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How to use user generated content in your company's Marketing?

Have you ever come across a brand’s instagram account and wondered how they can create so much content?

Managing accounts on social media can be challenging: you need to feed them with fresh content and build engagement with followers. One possible answer to the initial question is: They don’t create, they use User Generated Content.

Implementing a strategy for using user-generated content can be very useful to having new content and increasing the number of followers. In this article, we explain how companies can use user-generated content as a Digital Marketing strategy.

What is user generated content?

User-generated content consists of content created and shared by users of social media that are not related to the brand. Companies may use this content in a number of ways, most often sharing personal photos or user videos with the product marketed by the brand or using its services.

Fundamentally, brands only have to republish the user's photo or video and identify it. There are a few more good etiquette rules that must be adhered to that we have covered earlier.

User-generated content has a huge potential to catch the attention of the public and is important to brands for two primary reasons:

  • First, it helps you build a fan base and followers that get involved with your brand. Not only do users like to see the content of others in brand profiles, but they also want to have their own shared content.

  • It is a way for brands to adapt to new consumers who rely heavily on others' opinions about products /services.

By using user content, brands get the message that their followers' stories are important to them.

A great way to promote the production of user-generated content is to conduct campaigns such as contests, giveaways, or encourage users to use your brand hashtag on social media.

Lastly, you should not expect content to simply come to you. As well as encouraging your followers to share their content, you should seek it out. Search for your brand hashtags, search for keywords relevant to your segment and content that identifies your brand.


If you want to highlight your brand and increase your exposure, user-generated content can be a great help. Incorporate this type of content into your digital marketing strategy and you will surely notice an evolution.

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