7 User-Generated Content Ideas To Generate Leads
User-generated content is changing the way agencies and businesses earn trust and attract new clients. If you’ve ever felt like your marketing efforts just blend in, you’re not alone. Getting people to believe in your work can feel tough, especially when everyone claims to be the best.
Real stories build real trust. You don’t need a huge budget or a big team to start using user-generated content. Even a few small changes can help you stand out and connect with more people who are ready to work with you.
This guide is here to help you use real feedback and stories in your marketing, so you can show what makes your business different and worth choosing.
Here’s a sneak peek at what you’ll find inside:
- The hashtag shortcut that gets your audience excited to join in
- A review placement tip that makes your best results pop out
- How a simple contest can fill your inbox with stories worth sharing
- The popup tweak that makes your business look more trustworthy right away
- Ways to connect with micro-influencers for content your clients will actually care about
Want to see how real feedback can help your business grow? Let’s get started...
Want to get all your marketing and funnel work done—without the headaches of hiring a team? Download our free guide: 33 Marketing Projects You Can Delegate to Growbo and discover how to save 100+ hours a month, grow faster, and scale without the overhead.
UGC Content Idea #1: Running a Hashtag Campaign on Social Media to Drive User-Generated Content
User-generated content campaigns on social media start with a strong hashtag strategy. Many agencies struggle to collect authentic content because they use generic hashtags or don’t give users a clear reason to participate. A well-designed hashtag campaign collects more usable content and builds a sense of community around your brand.
Your clients want results they can see. A branded hashtag gives your audience a simple way to share their experiences and lets you track every submission. According to a study, by 2033, 78% of all online content will be user-generated, making hashtag campaigns a must-have for agencies that need trust and engagement. For example, a SaaS agency recently launched a #SaaSWin campaign, inviting clients to post screenshots of their best results using the agency’s onboarding system. This led to dozens of new leads in a single week.
Unlike standard methods, a focused hashtag campaign uses clear incentives, active moderation, and cross-channel promotion to get real participation. When you make it easy and rewarding for users, you get more content and better stories to show future leads.
Step-by-Step: Launching a High-Impact Hashtag Campaign
- Set your campaign goals and target audience. Decide whether you want testimonials, product photos, or stories. Know who you’re trying to reach.
- Create a unique, branded hashtag. Make it short, memorable, and relevant to your brand or campaign.
- Promote your hashtag everywhere. Announce it in emails, on your website, and across all social channels. Explain what users should share and what’s in it for them.
- Incentivize participation. Offer a small prize, discount, or feature for the best submissions.
- Monitor and engage. Like, comment, and share user posts. This keeps the momentum going and encourages more people to join.
- Curate and display the best UGC. Showcase top submissions on your website, in ads, or on social feeds to maximize impact.
Common Mistake to Avoid
- Using hashtags that are too broad or already in use by unrelated brands.
- Failing to explain the campaign clearly, which leads to low engagement.
Statistical Spotlight
- By 2033, 78% of online content will be user-generated according to Linearity.io.
Measurement Tips
- Track the number of unique posts using your hashtag each week.
- Monitor engagement rates (likes, comments, shares) on hashtagged content.
- Count how many submissions you can use as testimonials or on your website.
KEY INSIGHTS
- Clear, branded hashtags drive more relevant UGC than generic ones.
- Active engagement with participants increases campaign reach and quality.
- Consistent measurement helps you prove ROI to clients and improve future campaigns.
Ready to apply these steps? In the next section, you'll see how to turn customer reviews into conversion powerhouses on your most important pages.
UGC Content Idea #2: Adding Customer Reviews to Product or Service Pages for Lead Generation
Customer reviews are a cornerstone of user-generated content for agencies and service providers. Adding fresh, relevant reviews directly to your most important pages gives prospects the proof they need to act. A Shorstack shows that 79% of consumers say UGC impacts their purchasing decisions, whereas only 13% believe branded content has the same impact. For example, a B2B marketing agency started placing client testimonials with project outcomes on its service pages, resulting in a 22% increase in consultation requests.
Many agencies let reviews collect dust in hidden sections or only ask for feedback when a client remembers. Instead, build review collection into your project wrap-up process and display them where they matter most. This ensures every visitor sees proof of your results, not just a generic promise.
To make reviews work for you, prioritize recency and relevance. Prospects are more likely to trust testimonials that mention specific services, outcomes, and dates. This keeps your content credible and actionable.
Do This / Not That: Review Placement and Collection
- Do This: Request reviews after positive experiences/Not That: Wait for reviews to appear on their own
- Do This: Feature fresh, relevant reviews on key pages/Not That: Hide or neglect reviews
- Do This: Respond to all reviews, positive and negative/Not That: Ignore or delete negative feedback
Common Mistakes to Avoid
- Burying reviews on secondary pages or leaving them outdated.
- Failing to respond to negative feedback, which can erode trust.
Measurement Tips
- Track conversion rates before and after adding reviews to main pages.
- Monitor which reviews drive the most clicks or inquiries.
- Count the number of new reviews collected each month.
KEY INSIGHTS
- Reviews with specific outcomes and dates build more trust than generic praise.
- Timely responses to all feedback show transparency and care.
- Strategic placement of reviews increases lead form submissions.
How could your agency use reviews to guide more prospects to action? Next, learn how hosting a simple UGC contest can rapidly grow your email list and content library.
UGC Content Idea #3: Hosting a Simple UGC Contest to Grow Your List and Library
Hosting a user-generated content contest is a proven way to spark engagement and collect valuable content for future campaigns. Contests work because they tap into your audience’s competitive spirit and reward creativity. For agencies, this means a steady stream of fresh testimonials, photos, or case stories that can be repurposed on websites, emails, and social posts.
Standard advice often overlooks the importance of structure and follow-up. Without clear rules and a plan for using submissions, many contests fizzle out or fail to deliver measurable results. Instead, you should make entry simple, set a specific prize, and highlight winning entries to motivate participation.
To maximize results, run short contests (2-4 weeks) and require email sign-up for entry. This not only builds your list but also ensures you can follow up with participants.
Quick Guide: Running a UGC Contest
- Pick a theme and entry type (photo, story, video).
- Set clear rules and a prize that fits your audience.
- Promote across all channels and collect entries via email or form.
- Choose winners and announce them publicly.
- Showcase top entries on your site and social feeds.
Common Mistake to Avoid
- Making entry requirements too complex or unclear.
- Not promoting the contest enough, leading to low participation.
Statistical Spotlight
- Word-of-mouth leads to almost 5 times more sales than paid advertisements. (WiserNotify).
Measurement Tips
- Count new email sign-ups during the contest period.
- Track the number of quality submissions received.
- Monitor engagement on posts featuring contest entries.
KEY INSIGHTS
- Simple, well-promoted contests generate more usable content.
- Requiring email sign-up turns participants into leads.
- Publicly celebrating winners encourages ongoing engagement.
If you’re ready to boost credibility even further, the next section covers how to display UGC in real-time for instant trust.
UGC Content Idea #4: Displaying UGC in Popups or Social Proof Bars for Instant Credibility
Displaying user-generated content in popups or social proof bars can quickly build trust with new visitors. Agencies that only rely on static testimonials or portfolio pages miss out on the power of real-time proof. Social proof bars show prospects that others are taking action right now, which can nudge them to do the same.
Instant credibility comes from showing real customer actions, such as recent purchases, sign-ups, or reviews. Whop reported that UGC based ads received 4x higher click-through rates versus traditional ads. This makes dynamic UGC placement an efficient strategy for agencies looking to increase conversions.
Unlike passive displays, popups and bars can be timed or triggered based on user behavior, making them more relevant and less intrusive.
Tips for Effective UGC Popups and Proof Bars
- Display only recent, relevant actions (last 30 days).
- Limit the frequency to avoid overwhelming visitors.
- Use clear, concise language ('Alex from Sydney just signed up').
Common Mistake to Avoid
- Overloading the site with too many popups, which can hurt user experience.
- Using outdated or generic messages that don’t feel authentic.
Measurement Tips
- Track click-through rates on popups and bars.
- Monitor conversion rates before and after adding social proof elements.
- Analyze bounce rates to ensure popups aren’t driving visitors away.
KEY INSIGHTS
- Real-time UGC builds urgency and trust faster than static testimonials.
- Careful timing and relevance are key to effectiveness.
- Dynamic social proof can lower ad costs and increase lead generation.
Looking for more ways to boost engagement? Next, let’s see how you can use customer photos in your email campaigns.
UGC Content Idea #5: Featuring Customer Photos in Email Campaigns for Higher Engagement
Customer photos are a powerful form of user-generated content that can make your email campaigns more relatable and trustworthy. When recipients see real people using your service or product, they’re more likely to click and interact. UGC in emails can enhance blog engagement by 50% and make content 2.5 times more shareable, according to Flockler.
Most agencies miss this opportunity by relying on stock images or generic graphics. Instead, you should actively request photos from satisfied clients and highlight them in newsletters or drip campaigns. Featuring a new customer each month keeps your content fresh and gives your audience a reason to keep opening your emails.
For best results, set clear guidelines for photo quality and ask for a short caption or testimonial to accompany each image. This ensures every feature is both attractive and persuasive.
Best Practices for UGC Email Features
- Ask for high-resolution, well-lit photos.
- Include a short story or quote with each image.
- Rotate featured customers regularly to keep content fresh.
Common Mistake to Avoid
- Using blurry or off-brand images that reduce credibility.
- Failing to get permission to share customer photos.
Measurement Tips
- Compare open and click rates before and after adding UGC.
- Track which featured photos drive the most responses.
- Monitor social shares of email content featuring UGC.
KEY INSIGHTS
- Authentic customer photos outperform stock images in engagement.
- Personalized features keep subscribers interested and returning.
- Consistent use of UGC in emails builds a stronger brand community.
What’s your next move? The following section will show how to incorporate UGC into live events for even deeper audience connection.
UGC Content Idea #6: Incorporating UGC in Webinars or Live Q&As for Deeper Audience Connection
User-generated content in webinars and live Q&As can turn passive viewers into active participants. Agencies that only rely on scripted presentations often miss the chance to build trust and engagement with their audience. By sharing real customer stories, questions, and testimonials during live events, you create a two-way conversation that feels authentic and memorable.
Research shows that user-generated videos on YouTube receive 10 x more views than brand-produced videos. This means that featuring genuine voices in your webinars can boost both attendance and lead quality. The key is to plan ahead and invite participation throughout the event.
For best results, collect stories or questions before the event and encourage live submissions as you go. This keeps your content fresh and ensures every attendee feels heard.
Step-by-Step: Making UGC Part of Your Next Webinar
- Gather UGC in advance. Ask for customer questions, case stories, or testimonials during your event promotion.
- Integrate UGC into your agenda. Plan to highlight user stories at key moments, such as during Q&A or topic transitions.
- Encourage live participation. Use chat features or polls to invite new questions and feedback in real time.
- Follow up after the event. Share highlights, quotes, or clips featuring your audience’s contributions to keep the momentum going.
Common Mistake to Avoid
- Failing to credit contributors, which can discourage future participation.
- Letting the event become a one-way lecture instead of a conversation.
Measurement Tips
- Track webinar sign-ups and attendance rates before and after adding UGC elements.
- Monitor engagement metrics, such as chat activity or poll responses.
- Count how many audience-submitted questions or stories are used during the event.
KEY INSIGHTS
- UGC makes webinars more interactive and relatable.
- Audience participation increases when you feature real voices and stories.
- Post-event follow-up with UGC keeps your brand top-of-mind and builds loyalty.
Want to expand your reach? The next section explains how micro-influencers can help you collect high-quality UGC for niche audiences.
UGC Content Idea #7: Partnering with Micro-Influencers to Source Targeted UGC
Partnering with micro-influencers is a tactical way for agencies to access authentic user-generated content from highly engaged, niche communities. Unlike larger influencers, micro-influencers (typically 1,000–50,000 followers) have closer relationships with their audience and often drive higher engagement rates. UGC generated through these partnerships feels more genuine and is more likely to resonate with your target clients.
According to CrowdRiff, UGC is perceived as being more authentic and more trustworthy. In fact, it’s been found to be 20% more influential than branded content alone. This approach gives agencies a scalable way to showcase real customer experiences while also tapping into new markets.
To get the most from these partnerships, develop clear guidelines for content, track results, and build long-term relationships with your chosen micro-influencers.
Quick Guide: Collaborating with Micro-Influencers
- Identify relevant micro-influencers. Look for those whose audience matches your clients’ ideal customers.
- Set clear expectations. Provide a brief that outlines content style, messaging, and usage rights.
- Facilitate easy content creation. Offer product samples, access to services, or exclusive experiences to inspire authentic posts.
- Share and credit influencer UGC. Feature their content on your website, social media, and email campaigns.
- Track performance. Use unique links or codes to measure engagement and lead generation from each influencer’s UGC.
Common Mistake to Avoid
- Not tracking which influencer posts drive leads or conversions.
- Choosing influencers based only on follower count, not audience relevance.
Measurement Tips
- Monitor traffic and conversion rates from influencer-specific links or codes.
- Track engagement on shared UGC across your channels.
- Evaluate the long-term relationship value with each influencer.
KEY INSIGHTS
- Micro-influencers provide more authentic, targeted UGC than larger creators.
- Clear guidelines and tracking are essential for measuring ROI.
- Long-term partnerships yield better content and stronger brand trust.
How could a micro-influencer campaign amplify your agency’s client results? Consider which audiences you want to reach and start building those connections now.
Quick Recap & Next Steps
KEY INSIGHTS
- Use branded hashtag campaigns and targeted contests to collect high-quality UGC quickly.
- Feature reviews, photos, and stories in multiple formats—on your site, in emails, and during live events—for maximum impact.
- Partner with micro-influencers and always measure results to prove ROI to clients.
Ready to put these strategies to work? Start by choosing one tactic from above and set a simple goal for the next 30 days. If you have questions or want tailored advice for your agency, reach out to our team or share your experience in the comments below. Let’s help your agency grow with user-generated content that delivers real results.
Want to get all your marketing and funnel work done—without the headaches of hiring a team? Download our free guide: 33 Marketing Projects You Can Delegate to Growbo and discover how to save 100+ hours a month, grow faster, and scale without the overhead.
Conclusion
Trust is built on real stories, not just promises. When you use feedback and photos from your customers, your marketing feels more personal—and a lot less overwhelming. Even small steps, like sharing a new review or running a hashtag challenge, can help you stand out in a real way.
Getting started is simple. Try adding a fresh testimonial to your homepage or inviting your audience to join a hashtag campaign. These small actions make your brand more approachable and help new leads feel comfortable reaching out.
For more content marketing strategies, please check our article here.
KEY INSIGHTS
- Highlight customer stories with hashtags, reviews, or photos to build trust.
- Keep your main pages updated with recent, authentic testimonials.
- Experiment with contests or micro-influencer partnerships to gather new content.
You don’t have to handle it all alone. Growbo offers a simple way to get started—for just $7, you get a full week of on-demand marketing support. Our team can plan and post for you, so you can focus on what you do best. Try Growbo today and see how easy it is to bring your marketing ideas to life.
If you’d like to talk through your marketing goals or see how Growbo can help, book a call with our team. We’re here to help you every step of the way.
Have a question or a story to share? Leave a comment below—your experience could help someone else take their next step, too.
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3. https://gleam.io/giveaways/eUdF7
4. https://www.growbo.com
5. https://reallygoodemails.com/emails/curated-by-general-assembly-a-beautiful-collection-of-free-high-res-unsplash-photos
6. https://brands.joinstatus.com/how-to-drive-sales-with-user-generated-content-ty?submissionGuid=21f0ad21-4f56-44b9-a848-b93c13f368ff
7. https://inbeat.agency/ugc-agency
