In the pursuit of more visibility, higher engagement and increased conversion, it's easy to believe that you always have to produce more - more ads, more video, more content. But what if your customers are already sitting on some of the most valuable content for your marketing?
User-generated content (UGC) isn't just free advertising. It's content that builds your brand, increases trust in your message and drives sales - all organically.
Here we take a closer look at how user-generated content can be used strategically to strengthen your marketing, improve sales results and get more out of your marketing budget.
What is UGC - and why bother?
UGC is content created by your customers. It can be:
- Images and videos shared on social media
- Reviews and testimonials
- Comments and experiences published in forums or on your own platforms
- TikTok videos, YouTube, Instagram posts and blog posts - you name it
The difference? It's your customers talking, not you. And that makes a big difference.
Why should marketers and sales leaders take this seriously?
1. UGC directly influences decisions and conversions
People trust other customers more than brands. In fact, studies say that 84% trust recommendations from other users more than a brand's own message. This means that authentic content from customers can be crucial in the consideration phase - exactly where many purchases are decided.
Example: If a customer is reviewing your solution and comes across a genuine review or video from another satisfied customer, the likelihood of conversion increases significantly.
2. UGC gives you content you don't have to produce yourself
For marketers with limited resources, UGC is gold. You can reuse and amplify customer-created content in campaigns, newsletters, websites, ads and social media - without spending a lot of time or budget on production.
Smart use: Collect UGC in a dedicated media library and use it in remarketing ads. The results? Often lower CPC and higher engagement.
3. UGC strengthens SEO and search presence
When customers refer to you in their own words, you increase your chances of being visible on relevant searches - especially long-tail searches and searches with high purchase intent. In addition, reviews and comments provide "fresh content" that search engines love.
SEO effect: More landing pages with integrated UGC (e.g. reviews, testimonials or Instagram feeds) rank better over time.
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How does this affect sales performance?
- Shorter sales cycles: UGC builds trust faster, so leads get further along the buying journey before they contact you.
- Higher conversion rate: Potential customers get the proof they need - from people similar to themselves.
- More effective campaigns: Ads with UGC often perform better than pure brand messages - especially in social media.
How to get started - without creating a big project?
1. Identify where your customers are already sharing content. Instagram? Google Reviews? Facebook groups?
2. Create a strategy for collecting and using UGC. Examples:
- Ask for permission to use images or videos in campaigns
- Share customer quotes in newsletters and on the website
- Create a campaign that encourages sharing (e.g. "Share your experience with" #MyProductName")
3. Consider UGC in the entire customer journey.
- Before purchase: UGC that builds credibility
- During purchase: UGC that supports conversion
- After purchase: UGC that strengthens the brand and attracts new customers
UGC isn't just about "nice content" - it's about growth. When customers get involved in creating content, you don't just get increased visibility and engagement - you also get more sales power in every marketing move you make.
Want to know how your business can use UGC to boost your marketing and sales performance? Get in touch - we'll help you get started with a strategy that works.
