User-Generated Content Strategy for Building Brand Authenticity

Many of the most jaw-dropping travel and nature photos on social media share a common hashtag: #shotoniphone. That might seem like a strange coincidence, but these creators aren’t just naming their gear. They’re taking part in one of Apple’s most successful user-generated content (UGC) campaigns. 

Sure, Apple could just tell customers about how fabulous its cameras are (and it does), but seeing actual photos taken by real customers feels much more, well, genuine. Clearly, people love showing off their iPhone creations. As of July 2025, the hashtag has been used in over 31 million Instagram posts. 

What is UGC? It’s content like the #shotoniphone posts that’s created by and for customers. It provides powerful social proof by showing authentic experiences — positive and negative — instead of carefully curated marketing. All of this helps build brand loyalty.

“Brands that lean into UGC often create a strong sense of community that customers naturally gravitate toward,” explains Stephanie Darrah, Operations Manager at One 10 Media. 

But how do you create an effective user-generated content strategy? This guide highlights the benefits of UGC and shares simple tips to help you use it in your next marketing campaign. 

Focus on Trust Over Sales With User-Generated Content

People view brands as more authentic when they’re transparent and act as if they genuinely care about their customers. But all too often, businesses miss the mark, especially in the artificial intelligence (AI) era. 

“With AI’s increased presence, brands that showcase real customer voices will build deeper emotional connections and long-term trust,” observes Keenan Beavis, CEO & Lead Growth Consultant at Longhouse Branding & Marketing. 

User-generated content can bridge this gap when it's focused on building brand authenticity and trust, rather than prioritizing sales or likes. “UGC helps audiences see a brand as more authentic, accessible, and widely loved,” Darrah explains. “It sparks that ‘if someone else is talking about this, maybe I should try it too’ feeling.” 

Along with strengthening customer relationships, this content demonstrates that your products or services actually live up to your promises. According to Monica Siegman, Director of Client Services at Volume Nine, “It gives your brand personality and meaning that has real-life applications and solutions, beyond just a company trying to sell you something.” 

Of course, you can’t just take someone’s content without asking. That’s a fast track to losing loyalty, not building it. Consider using a rights management tool like StoryStream to request permission. 

How To Start Your User-Generated Content Strategy in 4 Steps 

Your UGC should be a natural extension of your brand that builds community and is genuinely valuable to your audience. “The key is to focus on natural sharing moments rather than forcing it,” says Darrah. “Think about when customers would organically want to post — like unboxing, first results, or solving a problem.”

Follow these best practices to develop a successful UGC campaign that your customers will be eager to join. 

Step 1: Build Your UGC Strategy Around Your Audience 

Your campaign should address a specific audience and be tailored to their existing behaviors. 

“Understanding who your target audience is and what problems you are trying to solve for them is always where you should start,” Siegman recommends. “Get to know who they are, where they spend their time, and the type of messaging that will actually resonate with them. That builds a solid foundation for everything else.” 

An outdoor gear company, for instance, may appeal to hiking enthusiasts. This audience might love UGC that shows other customers exploring the wilderness and sharing tips. By contrast, a campaign that just focuses on photos of people posing in their gear might fall flat. 

Step 2: Make It Easy To Share

Customers are often happy to create content, as long as it's not complicated. Use these strategies to invite sharing: 

• Create a unique hashtag: Invent a slogan that screams “your brand,” and encourage your customers to tag their posts with it.
• Build a submission pipeline: Add a UGC section to your email campaigns and websites. This gives satisfied customers a clear pathway to participation.
• Use direct calls-to-action: “Ask directly through IG Stories and Reels, such as ‘Tag us to be featured,’” Darrah suggests. 

Bonus tip: Reach out to creators who have already shared UGC on their own social media channels to ask for permission to share and repost. 

Step 3: Incentivize UGC Participation 

Some customers may need a little extra nudge to share their experiences, even if they love your brand. 

Siegman shares, “Ambassador programs that incentivize individuals to create regular, high-quality content for the brand are ideal.” For example, REVOLVE offers cash and store credit for customers who post themselves wearing the brand’s clothes on social media.  

Giveaways can be incredibly effective, too. Try organizing contests for the best or most liked content, with free products for winners. 

Step 4: Engage Regularly and Build Community 

The true UGC meaning is developing authentic relationships—not just posting more content. As Darrah observes, “The brands that succeed are the ones building communities where sharing feels meaningful, not just transactional.”

Show you genuinely care by engaging early and often with any content your customers share. “Consistently recognizing and celebrating user-generated content publicly will create a loop where more people want to join in,” Beavis explains. 

This could be as simple as leaving enthusiastic comments on creators’ posts — “Aww, we’re so glad Spot loves our throwing disc!” — and resharing with permission. 

Top Tools and Platforms To Help You Source, Manage, and Share UGC

Searching for UGC can sometimes feel like a treasure hunt. Instead of aimlessly scrolling through Facebook, use these convenient tools to source and share user-generated content on social media: 

• Bazaarvoice helps you collect customer reviews and find creators to collaborate with.
• Yotpo lets you gather visual content from clients and display it on your website.
• TINT and Nosto (formerly Stackla) use artificial intelligence to curate UGC at scale. Plus, you can turn content into shoppable experiences.
• TikTok Creator Marketplace connects brands with influencers for video-first user-generated ads.
• Editing platforms like Canva and CapCut are perfect for remixing UGC into social media content and ads. For example, you could combine several posts from clients into a fast-paced montage video. 

You can also set up Google Alerts or use social listening tools to find organic mentions of your brand. 

Types of UGC Videos That Actually Work 

User-generated content works best when it isn’t sales-y. “The key is ads that don't feel like ads,” Siegman explains. “They should have a strong hook, tie-in to the target consumer, and a clear call to action.” 

In other words, focus on great storytelling, not selling products. Here are a few kinds of UGC videos that audiences adore: 

• Short and raw videos: Don’t get hung up on sourcing the most high-res or perfectly polished videos. Less edited videos often feel more authentic and gritty. And that helps them perform better, especially on platforms like TikTok and Instagram Reels. Encourage your customers to keep it real with selfie-style testimonials, unboxings, or explainers.
• Voiceovers: Invite customers to narrate their reviews or experiences, then layer their voice clips over your own videos. It’s a great way to build brand authenticity without giving up all the creative control.
• Day-in-the-life content: Clients can film or photograph themselves using your products in their routines. This simple content makes viewers feel emotionally connected to your brand. 

Remember: Your customers are real people, not actors. Let them tell their stories in their very human — and sometimes flawed — way, and your audience will respond enthusiastically. 

How To Share User-Generated Content on Social Media

Unlike influencer content, UGC typically isn’t paid and is made by regular customers, not people who earn money from social media. That means it’s critical to respect your customers’ autonomy and only share their content with their consent. 

Always tag the original creator when you share their content. You can also ask permission to remix it on different platforms. A TikTok video can easily become a YouTube Short, while an excerpt from a flattering Reddit post could turn into a voiceover. 

Just avoid anything too glossy or robotic. “UGC should feel natural, not staged,” shares Christopher Savage, President and Founder of Savage Global Marketing. “Don’t force people into following a script, just let them genuinely speak about your brand.” 

Don’t be afraid to participate in UGC video trends, too. Challenge your customers to film a viral TikTok skit with your product or use trending sounds. These videos appeal to Gen Z and other social media-savvy demographics, boosting engagement. 

How To Turn UGC into User-Generated Ads

While your customers’ creations are wonderful by themselves, you can also transform them into promotional materials without losing their spark. Here are a few easy strategies for repurposing UGC: 

• Respect the creator’s intention: “Keep the messaging aligned with the creator’s original tone so your ad feels more like a recommendation than a promotion,” Beavis advises. “Too much branded language or polish causes UGC to lose its power.”
• Target the ad for the same audience: “Use custom targeting to align the ad’s audience with the demographic represented in the content,” says Beavis. For example, share a female hiker’s review with women with similar interests.
• Try different timings: Darrah recommends, “Test different creators at different parts of the funnel.” One creator might make a huge impact during the discovery phase, while another inspires people to make decisions. 

Meta Ads, LinkedIn Ads, and other platforms have built-in analytics tools. Use them to track your performance and understand how your ads impact your sales.

Boost Your SEO With User-Generated Content

UGC isn’t just about getting views on social media. It can also improve search engine optimization (SEO) by: 

• Giving search algorithms a steady stream of fresh, relevant content
• Encouraging customers to spend more time on your website, reducing the bounce rate
• Improving click-through rates
• Naturally using keywords that other users may search for 

Arham Khan, CEO of Pixated Agency, also sees UGC as boosting sales. He explains, “Social proof through user-generated content (UGC) reviews builds trust and enhances credibility, both of which I believe are essential for conversions.”  

Get started by embedding UGC in your website with a platform like Nosto or Bazaarvoice. 

5 Examples of Brands Using User-Generated Content

Looking for more inspiration? Check out these UGC success stories. 

1. Glossier

This beauty brand encourages fans to create unfiltered makeup tutorials. “Their UGC has always been my favorite,” Darrah comments. “They showcase content with creators of all skin types, making the products look appealing, effective, and ‘for everyone.’” Glossier always tags creators, driving traffic to their pages. 

2. Nike

The fitness company often shares UGC from real athletes in its Instagram stories. This approach appeals to the brand’s target demographic of athletic enthusiasts, showing how its gear supports real fitness journeys. 

3. Ritual

Ritual’s social media features real customers talking about how they use the company’s supplements in their daily lives. It also repurposes this UGC for Meta ads, making them feel more trustworthy than old-school promotions. 

4. GoPro

GoPro frequently shares spectacular user-created content from snowboarders, sailors, and other adventurers. This footage proves that GoPro’s cameras are the real deal: durable, weatherproof, and able to capture spectacular footage. 

5. Liquid Death

The sparkling water company stands out for its occasionally negative UGC. “They even had a Grammy-award winning artist write a song using various rude comments they’d received and created a hilarious video,” Siegman mentions. This edgy content appeals to Liquid Death’s target audience of Millennials and Gen Z, who often love quirky marketing. 

Final Takeaway: Authentic Brands Win Long-Term 

UGC helps you turn your customers from passive consumers to active creators and collaborators. By encouraging them to share their (often literally) unfiltered experiences, you’ll build a loyal fan base. 

Start small with a single hashtag or call to action. Once you’ve curated a few pieces of UGC, ask for permission to start repurposing it. 

Need assistance taking the plunge? Browse Clutch’s directory to find an expert marketing agency to develop your UGC strategy. 

About the Author

Jeanette Godreau Senior Content Marketing Specialist at Clutch

Jeanette Godreau crafts in-depth content on web design, graphic design, and branding to help B2B buyers make confident decisions on Clutch.  

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