Types of user-generated content

User-generated content is this season’s must-have strategy for social media marketers, and it comes in many styles and formats to help you find the right fit for your brand.

  • Images

  • Videos

  • Social media content (e.g., a Tweet about your brand)

  • Testimonials

  • Product reviews

  • Live streams

  • Blog posts

  • YouTube content


Best user-generated content examples



Apple: #ShotoniPhone


After user discontent with typical camera capabilities for photos taken in low light. With the iPhone 6's excellent camera, Apple met the demands of the audience. After that, they started an incredible user-generated content (UGC) campaign called #ShotOniPhone, in which they invited their users to post photos and films taken with their iPhones in low light as a part of their brand story on social media. Because Apple displayed the better quality images submitted by users for other users rather than advertising it themselves, the UGC campaign became quite popular. Apple raised sales and gained back the trust of its customers thanks to this creative ad.




Coca-Cola: #ShareACoke


Coca-Cola must be included on our list of the top examples of user-generated content: In 2011, the "Share a Coke" marketing initiative was introduced, featuring hundreds of the most well-liked first names on Coca-Cola cans and bottles. Customers were encouraged through conventional in-store advertisements and displays to locate a bottle or can bearing their name on it and share a photo of it online using the hashtag #ShareaCoke.


Great examples of UGC were produced by the campaign, ranging from original Instagram posts to informal selfies. Coca-Cola not only received more genuine content for its social media platforms, but it also gave customers a platform to interact with the company and showcase their originality.




Lush Cosmetics: #Handmade


Lush, a UK-based cosmetics retailer, does an excellent job at utilizing UGC on its social media feeds. They still post a lot of user-generated content despite not encouraging people to utilize a hashtag to gather posts.


Utilizing user-generated content (UGC) to highlight certain items is one area where Lush excels. The picture was simply snapped by a typical Lush fan, who is given credit in the description. After that, they promote and discuss about the concerned product.


Even though this UGC example is straightforward and doesn't appear to be purposefully looking for user-generated content, it is nonetheless effective. Lush is able to promote things that may be seasonal for them as well as highlighting the work of their consumers.


User-generated content tips


Always request permission


It requires consent to share content. Always get permission before using or republishing a customer's work.


People may use your custom hashtags without being aware that you've connected them to a UGC campaign. Regrettably, reposting that message without express consent is a certain way to ruin goodwill and irritate some of your strongest brand defenders.


By requesting permission, you can encourage the original poster to share their message with your audience by demonstrating your appreciation for it. Additionally, you avoid getting into trouble over copyright issues.


Giving content creators their due credit is a crucial step in appreciating their efforts and ensuring that they continue to be enthusiastic about utilizing and promoting your business.


Additionally, it makes it simple for fans and followers to confirm that the content was indeed produced by someone independent of your company.


Credit the original creator

Give the original creator proper credit whenever you distribute user-generated content on your social media platforms. This entails directly marking them in the post and specifying whether you are using their words, images, or both. Never fail to give credit where it is due.


If you intend to distribute user-generated content on several social media venues, find out how the author wishes to be recognized. Ask the original photographer whether they have a Facebook page you may tag if you want to share a photo from Instagram on your Facebook wall, for instance.


Be clear about what kind of content you’re looking for

The people who create UGC want you to distribute it. That indicates that they want you to let them know what kind of material you plan to publish the most.


More than half of consumers want brands to tell them exactly what to do when it comes to user-generated content (UGC), but only 16% of brands provide clear guidelines on the kind of UGC they want fans to create and share. Be specific and make it simple for people to share content that suits your needs, so don't be afraid to do so.


Be strategic and set goals

If you don't know how it fits into your advertising strategy, how will you know what kind of UGC content to request? When people tag you in beautiful photos, it's lovely, but how can you leverage that content to further your marketing objectives?


First, examine how UGC fits with your current marketing objectives by sitting down with your social media strategy document. Then, using this knowledge, develop a concise statement that informs viewers just what kind of content you intend to feature.


When you have a clear UGC request, share it wherever brand-related interactions are likely to occur:

  • your social channels bios,

  • in other user-generated content social media posts,

  • on your website,

  • in your physical location,

  • or even on your product packaging.

UGC strategy goes beyond understanding the types of content you need from your customers. You also need to align your UGC campaign with broader social media goals.

For example, are you looking to increase brand awareness or drive more conversions (or both?)


If you’re serious about scaling UGC, invest in a good Social Media Agency to help uncover relevant user-generated content and insights for your campaigns.