How to Harness the Power of User Generated Content

User Generated Content has emerged as a powerful marketing tool that can help Small Businesses build brand awareness and trust, engage their audience, and drive sales without spending a dime. 


However, User Generated Content doesn’t just appear out of nowhere! We’re here to explore what effective strategies Small Businesses can use to harness the creativity and authenticity of their Customers.


Host Contests and Challenges

Host Contests and Challenges


An excellent way to generate User Generated Content is to host contests and challenges, people are competitive and they love to win things. Create a contest that makes sense for your brand and that your Customer base will want to participate in. 

Ensure that it encourages Customers to create content that promotes your brand, products and services. 


Offer prizes that relate to your business and that your Customers will want, to incentivise their participation and further market your business, such as gift cards for your business and a discounted or free service. 


You can also offer other incentives such as the chance to be featured on your Social Media Platforms to motivate participation. Promote the contest on your Social Media platforms, Website and your other marketing channels.


Create an Online Community

Create an Online Community


Creating an online community creates a sense of belonging amongst your Customers and makes them want to post about and participate in your brand online. 


One of the easiest ways to accomplish this is to create brand specific hashtags for your Social Media and to encourage your audience to use them, as well as encouraging them to tag you and each other in their posts and comments. However, don’t let your Customers have all the fun, participate yourself by liking, commenting and sharing your Customers’ posts, to show that you appreciate their contributions to your community. 


While creating a sense of community on your public Social Media Platforms is great you can also go a step further by making spaces online where your Customers can connect and interact with each other, such as a forum, private Facebook group or a blog comments section. Like on your public Social Media make sure to actively participate in these communities by encouraging discussions and addressing and questions your Customers may have.



Encourage Testimonials and Reviews

Encourage Testimonials and Reviews


One of the most beneficial forms of SEO for a Small Business is Customer reviews so encourage your Customers to share their testimonials and reviews on platforms such as your Website, Social Media and review sites such as Google and Yelp. 


These reviews will serve as a powerful marketing tool for your business, so make sure to highlight any positive feedback on your Website, Social Media and other marketing materials to gain social proof and showcase your Customers’ real-life experiences to build trust and credibility among potential Customers. 


However, your Customers will not leave these reviews if they find it difficult or it takes more time than it needs to, make it quick and easy for them by providing them clear instructions and multiple avenues for feedback submission and encourage them to do so by asking them to leave a review on all of your marketing material.




Curate and Highlight the Best Content

Curate and Highlight the Best Content


Once your customers start creating UGC, monitor your brand specific hashtags and online communities to find and curate the best content. Highlight this content on your Social Media, Website, email campaigns, and other marketing channels. 


This not only gives your business social proof but also recognises and appreciates your customers which will further encourage them to engage with your business and create content.



USG is a powerful and cost-effective marketing asset for Small Businesses. By hosting contests and challenges, creating an online community, encouraging testimonials and reviews, and highlighting the UGC on your own Social Media platforms you can harness the creativity and authenticity of your customers, helping your business to flourish and grow online.

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