How to Market Using User-Generated Content (UGC)

Published on November 29, 2023
3 min read
Marketing Tips
Icon admin
3 min read

Despite the rapid changes in the marketing landscape, one thing has remained constant: authenticity reigns supreme.

Today’s Consumers are savvy, discerning, and more in tune with brands than ever. They don’t want to be sold to—they want to connect with brands on a genuine, human level. And one of the most potent tools for achieving this connection is User-Generated Content (UGC).

Picture this: your customers advocating for your brand, sharing their experiences, and creating content about your products or services. It’s like having an army of brand ambassadors sharing their authentic love for what you offer.

This is the essence of UGC, and it’s a goldmine for businesses looking to create trust, engage effectively, and build lasting customer relationships.

In this article, we’ll explore the transformative power of UGC in marketing, why it’s so influential, how to encourage your customers to become content creators, and how CRM systems play a pivotal role in harnessing and leveraging this invaluable resource. Let’s get started.

The Power of User-Generated Content (UGC) in Marketing

Let’s start with the big question: what exactly is User-Generated Content, and why does it matter in marketing?

UGC is any content – text, images, videos, reviews, or social media posts – created and shared by customers or users of a brand’s products or services. It’s authentic, unbiased, and carries the weight of peer recommendation.

Statistics reveal that a staggering 79% of consumers say that UGC highly impacts their purchasing decisions. This isn’t just about customers talking about your brand; it’s about them actively participating in its storytelling.

UGC transforms your customers from passive consumers into active contributors to your brand narrative.

Encouraging Customers to Generate Content

Now that we understand the potential of UGC, the next question is: how can you encourage your customers to become content creators? The answer lies in fostering community, appreciation, and involvement.

Here are some effective strategies:

Showcasing UGC in Marketing Efforts

Once you’ve successfully encouraged your customers to generate content, it’s time to showcase it effectively. Here are some ways to do it:

  • Social Media Feeds: Display UGC prominently on your social media feeds. Encourage customers to use a branded hashtag when posting about your products. Research indicates that people trust user-generated Content 50% more than traditional advertising.
  • Website Integration: Integrate UGC into your website, especially on product pages. When potential buyers see real people using and loving your products, it significantly influences their decisions. 61% of customers are more likely to purchase after reading a UGC review.

Benefits of UGC for Authenticity

User-generated content isn’t just about creating a buzz. But it’s about injecting authenticity into your brand’s identity. Authenticity is a crucial driver for consumers today, with 86% of them saying it’s an essential factor when deciding what brands they like and support.

UGC brings the authenticity in several ways:

  • Trust and Credibility: When consumers see content created by their peers, they trust it more than polished marketing materials. This trust translates into credibility for your brand.
  • Human Connection: UGC humanizes your brand. It shows that real people, like your customers, use and value your products. This relatability fosters a deeper emotional connection.

CRM’s Role in Collecting and Utilizing UGC

Now, let’s talk about Customer Relationship Management (CRM) systems’ pivotal role in harnessing and utilizing User-Generated Content.

CRM systems capture and organize UGC from various channels, allowing entrepreneurs to leverage authentic content in marketing efforts, boosting credibility and engagement.

  1. Content Aggregation: CRM systems gather UGC from social media, reviews, emails, and other sources. This centralized repository simplifies the process of identifying valuable Content.
  2. Automation: CRM systems can automate requesting and collecting UGC from customers. For instance, they can trigger requests for reviews or testimonials after a customer’s purchase.
  3. Personalization: CRM systems help personalize marketing campaigns, ensuring that the right UGC is showcased to the right audience at the right time, maximizing its impact.
  4. Analytics: CRM analytics provide insights into which UGC pieces are most effective in driving engagement and conversions, allowing businesses to fine-tune their strategies.


In conclusion, User-Generated Content is a potent force in modern marketing. It harnesses the power of authentic storytelling, boosts credibility, and fosters a sense of community around your brand.

CRM systems are the linchpin in this process, streamlining the collection and utilization of UGC and ultimately, helping businesses build trust, engage effectively, and create lasting customer relationships. Embrace the authenticity revolution. It’s not just a trend—it’s the future of marketing.

Learn more about boosting your marketing using CRM tools. Talk to our experts. Book a FREE demo below now.

Curious how digital ecosystems can help improve your business?

Check out how digital ecosystems can boost your company performance by getting started here.

Book a Demo
November 29, 2023