User generated content as a marketing engine

Imagine this: a good friend recommends a cozy, local restaurant. A little later, you see a poster advertising that same restaurant on the street. Which one do you trust blindly? Exactly. That's the essence of user-generated content (UGC)It's the modern, digital form of age-old word-of-mouth advertising, but driven by real customers, not marketers.

The power of sincere stories

User-generated content isn't complex marketing jargon. It's simply any content—think photos, videos, reviews, or blog posts—voluntarily and spontaneously created by your customers, fans, or even employees. It's the raw, unfiltered voice of your community explaining why they love your product or service.

Think of it as a true partnership. Instead of a one-way street where you send messages out into the world, you open a dialogue. You give your audience a platform, and they give you authenticity and credibility in return. For SMEs, this is a game changer. It's no longer about who shouts the loudest, but about who can have the most genuine conversations.

The key to successful UGC lies not in controlling the message, but in encouraging spontaneous and simple collaboration. When customers feel valued as partners, they naturally become your most persuasive ambassadors.

And that collaboration doesn't have to be complicated at all. It can be as simple as encouraging customers to share their experiences with a unique hashtag, or prominently featuring customer reviews on your website. The key is to make it as easy as possible and embrace every contribution as a valuable part of your partnership.

Why we simply trust real stories more

The psychology behind UGC is surprisingly simple: we value people's opinions more than brands' rhetoric. Research shows that consumers share content from other users. 2.4 times more authentic Then find content created by a brand itself. That trust is the foundation of every strong customer relationship.

When a potential customer sees a photo of someone genuinely enjoying your product, it has a much greater impact than any perfectly styled advertising photo. This creates social proof: the psychological effect where we mimic the behavior of others to make the right choice. UGC shows that real people are buying, using, and appreciating your product, which removes doubts and makes the step to purchase easier.

From transmitting to co-creating

Traditional marketing was a monologue: the brand spoke, the consumer listened. UGC turns it into a dialogue, a valuable collaboration. For SMEs, which often operate on limited budgets, this offers a wealth of benefits:

• Authenticity builds trust: Real stories from real people are simply more convincing than smooth marketing messages.
• Engagement builds a community: By inviting customers to co-create, you build a loyal community around your brand.
• Simplicity in content creation: Your customers suddenly become your creative partners, which greatly reduces the pressure on your own marketing efforts.

Ultimately, user-generated content is all about a partnership based on mutual respect. You provide a fantastic product and a platform; your customers provide their creativity and trust. Together, you build a brand story that's not just told, but also experienced and shared by the people who truly matter. This makes marketing human, accessible, and—importantly—much more effective.

The strategic benefits of UGC for your business

Leaving your marketing to your customers? It might sound risky, but in practice, it's one of the smartest moves you can make. User-generated content (UGC) is much more than just a collection of fun photos on social media. It's a powerful engine for authentic growth, driven by the people who know your brand best: your own customers.

When you invite customers to share their experiences, they transform from passive consumers into active partners. This collaboration forms the foundation of a modern marketing strategy that revolves around dialogue, not one-sided advertising. The result? An effortless and reciprocal relationship that delivers tangible results.

Increased credibility and authentic trust

In a world overrun with slick advertising, people crave authenticity. And that's exactly what user-generated content delivers. It works as a powerful social proof – social proof – that gives that extra push at crucial moments in the purchasing decision. A hesitant customer is simply more likely to be convinced by a candid photo of a satisfied user than by the most perfect, professional product photo.

The impact of this is enormous. Recent market data shows that integrating real user testimonials and images can significantly increase the trust of online shoppers. 90% can increase. In fact, using UGC videos and photos leads to an average increase in conversions of about 30%. That's a direct boost to your turnover. You can find more details about how Belgian companies are approaching this, for example, on the website of Influencing.

The credibility that UGC builds can't be bought with any marketing budget. It comes directly from your community and builds a solid foundation of trust, essential for any lasting collaboration.

When a customer posts something about your brand, it's much more than just an update. It's a public recommendation, a sign of trust that reaches their entire network. This form of marketing is genuine, scalable, and incredibly effective.

A boost for conversion and online visibility

The trust you build with UGC translates directly into hard cash. Companies that display UGC on their product pages often see a significant increase in conversion rates. Potential customers see the product in a realistic context—used by real people—and that helps them make a more confident decision.

In addition, UGC is a boon for your online visibility. This constant stream of new, relevant content keeps your social media channels vibrant and fuels engagement. The algorithms of platforms like Instagram and Google love this, which gives your organic reach a significant boost. If you understand how to determine your chances of a good ranking in Google, you immediately see the enormous value of this constant stream of authentic content.

Dramatically lower costs for content creation

For many SMEs, creating sufficient, high-quality content is a constant struggle, both in terms of time and budget. User-generated content offers an elegant and extremely cost-effective solution. Essentially, your customers become your creative partners.

This approach significantly reduces the burden on your own marketing department. Instead of constantly having to create and produce content yourself, you can focus on facilitating collaboration and highlighting the best contributions your community has already made for you.

The benefits speak for themselves:

• Endless inspiration: You will have access to a diverse and constant flow of creative ideas and perspectives.
• Budget-friendly: The content is provided for free by enthusiastic customers, which reduces your production costs.
• Time saving: You spend less time creating content and more time on what really matters: building a strong partnership.

By embracing your customers as partners in content creation, you not only build your brand but also optimize your marketing resources in a smart and sustainable way.

Which types of UGC suit your brand?

User-generated content isn't a one-size-fits-all approach. It comes in all shapes and sizes, each with its own unique strengths. The trick isn't to try everything at once, but to find a smart mix that perfectly aligns with your brand and your goals. Think of it as a collaboration: by offering the right channels and formats, you make it as easy and enjoyable as possible for your customers to share their stories.

The choice starts with what you want to achieve. Do you want to demonstrate how your product works in a real, everyday situation? Then visual content like photos and videos are your best friend. Are you looking for in-depth evidence to build trust? Then written reviews and testimonials are indispensable.

Visual content as an authentic showcase

Images speak volumes, and visual UGC truly brings your product or service to life. It shows your offering in action, used by everyday people. This type of content works so well because it immediately strikes an emotional chord with potential customers.

• Instagram photos and reels: This is perhaps the most accessible form. A cosmetics brand, for example, could ask customers to share photos of their makeup look with a unique hashtag.
• TikTok videos: Short, snappy videos are perfect for unboxing experiences, quick how-tos, or creative ways to use your product. A local diner might launch a challenge for the funniest video of their most popular dish.
• YouTube reviews: For products that require a little more explanation, such as tech gadgets or B2B software, in-depth video reviews from users are invaluable.

To encourage this kind of content, make it easy. Create a clear, memorable hashtag and communicate it widely. Give the best contributions a prominent spot on your own channels. That recognition is often the best motivation there is.

Written content for deep trust

While visual content quickly convinces, written content builds deeper and more lasting trust. It gives potential customers the detailed information and reassurance they need to make a decision.

• Reviews on product pages: This is the basics. No less than 72% from the consumers says they trust positive reviews. So, make sure you have a simple review system on your own website.
• Google and Facebook reviews: These are crucial for your local visibility and overall reputation. Actively ask satisfied customers for reviews, for example, with a simple follow-up email after their purchase.
• Blog posts and case studies: Encourage experts or loyal customers to share their experiences extensively. For example, a B2B software company can publish a customer success story, which works as a powerful social proof.

This image perfectly illustrates how you can set up an effective UGC strategy by following the right steps.

The bottom line is clear: a successful approach always starts with clear goals and respectful collaboration with your community.

The choice of a platform naturally depends heavily on your target audience. In Belgium, platforms like Facebook and Instagram played a central role in 2020, especially with younger generations. Instagram was already a goldmine for visual UGC, with more than 3.6 million active Belgian users.

Comparison of UGC types and their impact

To make choosing easier, I've listed the different types of UGC and their strengths. This table will help you determine which type best suits your specific marketing goals.

Each type has its own charm and application. The trick is to choose the right tool for the right job.

The right mix for your marketing goals

Ultimately, the best strategy is a thoughtful combination of different types of UGC. The key is to view your customers as creative partners. Give them the tools and the platform to make their voices heard.

The best UGC strategy doesn't feel like marketing, but like an authentic conversation. It's about building a community where customers feel valued and proud to be part of your story.

Consider the entire customer journey and consider where each type of content can have the greatest impact. An inspiring Instagram photo can spark the initial spark, a detailed review on your website can dispel any remaining doubts, and an unboxing video can confirm the purchase. By combining different formats, you create a rich and credible brand story. Find out more inspiration for your content strategy and discover how to make your brand flourish.

Ready for your first UGC campaign? Here's how to do it

Okay, you're convinced and want to harness the power of your community. Great! A first user-generated content campaign doesn't have to be a massive, complex operation. In fact, the best campaigns often start small. The secret? Think of it as a partnershipYour customers are not an anonymous target group, but creative partners.

The key to success is to keep the barrier to entry as low as possible. It's not about creating a perfect, polished ad. The goal is to spark a genuine conversation. By prioritizing collaboration and simplicity, you create a situation that benefits everyone: customers enjoy sharing their stories, and your brand grows naturally along with them.

What exactly do you want to achieve?

Every successful collaboration starts with a clear goal. So ask yourself: what do I want to achieve with this? A vague wish leads to vague results. Try to make your goal specific and measurable, so it aligns with your company's current needs.

For example, think of goals such as:

• Collecting social proof: You want at least 20 authentic photos from customers using your product, so you can put them on your product pages.
• Create more interaction: You're aiming for 50% more use of your branded hashtag in the coming month.
• Inspiring others: You want to create a series of videos that show customers how they use your product or service in a unique way.

A clear goal not only provides direction, but also makes it much easier to see afterwards what the campaign has actually achieved.

Choose the right channel for collaboration

Where does your online community hang out most? Choosing the right platform is crucial for smooth collaboration. It's best to simply be where the conversations are happening, rather than trying to lure everyone to a new channel.

For an SME, it is smart to focus on one or two channels where you notice that your target group is most active.

• Instagram: Ideal if you have a visual product. A simple photo contest with a unique, memorable hashtag (#JouwBijkMoment) can work wonders.
• TikTok: Perfect for creative, short videos. Think of an unboxing challenge or a before-and-after video.
• Facebook: Still a powerhouse for building a close-knit community. A closed group where customers can share tips and experiences, for example, works very well.
• Google Reviews: A direct and super-effective way to build trust. Simply ask satisfied customers to leave their honest reviews.

The channel you choose also influences the atmosphere of the collaboration. Keep it accessible and capitalize on the behavior your customers already exhibit there.

Make your call clear and irresistible

Have you chosen your goal? Have you decided on a channel? Then it's time to invite your community. Your call to action should be clear, enthusiastic, and above all, very inviting. Avoid complicated rules or a laundry list of requirements; it's all about having fun, and participating should be simple.

The best calls for user-generated content don't feel like a request, but rather an invitation to be part of something special. It's about celebrating the customer, not just promoting the brand.

A good call always contains these elements:

1. What are you asking? Be specific. "Share a photo of your favorite dish using our olive oil" is a thousand times better than "Share your content."
2. How can they participate? Tell them what unique hashtag to use and on which platform you expect the submissions.
3. What do they gain from it? Recognition is the biggest motivator. Promise to feature the best submissions on your website or social media. A small prize or discount can help, but it's certainly not always necessary.

Communicating transparently and respectfully is the foundation. This lays the foundation for a lasting relationship with your community.

Collect the content and appreciate every contribution

Once the first content starts rolling in, the fun part begins: reviewing, selecting, and highlighting the contributions. Treat each submission with respect. Comment on posts, thank participants personally, and always explicitly ask for permission before reusing their photos or videos on your own channels.

This phase is crucial for that sense of partnership. By recognizing the creators and celebrating their work, you show that you genuinely value their contribution. This not only motivates them to participate again in the future, but also inspires others to take the plunge. Developing such a marketing strategy can seem a bit overwhelming at first. Did you know that you can contact the SME portfolio can use to reduce costs?

By following these steps, you're not just launching a campaign. You're starting a dialogue. You're building a community of ambassadors who are proud to be part of your brand story. And that, dear entrepreneur, is the most valuable marketing there is.

Ethics and rules of the game: the basis for good cooperation

A strong strategy with user-generated content (UGC) is about much more than just collecting beautiful photos and videos. The real foundation is mutual respect, trust, and crystal-clear agreements. It may seem like a legal maze, but it boils down to one simple principle: treat your clients' content with the same care as your own work.

Think of it as a true partnership. If someone takes the time to create something about your brand, it's a huge compliment. A good collaboration starts with showing that appreciation and establishing clear ground rules that work for everyone. This not only saves you legal headaches but also strengthens the bond with your community.

Asking permission: the golden rule

The most important rule of UGC is actually very simple: always ask for explicit permission before reusing someone's content on your own channels. A tag or mention is a good sign, but it's not a legal license. It simply shows that someone values your brand.

Fortunately, asking for permission doesn't have to be a complicated or formal process. A friendly, personal approach often works best and immediately builds a strong relationship.

• Send a private message: The most direct and effective way is via a DM on the platform where the content was shared.
• Be specific: Clearly ask what you want to use the content for. For example: "Can we share this beautiful photo on our Instagram feed and the accompanying product page?"
• Wait for a clear 'yes': Never assume silence means consent. Wait for explicit confirmation before using the content.

This simple step is crucial. Research shows that 72% from the users It's perfectly fine for brands to reuse their content, as long as they ask politely. A small effort that makes a world of difference.

Trust is the most important asset of your community. Asking for permission is the most important investment you can make. It transforms a transaction into a relationship and a follower into a partner.

Copyright and portrait rights in plain language

When working with user-generated content, you quickly encounter two legal concepts: copyright and portrait rights. That might sound complex, but the basics are actually quite logical.

It copyright Protects the creator of a work. Simply put, the person who took the photo or video owns it and decides what happens to it. By asking for permission, you essentially get a license to use their work under the terms you agree on.

It portrait rights Protects the person identifiable in the photo or video. Even if you have the photographer's permission, you also need the consent of the people in the photo, especially if you intend to use the image for commercial purposes.

Create clear rules for your campaigns

To ensure a smooth and easy process for everyone, it's wise to establish clear guidelines, especially for larger campaigns like a hashtag contest. This immediately clarifies the process and prevents misunderstandings later.

Create a concise page with your terms and conditions and link to it in your call for proposals. You could include things like:

• Participating with the campaign hashtag means agreeing to the terms and conditions.
• That you have the right to use submissions on your social media and website, with attribution of course.
• That the content must be original and not infringe the rights of others.

By establishing these rules upfront, you create a transparent and level playing field. It facilitates collaboration and demonstrates that you take your community's contributions seriously. Ultimately, a good relationship based on respect and clear communication is the best legal protection available.

How UGC is shaping the future of your marketing

The core of modern marketing has shifted. We've moved beyond the era of one-way messaging. Today, it's all about building a close-knit community and forging a true partnership with your customers.

User-generated content isn't just a tactic you deploy occasionally, but a fundamental component of this new way of thinking. It's the engine that makes your brand more human and credible in a world that values authenticity above all else.

By giving your customers a platform, you transform them from passive consumers into active ambassadors. Their stories, shared in their own words and images, have an impact that no glossy marketing campaign can ever match.

Your customers as valuable partners

The beauty of user-generated content? Its success lies in the effortless collaboration it creates. It's not a complicated strategy, but an organic process that thrives on mutual trust and respect. You deliver a great product or service, and your customers share your enthusiasm. It's that simple.

This interaction not only strengthens your brand, but also builds a loyal community that will support you through thick and thin.

The influence of this approach is particularly strong in Belgium. According to the SMI Barometer 2023, approximately 70% of the Belgians influencers on social media, a figure that rises to no less than 80% in young people Between 16 and 24 years old. These content creators, who account for a large portion of UGC, have a direct impact. For example, a quarter of young people and young adults recently made a purchase based on their recommendations. Read more about the impact of Belgian content creators.

In a market that increasingly values authenticity, the voice of your customer is your most valuable asset. It's not a cost, but the most profitable investment in your brand's future.

The future of your marketing lies not in bigger budgets, but in stronger relationships. Start celebrating your customers today. Listen to their stories, give their creativity a platform, and make them your brand heroes. Because their authentic voice is the key to a credible and successful business.

Any further questions about user generated content?

Makes sense! Now that you know the power of your own customers' content, you might still have a few practical questions. That's a good sign. Here you'll find clear, direct answers to the questions we hear most often. This way, you can take the next step with confidence.

What if I receive negative comments or content?

Negative feedback might feel awkward for a while, but consider it a gift. It's an opportunity to demonstrate how you treat your customers as a partner. A critical review is honest feedback you can actually use.

Always respond publicly, professionally, and with understanding. Show that you're listening, even if someone is dissatisfied. If possible, resolve the issue and use the feedback to improve your product or service. Trust me, a transparent and human response often builds more trust than just positive messages. It shows that you take your customers seriously.

Do I need a big budget to start with UGC?

Absolutely not. That's the beauty of it user-generated contentIt's incredibly cost-effective. It's not about big budgets, but about activating the people who already know and appreciate your brand. A partnership with your customers doesn't have to cost you anything.

Just start small and keep it simple. Politely ask customers for a review after a purchase or encourage them to share something with a unique hashtag. The reward for them is often the recognition and the feeling that they're truly part of your story.

The foundation of a good UGC strategy isn't money, but a genuine desire to give your community a platform. You invest in relationships, not ads.

How do I know if my UGC campaign is working?

Measuring success naturally depends on your goals. What did you want to achieve? Look for concrete figures that demonstrate the results of your efforts. For example:

• Engagement: Do you see more likes, comments, and shares on customer content that you share?
• Conversion: Do product pages with customer photos or reviews sell better than pages without?
• Participations: How many times was your hashtag used? How many photos or videos did you receive?

This data gives you a clear picture of what collaborating with your community actually brings you.

Isn't UGC just the same as influencer marketing?

No, there's a crucial difference: the relationship. UGC comes from regular, unpaid customers who genuinely use your product or service and are enthusiastic about it. Their motivation is pure.

Influencer marketing is a paid partnership. You pay someone with a certain reach to promote your product. While both can be valuable, user-generated content Much more credible and authentic for most people. After all, there's no price tag.

Ready to discover the power of your own community and their authentic content? At Expert media We help you develop a strategy that grows your brand through a genuine connection with your customers. Find out how we approach this here.