Looking for examples to inspire your UGC strategy? We dig into eleven of the best user-generated content examples we've seen recently and why they work.
If you're looking for fresh UGC examples, you've come to the right place!
Brands have no shortage of options when it comes to gathering, promoting and repurposing their user-generated content. From ads to organic posts and beyond, UGC is far from one-size-fits-all in terms of formats and its potential marketing impact.
And so the more opportunities you have to show off your satisfied customer content, the better.
We've gathered 11 user-generated content examples across industries to inspire brands.
TikTok UGC Ads resemble off-the-cuff and informal videos published by everyday creators.
This is why the creator-based Spark Ad format is super popular and effective. According to our internal data, 66% of brands plan to Spark their TikTok UGC as ads this year.
The power of the Spark Ads is that these UGC videos don't look like ads at all. Their unfiltered authenticity and creative hooks help draw in and hook viewers.
In this example, a creator explains the benefits of Thayers facial mist while speaking directly to the camera. She breaks down how she incorporates the product into her daily routine while showing off the mist in action, helping viewers see how they could use it themselves.
No frills, no wild edits and no gimmicks. These videos are presented from a creator's account, which is a big part of why these ads work so well. The fact that this particular UGC video earned nearly 4 million views and was run as a UGC ad by the brand speaks for itself.
Just like brands have gone all-in on TikTok videos for UGC ads, the same applies to Partnership ads on Instagram Reels. This short-form format is particularly popular among CPG brands.
Check out how this creator promotes Catalina Crunch cereal in a humorous, long-form skit.
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Compared to our TikTok UGC example, this video is a bit more "produced." However, it's still totally authentic. This highlights how a bit of creativity goes a long way with UGC videos.
And by partnering with the right UGC creators and influencers, you can generate content with a sense of personality that really resonates with your audience.
Food for thought: written reviews are sought out by almost 100% of consumers according to recent UGC statistics.
Despite not always being visual, the value of public-facing customer feedback is clear. Earning consistent testimonials and star ratings is a proven way for brands to stand out from the crowd and build trust among potential customers.
Check out how Open Farms showcases testimonials and star ratings for specific pet products. This is a shining example of how to include UGC on your website to build trust and social proof.
Promoting customer reviews is a big deal given how crowded the competition is among e-commerce brands today. This is especially important for brands launching new products or attempting to target totally new audience segments.
Consider how these different examples of user-generated content can work together.
Coupling reviews with UGC photos can make your product page reviews feel more meaningful. Not to mention way more authentic.
In this UGC example, we see customer photos submitted alongside glowing reviews on OLAPLEX's product pages. There's no questioning the legitimacy of these reviews, especially when coupled with authentic content from verified buyers. This is how you build trust with UGC.
Allowing customers to attach photos to their written reviews is a one-two punch that both shows and tells why your product is great. This tactic also keeps people glued to product pages and keeps them from bouncing between platforms or review sites to learn more.
Piggybacking on the UGC example above, featuring multiple customer photos on your website in a gallery in a smart move. This is a subtle way to show that your products deliver results by showing off as many satisfied customers as you can.
For ecommerce brands, customer galleries are popular both on specific product pages as well as your homepage. In this user-generated content example, we can see real customer photos and videos featuring product pages for specific shades of hair color for Lunar Tides.
This is a great example of how brands can use UGC to help people imagine products in their hands (or in this case, in their hair). Galleries are also a prime way to advertise your branded hashtag and encourage engagement among your brand community.
Speaking of hashtags, having an evergreen brand hashtag is a smart move for driving ongoing and repurposable UGC.
Custom hashtags are also valuable if you plan on running a UGC contest to collect content from customers and creators. Note how Trade Coffee has an evergreen hashtag for its customers to post to and a specific UGC hashtag for its National Coffee Day giveaway.
This highlights how brands can use contests and giveaways to encourage UGC alongside everyday customer content.
This is probably the most creative example of user-generated content on our list.
Sure, not all brands have the ability for customers to generate their own products.
But it's become more and more common in both the fashion and food industries.
Customizable products created by customers are perfect for scoring social media shares. In this example from Fjallraven, we see how customers can create their custom Kanken backpacks and are encouraged to publish their creations on social media via the branded hashtag #KankenMe.
Again, this isn’t something every brand can do. But it does go to show the great lengths brands can go to get one-of-a-kind UGC while creating truly unique customer experiences.
Anything you can do to repurpose UGC and spread its marketing potential is a plus.
Marketing emails are a low-hanging way to squeeze more out of your UGC while encouraging even more of it. Doing so gives your marketing emails some much-needed visual flair and a personal touch.
Check out how Solé features a customer photo in their emails and invites recipients to share their own on Instagram.
These types of evergreen emails are great for engaging your customers “just because” and don't necessarily have to be tied to a specific promotion. You may be surprised at how your UGC emails perform if you’ve never tested them before.
We’ve seen a rapid rise in retail brands generating content from customers in the wild.
Check out how Glossier encourages in-store user-generated content with their Instagrammable decor in-store.
For brick-and-mortar brands, having spaces worthy of customer photos and videos is a great strategy for getting more eyes on your storefronts and sourcing amazing UGC. Coupling in-store UGC with launches and grand openings is becoming a staple of retail marketing campaigns for good reason.
Brands shouldn't sleep on any opportunity to get content from customers.
Product gifting and seeding campaigns are a proven way to do just that.
With the right type of PR packages, you can encourage even more content from potential customers just by making your gifted products buzz-worthy.
Creative packaging and hand-written notes can really be the difference-maker in whether you earn UGC from your seeding efforts. Check out how Pixi's PR packages pop as the brand goes all out to impress the influencers and UGC creators they’re gifting.
User-generated content campaigns based around gifting can work wonders when you’re matched with the right creators and have the bandwidth to send products at scale.
Brand ambassador and affiliate programs can encourage ongoing UGC via rewards which incentivize ongoing posts about your products.
This can be done through traditional loyalty programs or platforms like TikTok Shop where creators that meet requirements can post about your products for affiliate revenue. The bonus of TikTok Shop is that you can use the platform’s Open Affiliate program so you don’t have to approve creators to promote your products one-by-one.
Check out how Dope Ropes promotes its affiliate program and likewise earns awesome content from a variety of relevant fitness influencers.
When your affiliates are literally your target audience, you get the best of both worlds as your UGC is more likely to be relevant and get in front of potential customers interested in what you’re selling.
All of the user-generated content examples above highlight just how much brands can diversify their UGC strategies and have endless options for both sourcing and repurposing posts.
Despite there being so many types of UGC, here are the common threads these posts and reviews share. To wrap things up, let's break down what makes these UGC examples work:
The most effective UGC showcases products in real-world settings, illustrating how they seamlessly fit into the daily lives of customers. Simple as! This authenticity resonates with potential customers and builds meaningful trust. The more that a piece of promotional UGC looks like an "ordinary" post or piece of content, the better.
For UGC ads and repurposed posts, the creators who promote your products should closely align with your brand's target audience. Your creators should reflect the demographics and preferences of your real-world buyers, making their endorsements more impactful. In short, your creators should closely resemble the potential customers they're speaking to.
Brands that succeed with UGC are totally transparent when it comes to welcoming customer content and feedback. They actively encourage UGC and make it easy for creators to collab. Through partnerships, on-site submissions and hashtags, brands can form closer relationships with customers while also streamlining the process of earning UGC.
Hopefully these UGC examples can inspire you to find new ways to gather and use your customer content throughout your marketing funnel.
No matter which type of UGC you prioritize, brands need all the content they can get for the sake of staying visible and building trust with their target audiences.
If you need a way to manage your user-generated content or get more of it, Statusphere's software can help.
Our UGC platform matches brands with vetted micro-influencers to get rights-ready UGC at scale. Permission and usage rights are built into our platform so you get photos, videos and reviews faster. All ready to repurpose across in ads, product pages and beyond.
We’ve already generated 75,000+ pieces of rights-ready content for 400+ brands.
Want to see how our software works? Get in touch with one of our experts to learn how we can scale your UGC marketing efforts with guaranteed content from vetted creators.
This article was first published in November 2021. It was last updated October 1, 2024.
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