The Ultimate Guide to Reposting UGC Testimonials: Best Practices for Maximum Impact

Why Stealing Customer Love Letters Might Backfire

Imagine this: A customer pours their heart out about your brand on Instagram. They rave about your product, snap a stunning photo, and tag you. You, being the savvy marketer you are, repost it immediately. But oops—now they’re upset. Wait, what?

Welcome to the tricky world of User-Generated Content (UGC) testimonials. While leveraging customer love stories is a marketing goldmine, there’s a right way (and plenty of wrong ways) to do it. Get it right, and you build trust, engagement, and sales. Get it wrong, and you risk legal trouble, lost customers, and a tarnished reputation.

So, how do you repost UGC testimonials in a way that’s ethical, effective, and engaging? Let’s dive into the best practices—with data, expert insights, and real-world examples.

Always Get Explicit Permission Before Reposting

Would you walk into a stranger’s house and start redecorating? No? Then don’t assume you can repost customer content without asking first.

A 2018 Stackla survey found that 51% of consumers would stop purchasing from a brand that used their content without permission. Even if they tagged you, a simple “Hey, can we share this?” goes a long way.

Best Practices:

DM or comment to ask for permission.
Use clear language: “Can we feature this on our website and socials?”
Keep a record of approvals for legal safety.

Sephora, for example, has a structured UGC request system, ensuring users opt in before their content is reposted.

Next up: You’ve got permission—how do you give credit properly?

Always Credit the Original Creator

Imagine writing a best-selling novel, only for someone else to slap their name on it. That’s how users feel when brands repost UGC without crediting them.

How to Properly Credit UGC:

• Tag the original creator in the caption and image (not just in comments).
• If sharing outside social media, include their name and a link.
• Avoid edits that remove their watermark or branding.

Take GoPro, for example. Their Instagram feed is 90% UGC, and every post includes clear credit to the creator.

Now that you’re giving credit, let’s talk about keeping UGC authentic.

Keep It Real – Don’t Alter the Content

Consumers today have a sixth sense for inauthenticity. If a customer’s testimonial doesn’t fit your brand aesthetic, don’t tweak it—find another one.

Edelman’s 2021 Trust Barometer revealed that 81% of people need to trust a brand before buying. Nothing kills trust faster than over-edited, staged-looking UGC.

What to Avoid:

Changing words in testimonials.
Editing photos to fit your color scheme.
Removing negative parts to make it seem 100% positive.

For example, Airbnb uses raw, unfiltered UGC—real stories from real travelers, and that’s what makes them powerful.

But how do you make sure the UGC actually aligns with your brand? Let’s discuss.

Use UGC That Aligns with Your Brand Voice

Not all UGC is good UGC. A testimonial that doesn’t match your brand’s tone might confuse your audience.

Tips for Selecting the Right UGC:

If you have a fun, quirky brand (like Wendy’s), go for witty testimonials.
If you’re a luxury brand (like Rolex), opt for polished, elegant testimonials.
If you’re in health & wellness, prioritize educational and heartfelt stories.

For example, Glossier exclusively shares testimonials that match their casual, relatable brand personality.

Now that we’ve got brand alignment down, let’s ensure the content actually drives conversions.

Optimize UGC for Different Platforms

A five-paragraph Yelp review isn’t going to work on TikTok. And a 15-second Instagram Story won’t cut it on LinkedIn.

How to Repurpose UGC for Maximum Impact:

• Turn a long testimonial into a short, punchy Tweet.
• Convert positive reviews into quote graphics for Instagram.
• Transform before-and-after photos into a carousel post.

Nike, for instance, repurposes UGC into Instagram Reels, Twitter shoutouts, and website testimonials, ensuring content fits the platform.

Now, let’s talk about one of the biggest benefits of UGC—building trust.

Leverage UGC for Social Proof & Credibility

People trust people more than brands. According to Nielsen, 92% of consumers trust UGC more than traditional ads.

Best Uses of UGC for Social Proof:

• Feature customer testimonials on landing pages.
• Highlight UGC in email marketing (conversion rates can increase by 25%).
• Showcase real experiences in Facebook & Instagram ads.

Airbnb, again, nails this. Their customer stories drive bookings because they feel genuine, not scripted.

But what about legal risks? Let’s cover that next.

Stay on the Right Side of Copyright & Privacy Laws

Reposting UGC without proper permissions can land you in legal trouble. In some cases, customers have sued brands for unauthorized use of their photos.

Legal Best Practices:

Get explicit permission (preferably in writing).
Understand platform-specific copyright rules.
Use a UGC platform like TINT or Stackla to manage permissions.

For example, Adidas ensures every UGC post follows FTC guidelines, preventing misleading marketing claims.

Now that we’re legally safe, let’s measure success.

Track the Performance of UGC

Not all UGC converts. Tracking performance helps you refine your strategy.

Key UGC Metrics to Monitor:

• Engagement rate (likes, shares, comments).
• Click-through rate (CTR) on ads using UGC.
• Conversion rate for UGC-based landing pages.

Brands like ASOS use A/B testing to see which UGC formats perform best.

Now, let’s make the most of influencer collaborations.

Collaborate with Micro-Influencers for UGC

Micro-influencers (10K–100K followers) generate 60% more engagement than mega-influencers.

How to Work with Micro-Influencers:

Partner with real customers who love your brand.
Encourage authentic testimonials, not scripted ones.
Offer incentives like exclusive discounts.

Daniel Wellington’s rise to fame? 100% micro-influencer UGC marketing.

Finally, let’s ensure your UGC strategy is future-proof.

Stay Updated with UGC Trends

UGC is evolving. Video testimonials, AI-generated reviews, and interactive content are reshaping how brands use customer content.

Trends to Watch in 2025:

AI-powered testimonial curation.
More UGC on TikTok & Instagram Reels.
Live video testimonials for trust-building.

Brands like Starbucks are already using TikTok UGC challenges to engage younger audiences.

FAQs

Turn Your Customers into Your Best Marketing Team

Reposting UGC testimonials can be a game-changer—but only if done ethically, strategically, and creatively. Ask for permission, credit creators, keep it real, and align content with your brand. Follow these best practices, and you’ll turn customer love into trust, engagement, and conversions.