What user generated content is, and why it works
User generated content (UGC) is any review, photo, video, post or story that a customer or fan creates about your business instead of you. It works because people often trust other customers more than they trust brand messages. They see real people, real results and real use, without a marketing team in between.
It also saves effort. Customers supply ideas, angles and variety that a small team would struggle to produce, and the content tends to look natural rather than staged. UGC is not free marketing, though. It needs a process to ask for it, permission to reuse it and a plan for where it appears.
The types of UGC to look for
Reviews are the most familiar form, but they are only one. Customers also post photos of purchases, film short clips of a service in use, tag you in stories and answer questions in community groups. Each type does a different job, from building trust to showing how a product looks outside a studio.
Most of it already exists. Search your tagged posts, mentions, comments and review profiles before you ask for anything new, and save the best examples with a link to the original post and the creator's name so you can request permission quickly.
- Written and star reviews on Google and other review sites
- Photos and videos of your product or service in use
- Tagged posts, stories and mentions on social media
- Questions and answers in comments and community groups
- Before and after images shared with the customer's consent
- Customer-made how-to, unboxing or results videos
How to ask customers to create it
Ask right after a good moment: when an order arrives, a project is finished or an appointment goes well. A short, specific request such as sharing a photo of the finished project and tagging your business works better than a general plea for content. Make it easy with a branded hashtag, a QR code or a direct link.
Say thank you every time, and feature the best posts so others see that you notice. Never pay for positive reviews, offer rewards in exchange for reviews or ask only happy customers to post, and disclose any gift or reward you give for content. If you run a prize contest, remember that contests are regulated in Canada and Quebec has extra rules, so read the platform rules and get advice first.
Get permission and credit the creator
The person who made a photo or video usually owns the copyright. Before you reuse it on your website, in an email or in an ad, ask in writing, say where you plan to use it and keep the reply. Keep a written yes, such as a comment or message, and use a fuller written agreement for anything paid or long term.
Credit the creator unless they ask you not to, and do not edit a post in a way that changes its meaning. Be careful with images of other people, especially children and patients, where privacy law applies. If you gave free product or paid, disclose that relationship clearly, as Canadian advertising guidance expects.
Put it to work and measure it
Use customer content where decisions are made: product and service pages, your Google Business Profile photos, social posts, emails and ads. Both Meta and TikTok let advertisers run ads from a creator's post once the creator authorizes it, and customer voices can make an ad feel more genuine than studio footage.
Compare UGC with your own content. Look at engagement, click-through and enquiries, then repeat the types that perform. Our social media and content teams can help build a simple program for collecting, approving and publishing customer content so it becomes a habit rather than a one-off.
Why real customers matter more as AI content grows
As AI-generated images and text fill feeds, real customer content becomes a stronger signal of authenticity. Search and AI tools also draw on reviews and community discussions when they describe businesses. You may see better tools for requesting and managing customer content, and clearer rules on disclosing gifted or paid posts.
- 01Authentic customer photos and videos standing out among AI-made content
- 02Reviews and community posts used as sources in AI answers
- 03Clearer disclosure rules for gifted, paid and affiliate content
Questions & answers
UGC is made by ordinary customers or fans, usually unpaid and unscripted. Influencer content comes from creators who are often paid or gifted, so it must be disclosed as a partnership. Both can help, but customers' own posts tend to feel more spontaneous and cost less to collect.
Yes. The creator usually owns the copyright, so ask before you reuse a post on your website, in an email or in an ad, and say where you plan to use it. Keep a record of the approval and credit the creator unless they ask you not to.
Start with the customers you already have. Ask after a good experience, give a clear prompt, share a hashtag or QR code, and thank everyone who posts. Feature the strongest posts on your page so others see that you notice and value contributions.
Yes, with permission. Meta and TikTok both let advertisers run ads from a creator's post once the creator authorizes it, and customer content can feel more genuine than studio creative. Test it against your own ads, track the results, and disclose any paid or gifted relationship.