UGC Content Strategy: How to Sell More With Customer-Centered Content

Did you know that 79% of people say user-generated content (UGC) highly impacts their purchasing decisions? That's right — what your customers say, post, and share about your brand can do more than a polished ad campaign.

In a world where trust is the chosen currency, customer-centered content is not just a fancy concept — it's a powerful sales tool. 

UGC, which includes reviews, testimonials, social media posts, and even unboxing videos, is the modern marketer's secret weapon. When you strategically incorporate UGC into your content strategy, you're not just promoting your products — you’re amplifying the voices of your most authentic brand advocates: your customers.

In this article, we will explore the concept of UGC, explain why it’s so important for sales, and offer practical steps for crafting a customer-centered content strategy that turns likes, shares, and comments into revenue.

Ready to see your sales soar with the power of your customers' voices? Let’s get started.

What is UGC?

UGC is any content related to a brand or product that is created and shared by customers rather than the brand itself. 

Whether it's a glowing review on your website, a testimonial on social media, or a video of someone unboxing your product, UGC is the authentic, customer-created content that resonates with others. 📸

Types of UGC

Let’s break down the different forms of UGC and how each can boost your brand:

Reviews and testimonials

These are the bread and butter of UGC. When a satisfied customer leaves a review on your website or posts a testimonial, they provide social proof. Potential buyers trust these real-life experiences more than any ad copy. A five-star review on Google or a testimonial on Instagram can tip the scales in your favor. ⭐

Social media posts

Every time customers tag your brand in a post, they create UGC. Whether it’s a quick snapshot of them enjoying your product or a shoutout in their Instagram story, these posts increase your brand’s visibility and credibility. The best part? They’re often shared with the customer’s network, expanding your reach organically.

Videos

From unboxing videos on YouTube to TikTok clips showcasing your product in action, video content created by customers is powerful. Videos give potential buyers a real-world view of your product, making it easier for them to imagine themselves using it. Plus, video content tends to be more engaging, keeping potential customers on your page longer.

Blogs and articles

Some customers go the extra mile and write detailed blog posts or articles about their experiences with your product. These long-form pieces are goldmines of information for potential buyers who are in the research phase. They provide in-depth insights and often cover aspects that typical product descriptions might miss.

Each type of UGC brings something unique to the table, and together, they create a well-rounded, authentic brand presence that drives sales.

The importance of customer-centered content

Building trust and authenticity

In today’s market, trust is the key to winning over customers. With endless choices at their fingertips, consumers are more skeptical than ever about traditional advertising. This is where UGC shines. When potential buyers see real people — just like them — sharing their genuine experiences with a product, it fosters a sense of trust and authenticity that no ad can replicate.

According to a study by Nielsen, 92% of consumers trust recommendations from individuals over brands, even if they don’t know them personally. That’s a powerful testament to the impact of UGC!

By integrating UGC into your marketing strategy, you’re not just promoting a product but building a community of trust around your brand.

Influencing purchase decisions

Seeing is believing, and when potential customers see real users enjoying and endorsing your products, it can significantly influence their buying decisions. 

A BrightLocal survey found that 88% of consumers trust online reviews as much as personal recommendations. When those reviews come in the form of UGC — like a customer’s Instagram post or a YouTube review — they carry even more weight.

For example, think about the last time you were on the fence about buying something. What tipped the scale? Was it a polished ad, or was it a review or a social media post from someone who genuinely loved the product? Chances are, it was the latter. 

UGC serves as social proof that your product is worth purchasing, turning hesitant browsers into confident buyers.

Boosting engagement

UGC doesn’t just build trust. It also drives engagement. 

Content created by customers tends to attract more likes, shares, and comments than traditional branded content. Why? Because people are more likely to engage with authentic and relatable content. 

A report found that UGC-based ads get four times higher click-through rates and a 50% drop in cost-per-click compared to average ads.

Take the case of Coca-Cola’s "Share a Coke" campaign. By encouraging customers to share photos of themselves with personalized Coke bottles, the brand generated massive amounts of UGC and saw a significant increase in engagement across social media platforms. This kind of interaction isn’t just about getting attention; it’s about creating a dialogue with your audience and fostering a deeper connection with your brand.

In summary, a customer-centered content strategy that leverages UGC is more than just a marketing tactic — it’s a way to build trust, influence purchasing decisions, and boost engagement, all while putting your customers at the heart of your brand story.

Developing a UGC content strategy

Identify specific goals

The first step in creating a successful UGC content strategy is to define clear, actionable goals. Sounds trivial, but your clear vision for the next steps is actually a solid base for future success.

So, take some time to analyze what exactly you want to achieve with your UGC campaign. The more specific you are, the easier it will be to go ahead and bring your strategic ideas to life. Here are essential aspects to consider during your brainstorming session:

• Increased sales

Are you looking to boost conversions on your e-commerce site? Set a goal: "Increase sales by 20% within the next quarter through UGC integration on product pages."

• Brand awareness

Maybe your brand is new or entering a new market. Your goal could be to "Increase brand awareness by achieving 1,000 shares of UGC on social media within the next month.

• Customer loyalty

If you aim to strengthen relationships with existing customers, a goal like "Encourage repeat purchases by getting 500 customers to participate in a UGC campaign" might be appropriate.

By clearly defining your goals, you can tailor your UGC strategy to meet them, ensuring that every piece of content generated contributes to your desired outcomes.

Know your audience

To create a UGC that resonates, you need to know your audience inside and out. Start by researching your target demographic: their age, location, interests, online behaviors, and pain points. The more you understand who they are and what they care about, the better you can encourage them to create relevant and relatable content.

Here are some tips for gathering this information:

1. Conduct surveys and polls

Directly ask your customers about their preferences and habits through surveys or polls on social media. This not only provides insights but also encourages engagement.

2. Gather customer feedback

Analyze reviews, testimonials, and customer service interactions to identify common themes or concerns. This data is invaluable for understanding what drives your audience.

3. Use social media listening tools for the most accurate outcomes

Tools like YouScan can help you monitor social media conversations about your brand, giving you a deeper understanding of what your customers are talking about and what content they are already sharing.

Speaking specifically about YouScan's capabilities, its Audience Insights feature allows you to analyze content creators who produce material relevant to your product or brand. This tool helps you uncover your audience and gain a good grasp of their preferences and behaviors.

Additionally, it can help you identify key influencers or communities to collaborate with.

The Demography feature will help refine your ideal customer profile with greater detail. By analyzing factors such as age, gender and location, you can tailor your approach to attract the right audience and create more relevant and relatable content. 

YouScan’s Interests feature will be invaluable in terms of developing a good content plan. Understanding what interests your audience provides specific topics to focus on, helping you create content that resonates and drives strong engagement.

When you know your audience well, you can create UGC campaigns that feel personal and meaningful, increasing the likelihood that your customers will want to participate.

Choose the right platforms

Once you’ve identified your goals and audience, it’s time to choose the platforms where your UGC will thrive. Not all social media channels are created equal, and different platforms serve different purposes:

• Instagram. Perfect for visually-driven content. If your audience loves sharing photos and videos, Instagram should be at the top of your list. With features like Stories, Reels, and shoppable posts, it’s easy to encourage UGC that’s both engaging and directly tied to sales.

• Facebook. Great for fostering a sense of community. Use Facebook groups or pages to create spaces where customers can share their experiences and content. It’s also a good platform for longer-form content like testimonials and detailed reviews.

• YouTube. If your audience is into video content, YouTube is the place to be. Encourage customers to create unboxing videos, tutorials, or reviews. Video content tends to have a longer shelf life and can be highly influential in purchasing decisions.

• TikTok. For a younger, trend-savvy audience, TikTok offers a platform where short, creative videos can go viral quickly. It’s perfect for brands that want to tap into the latest trends and encourage fun, fast-paced content.

By choosing the right platforms based on where your audience is most active, you can maximize the reach and impact of your UGC strategy. Tailor your content for each platform to ensure it resonates with users and drives engagement.

Curating and managing UGC

Moderation and curation

One of the key aspects of a successful UGC strategy is ensuring that the content you feature aligns with your brand’s values and maintains a high standard of quality. To do this, you need a clear plan for moderation and curation. Here’s how to approach it:

1. Set clear guidelines

Establish what types of content are appropriate for your brand. This could include the style, tone, and messaging you want to see in the UGC. For instance, if your brand emphasizes positivity and inclusivity, ensure your featured content reflects these values.

2. Create a moderation policy

Your moderation policy should outline how you’ll review and select UGC. Here are some key components:

3. Approval process

Decide who will approve UGC before it’s shared on your channels. This could be a dedicated team member or an automated tool with specific filters.

4. Content standards

Define what makes content acceptable or unacceptable. Consider factors like language, imagery, and the alignment with your brand’s messaging.

5. Frequency of review

Determine how often you will review incoming UGC to ensure timely responses and content updates.

6. Engage with creators

Curating UGC isn’t just about selecting the right content; it’s also about interacting with the creators. Acknowledge and thank those who contribute, and consider featuring top creators to encourage ongoing participation. A little recognition can go a long way!

Legal considerations

Using UGC comes with its own set of legal responsibilities, and it’s crucial to ensure you comply with the laws surrounding intellectual property and privacy. Here’s a brief overview of what you need to keep in mind:

1. Obtain permission

Before sharing any UGC, ensure you have the creator’s permission to use their content. This can be done through direct communication or by using terms and conditions that customers agree to when submitting their content. A simple “By tagging us, you agree to let us share your content” in your campaign terms can cover this.

2. Understand copyright laws

UGC is still protected by copyright, meaning the creator owns the rights to their content. To legally use it, you must have explicit permission. Always credit the creator when sharing their content to avoid any copyright issues.

3. Privacy concerns

Be mindful of privacy laws, particularly when dealing with images or videos that feature individuals. Make sure that any content you share doesn’t violate privacy rights, especially if it includes minors or sensitive information.

4. Disclosure requirements

If you incentivize UGC (e.g., through contests or giveaways), ensure that creators disclose this when posting. This is not only a legal requirement in many regions but also promotes transparency and trust with your audience.

For more detailed information on the legal aspects of UGC, it’s wise to consult legal resources or seek advice from a legal professional.

Measuring the success of your UGC strategy

Key metrics

Tracking the right metrics is essential to determine the effectiveness of your UGC strategy. 

These indicators will help you understand how well your content resonates with your audience and whether it’s driving the desired results. 

Here are some key metrics to focus on:

• Engagement rates

This includes likes, shares, comments, and any other interactions with your UGC. High engagement rates indicate that your content is resonating with your audience. 

You can track these metrics directly through social media analytics tools or platforms like Google Analytics for UGC embedded on your website.

• Conversion rates

This metric shows how often your UGC leads to desired actions, such as clicks, sign-ups, or purchases. For example, if you’re using UGC on a product page, track how many visitors who engage with that content make a purchase.
Tools like Google Analytics or your e-commerce platform’s built-in analytics can help track these conversions.

• Sales data

Ultimately, one of the main goals of any marketing strategy is to boost sales. Monitor how your UGC impacts your revenue. For instance, track whether sales have increased since you started using UGC or if there’s a spike in sales after a particularly successful UGC campaign.

• User acquisition and retention

Measure the number of new customers acquired through UGC campaigns and the number of existing customers retained. This can be tracked through customer databases or CRM systems. Understanding UGC's role in attracting and keeping customers is crucial for long-term growth.

Analyze and adjust

No strategy is perfect from the get-go, and UGC campaigns are no exception. It’s vital to regularly analyze your performance data and make necessary adjustments to continuously improve. Here’s how:

1. Regularly review data

Set aside time to review your UGC performance at regular intervals — whether that’s weekly, monthly, or after specific campaigns. Use dashboards or reports from your analytics tools to clearly understand what’s working and what’s not.

2. Identify patterns

Look for patterns in your data. For example, you might notice that UGC performs better on certain platforms or that particular types of content (like video vs. photos) drive more engagement. Identifying these trends can help you refine your approach.

3. Gather feedback

Don’t rely solely on quantitative data. Qualitative feedback from your audience can provide valuable insights into how they perceive your UGC and what they’d like to see more of. Consider using surveys, social media polls, or even direct conversations to gather this feedback.

4. A/B testing

Experiment with different types of UGC, platforms, and posting times to determine the best results. For example, you could test the effectiveness of Instagram Stories versus feed posts or compare the impact of UGC on different product pages. A/B testing allows you to fine-tune your strategy based on real-world results.

5. Adjust and iterate

Based on your analysis, make informed adjustments to your strategy. This could mean focusing more on the types of UGC that are driving sales, experimenting with new platforms, or changing how you encourage customers to create and share content. Remember, the digital landscape is always evolving, so your strategy should be flexible and adaptable.

By tracking the right metrics and proactively analyzing and adjusting your UGC strategy, you can ensure that it meets and exceeds your marketing goals. 📊

Conclusion

A well-crafted user-generated content (UGC) strategy can be the key to finding deeper customer trust, higher engagement, and ultimately, increased sales. 

But it doesn’t stop there. Regularly measuring the success of your UGC efforts and making data-driven adjustments ensures that your strategy remains effective and aligned with your business objectives. The importance of UGC cannot be overstated — it's not just about letting your customers speak for you; it's about amplifying their voices to build a brand that others trust and love.

Ready to harness the power of your customers’ voices? Start implementing your own UGC content strategy today and watch your brand grow. 

To make the process even smoother, why not explore how YouScan can help? Sign up for a free demo and see how our AI-powered platform can assist in managing, curating, and maximizing the impact of UGC.

Remember, your customers tell the most authentic stories about your brand. Let their voices lead the way, and your success will follow.