How to Encourage User Generated Content (UGC) Without Asking Twice

Let's start by looking at a few statistics.

Like 79% of people say user-generated content influences their buying decisions.

Or 64% of marketers use UGC to drive engagement.

And 72% trust brands more when they see positive UGC.

Obviously, having user-generated content as part of your social strategy sounds like an easy win. But the real challenge lies in the execution. 

While it’s easy to dream about all the beautiful photos, glowing reviews, and fun videos your customers will create, getting those pieces of content isn’t always as smooth as it sounds.

You're constantly chasing down customers, asking for permission to use their content. You ask, you remind, and you ask again.

And when you finally get approval, the content is outdated, or, worse, it doesn't align with your current campaign. It feels like a never-ending loop of follow-ups and nudges that turn your inbox into a “to-do” triathlon.

So yeah, gathering UGC is a lot like fishing in a lake with a tiny net. It requires a little patience, persistence, and some luck. But don’t worry, we're here to walk you through it.

What is user generated content?

User generated content (UGC) is exactly what it sounds like, content created by users (aka your customers, followers, or fans). All those awesome photos, reviews, videos, and social media posts your customers share about your product or service. 

Instead of you pushing out fancy ads, user generated content is the content that comes directly from real people who love what you're offering. Whether it’s a photo of your product in action, a heartfelt testimonial, or a creative unboxing video, it’s content that feels authentic and personal.

The best part? User generated content is super effective because it feels real. People trust what other people say way more than what brands say about themselves. It's like hearing a rave review from a friend rather than a salesperson trying to pitch you.

There’s no one like GoPro who can capitalize on user generated content better. They built their brand around it.

Instead of producing traditional ads, they encouraged customers to share their wildest, most epic footage using GoPro cameras. From skydiving, surfing, and skateboarding stunts, real users became the stars of GoPro’s marketing.

They ran campaigns like the “GoPro Awards,” where users could submit their best clips for a chance to get featured and even win prizes. Not only did this flood GoPro with an endless stream of jaw-dropping content, but it also built a massive, loyal community of creators.

The result? GoPro became synonymous with action and adventure and they barely had to say it themselves.

Who can benefit the most from user generated content?

Short answer? Pretty much everyone. But let’s break it down:

1. New brands trying to get noticed

When you're just starting out, you usually aren't buried in budget. But you do have your first customers who, if treated right, can become your loudest hype crew.

Every unboxing video, Instagram Story, or tweet is free word-of-mouth. You go from “never heard of it” to “wait, I just saw someone post about that!” real quick.

2. Challenger brands trying to build a community

You've got a cool product and a bold mission but you're in a crowded market. UGC is your secret sauce to creating a movement, not just a marketing campaign.

Think Glossier, Fenty Beauty, or Oatly. Brands that didn’t just sell something, they built a lifestyle. Their customers weren’t just buying, they were sharing.

3. Enterprise brands that want to stay human

Big brands sometimes feel...well, big. And polished. And distant.

But sprinkle in some UGC, real people using your product in real life and suddenly you're back in the conversation.

Starbucks, Apple, and Coca-Cola regularly tap into user content to remind us they are more than logos, they're part of our everyday lives.

4. Lifestyle, fashion & DTC brands

If your product is Instagrammable, UGC should be your bread and butter. From indie candle shops to fitness gear to sneaker drops, every customer post is a chance to showcase your product in the wild, no studio lighting needed.

5. B2B brands looking to build trust

Yep, even in B2B, UGC has a place. Think testimonials, case studies, or even LinkedIn shoutouts from happy clients or users.

When someone posts “Our team just crushed it using [your tool]!”, that’s UGC gold. Brands like Notion and Airtable thrive on this. Their users aren’t just customers, they’re evangelists.

6. Niche brands with tight-knit audiences

Running a niche biz like ethical pet toys, eco-friendly home goods, or luxury knitting kits? User generated content is your way to show off the real-life joy your products bring.

In tight communities, a single piece of UGC can ripple through word-of-mouth faster than any paid ad ever could.

No matter your size, industry, or audience, if people love what you offer, they’re probably already talking about it. User generated content just helps you amplify that love.

Now, let’s shift gears and drive to the main lane.

10 ways to encourage user generated content without asking twice

1. Create a branded hashtag that feels natural

The goal? Make it feel like something people want to use, not like homework. A great branded hashtag is short, memorable, and blends seamlessly into people’s posts.

Nike’s #JustDoIt isn’t just a slogan. It’s a tag used in millions of motivational gym selfies, running stories, and workout wins. It gives people a way to be part of a global community and get noticed by the brand.

Your move: Brainstorm a hashtag that sounds like part of your customer’s caption. Something like #StyledIn[YourBrand] or #[Brand]InRealLife.

2. Turn customers into the heroes of your story

Your feed doesn’t always have to be pro-shot and polished. Some of your best content is already being created by your customers, you just need to celebrate it.

Glossier built their entire aesthetic around their users. They often repost selfies, routines, and reviews from everyday people. Not models. Not influencers. Real fans. And the result? More people tag Glossier, hoping to be featured too.

Your move: Start a “Fan Friday” or “Community Spotlight” where you highlight customer content regularly. When people see others getting love, they’ll want to join the party.

3. Design more share-worthy moments into your product

People love sharing cool-looking stuff. So… make your product, packaging, or experience irresistibly postable.

Apple’s unboxing experience is practically a marketing campaign on its own. That sleek packaging? The satisfying peel of the screen protector? People can’t not post it. 

Your move: Add small details that spark delight. Whether it’s a quirky message inside your box, a free sticker, or a bold product design. Turn your product into the main character.

4. Build a community, not just a customer base

User generated content thrives in spaces where people feel like they belong. Your goal? Create a vibe where customers feel like insiders, not just buyers.

LEGO Ideas lets fans submit their own set designs, vote on them, and even get them made. Suddenly, customers aren’t just building with LEGOs. They are shaping the brand.

Your move: Start a private group, Discord channel, or community hashtag where your most engaged customers can connect. Give them early access, sneak peeks, or a say in what comes next.

5. Run low-lift contests or challenges

Contests don’t have to be big-budget giveaways. Even simple challenges can drive tons of participation, especially if they’re fun and easy to join.

Starbucks’ infamous #RedCupContest encouraged fans to decorate their holiday cups and share them. The winners got their designs printed on real cups, hello, incentive! It went viral without Starbucks begging anyone.

Your move: Keep it simple. Ask customers to share a creative use of your product or their daily routine with it. Offer a small reward or just the chance to be featured.

6. Show you're listening

When someone tags you and you respond, even with just a “🔥” or “We love this!”, they feel seen. And people who feel seen are way more likely to engage again.

Duolingo’s TikTok team replies to comments, shares user generated skits, and even stitches user videos. It’s playful, responsive, and makes the brand feel more like a friend than an app.

Your move: Treat your comment section like a convo, not a billboard. Like posts, reply to tags, and celebrate every bit of UGC that comes your way.

7. Offer templates or prompts

Some customers want to post, but they don’t know how. That’s where you come in, give them a little creative nudge.

Canva often shares ready-to-edit templates. So even if you aren't a designer, you can still share something slick with their brand tied in.

Your move: Create fill-in-the-blank prompts like “My go-to [product] hack is ______” or design templates your customers can easily screenshot, edit, and share.

8. Turn reviews into a UGC goldmine

Reviews are the OG UGC, especially when they include photos or videos. These can be repurposed everywhere from your website to ads to social media.

Amazon, the multi-vendor marketplace platform, does this best. Scroll through any product and you’ll see dozens of user photos, helping buyers make confident choices and helping the brand not have to create all the content themselves.

Your move: Ask for reviews with visuals. Add a line like “Snap a pic with your review. We love to feature our fans!”

9. Make it easy to tag or mention you

If people can’t remember your handle or hashtag, they won’t tag you. And if your brand name has 14 underscores and two digits, you’re making it harder than it needs to be.

@WarbyParker has one clean handle across platforms. When customers try on glasses and post a selfie, they can tag the brand effortlessly. It keeps the loop going.

Your move: Keep your handle simple and consistent. Add it clearly to packaging, receipts, thank-you emails, anywhere a customer might look when they are about to share.

10. Celebrate your customers publicly

If customers feel there’s a chance they’ll be featured, they’re more likely to post. And not just post, post good content.

Alo Yoga is a pro at this. Their Instagram feed regularly features real customers and creators wearing their gear in stunning locations or just vibing at home. The message? 

“You could be next.” It’s aspirational and achievable and it encourages users to tag them in hopes of being spotlighted.

Your move: Shout out to your users regularly. Whether it's on social media, in an email, or even on your product page. Turn your customers into your brand’s best models.

Conclusion

So now you have got the blueprint: smart, non-pushy ways to spark user-generated content without sending follow ups like  “just checking in.”

But here’s the thing, encouraging UGC is just half the story. The real glow-up happens when you know what’s actually working. 

Which types of posts are blowing up? Which customer stories are converting? And which ones deserve that extra boost?

That’s where Measure Studio steps in.

Track the performance of every user generated post, spot your top creators, and turn fan content into high-performing marketing assets, all without needing a spreadsheet army.

Because if you are putting effort into inspiring great content, you deserve insights that go beyond likes.

Start measuring what matters. Your fans are posting, check your numbers to see which fan is creator-worthy for your brand and amplify it.

Get started with Measure Studio today.

Frequently Asked Questions

Do I need to ask for permission to use someone’s UGC?

Yes, always. Just because someone tags your brand doesn’t mean you can automatically use their content. A quick DM or comment asking for permission (and giving credit!) keeps things respectful and professional.

What kind of UGC works best?

How do I keep track of all the UGC coming in?