How to Use User-Generated Content in Social Media Marketing


User-generated content (UGC), whether in the form of reviews/testimonials or as a how-to video, has the potential to amplify your brand’s engagement and credibility on social media. While you need to post branded content across your social media channels constantly, UGC posts break the monotony and generate more trustworthiness for your brand. If you have no clue how to use UGC in your social media marketing, here are a few simple yet effective ways to do that.

  • Share Across Different Social Media Platforms

The simplest way to utilise user-generated content for social media marketing is to share it using native features like retweets, reposts, and shares. However, you may need professional guidance on what to share, when to share, and how to share on your social media accounts. Hiring a social media marketing agency in Melbourne can help your local brand gain more popularity on social media.

Instead of simply sharing the UGC on your brand’s feed or stories, add a unique spin to it by adding a fresh caption or sticker. Here are a few ideas you may consider:

  • Use stickers or emojis to display your reaction or gratitude for the content
  • Thank the user by tagging them in the caption or mentioning them in the story
  • Share context to help the audience understand the content, such as specifying the product or clarifying where the customer bought it from

You do not need permission from the original author to share UGC using the native features of social media platforms. As long as you are just resharing the original content, you can safely repost, retweet, or share any publicly available UGC of your choice.

  • Use Them in Branded Content Ads

If you have found a piece of UGC that resonates with your audience, you can use organic UGC shares to generate a massive level of reach and engagement. You can repurpose them as ads to reach a much larger audience base.

Before you launch the advertisement, make sure you have permission to use the UGC for advertising purposes. Depending on the platform, it is more convenient to use advertising features like Meta’s branded content tool, which allows you to use the original content as a creative asset.

  • Share Organically As Sales Pitches

As mentioned, you can share the original post using the in-app sharing features. However, you cannot edit the content unless you have permission to do so. It is better for your brand to avoid touching up photos, trimming videos, or snipping part of the customers’ comments if you do not have permission. So you can stick to sharing UGC organically.

While sharing the UGC organically, you can add major details in the caption. Information like where to purchase the item, how much it costs, or what the specifications of the product are can help turn the UGC post into a sales pitch. Consider leaving purchase details in the caption and responding to relevant comments and DMs separately.

You can also add a reaction or provide context for UGC using in-app remix tools. It is a more entertaining and interesting way to create conversations with your customers. With remixes, you can take a short clip from a customer’s UGC and then add your own clip in response to it. Depending on your preference, the remixing app can show the clips side by side or one after the other.

There’s an option for YouTube videos and shorts, where you can tap on the “Remix” button and select up to 5 seconds from the original video and record your reaction to create a remixed clip. Even though you cannot edit the original content of the UGC, you can add text overlays to offer some commentary. You can do the same on Instagram and TikTok, where the platform automatically credits and links back to the original creator’s content.

Parting Thoughts

Since UGC posts are genuine in nature, they can be used to show your audience what other customers think about your brand and how they interact with your products and services. With a proper UGC strategy, you can source, share, and leverage effective user-generated content and enhance the presence of your social media in the process.











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