User-Generated Content: Turning Customers into Your Content Team

Photos and videos shot by customers are more convincing than studio content and get higher click-through in ads.

Ways to collect UGC

• A brand hashtag and calls to tag the profile
• A package insert: “Share it and get featured”
• A monthly sharing contest
• A photo request in the post-purchase email
• Paid collaborations with UGC creators (creators, not influencers)

Permission and use

Get written permission for every piece; a “can we use this?” under a comment is not enough. State duration and channels if you will use it in ads.

UGC in ads

On Meta and TikTok, UGC-style videos deliver around 30 percent lower cost per conversion than corporate creatives. Add 3–5 UGC videos to the test campaign every month.