Customers Trust Other Customers More Than They Trust Brands.
User-generated content (UGC) — reviews, photos, videos, and social media posts created by your customers — is one of the most powerful marketing assets available. According to a 2025 Stackla study, 79% of consumers say UGC highly impacts their purchasing decisions, and UGC-based campaigns see 50% higher engagement than brand-created content. Customers trust peer content 2.4x more than content created by brands.
At x13apps, we help clients build UGC strategies that generate authentic content at scale. Here is how to harness your customers voices.
Encourage Reviews and Ratings
Product reviews are the most common and effective form of UGC. Make leaving a review easy and timely — send a follow-up email 7-14 days after purchase with a direct review link. Offer small incentives like discount codes or loyalty points for reviews, but ensure reviews remain honest. Products with reviews convert 12.5% higher than those without (SPARK_WORX).
Respond to all reviews — positive and negative. Thank reviewers for positive feedback. Address negative reviews professionally and offer solutions. Future customers will see your responsiveness and feel confident buying from you. Display reviews prominently on product pages, and use rich snippets to show star ratings in search results.
Run UGC Campaigns on Social Media
Create branded hashtags and encourage customers to share photos using your products. Feature the best customer photos on your website and social channels. Run contests and giveaways that require UGC participation. This generates content while increasing brand awareness.
Always ask permission before reposting customer content. Tag the original creator and thank them. Customers whose content is featured become brand advocates — they will share their feature with their network, amplifying your reach. A simple "We love seeing our products in your home! Share your photos with our hashtag" campaign can generate hundreds of pieces of authentic content.
Leverage UGC Across Your Marketing Channels
Do not limit UGC to social media. Feature customer photos on product pages. Include customer quotes in email campaigns. Use UGC in retargeting ads — authentic customer photos often outperform professional product shots. Create a dedicated customer stories page on your website. Use video testimonials in your marketing funnel.
Manage Legal and Quality Considerations
Establish clear terms for UGC submissions. Have a system for reviewing content before publication. Set quality guidelines while maintaining authenticity. Create a moderation workflow to filter inappropriate content. At x13apps, we build UGC systems that generate authentic, scalable content for our clients. For more on content strategy, read our content marketing guide.