A small handmade candle workshop in Pangrati, a central Athens neighborhood, ships an order to a customer. She posts a story with the candle lit by the window and tags the shop. Within two days, the workshop\u2019s inbox fills with questions from her friends: \u201cWhere did you get it?\u201d, \u201cDo you have other scents?\u201d That is user generated content in its simplest form, and it often persuades more than any ad.<\/p>\n\n
People trust other people. When a customer talks about you in their own words, the next person listens with less suspicion. Below you\u2019ll see exactly what counts as user content, why it has so much impact, how to encourage it, where to use it and which rules you need to respect.<\/p>\n\n
At a glance<\/strong><\/p>\n\n The term describes any material related to your brand that was created by third parties, mainly customers, but also fans or content creators. Some common examples:<\/p>\n\n What they have in common is that the voice isn\u2019t yours. That is exactly what gives them value.<\/p>\n\n Consumers have learned to filter out advertising messages. An amateur photo from a real customer may not be perfect, but it feels genuine, and that feeling builds trust far faster than a polished campaign.<\/p>\n\n When someone hesitates between two options, other people\u2019s experiences are reassuring. Dozens of reviews and photos under a product answer the silent question: \u201cDid others buy this and were they happy with it?\u201d<\/p>\n\n Producing photos and videos costs time and money. Customer content supplements your own material with fresh, varied images, and a great snapshot can spread far beyond your own audience.<\/p>\n\n When you repost a customer, you\u2019re telling them you noticed them. That strengthens your relationship with them and encourages others to take part too, creating a cycle that feeds itself.<\/p>\n\n Most satisfied customers simply don\u2019t think of writing a review. A short email a few days after delivery, with a direct link to the review form, or a card with a QR code inside the package makes a big difference. Our guide to email marketing<\/a> shows how to set up messages like these.<\/p>\n\n A hashtag of your own, printed on your packaging, at the checkout or in your profile, invites customers to share their moments and helps you easily find what gets posted. Keep it short, unique and easy to spell.<\/p>\n\n A themed contest, for example \u201cthe best photo of our candle in your home,\u201d gives people an incentive to take part. Write simple, clear terms, choose an attractive but realistic prize and follow each platform\u2019s rules. For the legal framework around contests, it\u2019s wise to consult a lawyer.<\/p>\n\n An \u201cour customers\u201d section on your site, a feature in your stories or a thank-you with their name (with their consent) show that participation matters. When people see others being featured, they\u2019re more willing to join in.<\/p>\n\n Creators with a smaller but loyal audience, such as an interior photographer or a neighborhood cook with devoted followers, often have a more genuine connection with their followers. Working with them can also spark spontaneous content from their audience. Paid partnerships must always be clearly disclosed.<\/p>\n\nWhat counts as user generated content?<\/h2>\n\n
Why your customers are more convincing than you are<\/h2>\n\n
Authenticity money can\u2019t buy<\/h3>\n\n
Social proof at the moment of decision<\/h3>\n\n
More content at low cost<\/h3>\n\n
A sense of community<\/h3>\n\n
How to encourage customers to create content<\/h2>\n\n
Make it easy and ask at the right moment<\/h3>\n\n
Give everyone a shared \u201csignal\u201d<\/h3>\n\n
Run contests with clear terms<\/h3>\n\n
Showcase those who take part<\/h3>\n\n
Work with small creators<\/h3>\n\n
Where to use user generated content<\/h2>\n\n