User-generated content (UGC) is one of the most powerful marketing tools for ecommerce brands. Studies show that 79% of consumers say UGC influences their purchasing decisions. Why? Because people trust real customers more than polished brand messaging.
But getting customers to create high-quality UGC takes more than just asking them. You need structured programs offering incentives, managing content rights, and maximizing channel distribution.
This guide will show you how to leverage user-generated content, from encouraging participation to repurposing content for greater impact.
Crafting a UGC Strategy: What to Ask Before You Start
A well-planned UGC strategy creates a sustainable system for collecting and repurposing high-quality content across multiple marketing channels.
Brands should answer the following questions before launching a campaign:
1. What Type of UGC Aligns with Your Brand?
Not all forms of user-generated content suit every business. Brands should determine the types of content that will have the greatest impact:
- Customer Reviews & Testimonials. Essential for e-commerce sites, product pages, and review websites.
- User-Generated Photos & Videos. Great for social media campaigns, advertising campaigns, and email marketing campaigns.
- Haul Videos & Unboxing Content. Ideal for brands in the fashion, beauty, and tech industries.
- Adventure Videos & Travel Stories. Perfect for outdoor, sports, and lifestyle brands.
- Social Media Contests & Hashtag Campaigns. Encourage active engagement while promoting authentic branding.
2. Where Will UGC Be Used?
Decide how and where to distribute customer content to maximize engagement and conversions:
- Website & Dedicated Sections. Feature UGC prominently on product pages to provide social proof.
- Social Media Channels. Share content from customers to drive engagement and build community.
- Email Marketing & Future Campaigns. Incorporate UGC into newsletters and promotions to reinforce credibility.
- Advertising Agencies & Paid Campaigns. Use real customer experiences to enhance ad performance.
3. How Will You Encourage Customer Participation?
Brands must give users a reason to share content. Possible strategies include:
- Exclusive Perks & Incentives. Offer ethical rewards for submitting authentic customer content.
- Brand Ambassador Community. Recruit loyal customers to create regular high-quality UGC.
- Seasonal & Collaborative Campaigns. Create time-sensitive events that drive ongoing engagement.
By answering these questions, brands set the foundation for effective user content strategies that sustain a strong community of contributors.
Example Scenario: Application to Your Ecommerce Brand
Let’s say you sell comfy pajamas for couples and want to use user-generated content (UGC) to drive more sales. Here’s how to use the questions above as a guide and develop your strategy.
1. What Type of UGC Aligns with Your Brand?
Your audience loves sharing cute moments, so you focus on:
- Couples’ selfies in your pajamas for social media.
- Fun unboxing videos to highlight packaging and first impressions.
- Customer reviews with photos on product pages for social proof.
2. Where Will UGC Be Used?
To maximize impact, you decide to:
- Feature customer photos and videos in a website gallery and on product pages.
- Share the best social media posts from real customers on Instagram and TikTok.
- Include UGC in email campaigns to highlight genuine experiences.
3. How Will You Encourage Customer Participation?
To get customers involved, you:
- Offer 10% off their next order for posting a photo and tagging your brand.
- Launch a photo contest with a chance to win a free pajama set.
- Invite top customers to join an ambassador program for exclusive perks.
With a clear UGC strategy, you now have a constant stream of high-quality content that builds stronger relationships with customers while reducing content creation costs.
How to Encourage Customers to Share Content (Without Sounding Desperate)
Getting customers to submit authentic experiences requires a balance of effective strategies and a seamless user experience. Here’s how to foster community engagement without forcing participation.
Make Sharing Content a Natural Part of the Buying Journey
Customers are most likely to engage when they’re excited about a product. Brands should request user reviews, customer photos, or social media posts at key moments:
- Post-Purchase Emails & Follow-Ups. Ask for feedback after delivery to capture real reactions.
- Order Confirmation & Thank You Pages. Suggest sharing content as part of the post-checkout experience.
- Loyalty Programs & Referral Incentives. Reward users for submitting genuine user experiences.
Use Branded Hashtags & Social Media Challenges
Hashtag campaigns work best when they feel engaging rather than forced. Some effective strategies include:
- Photo Contests. Encourage users to submit user-generated photos for a chance to win prizes.
- Social Media Contests. Ask customers to share their experience for a personal touch in exchange for discounts.
- Creative Expressions & Storytelling. Challenge users to share their journey with your brand.
One successful example is Coca-Cola’s #ShareACoke campaign, which personalized bottles with names and encouraged consumers to share their experiences online.
3. Feature Customers in High-Visibility Spaces
Customers enjoy recognition. Featuring them in email campaigns, digital marketing efforts, or advertising campaigns gives them social validation and strengthens relationships. Brands should:
- Highlight UGC on Landing Pages. Showcase real customer experiences on key sections of the website.
- Repurpose UGC for Blog Posts. Use valuable insights from users in long-form content.
- Promote Customer Content in Ads. Real customer videos and images improve ad performance.
When done right, ongoing participation leads to a continuous cycle of engagement that fuels future campaigns.
The Best Incentive Structures for Generating UGC
Incentives play a crucial role in getting content creators to submit authentic marketing materials. You should focus on strategies that drive engagement without reducing content quality.
Discounts & Coupons for Content Submission
Simple but effective—offering a discount in exchange for customer feedback encourages participation.
- Example: “Submit a product review with a photo and get 10% off your next purchase.”
- Works best for: E-commerce brands, subscription services, and digital downloads.
Exclusive Perks & Early Access
Passionate customers love being part of something special. Offering exclusive perks encourages more meaningful engagement.
- Example: “Get early access to our next product launch by submitting a video review.”
- Works best for: Fashion, beauty, and tech brands with frequent launches.
Contests & Giveaways for UGC
A powerful marketing tool, contests drive a constant stream of high-quality submissions.
- Example: “Post a creative unboxing video with our hashtag for a chance to win a $100 gift card.”
- Works best for: Brands that rely on visual content, like lifestyle and fitness companies.
Loyalty Points for Content Submission
For brands with rewards programs, integrating UGC participation into the system increases engagement.
- Example: “Earn 50 points for every review with a user-generated photo.”
- Works best for: Long-term customer engagement models.
Affiliate & Referral-Based UGC Rewards
Brands can offer revenue-sharing incentives for customers whose content drives conversions.
Athleta is a good example of how a referral program can feel more authentic and engaging rather than just transactional.
Instead of a typical “Do X, Get Y” structure, their program encourages customers to invite friends who share their interests—specifically, their workout partners.
This makes the referral feel personal and connected to the brand’s mission of promoting health and wellness.
- Example: “Earn 5% commission for every sale generated from your UGC.”
- Works best for: High-margin products and influencer collaborations.
By selecting the right incentive, brands keep user participation high while maintaining content quality and authenticity.
Turn User-Generated Content into a Sales Machine
User-generated content (UGC) also influences conversions, brand credibility, and long-term customer relationships.
A systematic strategy with the right incentives, distribution strategies, and content ownership management ensures a steady flow of high-caliber UGC, fueling marketing success.
Here’s what you need to remember:
- Choose the most appropriate type of UGC for your brand that will be appealing to your audience.
- Share UGC strategically across social media, email campaigns, product web pages, and ads for maximum impact.
- Make it simple and rewarding to produce content with discount offers, special benefits, contests, and referral incentives.
- Build credibility through real customer experiences to encourage higher conversions.
- Use structured programs to foster ongoing engagement and reduce content creation costs.
Start collecting and managing UGC effortlessly with RaveCapture. Organize, secure permissions, and maximize your best customer content to drive more sales.