Why Should Customers Do Your Marketing for You?
Let’s be honest—no one trusts brands that toot their own horn too much. But when real customers rave about your product? That’s gold. Imagine if your brand could gather an army of enthusiastic customers who create authentic, relatable, and high-impact content for you—for free (or at least, for much less than a pricey influencer).
User-generated content (UGC) is the ultimate word-of-mouth marketing in the digital era. According to Nielsen, 92% of consumers trust organic, user-generated content more than traditional advertising. Why? Because people trust people, not polished corporate messages.
So, how do you kickstart a UGC campaign for testimonials and get UGC for your brand without begging customers to share their experiences? Buckle up, because we’re about to dive into a step-by-step guide to turn your customers into your best brand ambassadors.
What is a UGC Testimonial Campaign? (And Why Should You Care?)
A User-Generated Content (UGC) testimonial campaign is a strategy where brands encourage their customers to create and share their honest feedback through social media posts, videos, reviews, or blog content. It’s like free advertising—except it’s more authentic, trustworthy, and engaging.
The Power of UGC Testimonials: The Numbers Don’t Lie
- 79% of consumers say UGC highly impacts their purchasing decisions (Stackla).
- Millennials trust UGC 50% more than traditional media (Business Wire).
- Brands using UGC see a 28% increase in engagement rates (Social Media Today).
Still not convinced? Let’s break down why UGC testimonials work so well.
- Authenticity Sells – Consumers are bombarded with ads. UGC feels real and trustworthy.
- Social Proof is Powerful – If others love your product, new customers are more likely to try it.
- It’s Cost-Effective – You don’t need a massive budget to generate UGC—just a smart strategy.
Now that you know why UGC is essential, let’s get into the juicy part—how to actually get UGC for your brand.
Set Clear Goals for Your UGC Campaign
Before you start asking customers for testimonials, ask yourself: What’s the goal?
- Increase brand awareness? Run a hashtag challenge on social media.
- Boost conversions? Gather video testimonials for your website.
- Build trust? Focus on collecting detailed customer stories.
💡 Pro Tip: The more specific your goal, the easier it is to measure success.
Now that you have your goal, it’s time to decide where to collect these testimonials.
Choose the Right Platforms for UGC Collection
Not all platforms work equally well for UGC. Here’s a cheat sheet:
| Platform | Best for UGC Type |
|---|---|
| Instagram & TikTok | Short-form videos, reels, testimonials in Stories |
| Twitter/X | Text-based reviews, brand shoutouts |
| Long-form reviews, video testimonials, groups | |
| YouTube | Detailed product reviews, case studies |
| B2B testimonials, professional case studies |
💡 Pro Tip: Encourage customers to tag your brand and use a dedicated hashtag to track submissions.
Alright, you know where to collect testimonials. But how do you actually convince customers to create them?
Make It Incredibly Easy for Customers to Share Testimonials
If sharing a testimonial feels like homework, customers won’t do it. Make the process effortless.
Ways to Simplify UGC Creation:
- Create a testimonial template – Provide prompts like: “What problem did our product solve for you?”
- Offer multiple submission formats – Let customers submit via text, video, or voice notes.
- Automate collection – Use tools like Typeform, Google Forms, or direct Instagram story replies.
Now that you’ve made it easy, let’s add some motivation.
Incentivize Without Compromising Authenticity
People love rewards—but you don’t want testimonials that feel bought. Instead of bribing customers, offer creative incentives that feel natural.
Best UGC Incentives:
- Feature their content on your website or social media.
- Run a monthly giveaway for the best testimonial.
- Offer exclusive discounts for repeat contributors.
💡 Pro Tip: Never script testimonials. Authenticity is key.
Once you start collecting UGC, it’s time to showcase it.
Amplify Your UGC Testimonials for Maximum Impact
You’ve collected great testimonials—now, use them to boost trust and conversions.
Where to Feature UGC Testimonials:
- Product Pages – Add real customer photos/videos.
- Social Media – Repost UGC with a “Customer Spotlight” series.
- Email Campaigns – Include UGC in newsletters.
- Paid Ads – UGC-based ads perform 4X better than brand-created ads (Yotpo).
💡 Pro Tip: Tag the original creator whenever you share their content—it encourages more UGC.
Track, Analyze, and Optimize Your UGC Campaign
What gets measured, gets improved. Use these key metrics to gauge your UGC campaign’s success:
- Engagement Rate – Are people interacting with UGC posts?
- Conversion Rate – Is UGC leading to more sales?
- Submission Rate – How many customers are contributing?
Use tools like Google Analytics, Sprout Social, or Hootsuite to track performance.
FAQs
How do I get UGC if my brand is new?
Start by asking friends, family, or early customers. Offer a small incentive like a feature on your page.
What’s the best way to ask for UGC without sounding desperate?
Use social media prompts, email nudges, and fun challenges instead of begging.
Can I use UGC in paid ads?
Yes, but always get permission from the creator first.
How do I handle negative UGC?
Address concerns publicly and professionally. Turn bad feedback into an opportunity to show great customer service.
What’s the best type of UGC testimonial?
Video testimonials tend to perform best since they feel personal and real.
Should I moderate UGC submissions?
Yes, ensure the content aligns with your brand values before resharing.
Start Your UGC Campaign Today
A UGC testimonial campaign isn’t just a marketing hack—it’s a trust-building powerhouse. When real customers share their experiences, your brand gains credibility, engagement, and conversions.
So, what are you waiting for? Start encouraging UGC today and watch your brand’s social proof skyrocket.
