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Customer Loyalty

The Value of User-Generated Content for Boosting Customer Loyalty

Written by 
Chloe Komesarook
January 12, 2024
Brand Loyalty

As we delve deeper into the year, one digital marketing superstar stands out: User-generated Content (UGC). Its significant impact is being felt across various industries. It's about embracing content created by users – from texts and videos to images, reviews, and social media posts – rather than relying solely on traditional, polished brand narratives. 

UGC represents a refreshing shift in marketing strategies, moving from a brand-dominated voice to a more authentic and relatable approach. It’s about giving customers the mic and letting their voices lead the conversation. The rising significance of UGC is clear: it offers brands a valuable chance to connect more meaningfully with their audiences, building trust and sparking engagement. 

So consider this your guide into all things UGC, from how it can boost customer loyalty to how to use user-generated content for your business. 

The Power of User-Generated Content

Four people sitting next to each other looking at mobile phones.

User-generated content (UGC) is a game-changer in how people see brands. It’s all about real stories and experiences from customers, not just what the brand says about itself. This type of content, coming directly from the users, provides an unparalleled level of authenticity and credibility. When customers spontaneously share their experiences, whether through reviews, photos, or videos, it offers a compelling narrative about the brand’s value and reliability. 

The influence of peer recommendations through UGC cannot be overstated. In a digital era where consumers are bombarded with countless marketing messages, the voice of a fellow customer stands out. Happy customers naturally become brand ambassadors, sharing their positive experiences and influencing others. 

A blue speech bubble with text and icons and a quote about customer reveiws.

As these customers share their positive experiences, they initiate a chain reaction, encouraging others to explore and trust the brand. Leveraging UGC allows brands to not only broaden their reach but also to foster a community of engaged and loyal customers, united by shared experiences and trust in the brand.

A screenshot of the 'get inspired' page of GoPro
Source: GoPro

Fostering Customer Loyalty Through UGC

UGC is a powerful tool for building customer trust and loyalty. By highlighting genuine customer experiences, it presents a brand as transparent and trustworthy, deepening customer relationships. When thinking of how to use user-generated content, remember that it’s supposed to tell your brand’s story, rather than just presenting the product or service. 

For instance, GoPro excels in this area by featuring customer videos, turning everyday users into brand heroes. With over 20 million Instagram followers, this content certainly hits the mark and has the power to influence a large customer base and encourage them to spend and discover new products. About 48% of consumers say that discovering new products through UGC is a preferred way to spend their money.

A screenshot of the Airbnb discover page.
Source: Airbnb

Similarly, Airbnb uses customer stories and photos to showcase real travel experiences, enhancing trust and fostering a sense of community. These strategies not only attract new customers but also solidify the loyalty of existing ones, creating brand advocates who feel a personal connection to the brand.

Encouraging User Participation

A megaphone 3D graphic with a bunch of emojis coming out of it.

Getting your customers excited about creating content for your brand isn’t just smart; it’s essential for a vibrant, engaging brand presence. The magic happens when you make your customers the stars of the show. Here’s how you can encourage them to jump into the spotlight and start generating content:

  1. Creating Engaging Campaigns: Launch campaigns that spark creativity and show users how to use user-generated content effectively. Invite users to share their experiences through hashtag challenges or social media contests. 
  2. Offering Incentives: Everyone loves a good perk! Incentivize participation with rewards like discounts, loyalty points/stamps, or even featuring their content prominently. This approach turns their contributions into a win-win, boosting both their enthusiasm and your content library.
Speech bubble with text on how loyalty programs are good for UGC.
  1. Showcasing User Content: Make user-generated content a centerpiece of your marketing. When customers see their photos, videos, or reviews featured on your channels, it not only validates their effort but also inspires others to join in.
  2. Engaging with User Content: Interaction is key. Like, comment, and share user-generated content to show you’re not just listening, but also appreciating their contributions. This is incredibly important on social media, as 48% of customers say they find new products through UGC or social media feeds​. 
  3. Ease of Participation: Remove any hurdles to content creation. Provide clear guidelines and seamless ways to share content. The easier it is to participate, the more likely users will contribute.
Pink speech bubble with text and icons. Text is a statistic about customer reviews.

By tapping into these strategies, you’re not just gathering content; you’re demonstrating how to use user-generated content to build a dynamic, engaged community that’s excited to interact with your brand and share their experiences. This is where true brand loyalty begins. 

Leveraging User-Generated Content

Person holding a phone and taking a photo.

Leveraging user-generated content (UGC) smartly can elevate a brand's marketing to new levels by integrating the customer's voice into its narrative. This strategy involves incorporating UGC into marketing campaigns, adding a layer of authenticity. 

For example, using customer testimonials in advertisements or featuring user photos in product galleries enhances the appeal and shows that the brand values customer feedback. On social media, sharing user posts, creating stories, or using dedicated hashtags amplifies the brand's presence and encourages more UGC. 

As well as this, featuring UGC on a brand's website, like customer reviews or a gallery of user-submitted photos, makes the website more engaging and provides visitors with real-world perspectives.


Looking ahead, understanding how to use user-generated content effectively is key. UGC isn’t just sticking around; it's becoming increasingly crucial. Brands that master the art of using customer voices will forge the strongest connections. Bottom line? Embracing UGC goes beyond following a trend – it's essential for building a brand that’s not only loved and trusted but also feels like a community. 

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