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How to Get User Generated Content That Builds Trust

Learn how to get user generated content effectively. Discover proven strategies to boost engagement and build authentic trust with your audience.

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How to Get User Generated Content That Builds Trust
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User-generated content (UGC) builds trust and drives sales by showcasing authentic customer experiences. To effectively gather UGC, define clear goals, identify where customers share, create simple submission guidelines, and actively encourage participation through contests and challenges. Always secure legal permissions and organize content for easy access to maximize its impact in marketing efforts.
Title
How to Get User Generated Content That Builds Trust
Date
Jul 1, 2025
Description
Learn how to get user generated content effectively. Discover proven strategies to boost engagement and build authentic trust with your audience.
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Current Column
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Want to get your hands on more user-generated content? It's often simpler than you think. You just need to ask your happiest customers at the perfect moment—like right after they’ve scored a win with your product. Make it incredibly easy for them to share, maybe through a contest or a dedicated "Wall of Love" on your site, and you’ll get submissions without ever feeling pushy.

Why Authentic Customer Content Is Your Best Marketing

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Let's cut right to it. The magic of user-generated content (UGC) isn't some complicated marketing secret. It all comes down to one thing: trust.
We live in a world saturated with polished ads and corporate jargon. Because of that, people have learned to tune most of it out. Instead, they trust other people. This simple truth is the bedrock of any marketing that actually works today.
Just think about how you shop. Are you more convinced by a slick, big-budget ad or a real customer's unboxing video on TikTok? The answer is a no-brainer. An authentic photo, an honest review, or a quick video from a real person has a level of credibility that you just can't buy. It's social proof in its rawest, most powerful form.

The Shift from Ads to Authenticity

Swapping out sterile stock photos for real customer pictures isn't a small change—it's a complete shift in strategy.
Imagine an online clothing store. For years, they've used perfectly posed models. Then, they start featuring photos from actual customers of all different shapes and sizes. All of a sudden, new shoppers can see what the clothes look like on people just like them. This builds instant confidence and melts away the hesitation to click "buy." That's how you make UGC work for you.
This move toward authenticity brings a few huge wins:
  • You Build a Loyal Community: When you highlight customer content, you're not just selling something. You're celebrating the people who use and love your product. This creates a powerful sense of belonging that turns casual buyers into passionate brand advocates.
  • You Get a Constant Stream of Content: Say goodbye to the content creation hamster wheel. Your customers become your best creatives, giving you a steady flow of fresh, relevant material for your marketing.
  • You Drive Real Sales: The numbers don't lie. The impact of UGC on buying decisions is massive—a staggering 79% of people say it directly influences what they purchase. You can see more stats on how UGC drives conversions over at billo.app.
Key Takeaway: User-generated content isn't just another box to check on your marketing to-do list. It’s a fundamental shift toward building a brand that people trust, relate to, and want to be a part of.
This guide is all about putting this theory into practice. I’m going to give you the exact, step-by-step framework you need to start asking for, collecting, and showing off powerful UGC. You'll learn the right way to inspire customers to share their stories, turning their genuine excitement into your most valuable marketing asset.

Building Your Foundation for a Strong UGC Program

Before you even think about asking for content, you need to get your house in order. A successful UGC strategy isn't about just tossing a hashtag out there and hoping for the best. It’s the intentional, foundational work that really separates a winning campaign from a frustrating waste of time.
This upfront strategic effort is what ensures the content you get back is high-quality, on-brand, and genuinely useful. It’s the difference between collecting a folder of random, unusable images and building a powerful library of authentic social proof that actually drives results.

Define Your Primary UGC Goal

First things first: you need to get crystal clear on what you actually want to achieve. "More UGC" isn't a goal; it's a wish. You've got to be specific and connect it to a real business objective.
Why? Because different goals will completely change your approach, from the kind of content you ask for to where you go to get it.
  • Want to Increase Product Page Conversions? Then your mission is to gather authentic photos and videos of customers using your product. This content will live on your product pages, showing potential buyers what your stuff looks like in the real world.
  • Need to Source Authentic Ad Creative? Here, you're hunting for compelling video testimonials or unboxing clips. The aim is to find raw, real content that you can turn into high-performing social media ads that don't feel like sterile, studio-shot commercials.
  • Trying to Build Community and Brand Loyalty? Your focus might be on a fun photo challenge or featuring customer stories on your social channels. The goal here is all about engagement and making your customers feel seen, heard, and valued.
A solid UGC program should always be part of a comprehensive content strategy. This ensures your efforts are purposeful and directly contribute to your brand's bigger picture.

Pinpoint Where Your Customers Share

Once you know what you want, you have to figure out where your people are. Don’t waste your energy launching a campaign on a platform where your customers aren't hanging out. Do a little recon work to see which social channels and communities your audience actually uses to connect and share.
A B2B software company, for example, will likely strike gold with testimonials on LinkedIn or in niche industry forums. On the flip side, a fashion brand will find its treasure trove on Instagram and TikTok, where visual storytelling is everything. You have to meet your customers where they are to make sharing feel natural and easy.
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This simple flow shows how brainstorming themes and launching a challenge lead right into collecting and reviewing content, creating a cycle that keeps feeding itself.
To help you match your goal with the right platform, here's a quick cheat sheet.

Matching Your UGC Goal to the Right Platform

Choosing the right channel is crucial for getting the type of content you need. This table breaks down which platforms are best suited for different UGC campaign goals.
Campaign Goal
Primary Platform
Content Format
Key Benefit
Increase Conversions
Instagram, TikTok
Photos/Videos in Use
Visual proof for product pages
Source Ad Creative
TikTok, YouTube
Video Testimonials
Authentic, high-impact ad content
Build Community
Instagram, Facebook Groups
Photo Challenges, Stories
Boosts engagement & brand loyalty
Collect B2B Reviews
LinkedIn, G2/Capterra
Written Testimonials
Credibility for professional services
Think of this as your starting point. The key is to be where your audience is most active and comfortable sharing.

Create Simple and Clear Submission Guidelines

The final piece of your foundation is setting clear, simple guidelines. Seriously, ambiguity is the number one killer of quality UGC. If people are confused about what you want, they'll either submit the wrong thing or, more likely, just give up.
Your guidelines need to be dead simple and answer the key questions your customers will have right away.
Pro Tip: Turn your guidelines into a simple checklist. The easier you make it for someone to understand the "rules," the more likely they are to jump in and give you content you can actually use.
Let's say you're asking for a video testimonial. Your guidelines might look something like this:
  • Video Length: "Keep your video between 30-60 seconds."
  • Orientation: "Please shoot your video vertically (like a phone selfie)."
  • Key Points: "In your video, tell us about the problem you had and how our product helped solve it."
  • How to Submit: "Share your video on our 'Wall of Love' page by [Date]."
This kind of clarity removes all the friction and guesswork, which will dramatically improve the quality of the content you get. If you want a quick win, asking for a written review is a great first step. You can even use an efficient testimonial generator to help your customers craft the perfect text-based social proof.

How to Actively Encourage Customer Content

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Alright, you've laid the groundwork. Now for the fun part: actively getting your customers to create and share content for you. This is where your strategy shifts from planning to doing.
We're moving beyond passive pleas like "tag us in your photos." It's time to get proactive with compelling methods that make people want to participate. The secret is making it feel like a natural, rewarding part of their experience with your brand. You want to turn content creation from a chore into a chance to be seen, celebrated, or rewarded. It’s all about being strategic in how and when you ask.

Launch Contests and Challenges With Real Value

One of the best ways to get a flood of user-generated content (UGC) is to run a contest or a social media challenge. But there's a catch—the prize has to be genuinely valuable. A simple 10% discount probably won't inspire someone to shoot a thoughtful video or snap a great photo.
You need to think bigger. What would actually motivate your audience?
  • Fitness Brand: How about a "30-Day Transformation Challenge"? The winner could get a year's supply of supplements and be featured as your next big success story. This taps right into their desire for progress and recognition.
  • Home Decor Company: A "#MyCozyCorner" contest where people share photos of their space using your product. The prize could be a professional home photoshoot or a hefty gift card.
  • B2B Software: A contest for the "Most Innovative Use Case" where customers submit short videos explaining how they use your tool. The winner could get a free lifetime subscription or a speaking slot at your next webinar.
The key is aligning the incentive with what your customers are already motivated by. When the prize is something they truly want, the quality and quantity of submissions will skyrocket.
This kind of content is incredibly powerful, especially on visual platforms. UGC drives massive engagement on TikTok, making up 60% of all brand engagement. User-created TikToks have a 22% higher chance of trending and a 35% higher watch-through rate because their authenticity just connects better with viewers.

Create Branded Hashtags People Want To Use

A branded hashtag is more than just a digital filing cabinet for your UGC; it's a way to build a community. The best ones are short, memorable, and unique to your brand. They should feel like an inside joke or a badge of honor for your customers.
Instead of something generic like #YourBrandName, aim for a hashtag that captures the spirit of your community. A great example is the outdoor brand REI. They successfully used #OptOutside to encourage people to share their adventures instead of shopping on Black Friday. It wasn't about selling—it was about a shared value.
Once you have your hashtag, promote it everywhere: your social media bios, your packaging, your email signature. And most importantly, engage with the people who use it. Like their posts, leave thoughtful comments, and ask for permission to feature their content. When people see you're actively celebrating your community, they'll be much more eager to join in.

Use Smart Post-Purchase Automation

Timing your request is everything. The absolute best moment to ask for a review or a photo is when a customer's excitement is at its peak. This sweet spot is usually a week or two after they’ve received their product and had a chance to really fall in love with it.
You can set up an automated email or SMS sequence that triggers at this perfect moment.
Here’s a simple, effective flow:
  1. The "How's It Going?" Check-In (7 days post-delivery): Send a simple check-in to see if they're happy. This is a great chance to offer help or tips, showing you care about their experience. For a SaaS product, this could be an in-app prompt after they complete a key action.
  1. The Ask (14 days post-delivery): If they haven't reported any issues, now's your time. Send a friendly email asking them to share their experience. A great way to frame it is by telling them they’d be helping other people just like them make the right choice.
  1. Make It Easy: Always include a direct link to a submission page. Tools like Testimonial.to let you create a dedicated landing page—your "Wall of Love"—where customers can easily record a video or write a review without any friction. Removing technical hurdles is a game-changer.
For software and service businesses, learning how to use in-app surveys to collect product feedback is a brilliant way to capture immediate, relevant user thoughts right inside your platform. These insights can be incredibly powerful.
And if a testimonial is particularly compelling, don't let it stop there. Reach out to that customer and see if they'd be open to developing it into a full story. You can use our case study generator to help turn that spark of praise into an in-depth, persuasive narrative.
So you’ve encouraged your audience to share, and the content is starting to roll in. That’s awesome! But now comes the real challenge: what do you actually do with all this amazing stuff?
A successful UGC program doesn't stop once you've collected the content. You need a smart, sustainable way to manage and organize every photo, video, and review that lands in your lap. Without a solid system, that treasure trove of social proof can quickly turn into a chaotic, unusable mess. The goal is to build a library where finding the perfect asset is a quick search, not a frantic treasure hunt.

Secure Legal Permission and Content Rights

Let's get the most critical part out of the way first. This is non-negotiable. Just because a customer tags your brand or uses your hashtag doesn't give you a legal free pass to use their content for commercial purposes, like in an ad or on your product page. You absolutely must get their explicit permission.
Ignoring this step can land you in serious legal trouble and, maybe worse, completely shatter the trust you've worked so hard to build with your community.
A study by the American Association of Advertising Agencies found that 96% of consumers don't trust ads. Using your customers' content without their blessing just reinforces that feeling. Getting permission isn't just a legal hoop to jump through—it's a sign of respect.
To keep your brand safe and your customers happy, always lock down the rights before you even think about republishing. Here are a couple of ways to do it:
  • For Contests and Direct Submissions: Your terms and conditions are your best friend here. Make it crystal clear that by submitting content, users are giving you a license to use their photo or video on specific channels you outline (e.g., your website, social media, email newsletters).
  • For Organic Content: Found a fantastic post in the wild? Just ask! Slide into their DMs or leave a comment. A simple, "Wow, we love this! Would you mind if we featured it on our Instagram feed with full credit?" works like a charm. Just be sure to save a screenshot of their "yes" for your records.

Create a Sustainable Content Workflow

Once you’ve got the green light, you need a system to keep it all straight. A scattered approach means you'll miss out on golden opportunities. It doesn't matter if you're using a fancy, high-tech platform or a simple, manual one—consistency is everything.
A digital asset management (DAM) platform is a great option for larger teams. Think of it as a central hub for all your brand's media, with advanced tagging, searching, and rights-tracking features.
But you don't need a massive budget to get started. A well-organized cloud storage system like Google Drive or Dropbox can be surprisingly effective if you set it up right.

A Simple Cloud Storage Workflow

  1. Start with a main "UGC" folder. This is ground zero for everything.
  1. Inside, create subfolders for the status: Pending Review, Approved, and Rejected. This creates a simple pipeline for your curation process.
  1. In your Approved folder, get more specific. Create subfolders for Photos, Videos, and Reviews. You can even break it down further by campaign hashtag or product.
  1. Get serious about your file naming. A clear convention makes everything searchable. Something like [Date]_[CreatorHandle]_[Product]_[Campaign].jpg can save you a world of headaches later.

Tag and Categorize Everything

This is the final, crucial piece of the puzzle. Meticulous tagging is what turns your folder of content into a strategic, searchable library. Without it, you're just hoarding files.
Every single piece of content should be tagged with relevant details. Think about what you'll be looking for down the road.
Consider these essential tags:
  • Content Type: Video, Photo, Carousel, Review
  • Platform Source: Instagram, TikTok, Email Submission
  • Product Featured: The specific product name or even the SKU
  • Usage Rights: Organic Social, Paid Ads, Website, Email
  • Visual Descriptors: Outdoor, Unboxing, Lifestyle, Vertical Video
This level of detail is a lifesaver. Need a vertical video of a customer unboxing your newest product for a TikTok ad? With a good tagging system, you can pull it up in seconds.
If you want to be more proactive about getting tag-worthy content from the start, check out our video testimonial script generator. It gives you excellent starting points to make sure your customers deliver exactly the kind of amazing content you need.

Showcasing UGC to Maximize Trust and Conversions

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Getting fantastic user-generated content is a huge win, but honestly, that's only half the battle. The real magic happens when you start putting those authentic photos, videos, and reviews to work. Just letting them sit in a folder somewhere is a massive missed opportunity.
The goal is to weave this social proof into the very fabric of your marketing. When you do it right, you’re not just filling space—you’re building a powerful, undeniable case for your brand at every single customer touchpoint. It’s all about placing the right kind of proof in front of the right person at the right time.

Turn Product Pages into Conversion Engines

Your product pages are where the real decisions get made. This is the moment when doubt and hesitation are at their peak, and it's your best chance to build the confidence needed to click "buy." It's time to stop relying solely on polished, professional photos and start integrating real customer images.
When a potential buyer sees someone just like them using and loving your product, it creates an immediate, relatable context that studio shots can never match. This kind of visual proof answers unasked questions and helps customers picture the product in their own lives. That’s a huge leap toward a sale.
A few ways I've seen this work incredibly well:
  • Embed a Customer Photo Gallery: Place a dynamic gallery right on the product page showing off photos from happy customers.
  • Feature a Compelling Video: A powerful video review placed near the "Add to Cart" button can be the final nudge someone needs.
  • Showcase "In the Wild" Shots: Nothing says "this works" like photos of your product being used in real-world situations. It adds a layer of authenticity you just can't fake.

Build Instant Trust with a Wall of Love

One of my favorite ways to leverage UGC is to create a dedicated "Wall of Love" or testimonial page on your website. Think of it as your brand's trophy case. It acts as a centralized hub for all your best social proof, making a huge impact on new visitors the moment they land on it.
A great Wall of Love is more than just a list of quotes; it’s a dynamic, visual experience. It should be the go-to destination for anyone wondering what real customers think, instantly establishing that you’re a brand people genuinely trust and champion.
Research consistently shows that more than 80% of consumers say UGC influences their buying decisions more than a brand's own promotional content. A well-executed Wall of Love puts this powerful principle into action.
To really drive the point home, you can add other visual trust signals. Adding a trust seal to your site using a free tool like this trust badge generator can provide an extra layer of confidence for skeptical visitors.

Amplify Your Reach with UGC-Powered Ads

User-generated content is pure gold for social media ad campaigns. I've seen it time and time again: ads featuring real people and authentic experiences consistently outperform polished, corporate creative. Why? Because they don't feel like ads. They feel like personal recommendations.
An unboxing video from an excited customer or a quick clip of someone getting results with your product is far more believable than anything you could cook up in a studio. This is the kind of content that stops the scroll and builds an immediate, human connection.
To make this easier, many businesses use dedicated testimonial and review management platforms to help collect, organize, and curate the best content for their ad campaigns.

Foster Community Through Email and Social

Your work isn't done once you've featured UGC on your site. The next step is to close the loop and use that content to strengthen your community. When you feature customer stories in your email newsletters or celebrate them on your social channels, you make your audience feel seen and appreciated.
This creates a powerful, positive feedback loop that fuels itself:
  1. You celebrate a customer by sharing their content.
  1. The featured customer feels valued and is likely to share it with their own network (and create more content in the future).
  1. Other customers see this, get inspired, and are encouraged to share their own experiences.
This simple strategy transforms your marketing from a one-way broadcast into a genuine, two-way conversation. You're not just selling anymore; you're building a vibrant community where sharing is the norm, ensuring you have a steady stream of authentic content for years to come.

Common Questions About Getting User Generated Content

Even with a solid game plan, you're bound to run into some tricky situations when you start collecting user-generated content. I see it all the time. But don't worry, getting ahead of these common questions will save you a ton of headaches down the road.
Let's tackle the big ones.

How Do You Get UGC Without Being Pushy?

This is the number one question I get, and the answer is simpler than you think: stop "asking" and start creating opportunities. Your customers aren't just content-generating machines; they're people. They want to feel like they're part of something, not just a marketing asset.
Timing is everything. One of the best moments is in a post-purchase email, but only after they've had enough time to actually use and fall in love with your product. Frame it as a chance for them to get featured on your site or help other people who were in their shoes.
Another great way to do this is to run a fun contest or a community challenge. Suddenly, the focus isn't "give us free content" anymore. It's "come join the fun and maybe win something awesome!" When customers feel like they belong, sharing their experience is a natural next step, not a chore.
Alright, listen up, because this is the one area you can't afford to mess up. You absolutely must get explicit permission before you use someone's photo, video, or words for commercial purposes.
Just because someone used your hashtag doesn't mean you have a free pass. Assuming you can use their content can blow up in your face and seriously tarnish your brand's reputation.
The gold standard is to have crystal-clear terms and conditions on any submission form or contest page. These terms need to spell out exactly how you plan to use the content you're collecting.
Key Insight: See some great UGC pop up organically on social media? The best approach is refreshingly simple: just ask. A quick DM or a public comment asking for permission is all it takes. Just be sure to keep a record or a screenshot of their "yes" for your own protection.
This is where a dedicated platform like Testimonial.to really shines. Consent is often built right into the submission process, which protects both you and your awesome customers.

How Should I Handle Negative or Low-Quality Submissions?

Let's be real: not every piece of UGC is going to be a glowing, 5-star review with perfect lighting. And that’s okay. In fact, how you handle the not-so-great stuff says a lot about your company.
If you get a negative comment that's constructive, consider responding to it publicly and professionally. It shows everyone you're listening and you're committed to making things better. Honestly, this can build more trust than a feed full of nothing but praise. You don't have to feature it in your marketing, but you should always acknowledge it.
What about low-quality submissions, like a blurry photo or a video where you can't hear anything? Simple. Thank the customer for taking the time to send it in, and then just don't use it. Curation is a huge part of a successful UGC strategy. You showcase the best, and you use the rest as feedback to get better behind the scenes.

Is It Better to Pay for UGC or Get It Organically?

Why choose? The smartest brands I've seen don't see this as an "either/or" situation. They use both, because organic and paid UGC do different jobs.
  • Organic UGC is pure gold. It comes from customers who are genuinely thrilled with what you do, and it has an authenticity you just can't buy. This is the bedrock of your social proof and community trust.
  • Paid UGC, which usually comes from creators, gives you control. You can dictate the messaging, ensure high quality, and get content on a deadline. It's perfect for specific ad campaigns or filling gaps in your content calendar.
The most powerful approach is a balanced one. Work hard to foster and celebrate your organic community. Then, strategically supplement that with paid creator content to hit your marketing goals and keep a steady stream of beautiful assets flowing. For more deep dives on building out your strategy, you can explore the in-depth tutorials from Testimonial.to that cover all sorts of collection methods.
Ready to stop chasing customers and start effortlessly collecting powerful video and text testimonials? Testimonial makes it incredibly simple to gather authentic user-generated content with a single link. Start collecting testimonials today.

Written by

Damon Chen
Damon Chen

Founder of Testimonial