Types of User-Generated Content for Your Brand
UGC allows businesses to tap into this demand by showcasing real experiences from real people, creating more relatable and credible connections with their target audiences.
User-generated content (UGC) is the secret sauce brands use to boost trust and authenticity—think of it as the “street cred” of the digital marketing world. Consumers no longer want to just hear from brands; they want to hear from other people like them who use their real voices to create a genuine connection.
UGC allows businesses to tap into this demand by showcasing real experiences from real people, creating more relatable and credible connections with their target audiences.
If you’re looking to enhance your brand’s street cred, keep reading. We’ve explored the various types of UGC content your brand can leverage so you can create successful campaigns.
Product reviews
Product reviews are one of the most widely used types of UGC. They offer an authentic reflection of a customer’s experience with a product or service, acting as social proof that can significantly influence purchasing decisions. In fact, studies have shown that a whopping 88% of consumers trust online reviews as much as personal recommendations.
As a brand, you can encourage your customers to leave reviews on social media, platforms like Google, Trustpilot, or even your own website. These positive reviews help to build credibility, while negative reviews (when managed appropriately) allow you to demonstrate your commitment to customer satisfaction.
To encourage reviews, offer incentives such as discounts on future purchases or enter customers into a prize draw. UGC examples of this include the beauty brand Glossier, which has built a loyal following by featuring customer reviews on its product pages, creating an interactive shopping experience.
Testimonials
Testimonials differ from reviews in that they often provide more in-depth insights into a customer’s experience. While reviews are typically short and focused on product satisfaction, testimonials allow customers to share more detailed stories about how your product or service has positively impacted their lives.
A great UGC content example in this regard would be for a fitness brand that features a testimonial from a user who shares their transformation story with before-and-after photos, highlighting how the product helped them achieve their fitness goals.
To get the best results from this type of UGC content, request testimonials from satisfied customers and offer guidance on what to focus on—such as specific benefits or standout features. The key to a powerful testimonial is authenticity, so avoid scripted responses that sound too polished.
Social media posts
Social media is one of the most significant platforms for UGC, with millions of daily posts tagged with brand names or relevant hashtags. By encouraging customers to share their experiences on platforms like TikTok, Instagram, Facebook, or X, you can leverage user-generated content to enhance your reach and boost engagement.
When UGC content is in the form of social media posts, it helps to humanise your brand as it showcases real customers interacting with your product in natural, everyday contexts. Social media posts can also serve as a conversation starter between brands and their audiences, enabling real-time interaction.
Encourage followers to use a branded hashtag and share their content in exchange for features on your brand’s social media channels. For instance, Coca-Cola’s “#ShareACoke” campaign generated millions of consumer-shared posts and significantly increased brand engagement.
Unboxing videos
As far as types of UGC videos go, unboxing videos are a smash hit, with influencers and customers sharing their reactions to new product launches. The unboxing experience also allows you to highlight your products' quality, packaging, and usability in a natural and unforced setting.
It’s a great idea to encourage customers or influencers to create this type of UGC content by offering them sneak previews, early access to new products, or exclusive discounts. Tech giant Apple is really good at generating excitement for new product releases by encouraging fans to share their unboxing experiences, which are often widely shared on YouTube.
Nano-influencers
While many brands focus on collaborations with celebrities or macro-influencers, nano-influencers have become a key source of UGC. These influencers typically have between 1,000 and 5,000 followers, but their audience is often more loyal and engaged, leading to higher levels of trust. Brands that partner with nano influencers also often benefit from cost-effective campaigns with a high return on investment.
It's best to work with nano influencers who can create the types of UGC video content that align with your brand values and who can authentically advocate for your products. A clothing brand might partner with a nano influencer who shares styling tips and showcases how the brand fits into their lifestyle. Gymshark, for instance, has cultivated a strong community through collaborations with fitness influencers who share relatable and authentic experiences.
Unlocking the full potential of UGC for your brand
By leveraging different types of UGC content and integrating them into your broader marketing strategy, your brand can build a loyal community, generate more conversions, and establish stronger relationships with customers.
For brands looking to scale their UGC efforts and harness the true potential of user-generated content, SHOUT has the tools to curate and successfully manage your UGC campaigns. See what we can do for you to help you build a community, drive conversions, and create authentic brand experiences that your audience will love.
