Content Strategy: Leveraging User-Generated Content

Today’s buyers are skeptical. They’ve seen enough polished ads and high-production sizzle reels to last a lifetime. What they crave now is something more genuine—something that feels like it comes from real people, not marketers. That’s where user-generated content (UGC) becomes one of the most valuable—and underutilized—assets in your content strategy toolkit.

UGC includes everything from reviews and unboxing videos to social media posts, screenshots of customer praise, and product walkthroughs. It’s raw, it’s relatable, and it’s trusted. In fact, research consistently shows that consumers trust content from other users far more than they trust brand-created content. And because it’s created for free (and often unsolicited), it’s a low-effort, high-impact way to build trust and extend your brand reach—without stretching your creative team thin.

In the latest entry in my Content Strategy series, I walk through five ways that you can transform UGC into sales and marketing assets.

Of course, to make UGC work for your strategy, it has to go beyond reposting a flattering quote or retweeting a kind mention. It needs to be integrated into your brand voice, wrapped into campaigns, and given a place in your customer journey. Here’s how.

1. Curate Customer Praise into Trust-Building Content

UGC starts with the content that’s already out there—reviews, testimonials, screenshots, and shoutouts on platforms like LinkedIn, Twitter, or G2. These organic pieces of praise are gold, especially when they speak directly to the real pain points and solutions your product or service offers.

Business Value:

• Builds social proof without effort
• Creates a more trustworthy brand image
• Enhances SEO if published on-site

Best Practice:

• Aggregate your best reviews into visual quote cards
• Embed real customer comments on product pages
• Create a landing page that shows real user feedback filtered by use case or industry

2. Turn Fans into Advocates

Some of your most vocal fans could become your most valuable assets—if you give them the spotlight. Whether they’re creating videos, writing about their experience, or showing off your product in the wild, recognize them. That recognition builds loyalty and encourages others to share.

Business Value:

• Increases word-of-mouth reach
• Encourages recurring engagement
• Lowers cost of customer acquisition

Best Practice:

• Create an “Advocate of the Month” program or a social badge that lets customers opt into recognition
• Share their stories with your network
• Invite them to guest write or co-host a livestream

3. Showcase Real-World Use in Campaigns

Go beyond the “nice quote” and actually feature your customers in your campaigns. Highlight them in videos, share their work in case studies, and let their authentic voice tell the story.

Business Value:

• Converts prospects through relatable use cases
• Adds credibility to product claims
• Humanizes your brand

Best Practice:

• Instead of traditional testimonials, invite your customers to create “Why I Chose X” videos. These perform especially well on platforms like YouTube or LinkedIn where real voices cut through the noise.

4. Build Community Around the Creators

Some customers will go out of their way to answer questions, solve problems, or offer tips to others. These are your future community leaders. When you give them space to shine, they’ll often do more to support your brand than any in-house rep.

Business Value:

• Reduces support overhead
• Cultivates a customer-powered onboarding funnel
• Builds long-term brand loyalty

Best Practice:

• Form a “customer champions” group
• Offer early access to new features or insider insights
• Encourage them to mentor new users or help shape the roadmap through feedback forums

5. Reward Participation Without Undermining Authenticity

One of the trickiest parts of UGC is walking the line between genuine enthusiasm and incentivized praise. A discount code or freebie can drive volume, but too much reward can undermine the authenticity that makes UGC valuable in the first place.

Business Value:

• Increases the volume of user content
• Keeps engagement high post-purchase
• Sparks conversation

Best Practice:

• Make it easy to share with pre-made templates, branded hashtags, or “challenge” campaigns—but don’t over-engineer it
• Focus on recognition over rewards
• A share and shoutout can go further than a gift card when the audience sees it’s real

UGC as a Content Strategy Multiplier

User-generated content isn’t just a trend—it’s a strategy multiplier. When your customers tell your story in their own words, it lands with more weight than any polished pitch ever could. UGC creates a loop of trust, visibility, and engagement that’s self-sustaining.

More importantly, it reminds your audience that your brand isn’t just about products—it’s about people. And when you give those people the mic, they often deliver your most compelling content.

So the next time someone posts a glowing comment or shares how your product helped them succeed, don’t just like it—build on it. That’s where real advocacy starts.