What is user-generated content and how do you encourage it?
User-generated content (UGC) is any material created by your customers rather than your brand: reviews, social media posts, photos, videos, testimonials and forum questions. It is one of the most trusted forms of marketing because it comes from real people, not from a business trying to sell something. Here is what UGC looks like in practice and how to encourage it the right way.
Why user-generated content works
People trust other people more than they trust brands. Research consistently shows that user-generated content, such as a customer photo or a five-star review, feels more authentic than a professionally produced campaign. That trust translates into action: customers who see UGC are more likely to make a purchase, and businesses that feature it regularly see higher engagement across their channels.
For small and local businesses the effect is especially powerful. A single Google review can tip a booking decision. A customer photo on Instagram can reach hundreds of local followers that your brand page would never reach on its own. Our client TrustATrader saw organic traffic increase by over 400% through a strategy built on customer reviews and verified feedback, proving that real customer voices drive real results.
Types of user-generated content to encourage
Reviews and ratings are the most common form of UGC. Google Business Profile reviews, Trustpilot ratings, Facebook recommendations, and industry-specific platforms all create content that future customers read before they decide. Every review is a piece of UGC that builds your reputation.
Customer photos and videos showing your product or service in real use are even more powerful. A hairdresser's client posting a photo of their new cut, a cafe customer sharing their brunch, or a tradesperson tagging you in a project photo all count as UGC. These posts feel natural because they are natural.
Testimonials that you collect and feature on your website or in case studies also qualify. The key difference between a testimonial and a review is context: a testimonial tells the full story, while a review is a quick rating. Both belong in your marketing mix.
Branded hashtags and community challenges turn UGC into a movement. When customers post using your hashtag, their followers see your brand through the lens of someone they already trust. A simple competition asking customers to share a photo of themselves using your product can generate dozens of authentic posts.
How to encourage it ethically
The golden rule of UGC is that it must be voluntary. Never fabricate reviews, pay for fake posts, or pressure customers into creating content. Authenticity is the whole point, and manufactured UGC is easy to spot and damages trust fast.
Ask at the right moment. The best time to request a review or a testimonial is right after a positive experience: when a project finishes, when a customer compliments your service, or when they reorder. Send a simple follow-up email or message with a direct link to your Google Business Profile or Trustpilot page.
Make it easy. The fewer steps between the customer and creating content, the more likely they are to do it. A one-click review link, a simple photo submission form, or a branded hashtag that is easy to remember all reduce friction.
Always ask for permission before reposting. If a customer tags your business in a photo, thank them and ask if they are happy for you to share it on your own channels. Most will say yes, and the act of asking shows that you respect their content. Save a record of their permission in case you need it later.
Feature the content prominently. When customers see that their photo, review or testimonial has been shared on your website or social media, they feel valued and are more likely to contribute again. It also signals to other customers that you celebrate your community, which encourages them to join in.
What it feeds into
UGC does not live in a silo. A customer review feeds your Google Business Profile and local SEO. A customer photo becomes a social media post. A testimonial becomes a case study. A branded hashtag campaign feeds content marketing for weeks. Victory Digital's client dashboard and latest SEO reports track how these signals translate into visibility and enquiries, giving you a clear picture of what works.
Get started by claiming your Google Business Profile and setting up a simple review request flow. From there, add a testimonial page to your website and start sharing customer content on your social channels. Each piece of UGC you collect is an asset that builds trust long after the moment it was created.
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