3 popular types of user-generated content (+ examples)

User-generated content (UGC) is everywhere today, shaping the way we make purchasing decisions. 

Think about the last time you considered trying a new restaurant or retailer. You likely asked for recommendations from friends or family, scrolled through Yelp or Google reviews, and even browsed through the comments, stories, or photos shared by others.

UGC is a powerful yet delicate marketing tactic that, when done right, blends persuasion and transparency. In this post, we’ll look at three popular types of UGC, showcasing successful examples and offering insights on how brands of all sizes can leverage UGC to engage their target audiences.

1. Social media posts 

Social media posts are the most common form of user-generated content. When customers try a new product or service, they often share their experiences online, creating a powerful ripple effect. From lively unboxing videos to candid tweets about disappointments, UGC spans a broad spectrum of content and plays a crucial role in molding brand perception. As users share their favorite brands or products, they build trust among followers, which can lead to deeper engagement and long-term brand loyalty.

The public’s appetite for UGC continues to grow, with 58% of respondents saying they generated more UGC on their social media accounts in 2020 than in 2019. 

UGC is a win-win for both posters and readers. As users discover new favorite brands or products, they’re excited to share benefits with their followers. In turn, followers use these unbiased tips and recommendations to make smarter decisions about how to spend their money and time. 

Product-led posts build brand awareness and loyalty for GoPro 

GoPro’s versatile and durable cameras have inspired a global community to capture and share their wildest adventures, leaving the brand with a library of stunning user-generated content. 

Today, the company incentivizes users with its annual Million Dollar Challenge, a clever marking tactic that encourages customers to capture and share their most wholesome and thrilling moments.

From breathtaking dives through swarms of jellyfish and stunning footage of the Northern Lights to playful tumbles into backyard ball pits, this competition transforms everyday users into brand ambassadors.

By offering a share of the grand prize, GoPro rewards creativity and adventure, turning these UGC examples into more than just exciting images — they’re real people on real adventures, inspiring everyone to set off and explore the world around them. 

Customer photos and videos generate interest in Trashie 

With the growing awareness of the climate crisis, Trashie offers a convenient solution to clothing waste. The business model is as simple as 1-2-3: 

• Trashie sends users a “Take Back Bag.”

• Customers fill the bags with clothes to recycle.

• Trashie rewards customers with cash. 

A powerful UGC campaign video showcased how easy it was to clear out space and save up to 15 pounds of landfill waste — all while pocketing some cash. This relatable content inspired multiple followers to tackle their own closet clean-outs, blending environmental responsibility with personal gain. 

Locals on Instagram inspire trips to Fareway 

Local businesses often rely on local users or influencers to comment on their products or services. Fareway, a family-owned grocery store, partnered with trusted community influencers across the Midwest to showcase their favorite parts of the store. 

Influencers highlighted the store’s impressive meat and seafood selection, with one user capturing the high-quality steak section while shopping for his July 4th BBQ. 

These posts inspire a sense of FOMO as followers inevitably imagine the delicious meals and snacks they could create, leading many to become lifelong Fareway brand ambassadors. 

2. Product reviews and customer testimonials 

Product reviews and customer testimonials are often the cornerstone of a consumer’s final decision. When Yelp or Google reviews back up a business’s claims, taking action becomes that much easier. 

Customer reviews are powerful UGC examples that businesses frequently repurpose on their social media channels, product pages, and home pages. The more compelling the content, the more likely it will be featured front and center. 

This strategy is vital for conversion rates and website traffic, as studies show that positive reviews help customers feel more secure during the pre-purchase stage. 

Bad Yelp reviews become marketing gold in Denver 

All Yelp reviews can be valuable, but recognizing the opportunity may require a little creativity. Hi-Dive, a bar in Denver, turned their negative reviews into a hit by printing them on T-shirts. The cheeky approach resonated with customers, inspiring other bar owners to follow suit. 

While not all brands have the luxury of being tongue-in-cheek, you can still put a spin on even the worst publicity. This example proves that not all negative reviews are bad. As a business owner, you always have the choice of how to handle them — sometimes, a sincere response to a harsh comment is all it takes. 

A product review makes Kat Von D’s eyeliner go viral

Viral product reviews often come with a dramatic twist, and this one is no exception. After a car crash, a user took a photo of herself in a hospital bed, intending it as police evidence. What she didn’t expect was to showcase the remarkable staying power of Kat Von D’s Tattoo Waterproof Eyeliner, which held up through the entire ordeal — including the tears! 

This unexpected endorsement quickly spread across social media, highlighting not just the product’s quality but also its ability to stand up to life’s most intense moments. This blend of authenticity and resilience resonated with others, leading to a surge in brand loyalty and new customers eager to see if their makeup could handle such a test.

Social media users praise Bubba’s delicious Southern comforts 

While social media content isn’t exactly the same as Yelp or Google reviews, audiences treat it as social proof, giving the impression that “everyone is doing it.” The more social media users take action — whether by buying a product or visiting a location — the easier it is for others to picture themselves doing the same. 

Bubba’s, a Southern restaurant in Des Moines, boasts positive reviews on both Yelp and Google Business, but the most compelling evidence of its appeal is found in the brand’s social media posts. 

One local influencer’s Instagram post introduced followers to Bubba’s weekly Sips and Sliders night. Alongside mouthwatering burgers and cocktails, her video showcased the welcoming decor, stylish signage, and inviting exterior. This kind of UGC doesn’t just present a meal; it practically beckons viewers to come in and experience it for themselves. 

3. Blog comments and community forum discussions 

Whether on a branded blog or a neutral platform, community forums spark valuable discussions among existing customers, potential customers, and the brand itself. This dynamic example of UGC content provides a range of perspectives, reaching different target demographics. However, it’s sometimes overlooked in favor of brand-generated content, perhaps because it can be more time-consuming to track. 

When you engage in these discussions, you actively shape the narrative. For example, if a customer accuses your brand of unfair treatment, you might respond with how the brand made it right, turning a negative into a positive. 

Marketing expert Mark Schaefer suggests that building a sense of community is a brand’s greatest marketing strategy. When customers trust a brand, they engage naturally —no hard sell needed. 

Blog comments build community for Tom Bihn 

Tom Bihn, a manufacturer of practical and stylish bags, fosters community through compelling blog content. Readers feel encouraged to ask questions, share product insights, and offer advice. 

For example, when the company posted about its decision to skip Black Friday sales, customers chimed in with their support and disappointment — sometimes in the same comment. 

In another, the brand explained how it selected colors for a custom collection, sparking lively discussion about favorite hues. This community not only strengthens brand loyalty but also fosters a genuine feeling of belonging among customers.

Reddit makes it easy for fans to share their enthusiasm for LEGO 

LEGO, a brand beloved across generations, finds a thriving community on Reddit’s Adult Fans of Lego (AFOL) forum, with around 30,000 members. These enthusiasts share their unique creations, helpful tips, and jokes, making the community as fun as it is informative.

When one Dungeons and Dragons player posted a LEGO Elder Brain for his next gameplay, the community’s excitement was palpable. This type of UGC content reinforces LEGO’s universal brand loyalty and invites fans to dive into the fun. 

A community forum establishes trust with Sephora 

Sephora’s Beauty Insider Community offers a safe, positive space for exchanging tips, asking questions, and finding beauty inspiration. Sephora’s inclusive marketing campaigns help everyone feel welcome to discuss their experiences and seek advice on everything from product lines to skin tones. 

Popular threads like Show Me Your Nails invite customers to showcase their results, while anon-incentivized reviews section ensures transparency. By providing a platform where users can share detailed experiences with products, Sephora builds trust and helps others make informed decisions when making a purchase. If you’re launching a new brand or initiative, creating a similar community can help you establish trust from the start. 

Build a loyal community by encouraging UGC 

Building an online community starts with quality customer engagement across platforms. If you want to fast-track brand loyalty, consider using hashtags, competitions, and giveaways to attract genuine interest in your products or services. 

For example, after Coca-Cola switched its branded labels to everyday names, the company flooded social media channels with its #ShareACoke hashtag. This simple change encouraged people to buy a Coke for their friends or family. 

You could also hold a contest or giveaway where customers curate content that fits your brand’s theme. As seen with GoPro’s Million Dollar Challenge, this approach effectively showcases how customers use your products to document their most memorable moments. 

If you’re launching a regional campaign or representing a local business, think about how local influencers or users can reinforce your brand message. For example, a city’s tourism board might partner with influencers within a 75-mile radius to promote local attractions. Successful local influencers understand their audience’s desires and zoom in on the most relevant brand benefits, making it easy for followers to see the value. Reputable UGC organically fosters a loyal community, strengthening the brand’s market position over time. 

Learn why local creators are the most powerful brand advocates 

Many of the content strategy examples discussed are impressive, but not all are realistic or scalable for every brand. If you’re targeting smaller markets, you might need to think on a smaller scale. 

Local UGC creators offer a unique advantage that larger influences often can’t match: authenticity. Their deep understanding of local culture and community needs allows them to create content that resonates on a personal level. 

For example, when California-based Goodles Mac expanded into Midwestern Costcos, they partnered with local influencers who could take audiences inside the store and demonstrate how to make the products at home. 

While these influencers may not have the follower count of mega-celebrities, their followers are often more engaged and attentive, leading to a stronger impact. Bonus: many become loyal buyers post-campaign! This grassroots approach fosters genuine connections and helps brands build a loyal customer base that feels seen and valued. 

Want to launch your own UGC campaign? Book a call with our team to learn how you can get started.