What Is User-Generated Content? And How Small Businesses Can Use It

If you've ever shared a customer review, reposted a tagged photo, or highlighted a testimonial on your website, you've already used user-generated content, and you're on the right track.

User-generated content (UGC) is one of the most powerful (and cost-effective) ways to build trust, boost engagement, and grow your brand. In this guide, we'll explain what UGC is, why it works, and how your small business can use it effectively.

What Is UGC?

User-generated content is any content—text, images, videos, reviews, or social posts—created by your customers or followers, rather than your brand.

It's authentic, relatable, and often more persuasive than polished marketing campaigns because it comes from real people who genuinely love your product or service.

👉 Related: What is social media engagement?

Why UGC Works So Well

UGC taps into the power of social proof, the idea that people trust the opinions and actions of others, especially when making buying decisions.

Here's why it's so effective:

• Builds trust: 84% of people trust peer recommendations over brand advertising
• Boosts engagement: UGC often gets more likes, shares, and comments than branded content
• Drives conversions: Seeing real customers using your product can increase purchase intent
• Saves time and money: You don't have to create all the content yourself

Types of User-Generated Content

Reviews and Testimonials

These are the most common and powerful forms of UGC.

Where to use them:

• Product pages
• Landing pages
• Email campaigns
• Social media posts

Tip: Ask happy customers to leave a review after they've made a purchase or received a service.

Social Media Posts

When customers tag your business or use your branded hashtag, that's UGC gold.

How to use it:

• Repost on your Stories or feed
• Create a highlight reel of customer shoutouts
• Feature posts in your newsletter

Example: Glossier regularly shares customer selfies using their products.

Photos and Videos

Visual UGC is mighty for products, food, fashion, and experiences.

Ideas:

• Before-and-after photos
• Unboxing videos
• Customer tutorials or demos

Example: GoPro built its brand by showcasing videos shot by its users.

Unboxing or Product Demos

These are great for e-commerce and physical products.

How to encourage them:

• Include a note in your packaging asking customers to tag you
• Offer incentives for sharing (e.g. a chance to win a gift card)

Example: Canva frequently showcases user-created designs in its marketing materials.

How to Encourage and Use UGC

Here's how to get more user-generated content, and make the most of it:

• Run a UGC campaign or contest: Ask followers to share photos for a chance to be featured or win a prize
• Ask directly: Send a follow-up email asking for a review or photo
• Make it easy to share: Add social sharing buttons to your website or thank-you pages
• Always credit the creator: Tag them in your reposts and thank them for sharing

Legal and Ethical Considerations

Before using someone's content, make sure you:

• Get permission (especially for photos and videos)
• Credit the original creator
• Avoid editing their content without consent
• Follow platform guidelines and copyright laws

When in doubt, ask. Most customers are happy to be featured, but it's always best to be respectful and transparent in the process.

Final Thoughts

User-generated content is more than just a marketing trend, it's a powerful way to build community, earn trust, and grow your brand authentically. Whether it's a glowing review, a tagged Instagram post, or a customer video, UGC helps you show, not just tell, why your business is worth talking about.