Why Your Customers Should Create Your Marketing Content

If you're running a business, you know the feeling: the social media content hamster wheel. It never stops spinning. You constantly need new material, which pulls you away from all the other things your business needs. It’s a common challenge, especially when you’re just or getting a off the ground.

Some people solve this by paying influencers, but there’s a more organic and powerful way: turn your own customers and fans into content creators. This is the core idea behind user-generated content, or UGC. It’s about letting the people who actually use your product tell its story. The reality is, the old idea that a brand must create 100% of its own social media content is a fundamental misunderstanding of how these platforms work today. When people see your product being used by someone they can relate to, the impact is huge. A lot of marketers are catching on—86% have tried to use UGC, but only 27% actually have a clear strategy for it.

My first brush with this was when I was helping a baby products brand connect with mommy bloggers, right before Instagram really took off. We asked for blog posts, but some of them sent back photos of their own babies using the products. These pictures were not only visually better than the brand’s official photos, but they had an authenticity that polished marketing shots could never capture. UGC is what speeds up your visibility and builds genuine credibility.

The Real Power of Customer Content

To really get why UGC is so effective for any , let’s break down its biggest advantages.

First, it takes authenticity to a whole new level. Nothing beats the voice of a real customer. They’ve spent their own time and money on your product, and their perspective is unfiltered. Think about it: people have always relied on word-of-mouth. Today, social media is where they go for those recommendations. When your brand talks about itself, it’s an ad. When a customer does, it’s a trusted opinion. In fact, the average consumer is 2.4 times more likely to view UGC as authentic compared to brand-created content.

This authenticity builds trust and provides social proof, which is critical for a or new . It shows you have actual, happy customers. While some people love being early adopters, most want to know a product is reliable before they buy. This applies to everything from consumer goods to B2B software. It’s no wonder that 79% of people say UGC impacts their purchasing decisions.

User content also drives incredible engagement—on average, 6.9 times more than a brand’s own posts. And it creates a positive feedback loop. When a brand reposts a customer’s content, that customer is 64% more likely to create and share more in the future. It’s the digital equivalent of word-of-mouth, and it’s a cornerstone of effective .

Finally, it’s incredibly cost-effective. You're not spending money on professional shoots or big campaigns. UGC-based ads get four times the click-through rates and a 50% drop in cost-per-click compared to average ads. All these benefits—authenticity, trust, engagement, and savings—roll up into one main goal: more sales.

A Lesson from a Content Giant: Disney

If you think this strategy is only for a with a limited budget, consider Disney. If any brand has a near-infinite supply of its own professional content, it’s them. Yet, when developing their Instagram strategy, they realized something important.

They saw that their park guests were already taking incredible, high-quality photos. The Disney social team understood that the volume and creativity of their passionate fanbase were assets they couldn't possibly replicate on their own. So, they decided to crowdsource the entire Disneyland Instagram feed, making it a 100% UGC strategy.

Their main hurdle was a legal one. How could a company so protective of its brand use customer photos? The solution was beautifully simple: they just asked for permission. They comment on a guest’s photo, ask if they can repost it, and once the guest agrees, they share it with full credit. The results were astounding. The engagement rate on these UGC posts was over 10 times higher than on their other social media platforms.

5 Ways to Encourage Your Customers to Create Content

So, how can you make this happen for your or ? Here are five practical ways to start building your own library of user-generated content.

This is a classic for a reason. A simple hashtag contest encourages people to create content around a specific product or theme. You offer a prize—a free product, a gift card, or some company swag—and in return, you get a flood of authentic content. It’s a win-win that can also help you build your email list.

Create a unique hashtag for your brand and encourage customers to use it. Put it in your social media bios, on your website, in your emails, and even on your packaging. Fitness brand Lululemon did this with their #thesweatlife campaign, encouraging people to post photos of themselves being active in their gear. The hashtag now has over 1.5 million posts and has built a community around the brand.

There’s a whole industry of UGC creators who are skilled at making content that feels authentic and performs well. You can find them on social media or freelancer marketplaces. They aren't necessarily huge influencers, but they know how to create visuals that resonate. This is a great way to get high-quality material that feels genuine without the high cost of a big agency.

Ask your customers for reviews and testimonials. People trust other users more than the brand itself. You can then take quotes from positive reviews and turn them into social media posts. One car dealership I worked with had a great process: after a sale, they’d take a picture of the happy customer in their new car and email it to them with direct links to leave a review on Google or Yelp. It made the process seamless.

Don't forget your internal team. Employee-generated content (EGC) is a fantastic resource, especially for B2B companies. Your employees are your biggest advocates. Ask them to share photos using your product or at company events. Their collective social networks often have a broader reach than your brand's official channels, exponentially increasing your visibility.

Ultimately, weaving UGC into your strategy is about more than just filling your social media calendar. It’s about building relationships and letting the people who love your brand become part of its story. It shifts your marketing from a monologue to a conversation, creating a powerful blend of your message and the authentic stories of your customers.