In the competitive world of digital marketing, authenticity matters more than ever. One of the most powerful ways to build trust and engagement with your audience is by tapping into the content your customers are already creating. At Studio22, we help businesses craft compelling digital strategies, and when it comes to social media, user-generated content (UGC) can be a game-changer.
Whether you’re a small business in Perth or a national brand, incorporating UGC into your social media marketing not only builds credibility but also strengthens your relationship with your audience.
Why User-Generated Content Matters
User-generated content refers to any content – photos, videos, reviews, or testimonials – created by your customers or followers. Unlike polished brand content, UGC feels genuine, relatable, and trustworthy. Here’s why it’s worth prioritising in your content strategy:
- Builds trust – 90% of consumers trust UGC over traditional advertising.
- Boosts engagement – UGC receives significantly higher engagement rates than branded content.
- Drives authenticity – Real stories from real users give your brand personality.
- Expands reach – When users tag your brand, their followers discover you too.
- Creates community – Encouraging contributions helps foster loyal brand advocates.
As a full-service marketing studio, Studio22 has worked with brands across Australia to create campaigns that are rooted in authenticity, and UGC is often at the heart of that success.
Encouraging Your Customers to Share
Getting UGC isn’t about waiting for your audience to act – it’s about prompting them. Here’s how to encourage content creation:
- Create a branded hashtag
Make it easy for users to share by giving them a specific hashtag to use. It also helps you track the content easily.
- Run competitions and giveaways
Ask followers to submit photos or stories for a chance to win a product or discount.
- Feature customers regularly
When people see that others are being featured, they’re more likely to participate too.
- Ask for reviews and testimonials
A simple request post-purchase or after a service can result in valuable content.
- Offer incentives
Discounts, shoutouts, or product samples in exchange for content can motivate participation.
At Studio22, we often recommend using simple calls-to-action in your email marketing or at point-of-sale to collect UGC. The easier you make it, the more responses you’ll get.
Best Practices for Sharing User-Generated Content
Once you’ve got a growing collection of UGC, it’s crucial to use it ethically and strategically. Here’s what we advise:
- Always ask permission
Never repost someone’s content without obtaining consent. A quick message or comment requesting permission goes a long way.
- Give credit
Tag the creator clearly in your post or story. It shows respect and encourages future engagement.
- Keep it on-brand
Not all UGC will match your aesthetic. Select pieces that align with your tone and style.
- Don’t over-edit
Overly polished edits defeat the purpose of UGC’s authenticity. Light edits are fine, but keep the original feel intact.
- Diversify your use
UGC isn’t just for Instagram. Use it in email newsletters, website galleries, and even print ads.
Studio22 works with clients to build UGC libraries that can be repurposed across multiple platforms – maximising value and consistency.
Case Studies: UGC Done Right
The Local Café That Tripled Engagement
A boutique café in Fremantle started reposting their customers’ photos and used the hashtag #MyCafeMoment. With the help of Studio22, they integrated this UGC into their Instagram feed and stories. Within three months, their engagement rate increased by over 300%, and their followers grew by 40%.
A Skincare Brand That Built a Loyal Tribe
One of our ecommerce clients in natural beauty started encouraging customer videos showing their skincare routines. We helped them structure a campaign using product inserts and follow-up emails. The result? A surge in social media mentions and a 22% increase in repeat purchases over six months.
These real-world examples show the potential of UGC when paired with smart strategy and execution.
Tools and Strategies to Manage UGC Effectively
You don’t need to do it all manually. Several tools can help you manage, curate, and repurpose UGC more efficiently:
- Later / Planoly – Schedule and curate posts while keeping your grid visually cohesive.
- Taggbox / Yotpo – Collect and display UGC on your website and product pages.
- Canva – Add light branding or text overlays without over-processing.
- Google Sheets – Keep track of permissions, credits, and usage rights.
At Studio22, we also offer custom UGC content planning as part of our social media strategy services. From sourcing to scheduling, we make sure you’re maximising every customer voice.
Legal and Ethical Considerations
While UGC is a fantastic resource, it’s important to treat it with care:
- Get explicit permission to avoid copyright issues.
- Respect privacy – don’t share identifiable images of people without consent.
- Avoid misleading edits that may distort product claims or customer intent.
- Follow platform rules to stay compliant with the terms of service.
Being ethical about UGC isn’t just about staying out of legal trouble – it reinforces your brand’s credibility and values.
How to Turn UGC Into Long-Term Strategy
To really make UGC work for your brand:
- Build it into your monthly content calendar
- Measure the impact on engagement and sales
- Create a long-term community strategy around loyal customers
- Encourage feedback and keep the conversation going
With a thoughtful approach, UGC can evolve from a casual marketing tactic into a central pillar of your brand identity.
Final Tips for Boosting Social Media With UGC
- Start small – test a hashtag or run a mini contest
- Prioritise quality over quantity
- Engage with your community by commenting and resharing their content
- Keep track of top contributors for potential influencer partnerships
- Celebrate your audience – they’re your best ambassadors
Turn Customers Into Marketers
User-generated content is more than just an engagement booster – it’s a trust-builder, a cost-effective content stream, and a way to make your audience feel valued. By encouraging and integrating UGC thoughtfully, your brand becomes more relatable and connected.
At Studio22, we specialise in helping Australian businesses harness the power of content – user-generated and beyond. Want to turn your customers into your best marketers? Let’s talk.