We live in a world where People TRUST people. That’s the Reality.
Want to check?
When was the last time you bought something without checking reviews? Probably never.
Studies show that 97% of consumers read reviews before making a purchase.
And 99% of consumers look for photos and videos posted by real consumers.
People don’t BELIEVE what brands say about their products. They BELIEVE what other customers say.
So, if you’re an eCommerce brand, how do you gain trust?
How do you convince people to buy your product?
The answer is simple. Let your customers do the talking.
93% of buyers trust recommendations from Family and Friends. But here’s the CRAZY part—92% even trust strangers’ opinions if they sound genuine.
Many brands also have noticed this too. That’s why 87% of brands now leverage user-generated content to boost sales and build trust.
This type of content is called User-Generated Content or UGC.
And today, we’ll talk about why it’s better for driving conversions and cutting costs, how it boosts conversions, and how you can use UGC for eCommerce brands.
Let’s spill the content tea!
User-generated content (UGC) is content created by consumers in any content form. It includes reviews, photos, videos, and social media posts shared by consumers who have used a product.
UGC is the best way to give social proof, shaping customers’ perceptions and influencing their buying behaviors.
This type of content feels real because it comes from personal experiences, not marketing campaigns.
People relate to UGC because it shows honest opinions, emotions, and everyday experiences.
When someone posts a photo of their new shoes or shares a review about a skincare product, that is UGC in action. It is not scripted or polished by a brand. It is a real customer’s voice.
Adding UGC to a digital marketing strategy makes a brand feel more genuine and connected to its audience.
Example: Apple’s famous #ShotOniPhone campaign highlighted the camera capabilities through breathtaking photos taken by real users.
User generated content (UGC) is content created and shared by consumers for authentic insights into products and services. Here are the various types of UGC and how users contribute.
Customer Reviews & Ratings
Customers leave star ratings and detailed reviews about product quality, usability, and value. These reviews help potential consumers understand real experiences, compare options, and make more confident buying decisions.
Social Media Content (Images, Videos, Posts, Stories)
Users share product photos, videos, and stories on social media channels like Instagram, Facebook, and Twitter. They show off products, share thoughts, and create buzz around brands.
Social Media Mentions and Tags
Customers mention brands using @tags or hashtags like #brandname in posts to show their love toward products or share opinions with their followers. These organic shoutouts boost brand visibility, encourage discussions, and help businesses reach new audiences through authentic user experiences.
Unboxing & Product Demonstration Videos
Users film themselves unboxing products or showcasing features. These videos give potential customers a closer look at packaging, design, and functionality, so they help others see what they’re getting before they buy.
Forum Discussions
Customers ask questions, share experiences, and offer product advice on forums like Reddit or Quora. These discussions provide in-depth insights, help resolve doubts, and allow users to make informed buying decisions based on real feedback.
Live Streams/Podcast Snippets
Creators host live video sessions or podcasts to discuss products and share personal experiences. This type of content is more engaging and trustworthy.
Community Discussions & Q&A
People join online groups or Q&A platforms to discuss products. These interactions help potential buyers get honest opinions before making a purchase.
These diverse forms of UGC shape brand perception, influence purchasing decisions and build community engagement.
Key User-Generated Content (UGC) Statistics You Should Know
Note: These statistics are sourced from Search Logistics.
Product Page
Adding UGC to your product pages builds instant trust. When shoppers see real customers using your product, it removes doubts. Highlight top-rated reviews, feature customer photos, and showcase real experiences to boost confidence and sales.
Social Media Campaigns
Social media platforms thrive on real content. Encourage your customers to post about your products using a branded hashtag. Share their content on your feed, stories, or reels.
Create engagement-driven posts like polls, contests, and giveaways that require UGC creators to participate.
Email Marketing & Newsletters
UGC makes emails feel personal. A newsletter with real customer reviews or testimonials increases open rates and clicks. Instead of just sending a promotional email, include customer testimonials or social proof.
For abandoned cart emails, show UGC to remind customers what they’re missing.
A simple “See How Others Love This Product!” with real customer images can make a big difference.
Ads featuring real customers get higher engagement. Showing happy customers in retargeting ads reminds shoppers why they were interested in the first place. People trust ads more when they see real experiences rather than polished brand messaging.
A blog featuring real customer experiences makes the content relatable. A landing page with user testimonials builds trust instantly. Adding customer photos and real-life use cases strengthens the credibility and boosts conversions.
Sharing real experiences makes the content more relatable and improves conversion rates.
Influencer marketing is a massive driver of UGC. More than 80% of marketers say influencer marketing is highly effective.
Influencers create reviews, tutorials, and product demos that connect with their audience.
Their followers already trust their opinions, which helps your brand gain credibility. A simple unboxing video from a trusted influencer can bring massive engagement and new customers.
UGC doesn’t have to stay in one place. A great review on Instagram can also be used in email campaigns.
A customer’s video testimonial can be turned into a Facebook ad. Repurposing saves time while expanding reach.
Instead of constantly creating new content, you maximize the impact of existing UGC. This ensures your brand message stays consistent and keeps customers engaged.
Google values fresh and relevant content, and UGC provides exactly that. Customer reviews and testimonials keep your site updated, improving search rankings.
Encourage users to mention product features and benefits naturally. Encourage customers to use natural keywords when writing reviews.
If customers link back to your website, it strengthens your SEO. UGC not only builds trust but also helps your site rank better.
UGC helps brands sell more. Real people sharing real experiences influence buying decisions.
A customer review or a video testimonial can push someone from “maybe” to “yes.” More trust means more sales.
About 75% of consumers believe UGC makes content feel more real. Authenticity helps them visualize products in everyday situations.
This sense of authenticity speeds up buying decisions. Customers trust what they see from real people because it reflects actual experiences.
Honest reviews, unfiltered images, and real experiences make brands more transparent. Credibility comes from consistency. A product with multiple real-user testimonials appears more reliable.
More people see it, engage with it, and become curious about the brand. UGC spreads naturally across social media, expanding reach beyond paid advertising.
Each mention, tag, and shared review contributes to brand recognition, making it easier for potential customers to discover products without additional marketing spend.
Brands that highlight UGC build stronger connections with their audience.
When people feel heard, they stay loyal to the brand. Sharing customer posts, responding to reviews, and featuring real buyers create a strong brand community. Engaged customers keep coming back.
People rely on the opinions and experiences of others before making a purchase. Seeing real people use and recommend a product adds credibility.
More trust leads to higher conversion rates. A product with customer content gains more attention and performs better than one relying solely on professional advertising.
Fresh content improves search rankings. User-generated reviews, discussions, and social media posts naturally incorporate relevant keywords.
More content means better discoverability on search engines and social platforms. Brands that encourage UGC benefit from consistent engagement, helping them stay visible without relying solely on paid promotions.
Creating professional product content requires filming, editing, and multiple resources. Instead of spending large budgets, brands can repurpose customer-created content.
UGC reduces content creation costs by up to 50%. Time is saved, expenses decrease, and authentic content continues to flow without constant production efforts.
Happy customers love to talk about their favorite products, but sometimes they need a little push. Ask them to post photos or reviews after buying. Offer small perks like discounts or social media shoutouts to customers.
A simple “Share your look with us” or “Tag us for a chance to be featured” can go a long way. When they see their post getting noticed, they’ll be excited to share more.
Don’t just collect UGC—engage with it. Like, comment, and share customer posts.
A quick “Thanks for sharing!” or “That looks amazing!” makes customers feel valued. Also, share their content on your page and give them credit. This encourages customers to share content with others. The more you engage, the more people trust your brand. And trust leads to sales.
Give people a fun reason to post about your brand. Hold a contest where customers share photos using your product. Reward the best post.
A skincare brand could ask for glow-up before-and-after pictures. A fashion brand could run a “Best Outfit of the Month” challenge. The better the prize, the more people will join.
Create a fun and easy-to-remember hashtag for your brand. And then encourage customers to use it when posting about your brand.
For example: Coca-Cola’s #ShareACoke campaign encouraged people to share their personalized bottles.
Your customers know what they want. Listen to them. Use their feedback. See what they love. Spot what’s missing. Let UGC guide your next product launch. It’s free market research straight from the source.
For example: A beauty brand can launch a new lipstick shade based on customer suggestions.
Just because the content is online doesn’t mean you can use it. Always ask before sharing customer photos, videos, or reviews. A simple message like “We love your post! Can we share it?” works. It keeps things ethical and builds trust.
Not all user content is worth sharing. Pick the best ones—clear images, detailed reviews, and engaging videos. If a customer posts a blurry photo, it won’t help your brand. So, high-quality UGC matters.
Your brand has a style. Keep it consistent, even with UGC. If your brand is fun and casual, pick content that matches that vibe. If it’s professional, choose content that feels polished.
Not all content is good for your brand. Keep an eye on what’s being posted. If something is inappropriate or misleading, address it fast. A simple content review process helps.
UGC isn’t just about posting—it’s about results. Track engagement, sales, and conversions. If a certain type of UGC works better, focus on that. Learn, adjust, and keep improving.
You might wonder, "How do I encourage users to create content for my brand?"
It starts with giving them a reason to join your community. Make them WANT to be PART of the squad by tapping into that desire to connect, contribute, and learn from others.
People naturally want to engage and contribute when they feel like they belong.
Here’s how you can encourage participation:
When you create a welcoming and supportive space, people naturally feel inspired to participate and add value.
L’Oréal’s “Beauty for All” campaign celebrated diversity and inclusivity in beauty. The brand partnered with influencers of all skin tones and types to showcase products for everyone. More than just selling makeup, L’Oréal highlighted that beauty has no limits and made people feel seen and valued.
Lenskart uses UGC to boost its marketing. They created the hashtag “#LenskartTribe,” where customers share photos wearing Lenskart products. The best posts get featured on Lenskart’s official Instagram page.
This strategy is cost-effective and drives organic engagement. So far, over 3,000 posts have been shared using the hashtag.
Lays Indian #SmileDekeDekho Campaign
The Lays Indian #SmileDekeDekho UGC campaign launched on World Smile Day. It encouraged people to share their smiles and connect with the brand. Lay’s created personalized packs featuring influencers' smiles to make the campaign more engaging. The goal was to create a viral trend on social media.
Bunaai, an Indian clothing brand, uses UGC on its website and social media.
On product pages, customers can leave reviews, give star ratings, and upload images.
On social media, the brand showcases customers wearing its outfits. Users just need to tag Bunaai for a chance to be featured.
Pass Pass Pulse launched a fun challenge for netizens. The task was simple—stack three Pulse candies on top of each other in 15 seconds.
This UGC campaign quickly spread across social media and gained over 16 million impressions.
It started with influencers and content creators taking the challenge, creating excitement around #PulsePePulseChallenge. Their followers joined in, posting their attempts and tagging the brand on their social media handles.
Source: Passpass Pulse
Because your customers' WORDS are your most POWERFUL marketing tool.
And that’s the POWER of UGC. Isn’t it?
Brands and customers both enjoy these campaigns. The best part? Everyone benefits from it. It is a win-win content marketing idea.
User-generated content (UGC) is a powerful tool for boosting engagement, building trust, and driving conversions in eCommerce.
When you integrate authentic customer experiences into your UGC campaigns, you create a deeper brand connection. This encourages more participation and makes your brand feel more relatable.
At Fleek Media, a top content marketing agency in Ahmedabad, we know how to make UGC work for your eCommerce D2C brand.
Our Creative Content Team can strategize exciting UGC marketing campaign ideas, design catchy hashtags, and run fun contests that motivate your customers to create content for you.
Let’s build a strong UGC strategies that gets people talking, sharing, and buying.
Work with Fleek Media and watch your eCommerce brand grow!
