How to Get User-Generated Content

Your best marketing content might already exist, created by the people who know your brand best: your customers. Learning how to source, encourage, and leverage this content is one of the most powerful moves you can make for your brand. This guide breaks down the simple, actionable steps you can take to get a steady stream of authentic user-generated content.

What is User-Generated Content (and Why Should You Care)?

User-generated content is any form of content - like photos, videos, reviews, or testimonials - created by everyday people rather than brands. When a customer snaps a picture of your coffee on their desk, records an unboxing of your product for TikTok, or leaves a thoughtful review, that's UGC. It's the digital equivalent of word-of-mouth, and it’s become one of the most trusted forms of marketing today.

But why does it matter so much? Because your audience trusts other people more than they trust you. It's human nature. According to Nielsen research, 92% of consumers trust peer recommendations over advertising. When potential customers see real people using and loving your products, a few things happen:

• It builds immediate trust and social proof. UGC acts as an unbiased testimonial, showing that your product lives up to its promises.
• It provides a stream of authentic content. It saves you time and resources while filling your content calendar with genuine, relatable material that doesn't feel like a polished ad.
• It boosts engagement and community. Featuring your customers makes them feel seen and valued, strengthening their loyalty and encouraging others to participate.
• It directly influences sales. Seeing a product in a real-life setting helps people envision it in their own lives, easing purchase anxiety and driving them to buy.

In short, UGC isn't a "nice-to-have", it's a strategic asset for building an authentic, trusted brand.

The Groundwork: Before You Ask for Anything

You can't get something from nothing. Before you create a hashtag or launch a contest, you need to create an environment where people actually want to share. Without this foundation, your requests for UGC will fall flat.

Build a Community Worth Posting About

User-generated content thrives in communities, not on one-way broadcast channels. If your social media presence is just a megaphone for your sales, no one will feel connected enough to contribute. Start by making your social feeds a place for conversation. Ask questions, run polls, and - most importantly - respond to comments and DMs consistently. When people feel like they're part of a community, they're far more likely to contribute to it.

Have a Great Product or Service

This might seem obvious, but it’s the most important step. No marketing tactic can make up for a lackluster product. The best and most authentic UGC comes from people who are genuinely excited about what you offer. When your product solves a problem, brings joy, or just looks amazing, people will naturally want to share their experience. Focus on creating that "wow" moment first, and the content will follow.

Establish a Clear Brand Aesthetic

Your audience needs inspiration. Show them what kind of content you love by posting high-quality examples yourself. If you sell home goods and want to see cozy, candid lifestyle shots, your feed should be full of them. If you're a software-as-a-service company and want video testimonials, feature them regularly. You're essentially teaching your audience what type of content might get featured, guiding their creative efforts toward a style that aligns with your brand.

7 Actionable Ways to Get More User-Generated Content

Once you’ve laid the groundwork, you can start actively encouraging your audience to create and share. Here are seven effective strategies you can start using today.

1. Create a Branded Hashtag (and Actually Promote It)

A branded hashtag is your digital filing cabinet for UGC. It gives you a central place to discover and sort through all the amazing content being created about you. Choose a hashtag that is short, unique, and easy to remember - ideally, it’s just your brand name or a slogan. Sportswear brand Lululemon, for example, uses the simple hashtag #thesweatlife to gather photos of their community being active.

The secret is promotion. Don't just stick it in your bio and hope for the best. Feature it everywhere: on your product packaging, in your email signatures, on your website, in your physical B&M (if you have one), and mention it in your captions regularly. Remind people to use it!

2. Run a Contest or Giveaway

A little incentive goes a long way. Contests are a classic way to generate a large volume of UGC in a short amount of time. The premise is simple: ask people to share a photo or video featuring your product and use your contest hashtag for a chance to win something valuable.

For this to work, make sure the prize is relevant to your audience and desirable enough to warrant the effort. A year's supply of your product, a high-value gift card, or an exclusive experience are great motivators. Be very clear about the rules and, in your terms and conditions, state that submitting an entry gives you permission to reshare the content on your channels (with credit, of course).

3. Just Ask for It (Directly and Clearly)

Seriously, sometimes all you have to do is ask. Your audience isn't always thinking about creating content for you, but an engaging prompt can spark creativity. Go beyond a generic "Tag us in your photos!" and give them a specific mission.

Here are a few ideas:

• "Show us what your #WorkFromHome setup looks like with our new desk organizer!"
• "Unboxing our latest delivery? Film the experience and tag us!"
• "We want to see how you style our new jacket. Share your best look using #YourBrandStyle."

Specific prompts give people a starting point and make it easier for them to participate.

4. Feature Your Fans and Customers Regularly

People love recognition. When they see you regularly featuring other customers on your social media feed, it creates a powerful incentive for them to share their own content. Make it a recurring event, like "Fan Photo Friday" or a "User of the Week" highlight on your Instagram Stories. This public praise not only makes the featured individual feel valued but also shows the rest of your audience that you're paying attention and that they could be next. Apple's #ShotoniPhone campaign is perhaps the most famous example of this, the simple reward of potentially being featured on Apple's global account has generated millions of stunning photographs.

5. Tap into the DMs and Comments You're Already Getting

You're almost certainly sitting on a pile of untapped UGC without even realizing it. Scan your DMs, comment section, and story mentions for positive feedback, great photos, or kind words. Many users will tag you directly, hoping you'll see. When you spot a gem, reach out with a personal message asking for permission to share it. A simple, "Hey! We absolutely love this photo. Would you mind if we shared it on our feed and gave you full credit?" is often all it takes.

6. Partner with Micro-Influencers

Micro-influencers - creators with smaller but highly engaged followings (usually between 5,000 and 50,000 followers) - are UGC machines. Instead of paying a large fee for a post from a major celebrity, you can often gift products to dozens of micro-influencers. The content they produce is typically high-quality but still retains an authentic, user-like feel. Building relationships with these creators can provide you with a consistent source of beautiful images and videos that resonate far more deeply with niche communities.

7. Create an 'Instagrammable' Experience

Encourage UGC by making your product or experience inherently shareable. This can be done in a few ways:

• For E-commerce Brands: Make your packaging beautiful. An amazing unboxing experience prompts people to film it. Include a small card with a clever design a prompt to share and your branded hashtag.
• For Brick-and-Mortar Locations: Create a dedicated photo spot. A neon sign with a fun quote, a beautiful mural, or a uniquely designed corner can practically guarantee visitors will take a picture and post it.
• For Digital Products: Design visually appealing milestones or summary graphics that users will want to share. Spotify Wrapped is the ultimate masterclass in this, turning personal user data into a massive, annual UGC event.

The Golden Rule of UGC: Always Ask for Permission

This is non-negotiable. Using someone’s content without their explicit permission can damage your brand's reputation and even lead to legal trouble. Just because a user included your hashtag or tagged your brand doesn't give you the legal right to use their photo or video, especially for commercial purposes like paid ads.

Here’s how to do it right:

• Ask Clearly: Send a direct message or leave a public comment on the post. Be polite and specific. Mention how you'd like to use their content (e.g., "on our Instagram feed," "in an email newsletter," or "for a Facebook ad").
• Give Proper Credit: When you repost, always tag the original creator in the image/video itself and mention their handle clearly in the caption. Don’t bury the credit.
• Consider a Formal Agreement: For usage in high-visibility campaigns - like on landing pages, product pages, or in paid advertising - it’s wise to get documented consent. A simple release form protects both you and the creator.

Treating creators with respect is foundational to building a healthy, community-driven brand.

Final Thoughts

Encouraging user-generated content is less about a single tactic and more about a mindset. It's about shifting from just broadcasting your own message to creating a space where your audience feels inspired and appreciated enough to contribute their own voice. By laying the groundwork, making it easy to participate, and celebrating your community, you can unlock a powerful and continuous stream of authentic content that builds trust like nothing else.

Once you've collected all this great content, the next challenge is organizing and scheduling it without it becoming a full-time job. We created our social media tool for this very reason. With Postbase, the visual calendar lets you drag and drop UGC to fill any gaps in your schedule, ensuring a consistent presence. You can also manage all your conversations in one unified inbox, making it easy to reach out for permission and engage with all the amazing people who are sharing their content. It's designed to help you manage the wonderful results of a successful UGC strategy.