User-generated content refers to content created by users on social media. This includes any type of content, such as videos, images, text, or other forms of digital content.
There are various benefits a brand can reap from user-generated content. This includes boosting authenticity and trust between users and the brand, enhancing engagement with users, boosting social proof, and more.
Getting user-generated content is a process that requires strategy. Following a strategy allows you to gain a deep understanding of your audience and how to connect with them.
1. Host a UGC Content
A UGC contest happens when a brand hosts a promotion where users can enter by creating and uploading to social media. Where there is such a contest, users typically stand a chance to win a prize.
It’s important that you are realistic in your expectations of entrants. The amount of work you’re asking for should match the prize. If users need to go through various steps that might take a lot of time and energy, you must ensure that it’s for a valuable reward.
This ensures that users are interested enough to enter the competition, which drives user-generated content and interest.
2. Offer Rewards That Get People Excited to Take Action
One of the good tips for content creation from users is to offer rewards. Even when you don’t have a lot of budget to play with, your user content can still grow. The key is to make people feel like they get something out of participating. Sometimes, that’s easier said than done, but it doesn’t have to cost an arm and a leg. We’re talking about small stuff here.
This can include discount marketing methods. Gifting users with a discount on their next purchase, or giving them the chance to see new things a little early, or just a genuine thank you on social media, goes a long way. Now, when it comes to offering rewards, they have to feel like they’re the real deal. They also have to be fair, and people need to know what they’ve got to do to get their hands on them.
So, for example, you might offer a small discount if people share a snap of your product. Alternatively, maybe give the people who follow you early access to an event if they can just post a short video with your tag. When your rewards actually mean something and the rules are clear, that’s when you start to see people really get on board.
3. Work With Small Creators Who Know Your Market
Small creators are creators who have a strong bond with their audience, even with small numbers. They bring trust and influence. Working with them is one of the best ways to encourage user content.
Creators can show people what type of post they want. They can also invite their audience to take part. South Africa has a growing creator space, and many creators are within reach for small businesses. Choose creators whose followers match your ideal customers.
Users trust creators more than brands. When creators post, their followers often copy their style and join the activity.
4. Make It Easy for Users to Share
Users will avoid posting if the process feels difficult. You can reduce this by giving them tools and ideas. Create simple templates, post ideas, or weekly themes that guide them. This also helps ensure the content aligns with your brand message.
For example, you can post themes such as “Show your favourite way to use our product” or “Share your setup.” You can also give easy ideas that spark creativity, perhaps a list of ten possible photo opportunities. Consider a simple call-to-action button directly on your product page or within your application, minimising the steps required to upload and submit content. Offering a quick entry method significantly improves participation rates.
The less thinking users have to do, the more likely they are to share. Ensure mobile users have an excellent submission experience.
5. Engage With User Content
People want to feel seen. When you respond to user posts, you create positive energy. You show that you value their time and their support. This makes them want to share again. Active engagement is a powerful motivator.
You can engage by responding to their posts and thanking them for participating. Reshare their content where possible. You might also ask a follow-up question or offer a small incentive, like a discount code, for exceptional submissions. When customers see this consistent engagement, they feel closer to your brand.
This practice builds a strong sense of community and loyalty. Regular interaction demonstrates your appreciation and encourages a continuous stream of authentic user-generated content, turning passive customers into active brand advocates.
