In the evolving landscape of digital marketing, user-generated content (UGC) has quickly become a cornerstone of brand strategy and business growth. Whether you’re running a startup or scaling an established brand, the content created by your own customers—commonly referred to as generated content—can be one of your most effective and authentic marketing tools. Businesses around the world are starting to ask: what is user generated content, and how can it fuel real growth?
At Whissel Strategies, we’ve seen firsthand how the thoughtful integration of user-generated content can transform not only a brand’s digital presence but also its ability to connect, convert, and retain customers.
Understanding User-Generated Content
To answer the question, what is user generated content, think of any form of content—photos, videos, social media posts, reviews, blogs, or even forum discussions—that your customers or community members create about your product, service, or brand experience. This content is voluntarily shared, often on social media or review platforms, and is not paid advertising. It’s the digital equivalent of word-of-mouth marketing.
User generated content stands out because it’s authentic. Unlike branded advertising, it doesn’t rely on polished language or perfect lighting. Instead, it shows how real people engage with a product in their everyday lives. That authenticity can have a far greater impact on potential customers than professionally produced content.
Whether it’s a glowing five-star review on Google, a creative unboxing video on TikTok, or an Instagram photo of a customer using your service, this generated content becomes a valuable marketing asset. The voices of your customers are often more trusted than your own marketing, making UGC essential to your strategy.
The Impact of User-Generated Content on Business Growth
User-generated content isn’t just a feel-good element of marketing—it delivers measurable business results. Brands that actively encourage and feature UGC often see higher engagement, greater trust, and increased conversions. Let’s break down how:
1. Building Trust
One of the most significant benefits of user generated content is trust. Consumers today are skeptical of traditional advertising. They want to see real experiences from real people. When your audience sees others praising your business through testimonials, photos, or videos, it builds confidence.
A study from Nielsen found that over 90% of consumers trust peer recommendations over traditional advertising. UGC becomes a form of social proof—evidence that others are enjoying and benefiting from what you offer.
This trust is especially powerful in high-stakes industries like healthcare, real estate, and financial services, where credibility can directly influence purchase decisions. Featuring genuine reviews and other forms of generated content on your website or in ads can create the trust bridge that turns interest into action.
2. Engaging the Community
User-generated content invites your customers to become part of the story. When you ask them to share their experiences, you signal that their voices matter. That sense of inclusion fosters a stronger emotional connection to your brand.
Encouraging users to tag your brand, use a branded hashtag, or submit content for a feature shows that you value their input. This, in turn, leads to more organic interactions, comments, and shares—which boosts your content’s reach on platforms like Instagram, Facebook, and TikTok.
Over time, an engaged community powered by UGC becomes a self-sustaining ecosystem of brand advocates. Your customers promote your business not because they’re paid to, but because they genuinely believe in it.
4. Boosting Conversions
There’s a clear connection between user-generated content and conversion rates. According to research from Yotpo, product pages with UGC convert up to 120% higher than those without it.
Why? Because potential buyers see UGC as unbiased validation. It’s one thing for a brand to say a product works. It’s far more convincing when dozens of customers post before-and-after photos or share their success stories.
Including customer photos, reviews, and video testimonials on product pages can dramatically improve performance across your website and digital campaigns. Generated content works because it reduces doubt and gives people the assurance they need to make a purchase.
How to Leverage User-Generated Content for Business Growth
If you’re wondering how to start integrating user-generated content into your marketing efforts, here are some actionable steps to get going:
1. Encourage User-Generated Content
Start by actively encouraging your customers to share their experiences. You can do this through email campaigns, contests, loyalty programs, or simply by asking. Include a request on your packaging or post-purchase email, prompting customers to leave a review or share a photo using a branded hashtag.
For example, “Tag us in your post using #MyBrandExperience for a chance to be featured!” is a simple yet effective call to action.
Make it easy and fun. The more frictionless the process, the more likely people are to participate.
2. Showcase User-Generated Content
Once you start collecting UGC, make sure it’s seen. Display it on your homepage, product pages, or social media feeds. Feature customer reviews in newsletters or add user-submitted videos to your YouTube channel. Showing off this kind of generated content helps your brand feel more human and relatable.
Always get permission before reposting, and credit the original creator to build goodwill. Use tools like Canva or Instagram Reels to creatively present UGC in ways that align with your brand identity.
3. Engage with User-Generated Content
When users tag you or mention your brand, respond. Acknowledge their contribution with a thank-you comment or a story repost. This kind of interaction encourages others to create and share their own content.
Run polls, Q&As, or UGC-specific challenges. Engagement isn’t just about reposting—it’s about building an ongoing conversation. Over time, this interaction helps develop brand loyalty and deepens your connection with the community.
Real-World Examples of UGC Success
Consider brands like GoPro or Glossier. Their marketing thrives on user generated content. Every day, GoPro’s social feeds are filled with adventurous content shot by users around the world. This strategy doesn’t just reduce the need for branded content creation—it builds a global community of passionate brand advocates.
Small businesses can also benefit. A local café in Toronto that encourages patrons to share photos of their lattes using a branded hashtag can quickly gain visibility in their neighbourhood. UGC doesn’t need to be polished or professional. Authenticity is the value driver.
The Role of Whissel Strategies in Your UGC Journey
At Whissel Strategies, we offer dedicated support to help brands activate and manage user generated content. Whether you’re new to the concept or ready to scale your UGC efforts, we provide tailored services:
- Strategy development for UGC campaigns
- Branded hashtag creation and promotion
- Social media moderation and community engagement
- Integration of UGC into websites and email marketing
- Performance tracking and analytics
We believe that understanding what is user generated content and applying it purposefully can help businesses build lasting trust, differentiate their brand, and convert loyal customers into advocates.
User-generated content is more than a trend—it’s a foundational part of modern marketing strategy. When customers share their voices, they bring authenticity and trust to your brand that no traditional campaign can replicate.
By encouraging, showcasing, and engaging with generated content, your business can increase engagement, drive higher conversions, and build a community that fuels long-term growth.
Looking to explore the power of user-generated content for your business? Whissel Strategies is here to guide the way. Our team specializes in building authentic, UGC-powered strategies that connect and convert.
Ready to drive business growth with user-generated content? Contact Whissel Strategies today for your UGC needs, as well as branding, web design & development, and SEO. Let us help you harness the power of customer-created content to boost your brand.
