How to Use UGC on Instagram

User-generated content is one of the most powerful tools you have for building a brand on Instagram, yet so many businesses get it wrong or don't use it at all. It's the ultimate form of social proof, turning your happy customers into your most authentic marketers. This guide will walk you through exactly how to find, get permission for, and effectively use UGC to grow your Instagram presence and build a community your audience is excited to be part of.

What is User-Generated Content (UGC)?

User-generated content (UGC) is any form of content - like photos, videos, reviews, or testimonials - created by unpaid people rather than the brand itself. On Instagram, this usually looks like a customer posting a photo with your product, a client sharing a video of their results, or an event-goer tagging you in a story from your venue. It’s authentic, it's honest, and it comes from a place of genuine enthusiasm.

Why should you care? Because modern consumers are highly skeptical of traditional advertising. Nielsen reports find that 92% of people trust recommendations from their peers over branded content. UGC is that peer recommendation on a massive scale. It accomplishes three massive goals for your business:

• Builds Trust and Authenticity: When potential customers see real people using and loving your products, it builds instant credibility. It’s an unfiltered look at what you offer, which feels more trustworthy than a perfectly polished ad campaign.
• Boosts Engagement and Community: Featuring your followers’ content makes them feel seen and appreciated. It encourages others to post about you in the hopes of getting a feature, creating a cycle of positive engagement that builds a real community around your brand.
• Provides a Stream of High-Quality Content: Let’s be honest - creating compelling content consistently is hard work. UGC provides a rich, cost-effective source of creative assets. Your audience is essentially running a focus group and providing you with content that you know already resonates with them.

How to Find Amazing User-Generated Content

Your customers might already be creating content about your brand, but you need to know where to look. Setting up a system to find and collect it is the first step.

1. Create and Promote a Branded Hashtag

A branded hashtag is the easiest way to centralize all of your UGC. It should be short, memorable, and unique to your brand.

• Be Specific: Instead of a generic hashtag like #coffee, a local coffee shop might use #MyCityRoastersCup. Fitness apparel brand Gymshark uses #Gymsharkwomen to collect photos of their community.
• Promote It Everywhere: Your hashtag should be in your Instagram bio, on your packaging, in your email signatures, and on physical signage in your store. You need to tell people what to do! Add a simple call-to-action like, "Share your style with #YourBrandStyle for a chance to be featured!"

2. Monitor Tags and Mentions

Keep a close eye on your notifications and tagged photos and mentions. Mentions are when someone types @YourBrandName in their caption or comments. Tags are when someone tags your account in the actual photo or video. This is where you'll find direct shoutouts to your brand, often from people who don't know about your branded hashtag.

• Check your "Tagged" tab regularly: This tab on your profile page is a goldmine for UGC.
• Scan your notifications for mentions: People often mention brands in their Stories, which disappear after 24 hours. Be sure to check these daily so you don’t miss out.

3. Check Location Tags

If you have a brick-and-mortar business like a restaurant, store, or salon, your location tag is a fantastic source of UGC. Customers often tag the location when they post photos or videos from their visit. Browse the posts from your tagged location to find people enjoying your space and products in real time.

4. Encourage Submissions with Contests and Giveaways

Sometimes, your audience needs a little motivation. Running a giveaway or contest is a surefire way to generate a wave of high-quality UGC.

• Set a clear theme: For example, "Show us your Coziest WFH setup featuring our mug" or "Share the best dish you’ve cooked with our olive oil."
• The rules should be simple: "1. Follow us. 2. Post a photo using our product. 3. Tag us and use the hashtag #[ContestHashtag]."
• The prize should be valuable: Offer a generous gift card, a product bundle, or a unique experience to make participation worthwhile.

The Golden Rule: How to *Properly* Ask for Permission to Use UGC

This is the most important step in the entire process. Just because someone tags you or uses your hashtag does not give you the legal right to use their photo or video as your own marketing material. Reposting without permission can damage your brand's reputation and even lead to legal trouble. Always ask first.

A Simple Process for Getting Permission

1. Identify the UGC you want to use. Before contacting the creator, make sure their content fits your brand standards and aesthetic.
2. Reach out in a genuine way. The best place to ask is in the comments of the original post. This shows transparency to the creator's audience. If their account is private or you need more details, sending a polite DM is also effective. Don't be "salesy", be human.
3. Be specific about your intentions. Clearly state what you love about their content and how you'd like to use it. General permission is okay, but it’s better business to be specific. Example: "on our Instagram feed," "in our email newsletter," or "for a future Facebook ad campaign."
4. Wait for a clear confirmation. Don't move forward until you get an explicit "Yes" or an affirmative response. If they don’t reply, you don’t have permission.
5. Take a screenshot. Once you have permission, screenshot the conversation for your records. This can protect you later if any disputes arise.

Permission Request Template (Comment or DM)

You can adapt this simple script to fit your brand's voice:

"Hi [Username]! We absolutely love this photo/video. The way you've [made a specific positive comment, e.g., 'styled our jacket' or 'captured the morning light with our coffee'] is fantastic! We would be honored to share it on our Instagram feed and other social channels. Please reply with #Yes[YourBrandName] if you give us permission to feature your content. We'll give you full credit, of course! Thank you!"

Creating a unique confirmation hashtag (like #YesYourBrandName) makes it easy to track permissions and keeps your requests organized.

Best Practices for Showcasing UGC on Instagram

Once you have a backlog of approved content, you need a strategy for how to share it. Posting UGC shouldn’t feel random, it should be an integrated part of your content calendar.

1. Always Give Clear Credit

This is non-negotiable. Giving credit not only acknowledges the creator but also shows your entire audience that you value your community. Poor or no crediting is the quickest way to turn fans against you.

• Tag the creator in the photo/video itself. This ensures their handle is just one tap away.
• Mention them in the caption. Start your caption by explicitly calling them out, e.g., "An amazing shot from @[username]!" or "📸 by the talented @[username]."

2. Curate Content to Match Your Brand Aesthetic

Just because you have permission to post something doesn't mean you automatically should. Your Instagram feed is your digital storefront, and it should feel cohesive. Select UGC that aligns with your brand’s visual identity - the colors, the tone, and the overall vibe. If needed, you can use a consistent filter or a branded frame to help user-generated photos feel more integrated with your original content.

3. Create Dedicated Instagram Stories Highlights

Instagram Stories are a perfect, low-pressure place for UGC. You can create permanent "Highlights" on your profile to serve as a designated home for community content.

• Title them clearly with names like:
  • “Community Love”
  • “Our Tribe”
  • “You in #YourBrand”
  • “Spotted”
• When you get tagged in a great Story, simply screen capture the story and re-share it or use the "Add to Story" feature and add it to your Highlight reel before it disappears.

4. Mix UGC into Reels and Carousels

Don’t limit UGC to single photo posts. Some of the most engaging content comes from combining multiple pieces of community content.

• Create an engaging Reel: Compile several video clips from different customers into a montage. Add trending audio and on-screen text to highlight what viewers are seeing. This works particularly well for travel, events, or products in action.
• Build a carousel post: A single post can tell a bigger story. Use the first slide for a headline-worthy image (UGC or branded) and fill the following slides with different customer shots. This is great for showcasing product versatility or variety.

Final Thoughts

Using UGC on Instagram is a strategy that revolves around community, trust, and authenticity. By systematically finding great content, respectfully asking for permission, and thoughtfully showcasing your fans, you can turn your audience from passive followers into active advocates for your brand. This not only eases your content creation burden but also builds deeper, more meaningful relationships with the people who matter most: your customers.

Putting together a solid UGC plan and scheduling it cohesively with your own content can be a game-changer. That's a process we care a lot about, which led me to build a tool that helps creative teams stay organized. With Postbase, we made a simple and intuitive visual calendar where you can drag and drop your planned UGC features right alongside your branded Reels and stories, ensuring your whole content strategy feels balanced and consistent. It simplifies the chaos, helping you focus on building that community instead of fighting your spreadsheet.