How to Curate and Share User-Generated Content on Social Media to Promote Your Brand

Discover the power of user-generated content (UGC) in social media marketing. Harness authenticity, trust, and engagement for your brand with actionable insights.

Claire Oswald

product marketing manager

June 7, 2024

• 13 min

User-generated content (UGC) has moved to the forefront of how businesses connect with audiences. At its core, UGC embodies a departure from traditional company-driven content, instead embracing the authentic voices of users and customers. This takes form in a variety of media, spanning from social media posts, product pages, and online reviews to insightful blog posts and captivating videos.

When it comes to social media, users have the power to create, curate, and share their content with a global audience on a range of channels and platforms. For brands, this presents an opportunity to tap into their audience’s creativity, fostering a deeper connection with customers by encouraging them to share their experiences, reviews, and creative expressions—often punctuated by branded hashtags and mentions that transform ordinary content into effective marketing tools.

As businesses recognize the value of authentic user generated content, its impact on the marketing landscape continues to grow. So how exactly can you take advantage of this opportunity and curate and share user-generated content on social media to promote your brand and products? Let’s find out!

Understanding UGC

UGC refers to any content that is created and shared by users of a particular platform or website. This content can include text, images, videos, and other forms of media, and is typically created and shared by individuals who are not professional content creators.

UGC has become increasingly popular in recent years, particularly on social platforms like Facebook, Instagram, and TikTok. These platforms allow users to easily create and share their own content. There’s a new generation of content creators who aren’t necessarily professional journalists, photographers, or even influencers.

UGC is a powerful marketing tool for businesses and brands. By encouraging customers to create and share their own content, you can build a sense of community and engagement around your brand, and can also tap into the creativity and enthusiasm of customers.

Types of UGC

UGC can take many different forms, from user reviews and comments to photos and videos shared on social media. Each type of UGC has its own strengths and can be used in different ways to achieve marketing goals. Let’s break down the different types of user generated content you can use and share on social media:

Social media posts

Users can share photos, videos, and other content on social media platforms like Instagram and TikTok. When they include hashtags, it makes their content more visible and discoverable.

Product reviews

Many online retailers allow customers to leave reviews of the products they purchase, which can be a valuable source of information for other shoppers. Existing customers, who are brand loyalists, will often leave positive reviews and experiences with products they’ve used. Reviews represent a valuable subset of UGC, offering social proof and aiding customers in making informed purchasing decisions. Brands harness UGC reviews to underscore the quality of their offerings and showcase positive customer interactions.

Video content

Platforms like YouTube and TikTok have given rise to a new generation of video creators, who often create content that is more raw and authentic than traditional TV or film. These types of short-form videos have exponentially helped brand reputation and add just another element to your content marketing mix. Bonus if you can use the content generated from your customers as paid campaigns. Just make sure to get permission!

Unboxing videos stand out as a prominent category among UGC video. These videos typically feature users unboxing and reviewing new products, providing valuable insights for potential buyers. Brands leverage UGC videos to showcase their offerings or spotlight customer experiences, offering an authentic glimpse into their products or services.

UGC photos

Photos constitute another prevalent form of UGC, as users frequently share images of products, experiences, and more. Brands use UGC photos to present their products within real-life contexts, providing a tangible view of their utility. Additionally, UGC photos foster a personal connection with customers, demonstrating appreciation for their input and feedback.

How to curate UGC

The first step of sharing UGC on social media is to curate it. Since you’re not creating the content, instead, you’re collecting it.

UGC social media marketing involves encouraging users to create and share content related to a brand or product. This can be done through social media campaigns, contests, or simply by asking users to share their experiences with a product or service. UGC social media marketing is effective because it allows brands to tap into the creativity and enthusiasm of their audience, while also building brand awareness and engagement.

There are a few ways to go about this:

Use a branded hashtag

Encourage users to include a specific hashtag when they share content related to your brand. This makes it easy for you to find and gather UGC. Plus, it fosters a sense of community among your followers.

Give prompts

Sometimes people need a little push to create. Why not prompt customers with ideas for UGC?

Run a UGC contest

Sometimes, people need a little incentive to get them to take action. Host a contest where users submit their own content for a chance to win a prize. This not only boosts engagement but also provides you with a treasure trove of content to share.

Tap into UGC platforms

UGC platforms allow users to create and share user-generated content and match with brands that are seeking that kind of content. UGC platforms can take many different forms, including social media platforms, apps, and websites.

How to share UGC

Once you’ve curated the UGC, you can think of ways to prep it for use in your own marketing strategies. Here are some ideas:

Repost UGC to your social channels

Engage with the content. Like, comment, share, and repost UGC related to your brand. Don’t forget to tag and mention the creator.

Repurpose UGC for your social media content

Transform UGC into different types of content. Turn customer photos into eye-catching graphics, compile video reviews into engaging stories, or create highlight reels from user videos.

Use UGC in social ads

Incorporate UGC into your advertising campaigns. Authentic content from real users can significantly boost your ads’ performance by making them more relatable and trustworthy.

Showcase UGC on other channels

Think of UGC like a treasure trove of marketing gold. Feature UGC on your website, in email newsletters, or even in your brick-and-mortar stores.

Why share UGC on social media

User content isn’t just about aesthetics and catchy phrases—it’s about trust and credibility. When potential customers witness real people using a product or service, trust begins to take root. This trust nurtures the relationship between brand and consumer, ultimately increasing the likelihood of conversion. There are many advantages to sharing UGC on social media to promote your brand and products:

Build trust

UGC helps build trust with your audience. Consumers are more likely to trust content created by their peers than content created by a brand. By leveraging UGC, brands can show their products or services are valued by real people.

Drive brand loyalty

To build brand loyalty through UGC, brands must focus on creating a positive experience for their customers.

Boost sales

UGC allows you to harness the power of your amazing customers to boost your sales and create trust among potential buyers. When future customers see that real people just like them have had fantastic experiences with your products or services, they're much more likely to make a purchase.

Why you should get started with UGC today

UGC is like having a secret weapon in your marketing arsenal that allows you to connect with your audience in a personal and engaging way while also giving you valuable insights into what your customers really love.

Thanks to UGC platforms, collecting, curating, and showcasing user-generated content has never been easier. Don’t underestimate the power of UGC. By weaving user-generated content into your marketing strategy, you can create an authentic and engaging experience for your audience while also getting valuable insights into what makes your customers tick.