UGC 101: Step-by-Step Guide to Implementing a Successful UGC Strategy
Why do so many brands post unpolished, raw social media content nowadays?
It’s called UGC (user-generated content) and allows for more native, relatable, and authentic connections with consumers. A recent study showed that UGC-based ads receive 4x higher click-through rates than traditional ads.
So here’s a full breakdown on developing and executing a UGC strategy that resonates with users and drives results.
Step 1: Setting Objectives
Like any ad campaign, a successful UGC strategy starts with defining clear goals. A few things to narrow down should be:
- Are you looking to increase brand awareness or drive sales?
- Who is your target audience?
- What platforms will you be using?
- Do you want to prioritize static or video content?
- What value propositions or messaging are you trying to highlight?
- Does partnering with influencers make sense for this campaign?
Determining the right audience, channels, and messaging is crucial for developing strong UGC. For example, younger audiences will connect better with trending TikTok-style content, whereas older demographics may respond better to testimonial videos. The best UGC blends seamlessly into what users already see on their social media feeds.
Research viral content formats and see if they would work for your brand: unboxing videos, GRWM, hauls, day-in-the-life vlogs, ASMR — all the inspiration you need is on social media.
Depending on your messaging and target audience, partnering with influencers can provide social proof, expand your reach, and drive higher engagement. The key is collaborating with influencers whose values align with your brand, ensuring the partnership feels natural to their audience.
Step 2: Content Creation and Collection
Now that you’ve established your objectives, it’s time to source the most suitable UGC content for your campaign.
Creating UGC content can be as simple as taking a picture or video of a product with your phone. To get the best results, our UGC experts recommend:
- Using bright, natural lighting.
- Positioning the product in a realistic setting.
- Featuring handheld shots to showcase the product more naturally.
- Avoiding overly branded scripts or messaging and leaning into more casual language.
- Utilizing strong hooks and CTAs to grab users’ attention.
Although it can be simple to create yourself, outsourcing UGC content is also a great option. Partnering with influencers, creators, and UGC agencies, like GeistM, allows the experts to handle creative, so you can focus on running the ads.
Another way to collect UGC is by tapping directly into your users. Many consumers organically post about the brands they love, which you can directly recycle for ads. Ensure you get users’ permission, and then you can build a comprehensive library of authentic content.
Step 3: Implementation and Management
After building your collection of UGC, now you need to figure out the best way to distribute and manage it. We recommend testing various styles across platforms, then doubling down on what’s working best.
One UGC video can be repurposed into countless ads with different music, voiceovers, and messaging. Experiment with positive vs. negative messaging and feed vs. story placements to see where your content drives the most engagement. You can also tap into AI tools to change the backgrounds of images and create lifelike voiceovers, instantly.
Once your content is live, watch the engagement levels and comment sections closely. How are users reacting to your content? This can serve as a direct feedback loop to optimize assets and an opportunity to respond to users’ questions. Understanding the sentiment within your comment section can help you build more informed content in the future.
And if you’ve spent all this time and effort developing UGC, but it doesn’t end up performing well, here are some common mistakes to avoid:
- Adhering to strict brand guidelines (ends up feeling sponsored and inauthentic).
- Forgetting to tailor content for each platform — adjusting captions, video length, and aspect ratios for appropriate channels, and following the platform safe zones (where your text will get cut off).
- Not designing for sound-off — utilize captions.
- Not including a strong hook or showing the product within the first 3 seconds.
To recap…
UGC Drives Results: User-generated content generates 4x higher click-through rates than traditional brand ads.
Start with Clear Objectives: Define your campaign goals, audience, platforms, and messaging before creating and collecting content.
UGC Content Should Feel Natural: Platform-specific content that feels native will resonate better with users. Utilize natural lighting, realistic settings, and trending formats. and strong hooks for maximum engagement.
Test, Adapt, Optimize: Experiment with different styles and formats, repurpose content across platforms, and closely monitor engagement for future optimizations.
Why You Need GeistM
At GeistM, we’re a performance marketing agency specializing in high-impact, authentic UGC, crafted end-to-end by our in-house creative experts. Not only do we produce scroll-stopping content, but our paid-social strategists integrate it into optimized campaigns that deliver measurable results.
You don’t have to juggle it all yourself. Partner with GeistM, and we’ll transform your static visuals into genuine, conversion-driving UGC—so you can focus on growing your business while we fuel your next wave of growth and engagement.
