Information in this blog was obtained from Social Native, Hustler Marketing, and Social Media Strategies Summit.

You’ve decided to incorporate UGC (User-Generated Content) into your marketing strategy. Awesome! UGC is a powerful tool in digital marketing—and for good reason. It builds trust, fosters community, and drives conversions. But...to be honest, managing UGC can be overwhelming, especially when it’s new territory.

Whether you’re a student learning the ropes or a professional desiring to grow your brand’s presence, this guide will help you navigate UGC with confidence. The following tips are important to remember when incorporating user-generated content into your marketing strategy. Let’s get started!

Is Managing UGC Worth It?

UGC is content—photos, videos, reviews, etc.—created by your audience rather than your brand. It feels real, raw, and trustworthy because it comes from actual people.

Here’s why marketers love it:

• Boosts credibility: 82% of consumers are more inclined to buy from a brand that incorporates UGC in their marketing (Social Media Strategies Summit)

• Drives engagement: People are more likely to engage with content made by people like them.

• Saves time and money: Let your audience create on your behalf—no full production team needed.

  
  

Like any good thing, UGC requires intention and strategy to really work. Let us look at nine things to keep in mind when implementing, sourcing, and posting user-generated content. 

1. Start with Clear Goals

Before you launch a hashtag or start asking for content, establish clear objectives. What are you trying to achieve?

• Brand awareness?

• Product promotion?

• Website conversions?

• Community building?

  
  

Goals should drive every decision. Without direction, your campaign might attract cool content but it will results in nothing.

💡 Pro Tip: Use SMART goals—Specific, Measurable, Achievable, Relevant, Time-bound—to make your strategy actionable.

2. Create a Seamless Submission Process

If you want people to share content with you, make it easy. Think simple hashtags, clear calls-to-action (CTAs), or user-friendly forms. Complicated processes = less participation.

Some popular methods include:

• Hashtag campaigns on Instagram and TikTok

• Branded filters or stickers

• Incentives, like giveaways or features

  
  

💡 Example: Starbucks used the #RedCupContest to encourage holiday drink photos. It was festive, fun, and very effective.

3. Start a Hashtag Campaign (and Promote It Everywhere)

Hashtag campaigns are a classic for a reason—they work. But don’t just create one and hope people use it. Promote it on:

• Packaging

• In-store signage

• Social bios

• Email signatures

• Website banners

  
  

Consistent promotion builds a sense of community around your brand.

4. Use UGC Platforms to Source Content Creators

If you’re not sure where to find creators—or want to scale your content quickly—look on platforms like Cohley and Hashtag Paid. These sites help match your brand with creators who know how to generate high-performing content. These platforms also offer built-in performance metrics, licensing options, and creative briefs to streamline the entire process.

5. Respect and Reward Your Creators

This part is crucial. Not only does it show appreciation, but it also encourages long-term relationships.

Ways to give back:

• Tag and feature them on your platforms

• Offer incentives like gift cards or exclusive perks

• Shout them out in newsletters or campaigns

• Pay them fairly for sponsored UGC

  
  

Ultimately, if they have a good experience with your brand, they will share it (and vice versa). So, showing love goes a long way in building a loyal creator community.

6. Understand UGC Usage Rights

Here’s where things can get sticky. Just because someone tags your brand doesn't mean you automatically have the right to repost their content.

Usage rights define how, where, and for how long you can use someone’s content. Always ask for permission—and if you're compensating them, consider drafting a contract outlining:

• Duration of usage

• Platforms it's allowed on

• Editing or repurposing rightsPaid usage vs. organic usage

  
  

💡 Learn more about usage rights here: Mastering UGC Usage Rights – Hustler Marketing

7. Curate, Don’t Just Collect

Not all UGC is created equal. It’s better to have 10 high-quality, on-brand submissions than 100 random ones that don’t resonate.

Look for content that:

• Aligns with your brand’s aesthetic

• Reflects your values

• Has strong visual appeal

• Tells a compelling story

  
  

Platforms like Social Native can help automate the curation process—saving you hours of manual sorting.

8. Distribute Content Across Channels

Don’t let UGC content sit in your saved folder. Repurpose it! UGC can be used across multiple touchpoints:

• Instagram stories or reels

• Website product pages

• Email campaigns

• In-store digital displays

• Facebook and TikTok ads

  
  

💡 Use case: Social Native highlights how brands like Zillow use family-generated photos to make their content more relatable and humanized.

More distribution tips here: 4 Ways to Use UGC on Different Channels – SMSS

9. Track Performance and Optimize

You can’t improve what you don’t measure. Track how your UGC performs using insights like:

• Engagement rate (likes, shares, comments)

• Click-through rate (if used in ads)

• Conversions from UGC product pages

• Creator performance (which users generate the most impactful content?)

  
  

These metrics help refine your strategy and show what kind of content resonates most with your audience.

Conclusion

Launching anything new into a marketing campaign can be scary. I get it. It’s intimidating for me, too. But UGC is about real people, real stories, and real connections. That’s what makes it so powerful. When managed thoughtfully, it becomes more than a tactic—it becomes a community. Set your goals, build trust, and get ready to be surprised by the creativity your audience brings to the table. Whether you’re running a major brand campaign or building your first student project, these tips will help you confidently manage user-generated content from start to finish.

Remember: clarity, communication, and appreciation go a long way in building trust with your community and creators. Now go out there and make some magic with your audience!

UGC content is not the only way to incorporate consumers into your marketing strategy, read my colleague Olivia Alber’s blog here to learn  about Influencer Marketing!

Disclaimer: No AI was injured in the production of this content. AI (ChatGPT) was used as a tool to supplement, enhance, and make suggestions in writing this blog post.

Resources

Social Native. (2023, October 6). UGC Strategy: Navigating the world of UGC generation. https://www.socialnative.com/articles/ugc-strategy/

Hustler Marketing. (2023, May 17). Mastering UGC video ads: The importance of UGC usage rights. https://www.hustlermarketing.com/blog/mastering-ugc-video-ads-the-importance-of-ugc-usage-rights/

Social Media Strategies Summit. (2023, June 14). 4 ways to incorporate your user-generated content on different channels. https://blog.socialmediastrategiessummit.com/4-ways-to-incorporate-your-user-generated-content-on-different-channels/