These days, with the prevalence of social media, some of the best marketing for your business doesn’t come from your own campaigns — it comes from your customers in the form of user generated content (UGC)!
User-generated content is any form of media created by real customers — photos, videos, reviews, testimonials, or even unboxing videos — that highlights your product or service in action.
It’s authentic, relatable, and incredibly powerful when it comes to building trust and expanding your reach. In fact, studies show that people are far more likely to trust content shared by other users than branded posts or ads. That’s because UGC feels real — it’s proof that your brand delivers what it promises.
But how do you actually find this goldmine of content, and once you have it, what’s the best way to share it? Let’s break it down.
How to Find User Generated Content
1. Check reviews and testimonials
Platforms like Google Reviews, Yelp, TripAdvisor, and even product reviews on your own website are full of authentic user feedback. These comments and ratings can easily be turned into visual graphics or quote cards for your social media or website. With permission, they make excellent UGC for social proof! Highlighting a glowing review not only promotes your brand but also validates your customers’ experiences, showing that their opinions truly matter.
2. Use social listening tools
Social listening tools like Hootsuite, Sprout Social, Brandwatch, or Later allow you to track mentions, hashtags, and keywords related to your brand — even if users don’t tag you directly. These tools help you uncover conversations about your business happening outside your direct network. You might discover a loyal fan raving about your product on X (formerly Twitter) or someone posting an Instagram Story using your product without tagging you.
3. Monitor mentions and tags
Keep an eye on your notifications across platforms like Instagram, X, TikTok, and Facebook. Customers often tag brands when they’re thrilled with their purchase or service experience — and sometimes even when they’re looking for help or feedback. Responding quickly and engaging with these posts builds goodwill and can turn even small mentions into valuable content opportunities.
4. Search hashtags and branded terms
Many customers naturally tag brands in their posts or use relevant hashtags. Start by searching your brand name, product name, or any branded hashtags you’ve created (like #MyBrandStyle or #BrewLove). You can also look for related community hashtags that your audience uses, such as #CoastalVibes or #SmallBizFavorites. This is often the easiest place to uncover genuine customer content that’s already promoting your brand organically.
How to Share User Generated Content
1. Always ask for permission
Before reposting a customer’s content, always ask for permission — even if they’ve tagged your brand. A simple, friendly direct message or comment like, “Love your photo! Can we share this on our page with credit?” keeps things professional and respectful. Most customers are thrilled to be featured, but asking first is key to maintaining trust and protecting both parties.
2. Give proper credit
Always tag the original creator and thank them publicly when you share their content. This small act of appreciation goes a long way and encourages others to share their experiences too. You can even add a small incentive, like featuring your favorite post of the month or offering a discount to the creator.
3. Make it part of your content plan
Create a regular slot for UGC on your social media calendar — like a weekly “Fan Friday,” “Customer Spotlight,” or “Share Your Story Saturday.” This not only sets clear expectations for your followers but also motivates more customers to share their own photos and testimonials in hopes of being featured.
4. Use UGC beyond social media
Don’t stop at Instagram reposts. User-generated photos, testimonials, and reviews make excellent material for digital ads, email newsletters, landing pages, and product packaging. Real customer content often performs better in paid campaigns because it feels more trustworthy and human. Just be sure you’ve obtained proper permission before using any content commercially.
Final Thoughts
Finding and sharing user generated content isn’t just about filling your social feed — it’s about building community and trust around your brand. When you highlight real people using and loving your products, you show potential customers what your brand truly stands for.
People want to feel seen and heard, and when you feature their stories, you strengthen those relationships while inspiring others to join in.
As an added bonus, UGC helps your brand feel more approachable and drives authentic engagement. It sparks conversation, boosts reach, and can even improve conversion rates by showcasing real-world proof of your value.
Start searching, start sharing, and watch your community — and your brand — grow stronger than ever.
If you’re looking for help boosting your brand’s social media presence, Blue Ridge Creative Marketing is here to help!
