How to Utilize User-Generated Content (UGC) in 2023?

User-generated content (UGC) is emerging as more than just a passing craze. Is it simply another marketing trend or something really revolutionary?

Now that we’re well into 2023, it’s abundantly evident that user-generated content (UGC) is more valuable than ever, especially for online retailers. The following article will discuss the many advantages of incorporating UGC into your marketing plan right now.


I will explain its significance, investigate its possibilities, and provide you with practical advice for capitalizing on the influence of genuine, user-generated content.

User-generated content (UGC) may be the missing link in taking your brand to the next level.

What is User-Generated Content?

User-generated content (UGC), a term that’s been tossed around in the digital marketing realm, is any content – text, videos, images, reviews, etc.-created by users rather than by brands. This authentic, customer-centric content adds a layer of trustworthiness and reliability to a brand’s image, proving vital in the eCommerce sphere. However, UGC extends beyond just eCommerce and has been gaining ground in multiple other sectors as well.

The Evolution of User-Generated Content


From being a mere idea (I’ve almost written “meme”) in the early stages of social media to now being a significant part of digital marketing strategy, user-generated content has evolved significantly.

The increasing use of social media platforms, the rising trust in peer reviews over brand promotion, and technological advancements have all contributed to the rise and transformation of UGC. It’s a testimony to the shift in power dynamics from businesses to consumers.

User Generated Content in B2B

The use of UGC is not limited to B2C businesses only; it has also found its way into the B2B world. B2B businesses are utilizing UGC through customer testimonials, case studies, and social media shoutouts, showing potential clients how their product/service can add value.

Such videos are amazing ways to see (typically expensive) product in a real-life scenario. More notably, comments down below show more about the product, you can see comparisons with other products, and more importantly – honest opinions answering the question “Is this product or service really worth it?”

Types of User-Generated Content

user-generated content matters a lot

User-generated content comes in various shapes and forms. Some popular ones include:

  • Reviews and Testimonials: These are straightforward and perhaps the most common type of UGC. Brands can leverage reviews and testimonials to build credibility and trust.
  • User-Generated Video Content: From unboxing videos to how-to tutorials, user-generated video content offers a more engaging and comprehensive look at your products.
  • Social Media Posts: These include any posts that users share about your brand on their social media platforms. They can be as simple as a tweet about a positive experience with your product or service.
  • Blog Posts: Some customers may write in-depth blog posts about their experiences with your product/service, providing a detailed review or a case study, although it’s less probable

The Benefits of User-Generated Content

user-generated content brings more trust

User-generated content is not just a trend; it is a powerful marketing tool. Here are some key benefits of UGC:

Improved Trust and Credibility

Consumers trust user-generated content more than traditional advertising. This increased trust leads to improved brand credibility, influencing purchasing decisions.

Enhanced SEO Performance

User-generated content can improve your website’s SEO performance. Fresh and regular UGC can keep your website updated and relevant, helping improve its ranking on search engines.

Increased Engagement

User-generated content naturally engages users as they feel more connected to real experiences and stories other users share. This heightened engagement can lead to improved brand loyalty and advocacy.

Interesting User-Generated Content Facts

Several interesting facts underline the importance and effectiveness of UGC:

  1. As per the Stackla report, 79% of people say UGC highly impacts their purchasing decisions.
  2. Also, customers find UGC 9.8X more relevant than influencer marketing.
  3. On average, websites that include UGC galleries see a 90% increase in time spent on site.
  4. According to the Nielsen report, 92% of consumers trust user-generated content more than traditional advertising.
  5. UGC-based advertisement gets up to 4X higher CTR.

The Role of User-Generated Content in SEO

As a digital marketer and content creator, I have always valued the power of user-generated content (UGC). In my opinion, it is one of the most underutilized tools for enhancing SEO efforts. It’s almost like a gold mine of fresh, unique, and relevant content constantly updating, evolving, and responding to current trends. The dynamic nature of UGC is what search engines adore.

User-generated content helps SEO

From my experience, UGC inherently encompasses a rich set of keywords that real users employ, reflecting their thoughts and behaviors. It aligns your content with the exact terms your audience is searching for, boosting your SEO strategy. It’s like getting an inside look into your audience’s mind and tailoring your SEO approach accordingly.

Tripadvisor user-generated content about Turkish Airline

Reviews, comments, social media posts, all these user-generated inputs have played a significant role in SEO enhancement strategies. It’s quite remarkable to observe how much of an impact these simple, often overlooked pieces of content can have. They keep the content fresh and engaging and improve the website’s searchability and accessibility.

Encouraging users is KEY

From what I’ve seen, the key is actively encouraging and fostering this user participation. It’s a kind of two-way interaction where users feel heard and appreciated while businesses gain invaluable insights and a significant SEO boost. It’s a win-win situation for everyone involved.

user generated content deel

Therefore, if I were to give any advice to businesses, it would be to invest time and resources in encouraging user-generated content. Embrace its organic nature, and watch how it positively impacts your SEO efforts and overall digital presence.

User-Generated Content Examples That Have Driven Success

Various brands have leveraged user-generated content to drive their success:

  • Calvin Klein and #MyCalvins: One of the most reputable luxurious brands created UGC ad campaign which was featuring popular mainstream faces like Justin Bieber to participate in it. “I ___ in #MyCalvins” got so popular that it drove millions of new followers.
  • Adobe and its Creative Cloud community: Adobe has built a strong community around its products by featuring user-generated content on its social media platforms. The brand recognizes its users as its “creative community,” encouraging them to produce more content.

Managing and Curating User-Generated Content

In my experience working in content marketing, I’ve found that while user-generated content (UGC) offers a trove of advantages, managing and curating it is crucial. I firmly believe the UGC brand showcases must reflect its core values and seamlessly blend with its established brand image. Not only that, it uses all content types.

It’s like adding pieces to a puzzle – each piece of UGC should fit together with the brand’s message to complete the picture. The last thing you want is to confuse your audience with conflicting messages.

Respecting intellectual property laws is non-negotiable when dealing with UGC. Giving full credit to the content creators’s not just a legal requirement but a matter of ethics. In my perspective, it’s about acknowledging the creator’s effort and creativity, which, in turn, encourages more users to contribute content. It builds a sense of trust and respect between the brand and its users.

But managing UGC isn’t always smooth sailing. I’ve encountered challenges along the way, including maintaining a constant stream of quality UGC and ensuring that every piece of content aligns with the brand’s message. Despite these challenges, the benefits far outweigh the difficulties.

For me, UGC is a form of collaboration between the brand and its users, a partnership that enriches the brand’s story and fosters a stronger community. With effective management and thoughtful curation, UGC can take a brand’s digital presence to new heights.

Designing a User-Generated Content Strategy for 2023

As we move forward in 2023, designing a robust user-generated content strategy is crucial. Your strategy should consider:

  • Encouraging UGC Creation: Use incentives, contests, and a strong community to encourage customers to create branded content.
  • UGC in Email Campaigns: Integrate UGC in your email campaigns to increase engagement and click-through rates.
  • UGC in Employee Advocacy: Leverage Employee Generated Content (EGC) to build a strong brand image and to recruit top talent, like Chipotle does.
  • UGC in Influencer Marketing: Collaborate with influencers who align with your brand and can provide authentic UGC.

Should You Pay for User-Generated Content?

It is a very interesting discussion whether you should spend money on UGC, or not. Quite honestly, I don’t like this idea. Why? Because incentivizing people to write a good review sounds a bit like…corruption? I mean, it’s like paying for votes.

But let’s not get carried away. If you want to make some discounts to your customers to write an honest review, giving them a discount code worth 5-10% of their next order is perfectly fine.

Paying flat fees to get photos and videos of so-called “happy customers” is more about cheating, than actual help.

Overcoming Challenges in User-Generated Content

UGC is a powerful tool, but it’s not without its challenges. It’s essential to navigate these potential pitfalls effectively:

  • Dealing with Negative UGC: It’s important to handle negative UGC professionally and constructively.
  • Maintaining Authenticity: Ensure the UGC you promote is authentic and not influenced by incentives.
  • Respecting Privacy and Legal Boundaries: Always seek permission before using UGC and give appropriate credit to content creators.

User-generated content FAQs

What are the differences between influencer marketing and user-generated content?

Influencer marketing involves partnering with popular individuals who have significant online presence and credibility. They’re often paid or incentivized to endorse products or services, influencing their follower base. On the other hand, user-generated content (UGC) is organic content created and shared by unpaid consumers who genuinely use and appreciate a brand’s products or services.

Should I buy product reviews?

Purchasing product reviews is not recommended and contradicts the principles of transparency, trust, and authenticity that customers appreciate. Fake reviews can deceive consumers and ultimately damage your brand’s reputation. Instead, focus on improving your products or services to encourage genuine feedback.

How to get more user-generated content?

Encouraging user-generated content (UGC) requires engaging with your audience. Start by creating interactive social media campaigns, contests or giveaways, where users share photos or videos using your product. You can also incentivize reviews or testimonials. Always recognize and share UGC on your platforms, showing appreciation for their effort

Why is user-generated content so important?

User-generated content is vital because it provides authentic, relatable experiences from real users, not marketing teams. It bridges the trust gap, influencing buying decisions with shared experiences. Your customers become your brand’s voice, nurturing a community that values transparency and connection, creating a personal bond with your brand.

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