If you own or manage an ecommerce store, chances are you’ve heard about user-generated content (UGC). But do you really understand what it is, how to encourage it, and why it’s essential for your business growth? In 2021, UGC has emerged as a powerful, cost-effective tool for boosting brand engagement and authenticity. This article breaks down the basics of UGC and shares strategic ways to leverage it to grow your ecommerce business sustainably.
What Is User Generated Content?
User-generated content is any content—photos, videos, reviews, or social media posts—created by your customers rather than your brand itself. Imagine a customer purchasing a coffee cup from your store, taking a picture of it in their home, sharing that image on Instagram, and tagging your brand. That social post is a piece of UGC.
The rise of social media platforms, particularly Instagram, has fueled the popularity of sharing personal experiences with products. Customers enjoy showing their friends, followers, and family the brands they support as part of their identity. When a customer loves your product, they are likely to share this enthusiasm online, providing you with organic, authentic promotion.
Why Is UGC Important for Your Ecommerce Store?
UGC is more than just free advertising: it creates authenticity and builds trust. Unlike polished brand ads, content created by real customers feels genuine, relatable, and trustworthy to potential buyers. This peer endorsement can significantly increase conversions and reduce acquisition costs.
Moreover, by encouraging UGC, you effectively turn your customers into brand advocates. You’re leveraging their networks to generate buzz and expand your reach without hefty marketing spends. This makes UGC a cost-effective growth strategy.
How to Collect and Use UGC: Five Effective Strategies
Here are five actionable ways to gather and maximize UGC for your ecommerce store.
1. Include a Call to Action in Your Product Packaging
Whenever you ship a physical product, seize the opportunity to engage customers with a simple insert like a business card. Include a clear call to action encouraging buyers to share photos or videos of the product in use. For example, if you sell coffee cups, a card might say, “Show us your new coffee cup at home! Share your photo on Instagram and tag us.”
Adding QR codes or links to your social media channels makes it easy for customers to participate. This low-cost method gently nudges customers toward creating content that promotes your brand for you.
2. Offer Incentives for Sharing Content
Motivate customers to create high-quality UGC by offering rewards. These can be in the form of contests like “Customer of the Month,” where the best content wins a prize. Alternatively, run random giveaways for customers who submit good content.
To track submissions, ask customers to tag your social media handle and use a unique branded hashtag. This helps you aggregate content in one place and quickly identify valuable posts. By publicly promoting these incentives, you encourage more people to engage.
3. Run Time-Bound Competitions to Generate Buzz
Competitions focused on UGC can rapidly build your content library and create excitement around your brand. Ask customers to submit photos or videos of your product within a specific timeframe, using a unique hashtag.
Make the contest rules clear, and in the terms and conditions secure permission to repurpose submitted content. This ensures you can legally use the material in ads or social posts later on. While competitions are short-term strategies, they’re a great way to quickly amass authentic content and testimonials.
4. Leverage Trade Shows and Events
Although this approach may have been affected by the pandemic, trade shows and live events remain excellent opportunities to collect UGC. Encourage event attendees to share their experiences with your products on social media. Provide photo-worthy setups or branded backdrops to facilitate attractive content creation.
Post-event, reach out to participants who share content and ask permission to amplify their posts. This method helps you connect with engaged audiences and generate lively social proof.
5. Monitor Mentions and Engage with Your Community
Actively track your brand mentions and hashtags across social platforms. When customers post about your product, engage by liking, commenting, and sharing their content (with permission). This strengthens relationships and encourages ongoing UGC creation, turning one-time buyers into lifelong advocates.
Using social media management tools can simplify monitoring, allowing you to respond quickly and gather content for your marketing efforts seamlessly.
Final Thoughts
User-generated content holds immense power for ecommerce brands seeking authentic growth in 2021. It not only cuts down marketing costs but also builds genuine trust with potential customers through peer endorsements. By implementing strategic methods—such as including calls to action in packages, incentivizing content creation, running contests, leveraging events, and engaging with your community—you can harness UGC effectively.
Whether you’re just starting to explore UGC or looking to optimize your current efforts, incorporating these tactics can accelerate your store’s success sustainably. The key is to create easy opportunities for customers to share their experiences and recognize their valuable role in your brand story.
Have you tried using UGC for your ecommerce store? Share your experiences or questions in the comments below and let’s keep the conversation going!
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