User-generated content (UGC) is any content, such as photos, videos, reviews, testimonials, and unboxing reels, that your customers create about your product or service.
You didn’t pay them. You didn’t hire an agency. They just used your product and shared their experience publicly, which makes it so powerful.
Think of it like this…
It’s the modern-day version of “word-of-mouth,” but louder, wider, and on the internet.
Whether it’s…
All of that is UGC.
And in 2025, it’s becoming essential for brands that want trust and visibility without spending crores.
Not all UGC is created equal, and that’s a good thing.
Different customers express themselves differently. Some write, some click pics, some shoot videos, and some just leave emojis.
Let me walk you through the most common (and powerful) types of UGC you can use in your MSME business…
These are the classic “I love this!” moments.
Example… A customer takes a selfie using your skin cream, coffee mug, or clothing item and posts it on Instagram, tagging your brand.
It’s real proof that someone actually bought, used, and enjoyed your product, no filters needed.
This includes unboxing videos, product demos, testimonials, or before/after transformations.
For example…
Someone records a reel showing how they organize their kitchen using your storage products, or a time-lapse of them using your productivity planner.
Videos get way more engagement, and people trust what they can see in action.
Think Google reviews, Facebook recommendations, and even WhatsApp messages.
Here’s an example!
A customer writes, “The customer service was amazing. They delivered earlier than promised!” on your Google Business page.
9 out of 10 people read reviews before buying. It’s often the final nudge they need to say YES.
This is when people talk about you in their stories, posts, or comments.
Example: A user tags your brand on Threads or drops a story saying, “This little shop just made my day! #supportsmallbusiness”
It spreads your brand to their followers. Basically, free word-of-mouth advertising.
When someone takes time to write about your business on Reddit, Quora, or their own blog, that’s serious brand love.
For example… A blogger writes about their favorite eco-friendly brands and includes yours.
It drives traffic from search engines and builds authority.
All that user content submitted during a giveaway? Yes! That’s UGC too!
For example…
“Post a pic using our product + tag us = win a gift card!”… and boom, your customers create your next campaign.
It encourages a burst of brand content without you creating it yourself.
This works especially well for service-based businesses or B2B when customers share how your service changed their lives or businesses.
Example: “After attending their workshop, I grew my leads by 3x in 2 months!”
It builds emotional connection and results-based trust.
Every happy customer has the potential to be your brand ambassador. You just need to know how to encourage, collect, and use their content smartly.
If you’re wondering, “Is UGC really that important?”
Here’s a simple answer… Yes! More than ever.
Let me explain why this matters so much, especially if you’re running a small or growing business…
Let’s be honest, we’ve all learned to scroll past ads.
But when a friend or even a stranger posts something genuine about a brand they love? We stop. We watch. We listen.
UGC feels honest. No script. No fancy edits. And that’s exactly what builds trust.
Consistently creating content is tough, right? You need a designer, a copywriter, a photographer… and so much time.
But with UGC? Your customers are doing the work for you. You just need to find it and feature it.
It will be cool to turn every happy customer into a content creator. With UGC, you can do that. That’s powerful AND budget-friendly.
When you repost someone’s content, mention them in a story, or comment “We love this!” They feel seen. Valued. Part of your brand journey.
That emotional connection turns one-time buyers into loyal fans.
Social media LOVES real content.
UGC usually performs better than brand-made posts, with more comments, shares, and saves.
Because it feels human.
Here’s a stat for you…
84% of people say UGC influences their buying decisions.
That means UGC doesn’t just look nice. It drives sales. From reviews to reels… it acts like social proof at every stage of your funnel.
A brand that regularly shares customer love feels active.
New content, fresh stories, and real people… that’s what makes your brand feel current, not robotic.UGC turns your customers into your marketers, storytellers, and best growth channel. You just have to embrace it.
Sure, UGC helps customers believe in your MSME… but what’s the use if your systems can’t handle growth?
Join our 3-day event and discover the 9 steps to make your MSME functional, profitable, and scalable.
If you’re still on the fence about UGC, here are some quick wins it can give your business, especially if you’re growing and don’t want to burn a hole in your pocket.
When real people talk about your product, it feels believable. No marketing and selling, just raw, honest experience.
A happy customer is more convincing than your best ad copy.
The more UGC you share, the more people think, “Wow, so many others are using this too. I should try it.”
It’s the digital version of FOMO, and it works wonders.
Running out of post ideas? Your customers are already creating them… you just need to curate and repost.
You don’t always have to create content. Sometimes, you just have to notice it.
Reviews, videos, and real-life transformations… all shorten the buyer’s decision time.
Seeing a customer reel or photo can seal the deal if someone’s unsure.
UGC gives your brand a face, or hundreds of them. No more cold, corporate tone. Just real people, real results.
You build connections when you feature someone’s post or reply to their video. They feel part of your brand’s journey, not just a transaction.
UGC gets shared, tagged, and talked about. It gets you in front of new eyes without paying for ads.
Coca-Cola’s sales had been dipping. People were no longer emotionally connected to the brand. It felt big, distant, and… commercial.
In 2014, Coca-Cola took a bold step… They replaced their logo with common names on bottles, like “Share a Coke with Rahul”, and encouraged people to find bottles with their friends’ names and post about it using #ShareACoke.
What Happened?
People loved the idea. It became a game. A reason to gift Coke. A reason to click photos and tag friends.
Within weeks, Instagram and Facebook were flooded with bottle selfies, group pics, and personal stories. Customers created the content, and Coca-Cola just amplified it.
The Result…
Lesson for Small Businesses!
You don’t need a huge ad budget. Personalisation + emotional triggers = share-worthy UGC.
Every smartphone brand claims to have a great camera. Apple needed to show it, not just say it.
They launched #ShotoniPhone, a campaign featuring real photos and videos clicked by actual iPhone users. No filters. No pros. Just everyday people showing real results.
What Happened?
People everywhere started posting their best photos using the hashtag. Some were so good, Apple featured them on giant billboards across cities, with credit to the creator.
The Result…
Lesson for Small Businesses!
Let your product speak for itself, through real users. And when you showcase their work, you build loyalty and trust.
India’s audio market was crowded. Big brands were dominating. How does a young brand break in?
Instead of traditional ads, boAt invited customers to become “boAtheads”, a tribe of stylish, proud users. They asked people to post how they used boAt in daily life, like workouts, travel, work-from-home, and reels.
What Happened?
People started showing off their boAt gear like fashion accessories. Influencers, everyday users, college students, everyone joined in.
boAt reshared stories, featured users, and even co-created content with them.
The Result…
Lesson for Small Businesses!
Build a community, not just a customer base. If people feel like they’re part of your brand, they’ll create content without being asked.
Now that you’ve seen how big brands do it, let me show you how you can find and collect user-generated content for your business (even with zero team or budget).
This is easier than you think, especially if your customers are already online and sharing.
Start with your most active platforms, like Instagram, WhatsApp, Facebook, LinkedIn, or even your Google Reviews.
Search for your brand name, product name, or even check tags and mentions. You’ll be surprised how many people are already talking about you without you noticing!
For example…
If you sell eco-friendly soaps and someone posts, “Loving this new lavender soap I got from @GreenGlow,” that’s UGC.
Make it easy for people to share their posts and for you to track them.
Something simple like: #StyledBy[YourBrand] or #[YourBusiness]Love
Here’s a small tip!
Don’t use a long, hard-to-remember hashtag. Keep it short, fun, and brand-aligned.
Sometimes, your customers just need a nudge. You can add a note like this…
“Loved your experience? Share a pic, tag us, and use #[YourHashtag], we’d love to feature you!”
Put this on…
Use tools like…
Even if someone tagged you, always drop a message like…
“Hey! We love your post about our product. Can we feature it on our page? We’ll credit you, of course!”
This builds trust and shows you value their voice.
Tagged posts, mentions, reels, stories on Instagram, Facebook, LinkedIn. Hashtag searches related to your brand.
Customer feedback, photos, and ratings posted publicly.
Amazon, Flipkart, Meesho, or your own website, especially ones with images/videos.
Unboxing videos, product tutorials, user experiences, testimonials.
Screenshots of praise, thank-you notes, or appreciation messages.
Conversations, questions, or recommendations from your customers.
Any open-ended survey responses that capture love for your brand.
During events, workshops, meetups, or even randomly, after a purchase.
Especially those sharing genuine experiences or tagging others.
Where the influencer’s audience starts creating their own content.
User-generated content builds trust and engagement, but without strong systems, it won’t scale.
In our 3-day in-person program, you’ll learn how to align marketing with sales, finance, operations, and HR for real growth.
You’ve collected UGC. Now what? Here’s how to strategically use it to build trust, engage more people, and even drive sales.
Pick one UGC photo, video, or review each week and showcase it on your Instagram, LinkedIn, or WhatsApp Status.
It gives your customers recognition and the others motivation to share theirs too.
A real customer using your product performs better than polished ad creatives.
Run Facebook or Instagram ads using photos/videos shared by your users.
It looks natural, relatable, and increases click-through rates.
Display real photos or quotes from happy customers right on your home or checkout pages.
Builds immediate trust and reduces purchase hesitation.
Make a highlight like “Happy Customers” or “BoAtheads Like You” and pin all shared stories there.
New visitors instantly see social proof without scrolling too far.
Start a fun, specific challenge related to your product, like “Show your desk setup with our planner” or “Before-after skin glow challenge.”
Gives your audience a clear reason to create content for you.
Give a small reward or shout-out to anyone who creates content you can use.
It’s a win-win: they feel appreciated, and you get quality UGC + loyalty.
Feature customer reviews, product photos, or transformation videos in your weekly or monthly mailers.
Adds relatability to your email marketing. Readers trust other customers more than brands.
So you’ve got customers posting, sharing, and tagging you, amazing! Now, let’s check if all that UGC is actually helping your business grow.
Here are the key metrics to track…
User-Generated Content isn’t just a marketing trend. It’s the future. Because people trust people. Not ads. Not brands. Real people.
When your customers become your creators, you build more than sales… You build believability, connection, and community. And just like how a good business coach helps you unlock hidden potential, UGC helps your brand tap into authentic voices.
Start small…
In many ways, business mentor coaching teaches the same lesson – “Growth comes from consistency, trust, and the right guidance.”
If you’ve ever thought, “I need a business coach to show me the way,” remember that your next big inspiration might already be sitting in your customer’s camera roll.
None can destroy iron, but its own rust can! Likewise, none can destroy a person, but their own mindset can.
Former chairperson of the Tata Group
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