What is user-generated content (UGC)?

Unlike traditional marketing, UGC is authentic because it reflects real customer experiences, such as an Instagram story about a recent purchase, a tweet sharing positive feedback about customer service, or a blog post reviewing a product.

Why is content moderation important for user-generated campaigns?

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Content moderation is essential for user-generated campaigns because it protects both the brand and its audience. UGC often comes from diverse, uncontrolled sources, which means harmful, offensive, or irrelevant content can slip through. It also helps filter out spam, misinformation, and content that could lead to legal or ethical issues. 

Moderation ensures that only safe, appropriate, and on-brand material is shared, helping maintain trust, protect brand reputation, and create a positive community experience. 

How can you effectively use UGC to boost engagement? 

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Using UGC is one of the most powerful ways to make your brand more authentic and community-driven. To get the best results, focus on three areas:

Strategic pillar 1: Enable contribution
Make it simple and attractive for customers to share content. Branded hashtags, structured challenges, or direct prompts after purchase encourage participation. Incentives such as discounts, early access, or recognition provide additional motivation.

Strategic pillar 2: Elevate quality content
Not all UGC should be published. Establish clear criteria for relevance and authenticity, secure permission, and give credit to creators. Integrate selected content into multiple touchpoints—social feeds, product pages, newsletters, and advertising—to enhance credibility and relatability.

Strategic pillar 3: Strengthen relationships
UGC is as much about community as it is about content. Acknowledge contributors publicly, engage with their posts, and showcase their stories to create an emotional connection. Extend reach by collaborating with influencers and niche creators whose voices resonate with your audience.

Turning UGC into a real growth driver requires more than reposting. It's about strategy, consistency, and integration with your overall marketing goals. Our content marketing & SEO consulting services can help you design campaigns that maximize authenticity, boost visibility, and deliver measurable results.

How to create user-generated content? 

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UGC works best when they are intentional and structured. By setting clear goals, choosing the right platforms, and guiding participants with simple rules, brands can turn customers into authentic storytellers. The result is content that builds trust, drives engagement, and strengthens community. Here is the general strategy:

1. Define objectives

• Clarify the purpose: awareness, product feedback, feature launches, promotions, or community building.
• Set duration: break the campaign into phases with measurable targets (e.g., submissions per week).

Example: Bumble used UGC-driven dating stories to humanize the brand and strengthen emotional connection, aligning content with its goal of community building.

2. Choose the right platforms

Choose platforms that match both your target audience and the type of content you expect.

• Facebook: video content, curated posts
• Instagram: photos, stories, reels
• TikTok: challenges, viral short-form videos
• Snapchat: AR effects, QR-driven engagement
• X: GIFs, updates, conversations
• LinkedIn: professional case studies, employer branding
• Pinterest: tutorials, infographics

3. Communicate expectations

• Share clear content guidelines: type, format, style.
• Define target groups (past customers, specific communities, etc.)
• Use direct prompts in emails or in-app messages to invite contributions.

Example: Glossier asked customers to share authentic before/after skincare stories with clear hashtags and prompts, ensuring consistency in submissions.

4. Moderate and prepare content

Not all UGC will meet your brand’s standards. Curate carefully and refine submissions so they are consistent with your identity:

• Curation: Select only brand-relevant, high-quality submissions.
• Editing: Adjust visuals, trim videos, refine audio, and add branding.
• Consistency: Ensure alignment with brand aesthetics.
• Security: Filter for inappropriate material or technical risks.

5. Leverage hashtags

• Create unique campaign hashtags.
• Research trending and related hashtags for inspiration.
• Encourage users to tag content for discoverability.
• Repurpose hashtag-driven UGC in ads, proven to boost CTR and reduce CPC.

Example: Aerie's #AerieREAL campaign invited unedited photos, building authenticity and inclusivity through its hashtag.

6. Foster community

• Highlight customer stories across channels.
• Engage actively: reply, thank, and spotlight contributors.
• Run interactive initiatives (for example, caption contests).
• Build loyalty by recognizing participants publicly.

Example: GoPro reposts the most exciting user videos across its social feeds, turning customers into part of the brand's storytelling.

7. Monitor performance

• Track engagement metrics: impressions, reach, conversions.
• Watch for fake or harmful submissions and handle clear moderation rules.
• Use community voting or rating systems to evaluate and prioritize content.