User-generated content, or UGC, is anything your customers create about you: photos, reviews, videos, unboxings, tags. It is cheap, credible and often better than anything a brand can produce. It also comes with legal and quality wrinkles. Here is how to use it well.
What the numbers say, and how much to trust them
Bazaarvoice’s roundup of UGC statistics is a fair snapshot of what the industry quotes. Most figures date from 2022 and 2023, several come from third parties, and nearly all are vendor or survey findings, so treat them as directional.
| Claim | Source as cited |
|---|---|
| 60% of consumers believe UGC is the most authentic marketing content | Nosto |
| 84% are more likely to trust a campaign that features UGC | EnTribe |
| 40% of shoppers say UGC makes them more likely to buy a product from an ad | Bazaarvoice Shopper Experience Index 2022 |
| Conversions rise about 10% when UGC is in the purchase path | Salesforce |
The consistent message across sources is that people trust other customers more than brands. We would not promise a specific lift to a client; run a small test and measure your own results.
How to get UGC
- Ask. A short message after purchase, with a simple hashtag or tag, works better than hoping.
- Make it easy: give a clear example of what to share and where to tag you.
- Feature customers: reshare the best posts, credit the creator and say thank you.
- Run a small prompt, such as a monthly photo theme, instead of a big contest.
- Collect reviews and turn quotes into posts, with permission.
Rules to follow
- Get permission before reposting content on your feed, website or ads. A written yes in a message is better than assuming.
- Credit the creator and keep their tag.
- Do not alter content in ways that change its meaning.
- If you give free products or payment in exchange, disclose the relationship as the platform and your local advertising rules require.
- Have a plan for negative or inappropriate posts. Reply to criticism, and do not reshare anything you have not reviewed.
We help brands build these habits into their content plans. See our content creation service or get in touch.
Further reading: Instagram Help Center.
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