User-generated content (UGC)

Katrina Nguyen April 4, 20242 minute read

Katrina is a Content Marketer with 5+ years of experience in ecommerce across Shopify & Recharge, ranging from technical support engineer to account management, to now marketing. While... Full bio

What is user-generated content?

User-generated content (UGC) refers to any form of content—whether it’s text, images, videos, reviews, or testimonials—that is created and shared by a brand or organization’s users or customers rather than by the brand itself.

It represents authentic, real-life experiences and opinions expressed by individuals who have interacted with a product or service. From social media posts and product reviews to blog comments and forum discussions, UGC is a powerful tool for building community engagement and fostering brand advocacy.

Why is user-generated content important for ecommerce strategy?

User-generated content injects a human element into marketing efforts, allowing brands to connect with their audience on a deeper level. By showcasing genuine user experiences and sentiments, businesses can build credibility and foster trust among potential customers. 

Moreover, UGC serves as valuable social proof, influencing purchase decisions and driving conversions. When shoppers see their peers endorsing a product or sharing positive experiences, they are more inclined to follow suit, leading to increased sales and revenue.

How can your brand harness UGC?

To leverage the full potential of UGC, businesses must actively encourage and facilitate user contributions across various touchpoints. A few examples of strategies to stimulate content creation are: 

1. Implementing user-friendly review systems
2. Creating branded hashtags for social media campaigns
3. Hosting user-generated contests

Additionally, fostering a sense of community and reciprocity among customers can incentivize them to share their experiences organically. By incorporating UGC into their marketing strategies, ecommerce brands can amplify their reach, drive engagement, and cultivate lasting relationships with their audience.