What Is UGC Content And How To Leverage It

Introduction: Why User-Generated Content Matters for Ecommerce

When people shop online, they often hesitate because they can’t touch, try, or see the product in person. That’s where user-generated content (UGC) becomes incredibly valuable. UGC is content created by real customers — like photos, videos, reviews, and testimonials — that shows how people actually use and feel about your products.

This kind of content feels genuine and trustworthy because it comes from fellow shoppers, not the brand itself. In 2025, ecommerce brands that use UGC well are seeing stronger connections with customers, more sales, and better loyalty. If you want your customers to trust your brand and feel confident buying from you, UGC is one of the best tools you can use.

Why Customers Trust Other Customers More Than Brands

Think about the last time you bought something online. Did you read reviews? Did you look for photos from other buyers? Most people do. That’s because we naturally trust people like ourselves more than companies trying to sell us something.

This is called social proof — when we see others enjoying a product, it makes us feel more comfortable buying it ourselves. Studies show that over 70% of shoppers trust reviews and customer content more than brand advertising. When your product pages include real customer photos and honest reviews, shoppers feel reassured, which leads to more purchases.

For example, a product page with customer photos can increase sales by up to 20%. That’s because seeing how a product looks in real life helps people imagine it in their own lives.

How to Collect and Use User-Generated Content Effectively

Encouraging Customers to Share Their Stories

Getting customers to create content may seem challenging, but with the right approach, it can become a natural part of your marketing.

Run Contests and Giveaways: Invite your customers to share photos or videos using a special hashtag. Offer prizes or discounts as a thank-you.
Offer Incentives: Send coupons or loyalty points when customers leave reviews or post about your products.
Ask After Purchase: Follow up with friendly emails asking customers to share their experience or photos.
Engage on Social Media: Reply to comments and encourage customers to tag your brand in their posts.

Sample Social Media Posts to Encourage UGC

Post 1: Photo Contest Announcement
“Show us how you style your favorite [Your Brand] product! Share a photo with #MyBrandStyle for a chance to win a $100 gift card. We can’t wait to see your creativity!”

Post 2: Customer Appreciation
“We love seeing how YOU use our products! Tag us in your photos for a chance to be featured on our page and get a special discount on your next purchase.”

Post 3: Call for Reviews
“Tried something new from [Your Brand]? Leave us a review and share your honest thoughts — your feedback helps us grow and helps other shoppers make the right choice!”

Sample Email Templates to Request UGC

Email 1: Post-Purchase UGC Request
Subject: We’d love to see how you’re enjoying your new [Product Name]!
“Hi [Customer Name],
Thank you for your recent purchase! We hope you’re loving your new [Product Name]. If you have a moment, we’d be thrilled if you could share a photo or review. Your experience helps others shop with confidence and helps us improve.
As a thank you, here’s a 10% off coupon for your next order!
Share your story here: [Link to review/photo upload]
Thanks for being part of our community,
[Your Brand Team]”

Email 2: Incentive for Sharing UGC
Subject: Share your [Your Brand] moments & get rewarded!
“Hi [Customer Name],
We’re always inspired by our amazing customers! Share a photo or video of you using your [Product Name] on social media with the hashtag #MyBrandStyle, and you’ll be entered to win a $50 gift card.
Can’t wait to see your posts!
Best,
[Your Brand Team]”

Tools to Help You Gather and Manage UGC

Flowbox: Collects and displays customer photos and videos on your website.
Yotpo: Gathers reviews and visual content, integrating with your ecommerce platform.
Bazaarvoice: Helps collect ratings, reviews, and customer questions to build trust.

Keeping Content Genuine and On-Brand

Set clear guidelines so customers know what kind of content to share.
Review submissions to make sure they align with your brand values.
Celebrate honest feedback, even if it’s not always perfect — it builds credibility.

4. How to Leverage Existing User-Generated Content Without Running Campaigns

You don’t need to run formal contests or campaigns to benefit from UGC. Many ecommerce brands successfully use content their customers naturally create. Here’s how you can do it:

Monitor Social Mentions: Use social listening tools to find customers posting about your brand organically. Engage with these posts by liking, commenting, or asking permission to share.
Feature Customer Reviews Prominently: Make sure your website sharing ecommerce content and product pages showcase customer reviews and photos that customers have already submitted.
Create a Dedicated UGC Gallery: Collect and display authentic customer photos and videos on your site to inspire new shoppers.
Use UGC in Email Marketing: Incorporate real customer stories and images in your newsletters and promotional emails to add authenticity.
Highlight Customer Stories in Blog Posts: Share interviews or testimonials from customers explaining how your products fit into their lives.
Leverage Influencer and Micro-Influencer Content: Even without formal partnerships, many influencers post about products they love. Curate and share this content with permission.
Respond and Engage: Show appreciation by responding to customer posts and reviews, encouraging more organic UGC over time.

This approach requires less upfront investment but still builds trust and authenticity by showcasing real customer voices.

Where to Use User-Generated Content for Maximum Impact

On Product Pages

Showcase customer photos and reviews right where shoppers decide to buy. This helps answer questions and reduces hesitation.

Social Media

Share UGC on your social channels to create a community feel and encourage more people to join in.

Email Marketing

Include customer stories and photos in your newsletters and promotions to make your messages more relatable.

Influencer Partnerships

Work with smaller influencers who create authentic content your audience trusts, amplifying your reach naturally.

Real-World Examples of Brands Using UGC Successfully

EVOC Sports

EVOC encouraged customers to share adventure photos using their gear with the hashtag #evocsports. This built a strong community and increased their social engagement by 40%, leading to a 25% boost in sales within six months.

Glossier

Glossier’s marketing heavily features customer selfies and testimonials. This honest, community-driven approach has helped them grow a loyal following and stand out in the crowded beauty market.

How to Measure the Success of Your UGC Efforts

Keep an eye on these key numbers:

Engagement: How many likes, shares, and comments does your UGC get?
Conversions: Are product pages with UGC selling more?
Average Order Value: Do customers who engage with UGC spend more?
Repeat Purchases: Are customers coming back because they feel connected?

Use tools like Google Analytics and social media insights to track these results and adjust your strategy.

Common Challenges and How to Handle Them

Maintaining Quality and Brand Safety

Not all customer content will be perfect. Use moderation tools to filter out anything inappropriate but keep the honest, real feedback that builds trust.

Dealing with Fake or Misleading Content

Verify reviews and use AI tools to spot fake content. Encourage genuine feedback by building strong relationships with your customers.

Balancing UGC with Your Own Content

UGC adds authenticity but should complement your professional brand content, not replace it. Find the right mix to keep your brand voice clear.

What’s Next for UGC in Ecommerce?

AI Tools: Soon, artificial intelligence will help you pick the best customer content to show each visitor.
Shoppable UGC: Customers will be able to buy directly from photos and videos shared by other shoppers.
Micro and Nano-Influencers: Smaller influencers with tight-knit followings will play a bigger role in creating trusted content.

Conclusion: Start Using UGC to Grow Your Ecommerce Brand

User-generated content is one of the most powerful ways to build trust and increase sales. It shows your products in real life and lets your customers become your best advocates.

Here’s how to get started:

Look at where you currently use customer content and find opportunities to add more.
Encourage your customers to share their stories organically by engaging with their posts.
Display UGC prominently on your website, social media, and emails.
Track how UGC affects your sales and engagement, and keep improving.

By putting your customers’ voices front and center, you’ll create a more authentic, trustworthy brand that shoppers want to buy from — and keep coming back to.

Download Your Free UGC Checklist!

Ready to start leveraging user-generated content without running complicated campaigns?
Download our easy-to-follow User-Generated Content (UGC) Checklist to help you find, curate, and use authentic customer content that builds trust and boosts sales.

Download the UGC Checklist PDF

(Click the link to get your free checklist and start turning your customers into your best marketers today!)