What is User Generated Content and how to implement it in a successful strategy

When was the last time you decided to buy an item, or hire a service thanks to the opinions or experiences of other users? I’m sure it was very recently.

Well, in case you didn’t know, what made you decide was User Generated Content, or content created by users, a vital type of content for any digital marketing strategy, and increasingly necessary in an era where features like SGE will dominate search results.

This powerful tool will not only enrich the online presence of your business but will also strengthen the relationship with your audience, offering authenticity and trust, complementing the brand content implemented thanks to branded SEO.

From testimonials to photos shared by users, having a clear understanding of what User Generated Content is can transform your marketing approach, increasing engagement and effectively building loyalty with your audience.

What is User Generated Content

Knowing what User Generated Content (UGC) is has become one of the cornerstones of digital marketing.


What makes UGC unique is its origin. It is born directly from consumers and followers of a brand, rather than being created and disseminated by the company itself.

This genuine and organic aspect of this type of content has a powerful impact on the way brands are perceived by the public. In a digital environment saturated with advertising, consumers are increasingly leaning towards information sources they perceive as honest and reliable.

User Generated Content meets these criteria, providing an authentic and unfiltered view of the user experience with products or services, which can decisively influence the purchase decision-making process of potential customers.

Moreover, UGC allows brands to capitalize on the power of their communities, transforming each consumer or fan into a potential brand ambassador.

Companies like Apple or OnePlus have developed campaigns with the hashtags #ShotOnOnePlus #ShotOniPhone to show photos taken with their customers’ cameras. With one fell swoop, these companies have saved on campaign development costs, and have made their users feel special.

This strategy not only amplifies the reach of the brand’s message but also creates a dynamic of participation that strengthens the bond between the brand and its audience. By encouraging users to share their own experiences and perspectives, companies promote more organic participation and build an active and committed community around their products or services.

Types of User Generated Content

To maximize what user-generated content is in your marketing strategy, it is crucial to understand how each type can be used effectively.

Each of these typologies is an opportunity for a brand to be mentioned, shared, and recommended, and simultaneously generate recognition and trust among its target audience.

Content on social networks

Encourage your followers to create content through specific campaigns that invite them to share their stories or experiences related to your brand. Use this content on your own channels to show the diversity and authenticity of your community and, in turn, amplify the message.

You can encourage participation by organizing raffles or contests or offering discounts to those who share content. Highlight these contributions on your own social networks and website to show appreciation and strengthen the connection with your community.


Unboxings (when users record themselves opening new products), or selfies that customers take with brand products or materials (for example: posters, store facades, and backgrounds with the brand) help improve brand recognition on social networks.

Conversations in podcasts

The use and consumption of podcasts by users are increasing and is positioned as another interesting source of content. Podcast hosts and guests sometimes discuss their experiences with brands and products, generating brand recognition and building trust among listeners.

Reviews and opinions

Encouraging your customers to leave reviews and opinions after a purchase can be as simple as sending a follow-up email requesting their feedback. For e-commerce websites, integrating a rating system where users can rate products and leave comments is essential.

Reviews decisively influence purchase decisions, showing potential customers that others have had positive experiences with your brand. This is what we call social proof.


Many people need to see social proof like this before committing to a company or product for the first time. The best types of user-generated content to provide social proof are testimonials and product or service reviews, as they allow potential customers to see what their experience with your company might be like.

These comments not only provide valuable information to future buyers but also offer insights that can help you improve your offering.

Questions and Answers

Implement a Questions and Answers section on your product pages to allow users to interact directly with your brand and with each other. This transparency not only helps resolve doubts but also builds a user-generated knowledge base that can benefit future customers.

So, what type of UGC should you encourage?

All of them.

The more varied the User Generated Content, the more chances you’ll have to attract different segments of your target audience.

Advantages of User Generated Content

Exploring beyond the fundamental advantages of what user-generated content is, we see how it positively influences various aspects of marketing and the brand-consumer relationship.

User-generated content can significantly contribute to the search engine optimization (SEO) of your website. Every time a user mentions your brand or product in a review, blog, or forum, it increases the amount of indexable content related to your business.

This can help improve positioning in search results, making your brand more visible to potential customers.

Creating quality content is essential for any digital marketing strategy, but it is costly and resource-intensive. UGC offers a source of diverse and attractive content without the cost associated with professional production. This allows brands to keep their digital channels and social networks active with a smaller investment.

Analyzing user-generated content provides an interesting source of insights about the preferences and behaviors of your audience. Understanding what motivates your users to share content about your brand can reveal opportunities to improve your products, services, and marketing strategies.


Having a clear understanding of User Generated Content and including it on your site or social networks improves the user experience by offering perspectives and testimonials from real people. Seeing how other consumers use and enjoy your products can help potential customers make more informed purchase decisions.

Encouraging and highlighting content created by your customers can make them feel valued and appreciated by your brand.

According to a study by SproutSocial, 38% of customers believe that the most memorable brands prioritize original content rather than following trending topics.

This mutual recognition fosters a deeper, more personal relationship with your followers, increasing loyalty to your brand and promoting long-term customer retention.

Tips for Using User Generated Content in Your Marketing Strategy

Adding user-generated content is not just about pressing the “share” button now and then. It’s about listening to what your customers are sharing and integrating it into your brand’s narrative in a fluid and authentic way.

Personalization and Segmentation

Personalize the UGC displayed to different segments of your audience on your website or social networks. Showing relevant content based on browsing behavior or purchase preferences can increase the effectiveness of this type of content, making it more impactful for each segment of your audience.

Multiplatform Integration

Make sure that user-generated content is not only shared on a single platform. Integrate user-generated content across all your digital platforms, including websites, blogs, emails, and all relevant social networks. It will reinforce your brand’s message through various touchpoints.

Partnerships with Content Creators

Collaborating with influencers and content creators who already have an established audience can give a significant boost to user-generated content. These creators can inspire their followers to generate and share their own content related to your brand, expanding the reach and influence of the original content.


Continuous Analysis and Adjustment

Monitor and analyze the performance of UGC to understand what types of content generate more engagement, conversions, or sales. Use these insights to continuously adjust your strategy, optimizing content creation and community engagement based on real data.

Building a Community

Beyond promoting the generation of User Generated Content, it’s essential to build and nurture a community around your brand. Facilitate interaction spaces, like forums or social media groups, where your followers can share experiences, advice, and content. An active and committed community is an inexhaustible source of authentic and relevant content.

Recognition and Gratitude

Whenever possible, publicly acknowledge the contributions of user-generated content from your followers. From mentions on social media to highlighting their content on your website or in advertising campaigns, showing appreciation can motivate other users to share their own content, strengthening the relationship between your brand and your audience.


Implementing these additional tactics, you’ll have a clear understanding of what User Generated Content is and how you can use it to enrich your marketing strategy, creating a more dynamic, authentic, and connected brand with its audience.

The key is to be creative, responsive, and always respectful of the rights of content creators, ensuring a beneficial collaboration for both parties.

By understanding the different types of user-generated content and how to use them effectively in your marketing strategy, you’ll have great chances of creating more successful campaigns. The future of digital marketing lies in authenticity and engagement, and knowing what User Generated Content is the key to unlocking that potential.