. Webinars, Podcasts, and Live Streams<\/strong><\/p>\n\n\n\nIf people are talking about your brand on a podcast or inviting you as a guest on a webinar, that\u2019s UGC too! It\u2019s a great way to tap into new audiences while building credibility.<\/p>\n\n\n\n
Pro Tip:<\/strong> Repurpose podcast content into blog posts, YouTube clips, or quote graphics for social media.<\/p>\n\n\n\n#7. Conferences & Industry Events<\/strong><\/p>\n\n\n\nWhen customers mention your brand at a conference, feature you in a presentation, or highlight your product in an event recap\u2014it\u2019s user-generated content on a whole new level. It positions your brand as a leader in the industry while reinforcing trust.<\/p>\n\n\n\n
Pro Tip<\/strong>: If you\u2019re sponsoring an event, encourage attendees to tag you in their posts and use your event hashtag.<\/p>\n\n\n\n#8. Testimonials and Video Reviews<\/strong><\/p>\n\n\n\nA simple \u201cThis product changed my life\u201d video can be more powerful than an entire ad campaign. People relate to real experiences, so showcasing customer testimonials humanizes your brand and builds instant trust.<\/p>\n\n\n\n
Pro Tip:<\/strong> Video testimonials perform better than written ones, so try to collect and share them on your website and social platforms.<\/p>\n\n\n\nAt the end of the day, user-generated content campaigns aren\u2019t just a \u201cnice-to-have\u201d\u2014they\u2019re a must for any brand looking to boost credibility, engagement, and sales.<\/p>\n\n\n\n
As Neil McKenzie, a tourism marketer for Yarmouth & Acadian Shores, puts it:<\/p>\n\n\n\n
\u201cWe often have to push our operators to encourage patrons to tag restaurants so we can pull that content into their listings. Content creators see value in being featured, and it helps local photographers and creators trying to get off the ground.\u201d<\/p>\n\n\n\n
Translation? If you want UGC, ask for it! Customers love being featured, and it benefits everyone\u2014your brand, your followers, and the creators themselves.<\/p>\n\n\n\n
So start tapping into the content goldmine that\u2019s already out there\u2014because if you\u2019re not leveraging UGC, you\u2019re leaving serious engagement (and sales) on the table.<\/p>\n\n\n\n
<\/span>3 Key Sources of User-Generated Content?<\/span><\/h2>\n\n\n\n
If you want to run successful user-generated content campaigns, the first step is knowing who to feature. Are you showcasing your brand\u2019s culture? Highlighting real customer experiences? Or showing how awesome your team is?<\/p>\n\n\n\n
The trick is to be intentional about who you want to involve in your UGC strategy. Here are three major sources of UGC you should tap into to make your content more authentic, engaging, and impactful.<\/p>\n\n\n\n
<\/span>#1. Customer-Generated Content: The Real MVP of UGC<\/span><\/h3>\n\n\n\nWhen it comes to user-generated content campaigns, customer-created content is king. Why? Because people trust other people way more than they trust brands.<\/p>\n\n\n\n
According to the Local Consumer Review Survey 2024, 50% of consumers trust online reviews as much as personal recommendations from family and friends. That\u2019s huge!<\/p>\n\n\n\n
Nobody blindly buys products anymore. Customers do their homework\u2014checking reviews, scrolling social media, and watching unboxing videos before making a decision. When people share real, unfiltered experiences, it builds credibility, trust, and FOMO (fear of missing out).<\/p>\n\n\n\n
Example:<\/strong> Take Megan Gilbert\u2019s viral TikTok of the Admont Abbey Library in Austria. She\u2019s not a paid influencer\u2014just a regular person who shared something cool. That one post racked up nearly 7 million views and 31,000+ comments!<\/p>\n\n\n\nWhy does this matter? Because it proves the power of word-of-mouth marketing. When UGC is done right, it creates buzz, attracts new customers, and makes your brand feel real and relatable.<\/p>\n\n\n\n
Pro Tip:<\/strong> Want more customer UGC? Make it easy for them! Encourage them to tag your brand, use a dedicated hashtag, or run contests to reward the best content.<\/p>\n\n\n\n<\/span>#2. Employee-Generated Content: Your Brand\u2019s Secret Weapon<\/span><\/h3>\n\n\n\nYour employees aren\u2019t just team members\u2014they\u2019re walking, talking brand ambassadors. And when they share content about their work experience, it humanizes your brand and makes it more approachable.<\/p>\n\n\n\n
Stat Alert:<\/strong> Brand messages are reshared 24x more when posted by employees rather than the company itself (Neal Schaffer). That\u2019s free reach you don\u2019t want to ignore!<\/p>\n\n\n\nExample<\/strong>: Take Emma Prunty, content editor at DMI, who shared a behind-the-scenes LinkedIn post about her work. It gave people a peek into the brand\u2019s culture\u2014making it feel more personal and relatable.<\/p>\n\n\n\nWhy it works:<\/strong><\/p>\n\n\n\n\u2705 Builds trust \u2013 People relate to people, not corporate-speak.<\/p>\n\n\n\n
\u2705 Boosts engagement \u2013 Employees have their own networks, giving your brand organic exposure.<\/p>\n\n\n\n
\u2705 Shows brand values in action \u2013 Instead of just saying your company has a great work environment, let employees show it.<\/p>\n\n\n\n
Pro Tip:<\/strong> Want to kickstart employee-generated UGC? Encourage your team to:<\/p>\n\n\n\n#1. Share behind-the-scenes moments from work<\/p>\n\n\n\n
#2. Talk about projects they\u2019re proud of<\/p>\n\n\n\n
#3. Show team culture (fun events, milestones, achievements)<\/p>\n\n\n\n
If your brand is just starting out and doesn\u2019t have a ton of customer UGC, employee content is a great place to begin!<\/p>\n\n\n\n
<\/span>#3. Brand Advocates: The Loyal Fans Who Hype You Up<\/span><\/h3>\n\n\n\nBrand advocates are die-hard fans\u2014people who genuinely love your brand and talk about it without being paid to do so. Unlike influencers, they don\u2019t have to be internet-famous to be crazy effective.<\/p>\n\n\n\n
Example: Let\u2019s say you have a customer who always engages with your content, leaves glowing reviews, and recommends you to friends. That\u2019s a brand advocate in the making!<\/p>\n\n\n\n
How to Find Your Brand Advocates:<\/strong><\/p>\n\n\n\n\u2705 Check your reviews \u2013 Who\u2019s already talking about your brand in a positive way?<\/p>\n\n\n\n
\u2705 Look at social media mentions \u2013 Who\u2019s tagging you, posting about you, or replying to your posts?<\/p>\n\n\n\n
\u2705 Engage with them \u2013 If someone already loves your brand, invite them to be a part of your UGC strategy.<\/p>\n\n\n\n
Pro Tip:<\/strong> Want to turn a happy customer into a brand advocate? Make them feel special. Feature them in your content, give them early access to products, or simply say thank you. When customers feel appreciated, they\u2019ll hype you up even more.<\/p>\n\n\n\nThe Bottom Line: UGC is the Ultimate Marketing Cheat Code<\/p>\n\n\n\n
At the end of the day, user-generated content campaigns aren\u2019t just about \u201cfree\u201d content\u2014they\u2019re about building trust, community, and brand loyalty in a way that traditional marketing just can\u2019t match.<\/p>\n\n\n\n
So, whether it\u2019s a happy customer, a proud employee, or a die-hard fan\u2014UGC is out there, waiting to be discovered. The question is: Are you leveraging it yet?<\/p>\n\n\n\n
<\/span>Brands That Are Crushing It with UGC<\/span><\/h2>\n\n\n\n
Now that you understand what user-generated content (UGC) is (and isn\u2019t), let\u2019s check out some inspiring examples for your own campaigns.<\/p>\n\n\n\n
While many brands use UGC to build a strong and authentic presence, we\u2019ve handpicked those that stand out the most.<\/p>\n\n\n\n
Plus, we\u2019ll share tips on how you can apply these strategies to your own marketing efforts.<\/p>\n\n\n\n
<\/span>#1. GOPRO & UGC: WHEN CUSTOMERS DO THE MARKETING FOR YOU<\/span><\/h3>\n\n\n\nWhen it comes to user-generated content campaigns, GoPro is in a league of its own. The brand doesn\u2019t just sell action cameras\u2014it sells a lifestyle. And that lifestyle? It\u2019s all about adrenaline, adventure, and capturing moments worth reliving.<\/p>\n\n\n\n
GoPro has mastered the art of turning customers into content creators\u2014without forcing it. The product itself is built for action, making it ridiculously easy for users to shoot, share, and showcase their experiences. In fact, GoPro users generate around 6,000 videos daily. That\u2019s an insane amount of free marketing.<\/p>\n\n\n\n
And let\u2019s be real: nobody likes staged, corporate-looking content anymore. People crave authenticity, and GoPro taps into that big time by showcasing real people doing real things\u2014skydiving, surfing, skiing, hiking, and everything in between. It\u2019s not just a camera; it\u2019s an experience, and that\u2019s what keeps people hooked.<\/p>\n\n\n\n
How GoPro Gets People to Create and Share UGC<\/strong><\/p>\n\n\n\nGoPro isn\u2019t just hoping users will post content\u2014it actively fuels its user-generated content campaigns with smart strategies. Here\u2019s how they keep the content flowing:<\/p>\n\n\n\n
#1. Hashtags That Do the Work<\/strong><\/p>\n\n\n\nGoPro encourages users to slap #GoPro on their posts. Their social media team then scouts for the best content to reshare, making creators feel seen and hyped up.<\/p>\n\n\n\n
Why it works<\/strong>: People love recognition. The possibility of being featured on GoPro\u2019s official page is enough motivation to keep the content rolling in.<\/p>\n\n\n\n#2. Featuring Customer Content on Their Own Platforms<\/strong><\/p>\n\n\n\nInstead of relying on traditional ads, GoPro lets customers tell the story. They regularly upload user-created videos on their website, YouTube, and social media, reinforcing that GoPro isn\u2019t just a brand\u2014it\u2019s a movement.<\/p>\n\n\n\n
Why it works:<\/strong> Social proof is gold. If thousands of people are capturing insane adventures with GoPro, others will want in on the action.<\/p>\n\n\n\n#3. Partnering with Tourist Attractions<\/strong><\/p>\n\n\n\nGoPro teams up with adventure spots\u2014think skydiving centers, theme parks, and exotic resorts\u2014to give visitors free access to their cameras. Visitors record their experiences, and\u2014boom!\u2014instant UGC.<\/p>\n\n\n\n
Why it works:<\/strong> Visitors are already pumped about their experience. Giving them a GoPro makes it easier to capture and share, which means more exposure for the brand.<\/p>\n\n\n\n#4. Seamless Social Sharing Integration<\/strong><\/p>\n\n\n\nGoPro makes sharing stupidly easy. Users can snap, edit, and upload their videos straight from the camera\u2014no complicated steps, no excuses.<\/p>\n\n\n\n
Why it works:<\/strong> If sharing is effortless, people are more likely to do it. It\u2019s that simple.<\/p>\n\n\n\n#5. Running Competitions & Challenges<\/strong><\/p>\n\n\n\nEvents like GoPro Awards keep users engaged by rewarding the best content with cash prizes and global recognition.<\/p>\n\n\n\n
Why it works<\/strong>: Who doesn\u2019t love a little friendly competition? It gamifies content creation, making people even more eager to share.<\/p>\n\n\n\nLessons You Can Steal from GoPro\u2019s UGC Playbook<\/strong><\/p>\n\n\n\nEven if you\u2019re not selling an action-packed product like GoPro, you can still create killer user-generated content campaigns. Here\u2019s how to apply their tactics to your brand:<\/p>\n\n\n\n
\u2705 Know What You Stand For \u2013 GoPro isn\u2019t just about cameras; it\u2019s about adventure. Figure out what \u201cfeeling\u201d your product or service creates and lean into that when building your UGC strategy.<\/p>\n\n\n\n
\u2705 Showcase Your Community \u2013 Feature real customers, not just polished marketing content. People trust other people way more than they trust brands.<\/p>\n\n\n\n
\u2705 Make It Easy to Share \u2013 Remove friction. Whether it\u2019s a hashtag, an easy upload process, or a clear CTA, don\u2019t make users jump through hoops to share their experiences.<\/p>\n\n\n\n
\u2705 Create Incentives \u2013 People love recognition and rewards. Competitions, challenges, or exclusive features can give them a reason to participate.<\/p>\n\n\n\n
\u2705 Partner Up \u2013 Collaborate with brands or influencers that align with your values to amplify your reach.<\/p>\n\n\n\n
GoPro didn\u2019t just build a product; they built a movement\u2014and they let their customers be the storytellers. The result? An endless stream of free, high-quality content that keeps their brand relevant, aspirational, and insanely shareable.<\/p>\n\n\n\n
If you\u2019re looking to launch or improve your user-generated content campaigns, take notes from GoPro. Give your audience a reason to create, make it effortless to share, and watch the magic happen.<\/p>\n\n\n\n
<\/span>#2. DORITOS<\/span><\/h3>\n\n\n\nDoritos didn\u2019t just dip its toes into user-generated content campaigns\u2014it went all in and made history with the legendary #CrashTheSuperBowl contest. This wasn\u2019t just some basic ad challenge; it was a full-on creative battle where fans got the chance to outdo Doritos\u2019 own marketing team.<\/p>\n\n\n\n
The deal? Create an epic Super Bowl commercial that could beat anything the brand itself could cook up. The grand prize? A cool $1 million and the ultimate bragging rights\u2014having your ad aired during the most-watched event on TV. Yeah, no pressure.<\/p>\n\n\n\n
Tina Mahal, Senior VP of Marketing at PepsiCo Foods North America, broke it down:<\/strong><\/p>\n\n\n\n“When we first launched this campaign nearly 20 years ago, it was groundbreaking\u2014giving fans a level of creative control and brand ownership that had never been seen before. Even today, we believe the best ideas come from taking risks, being bold, and championing our fans. Now that people have more access than ever to creative and ad-making tools, we\u2019re hyped to see what they come up with.”And trust, the entries did not disappoint. One standout was “Goat 4 Sale,” a finalist video that had audiences rolling. It was peak entertainment\u2014quirky, unexpected, and packed with the Doritos vibe.<\/p>\n\n\n\n
What You Can Learn from Doritos\u2019 Playbook?<\/strong><\/p>\n\n\n\nWant to level up your user-generated content campaigns like Doritos? Here\u2019s how:<\/p>\n\n\n\n
\u2714\ufe0f Tap into a major event \u2013 Whether it\u2019s the Super Bowl, the Oscars, or even a trending local festival, find something big that gets people talking and tie your campaign to it.<\/p>\n\n\n\n
\u2714\ufe0f Make your hashtag count \u2013 A catchy, clever, or challenge-based hashtag can take your campaign viral. Bonus points if it\u2019s easy to remember and directly linked to your brand.<\/p>\n\n\n\n
\u2714\ufe0f Give people a reason to participate \u2013 Let\u2019s be real\u2014people love incentives. Whether it\u2019s a grand prize, free products, or just the chance to be featured, make sure you\u2019re offering something exciting.<\/p>\n\n\n\n
\u2714\ufe0f Set the creative vibe \u2013 Share fun, engaging examples to give people an idea of what you\u2019re looking for. The wilder, funnier, or more emotional, the better.<\/p>\n\n\n\n
Doritos turned a simple contest into a pop-culture moment, proving that when you put creativity in the hands of your fans, they\u2019ll run with it\u2014and sometimes, even outdo you.<\/p>\n\n\n\n