In today’s digital age, consumers are more informed and empowered than ever before. With the abundance of information available at a click, traditional advertising alone often doesn’t cut through the noise anymore. Instead, savvy brands are turning to an incredibly effective strategy: User Generated Content (UGC). Ashley Walkerby, co-founder and Chief Marketing Officer of Better Booch, shares insightful experiences and strategies on how businesses can leverage UGC to create authentic engagement and grow their presence.
Why User Generated Content Matters
In a marketplace with countless options, consumers frequently make purchasing decisions based on peer reviews and real-life experiences shared by fellow customers. Ashley points out that “user generated content is a great way to allow the customer to do the selling for you.” This form of content acts as honest, third-party endorsements that prospective buyers trust more deeply than traditional ads.
A famous example comes from Red Bull, which focuses not on pushing its brand message directly but rather amplifying content from athletes and fans who genuinely promote its products. While Red Bull invests heavily in professional endorsements, Ashley emphasizes that social media has democratized access to advocates, meaning nearly every brand can find passionate customers eager to share their positive experiences.
Crafting a Balanced and Intentional Content Strategy
To effectively integrate UGC, it’s essential to consider the overall social media feed as a well-rounded pie chart. At Better Booch, Ashley’s team divides their content roughly into five equal parts:
- 20% Studio product photography
- 20% Professional lifestyle photography
- 20% Inspirational content
- 20% Graphics
- 20% User generated content
This approach not only diversifies content but also reduces production costs, especially beneficial for startups working with limited budgets. By funding only 40% of the content directly, they leverage the energy and creativity of their community to fill the other half of their communications.
Aligning UGC with Your Brand Identity
Not all UGC is created equal, and curating content that fits your brand voice and aesthetic is critical. Ashley advises brands to first define their style—whether it is bright and cheerful, minimalistic, modern, or nostalgic—and then select UGC that complements those guidelines. If the content doesn’t visually or tonally fit your brand, it will feel out of place and may confuse your audience.
Messaging is just as important. Begin by clarifying the goals for your posts. For example, if a weekly focus is on boosting direct-to-consumer sales, post more content featuring product usage and calls to action. If brand awareness is the priority, especially in a new market or region, select UGC that highlights discovery and lifestyle association. This thoughtful planning ensures authenticity and relevance.
Types of User Generated Content: Organic vs. Cultivated
Understanding the differences between organic and cultivated UGC helps businesses maximize impact:
- Organic UGC: Content posted voluntarily by customers who love your product and share it naturally. This kind of content requires monitoring and engagement but minimal direct effort in creation.
- Cultivated UGC: Content generated in collaboration with influencers or content creators. This often involves incentives such as free products, discounts, or payment. Brands provide specific guidelines to ensure the resulting content aligns with their vision and marketing goals.
Ashley shares a particularly effective cultivated UGC campaign for Better Booch’s launch in new markets: Texas, Oklahoma, Arkansas, and Louisiana. They partnered with local influencers who already created content matching Better Booch’s vibrant and realistic style. These influencers received clear messaging focus—to try the product, share testimonials, and mention its availability at Whole Foods. The campaign yielded an uplift in both online sales and in-store purchases, demonstrating how targeted influencer-driven UGC can successfully introduce a brand into new territories.
Leveraging UGC for Product Launches and Events
UGC is not only valuable for ongoing brand building but can also power product launches, events, and promotions. Ashley recounts the launch of a new kombucha flavor, Hibiscus Healer, wherein Better Booch sent samples to a network of influencers alongside a "one sheet" briefing with messaging and placement info. This strategy helped create buzz and informed audiences about product availability at multiple retailers.
Timing is another key factor—posting UGC related to events during, just before, or immediately after helps maintain relevance and momentum. Simultaneously, evergreen UGC can be scheduled to keep engagement consistent throughout the year.
Final Thoughts
User Generated Content is a powerful engine for authenticity, engagement, and growth. It taps into customers’ genuine love for a product, transforming them into passionate advocates and content creators. By carefully aligning UGC with brand identity, balancing content types thoughtfully, and using both organic and cultivated strategies, businesses can build compelling social media feeds that resonate with audiences and drive results.
Ashley Walkerby’s experience with Better Booch offers a blueprint for brands looking to capitalize on UGC: define your goals, pick the right partners and content, and most importantly, keep your messaging and style consistent. The democratization of content creation means businesses of all sizes can harness this incredible resource to thrive in an increasingly connected and discerning marketplace.
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