13 User-Generated Content: Fuel Your Brand's Growth
Want your online store to sell while you sleep? User-generated content (UGC) isn't just nice to have—it's your most powerful sales tool.
We've all been there. You're about to buy something online but pause. "Is this really worth it? Will it actually work for me?" Then you spot a review from someone just like you, maybe with a photo showing the product in real life. Suddenly, you're reaching for your credit card.
That's the magic of letting your customers sell for you.
I've helped hundreds of store owners harness this power. Last month, a small skincare brand went from barely breaking even to selling out their new serum in 48 hours—all because they added before-and-after photos from real customers.
The truth is, shoppers don't trust slick marketing anymore. They trust each other. 93% of people now check reviews before buying anything online, and they're four times more likely to purchase when they see the product being used by someone like them.
In this guide, you'll discover:
- The golden-hour timing that triples your review response rate
- A checkout page trick that slashes cart abandonment overnight
- The five-minute reward system that keeps customer photos flowing in daily
- Where to showcase UGC for maximum emotional impact
- How to build a customer community that markets your products for you
The stores crushing their sales goals aren't spending more on ads—they're amplifying customer voices. Let's show you how to join them...
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 Trick #1: Ask for Reviews After Every Purchase
User-generated reviews are essential for ecommerce brands aiming to build credibility and trust. When your buyers see authentic feedback from real customers, they're more likely to feel confident about making a purchase. Studies show that more than 93% of shoppers read online reviews before buying.
Many ecommerce stores miss out on valuable reviews simply because they don't make it easy for customers to leave feedback. Automated review requests, sent right after a customer receives their order, can dramatically increase response rates and help you gather more social proof over time. These reviews not only influence new buyers but also provide insights into what your customers love or want improved.
Instead of relying on a few testimonials, a steady stream of up-to-date reviews shows that your business is active and responsive. This ongoing feedback loop keeps your product pages fresh and signals to potential buyers that you're committed to customer satisfaction.
Quick Guide
- Set up automated emails or SMS messages to go out within 2-3 days after delivery.
- Personalize each message with the customer's name and the specific product they purchased.
- Include a direct link to your review form to reduce friction.
- Offer a small incentive, like a discount code or loyalty points, to encourage participation.
Statistical Spotlight
According to BrightLocal, 49% of consumers trust reviews as much as personal recommendations from friends or family.
KEY INSIGHTS
- Automated review requests boost response rates and keep your feedback current.
- Personalization and incentives increase the likelihood of customers leaving reviews.
- Prompt timing is critical for maximizing participation and accuracy.
As you start collecting more visual content from your happy customers, the next section will show you how to showcase these photos and videos for even greater impact.
UGC Trick #2: Show Off Customer Photos and Videos
Customer photos and videos are some of the most persuasive types of user-generated content for ecommerce brands. When shoppers see real people using your products, it builds instant credibility and helps them picture themselves as satisfied customers. According to consumer insights, 77% of consumers say authentic customer photos influence their purchase decisions.
Many brands make the mistake of relying solely on professional product images. While polished visuals are important, they can lack the trust and relatability that real customer content provides. Showcasing UGC on your product pages, in social feeds, and through galleries helps bridge this gap and increases engagement.
To get more visual UGC, encourage customers to use a branded hashtag or submit their photos and videos directly after purchase. Highlighting these visuals not only rewards your loyal fans but also inspires new buyers to contribute.
Quick Guide
- Add customer photos to product pages and create dedicated UGC galleries.
- Promote a branded hashtag in your packaging and post-purchase emails.
- Regularly feature customer visuals on your social media channels.
Statistical Spotlight
According to Stackla, 79% of people say UGC highly impacts their purchasing decisions.
KEY INSIGHTS
- Visual UGC builds trust and increases conversion rates.
- Branded hashtags and direct requests boost submissions.
- Placement matters; put customer photos front and center for maximum impact.
Next, explore how running a story-sharing campaign can deepen customer engagement and create even more compelling content.
UGC Trick #3: Run a "Share Your Story" Campaign
Story-driven user-generated content lets your customers share how your products fit into their real lives. These stories are more than testimonials; they offer context, emotion, and unique perspectives that resonate with future buyers. When brands invite customers to share their stories, they often see higher engagement and loyalty.
Traditional testimonial requests can fall flat because they feel transactional. Instead, a well-designed story campaign asks open-ended questions and encourages creativity. This approach surfaces memorable moments and authentic experiences, which are far more persuasive than generic praise.
To launch a successful campaign, promote it across your channels and offer a clear prompt, such as "Tell us how our product made a difference in your day." Feature the best stories on your site, in emails, and on social media.
Case Example
One fitness apparel brand saw a 30% increase in social engagement after launching a monthly "Share Your Journey" contest, where customers posted workout stories for a chance to be featured.
Quick Guide
- Pick a theme or prompt that fits your audience.
- Promote the campaign in emails, on your website, and through social media.
- Showcase selected stories with customer permission.
KEY INSIGHTS
- Story campaigns create deeper emotional connections than simple testimonials.
- Open-ended prompts encourage more authentic, memorable submissions.
- Featuring customer stories builds loyalty and inspires others to participate.
Up next, see how rewarding UGC with loyalty points or discounts can motivate even more participation and repeat business.
UGC Trick #4: Reward UGC with Loyalty Points or Discounts
Loyalty incentives are a powerful lever for encouraging user-generated content. When you offer points, discounts, or exclusive perks for submitting reviews, photos, or referrals, you turn passive customers into active brand advocates. Hubspot statistics show that 70% of loyalty program members are more likely to recommend a brand to others.
Many ecommerce brands miss this opportunity by only rewarding purchases, not content contributions. By expanding your rewards program to include UGC, you create a steady pipeline of fresh content and boost repeat sales.
Be transparent about how customers can earn and redeem rewards. Make the process simple and clearly communicate the value of participation.
Quick Guide
- Update your loyalty program to reward content submissions (reviews, photos, referrals).
- Promote the new earning options in your post-purchase emails and on your website.
- Track participation and highlight top contributors to encourage ongoing engagement.
KEY INSIGHTS
- Rewarding UGC drives more content and increases repeat business.
- Clear communication and simple redemption are crucial for success.
- UGC incentives turn customers into ongoing advocates, not just buyers.
Next, see how social media ads powered by UGC can boost your brand's credibility and reach.
UGC Trick #5: Use UGC in Your Social Media Ads
User-generated content in social media advertising gives your brand a boost in authenticity and trust. When potential buyers see real customers featured in ads, they're more likely to pay attention and believe the message. Study shows that ads featuring UGC get 4x higher click-through rates than traditional ads.
Many brands overlook the value of integrating UGC into ads, relying instead on polished visuals that can seem distant or staged. Featuring real customer photos, quotes, or short videos in your paid campaigns helps you stand out and builds a stronger emotional connection.
Always get permission before using customer content in ads, and rotate creative frequently to keep campaigns fresh and relevant.
Decision Table
- Do This: Use authentic, high-quality customer images | Not That: Rely only on generic stock photos
- Do This: Rotate UGC content to keep ads fresh | Not That: Use the same testimonial repeatedly
- Do This: Highlight diverse experiences and voices | Not That: Feature only one type of customer
KEY INSIGHTS
- UGC in ads increases trust and click-through rates.
- Authenticity and diversity in content selection are essential.
- Regularly update ad creative for ongoing performance.
In the next section, learn how adding UGC to checkout and thank you pages can help you seal the deal and encourage more post-purchase engagement.
UGC Trick #6: Put UGC on Checkout and Thank You Pages
User-generated content on your checkout and thank you pages can be a powerful trust builder for ecommerce brands. When buyers see authentic customer reviews or photos right before or after their purchase, it reassures them that others have had positive experiences. Shoppers say that seeing reviews at checkout makes them more likely to complete a purchase.
Many stores overlook this opportunity, focusing only on product pages. But adding UGC at these conversion-critical moments can reduce cart abandonment and encourage new buyers to share their own feedback after checkout.
Feature a rotating set of recent reviews or a gallery of happy customer photos. This keeps your checkout experience fresh and engaging, while also prompting new customers to contribute.
Quick Guide
- Add a review widget or carousel to your checkout page.
- Showcase real customer photos on the thank you page with a call-to-action to share their own.
- Update featured content monthly for relevance and authenticity.
KEY INSIGHTS
- UGC at checkout increases confidence and completion rates.
- Rotating content keeps the experience fresh and relevant.
- Prompting feedback post-purchase creates a cycle of engagement.
Next, learn how to activate your most passionate fans and micro-influencers to generate even more credible UGC.
UGC Trick #7: Work with Micro-Influencers and Loyal Fans
Micro-influencers and loyal customers are some of the most credible sources of user-generated content for ecommerce brands. These individuals have small but highly engaged audiences and bring a level of authenticity that paid influencers or ads can’t match. According to statistics, campaigns with micro-influencers deliver 60% higher engagement rates than those with larger influencers.
Traditional influencer campaigns can feel scripted or out of touch for many shoppers. By contrast, content from real fans and micro-influencers feels genuine and relatable, which increases trust and purchase intent.
Reach out to customers who already love your brand. Offer them early access, special discounts, or free products in exchange for sharing their honest experiences and tagging your brand.
Quick Guide
- Identify top fans from your customer base or social followers.
- Send personalized invitations to participate in your UGC program.
- Provide clear guidelines and incentives for content creation.
KEY INSIGHTS
- Micro-influencers drive higher engagement and trust than larger influencers.
- Personal outreach and incentives spark more authentic UGC.
- Targeted activation multiplies your brand's reach in a credible way.
In the next section, see how building a customer community can create a self-sustaining engine for ongoing UGC and deeper brand loyalty.
UGC Trick #8: Build a Customer Community
Customer communities, such as Facebook Groups or Discord channels, give your buyers a space to connect, share tips, and celebrate their purchases. These communities foster ongoing engagement and naturally generate user-generated content, from product discussions to unboxing photos.
Many ecommerce brands struggle to keep customers engaged after the initial sale. A thriving community solves this by providing value beyond the transaction, building loyalty and advocacy over time.
Encourage participation with regular prompts, exclusive content, and recognition for top contributors. Over time, your community becomes a self-sustaining source of ideas, feedback, and authentic content.
Quick Guide
- Choose a platform that matches your audience's preferences (e.g., Facebook, Discord).
- Set clear community guidelines and appoint moderators to keep discussions positive.
- Host monthly challenges or Q&A sessions to spark engagement.
KEY INSIGHTS
- Communities create ongoing engagement and a steady stream of UGC.
- Regular interaction and recognition keep members active and loyal.
- Community-driven content is more diverse and sustainable than brand-only campaigns.
Next, discover how to make your UGC shoppable and turn customer content directly into sales.
UGC Trick #9: Make UGC Shoppable
Shoppable user-generated content lets your ecommerce shoppers buy products directly from customer photos and videos. This approach streamlines the path to purchase and leverages authentic endorsements at the decision moment. A marketing trend shows that shoppable content increases conversion rates by up to 30% for brands that implement it.
Traditional product galleries can feel static and disconnected from real-life usage. By making UGC shoppable, you create an interactive shopping experience that puts real customer stories at the center of your sales process. This not only drives more purchases but also encourages more users to submit their own content.
To get started, use tools that allow you to tag products in customer images or videos and feature these on your homepage or product pages. Make sure each piece of content is linked to the relevant product page for a seamless experience.
Quick Guide
- Choose a shoppable content tool compatible with your ecommerce platform.
- Tag products in customer-submitted photos and videos.
- Feature shoppable UGC on high-traffic pages and in email campaigns.
KEY INSIGHTS
- Shoppable UGC shortens the purchase journey and boosts conversions.
- Tagging and linking must be accurate for the best results.
- Regularly refresh featured UGC to keep shoppers engaged.
Next, discover how unboxing and how-to videos can educate and excite your audience.
UGC Trick #10: Share Unboxing and How-To Videos
Unboxing and how-to videos are powerful forms of user-generated content because they show real customers interacting with your products. These videos answer common questions, set expectations, and build anticipation for new buyers. According to HubSpot, 62% of consumers prefer to watch a video before making a purchase.
Brands that rely only on written instructions or staged demos miss an opportunity to connect with shoppers in a more authentic way. Unboxing videos highlight packaging, first impressions, and real reactions, while how-to clips provide valuable usage tips from a customer’s perspective.
Encourage buyers to share their experiences by running contests or offering small rewards for video submissions. Feature the best videos on your product pages, social feeds, and email newsletters.
Quick Guide
- Ask for unboxing or how-to videos in post-purchase emails.
- Provide clear instructions on how to submit or tag videos.
- Showcase standout videos where shoppers will see them most.
KEY INSIGHTS
- Video UGC answers questions and builds excitement.
- Contests and incentives increase participation.
- Strategic placement of videos drives more engagement and sales.
Up next, see how before-and-after results can help shoppers visualize outcomes and build trust.
UGC Trick #11: Highlight Before-and-After Results
Before-and-after user-generated content is especially effective for ecommerce brands in beauty, fitness, and home improvement. These visuals help potential buyers see real-world results, making product claims more believable. According to statistics and marketing trend, 88% of consumers trust recommendations from people they know more than any other marketing channel.
Generic product descriptions often fail to convey true impact. By showcasing actual customer transformations, you give shoppers confidence that your products deliver as promised.
Collect before-and-after photos or stories through email outreach, social campaigns, or on-site forms. Always get permission to share customer images and highlight the most compelling examples on relevant product pages.
Quick Guide
- Request before-and-after photos in follow-up emails or community posts.
- Offer incentives for high-quality submissions.
- Display selected results prominently on product pages and in marketing materials.
KEY INSIGHTS
- Before-and-after UGC makes product benefits tangible.
- Strategic outreach and incentives improve submission rates.
- Authenticity in presentation increases trust and conversions.
Ready to keep your content pipeline full? The next section covers how to collect customer Q&A and tips to support and educate your buyers.
UGC Trick #12: Collect Customer Q&A and Tips
Customer Q&A and tips provide ecommerce brands with an organic way to address shopper questions and reduce purchase hesitation. When potential buyers see real users answering questions or offering advice, it builds trust and speeds up decision-making. Shoppers are more likely to buy from sites with a robust Q&A section.
Many brands rely solely on FAQ pages or customer support teams, but these approaches can feel impersonal or incomplete. By enabling customers to answer each other’s questions, you create a living resource that evolves with your audience’s needs. This approach also lessens the burden on your support team and makes your product pages more interactive.
To implement a Q&A feature, use a platform that allows real-time responses and moderation. Regularly highlight the most helpful answers and tips on your product pages, and acknowledge top contributors to encourage ongoing participation.
Quick Guide
- Add a Q&A widget to your product pages.
- Encourage customers to share their own tips and experiences.
- Moderate for accuracy and highlight valuable answers weekly.
KEY INSIGHTS
- Peer-to-peer Q&A increases buyer confidence and reduces support workload.
- Active moderation ensures accuracy and ongoing engagement.
- Highlighting top tips creates a sense of community expertise.
Finally, see how integrating UGC into your email newsletters can keep your audience engaged and inspire new content submissions.
UGC Trick #13: Use UGC in Email Newsletters
UGC in email newsletters brings your community’s voice directly to your subscribers’ inboxes. Featuring customer reviews, photos, or stories in your emails makes your campaigns more relatable and increases click-through rates. According to Campaign Monitor, emails with UGC see a 43% higher click-through rate than those without.
Brands that only share promotions or product updates in their newsletters risk losing engagement over time. By including authentic customer content, you create a two-way conversation and encourage more readers to participate.
To get started, choose a recent review, photo, or Q&A highlight to feature in each newsletter. Invite subscribers to submit their own content for a chance to be featured, and always credit contributors by name or social handle.
Quick Guide
- Pick 1-2 standout pieces of UGC for each newsletter.
- Use clear calls-to-action inviting more submissions.
- Track engagement and adjust content based on what resonates most.
KEY INSIGHTS
- UGC in newsletters increases engagement and click-through rates.
- Featuring community voices inspires more submissions and loyalty.
- Tracking engagement helps refine your content strategy over time.
What types of UGC have worked best for your brand? Share your experiences or questions below to help others in the community grow.
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
You know what makes online stores successful? It's not big ad budgets. It's letting happy customers do the talking.
When real people share experiences with your products, they create trust that marketing dollars can't buy. Placing this content strategically throughout your customer journey boosts conversion rates significantly.
Here's what you can implement today:
- Send review requests 2-3 days after delivery
- Feature customer photos prominently on product pages
- Create a rewards program for UGC submissions
- Add testimonials to your checkout page
- Build a community where customers share experiences
Looking at this list and thinking "who has time for all this?" I hear you. Most store owners are already wearing too many hats.
That's why we created Growbo - to handle these marketing tasks for you. Experience our full service and see what it's like to have experts implement these UGC strategies while you focus on running your business.
Not sure which UGC strategy is right for your specific business? Schedule a call with our team today. We'll analyze your current setup and recommend the exact UGC tactics that will drive the most results for your store.
Imagine submitting a request today and having your UGC collection system ready tomorrow. No hiring, no training - just results.
Which UGC strategy would help your store most? Share below!
Keep Growin', Stay Focused,
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