User-generated content is, put simply, any form of content that is generated by customers, or “users”, rather than by the brand itself.
This can take the form of videos, photos, reviews, testimonials, blog posts or even podcasts – essentially, it’s a way for users of your brand to express their thoughts on their experience with you, your products and/or your services.
When users post about a brand on social media, they can influence the buying decision of those who follow them. People are more likely to trust the opinion of others than claims made by a brand, so it’s important to connect with your audience to ensure you are leveraging user-generated content correctly.
Why is user-generated content important?
The true value of user-generated content is in its authenticity. The opinions and experiences of peers can’t be understated in their effectiveness when it comes to online marketing; think of it like a modern-day form of word-of-mouth advertising.
If you’re looking for a carpenter, for example, and a friend of yours had an excellent recent experience with a specific carpentry business, you’d be more likely to use that same company in the hopes of getting an equally positive experience.
Social proof online works in much the same way. Using the same example, if you needed a carpenter, but didn’t know anyone personally who’d used a company recently, the next logical step would be to take to Google to check out local carpentry businesses, and see which was rated highly.
Brands need to establish themselves as credible, and having social proof is vital to ensure your brand stands out as trustworthy on the search engine. How, then, can this be done?
Reward consumers for sharing their experience
If a customer has had a great experience with you, then give them an incentive to share this with their followers! An opportunity to get featured on your brand’s social media can be tempting for some users; you can also implement a rewards system, such as 10% off their next purchase if they leave a review, or automatic entry into a competition.
Encourage staff to get involved
If your team members are active on social media, there’s no reason why they can’t get in on the fun – after all, they should know your products or services better than anyone! A “day in the life” series or “behind the scenes” content can be a great way to increase engagement while remaining organic, by letting your staff take the reins.
Repurpose user content
Instead of reposting user-generated content (for example, sharing a complimentary Tweet or Facebook post), why not take it a step further? With the original poster’s permission, you can repurpose this content in newsletter campaigns, or turn them into graphics to be posted out across all social media platforms – showcasing your company as one that provides an excellent user experience.
At Engage Web, we believe every brand deserves to be put in front of its ideal target audience on social media. Why not check out the social media marketing videos on EngageWeb.Club to help you discover how to do exactly that?
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