User Generated Content (UGC) has been a go-to strategy for good reason: when people see real customers engaging with your product, it builds trust. In a world where ads are everywhere, UGC has the kind of authenticity that makes people stop scrolling and pay attention. And as consumer scepticism grows—especially toward obviously paid influencer posts—UGC’s value is only rising.

Here’s why UGC works, how to encourage more of it, and the right way to use it in your ads for maximum impact.

Why UGC Works—and Why It’s Here to Stay

Audiences are tired of seeing the same polished, picture perfect, photoshopped content. UGC brings things back to reality, showing products in relatable, everyday settings. When customers see someone like them using a product, it feels genuine and builds immediate credibility. Plus, let’s face it: it’s easier on the budget than endless photoshoots or influencer deals. You’re getting real voices sharing real opinions, which leads to genuine engagement.

In short, UGC is the kind of content people want to engage with, and it builds brand loyalty without the need for heavy-handed sales tactics.

The Key to UGC—Keeping It Authentic

The best UGC comes from real customers who have genuinely enjoyed your product. These days, people see right through overly staged or “forced” endorsements, and if it feels fake, they’ll scroll right past. In fact, many people are becoming wary of influencers altogether, knowing that many posts are part of paid deals. So, if you’re working with UGC, keep it real. If there’s any sense of inauthenticity—no matter how small—people will pick up on it fast.

The beauty of UGC is that it lets customers share their actual experiences in their own words, and it’s that authenticity that makes it powerful. Instead of focusing on perfect visuals or over-polished captions, embrace the reality of user content, imperfections and all.

Encourage UGC from Happy Customers

So, how do you get your customers to create and share UGC? Here are a few tried-and-true ways to inspire them:

• Run a Photo Contest or Giveaway: Give customers an incentive to post a picture with your product by running a contest or giveaway. They get a chance at a prize, and you get fresh content.
• Use a Branded Hashtag: Branded hashtags create a sense of community and make it easy to track and share UGC. When people see others using the hashtag, it often encourages them to join in.
• Review Apps: Review apps like Okendo, and many others have a UGC capture built in which allows people to add photos to their reviews (you can even give bonuses and discounts to say thank you)

Working with Content Creators

If you’re finding it hard to get a steady flow of UGC directly from customers, consider working with content creators instead. Content creators are typically skilled at crafting high-quality, authentic content but without the huge followings like influencers. They focus on creating, not posting, which means you’re getting well-made visuals and videos that feel genuine.

Just make sure they’re telling the truth about your product. People can spot a fake review from a mile away, so only work with creators who will use your product honestly and talk about it in a way that resonates. This approach can add to your UGC arsenal without relying on traditional influencers.

The Power of UGC in Meta Ads

UGC can be an absolute game-changer when used in Meta ads. It brings a level of authenticity that standard ads simply can’t match. People are more likely to click and engage when they see real customers loving a product because it feels like a recommendation, not a sales pitch. In fact, some of our best results have come from UGC-based ads (check out our case study here for the details).

So, if you’re ready to add some serious authenticity to your ads and create a brand that people genuinely trust, start building a library of UGC. Real voices, real experiences, and real connections are the key to standing out in 2024 and beyond. Need help planning your UGC strategy? Book a Free Strategy Session with me, and let’s get your brand’s story out there in the most genuine way possible!