6 types of user-generated content that are beneficial for business outreach

by | Mar 30, 2023 | Public Relations

User-generated content (UGC) is created by consumers, not companies. Ranging from reviews and ratings to photos and videos, this content can be a powerful marketing tool for businesses looking to connect with customers and promote the brand.

Reviews and ratings

Customer reviews and ratings are a major form of UGC. These can be found on e-commerce sites, social media, and review platforms like Yelp or TripAdvisor. Reviews and ratings not only inform companies about customer satisfaction levels, but also serve as effective marketing tools. Positive reviews may encourage potential sales, while negative feedback provides important insights for improvement.

Social media posts

UGC has found a home on social media, where users share their views, opinions and experiences with brands. Companies can gain such engagement by sharing UGC posts across their own channels, launching user-generated content campaigns or collaborating with influencers. Photos, videos and captions are some forms of social media UGC that offer a genuine look into a brand or product.

Photos and videos

User-generated content such as photos and videos can be a powerful tool for companies to drive their marketing efforts. UGC provides an authentic, relatable perspective that’s hard to match with traditional marketing materials. Companies can collect and curate this content on their website or channels, and even use it in promotional campaigns to show the real-world applications of their offerings.


Testimonials are a form of user-generated content that supplies authoritative proof for a company or product. Quotes from customers, case studies, and success stories are all types of testimonials that a company can use on websites or in marketing materials to establish confidence among prospects. Leveraging this type of endorsement helps show the advantages of services or goods offered by a brand.

Q&A and discussion forums

Q&A and discussion forums give companies valuable insights into customer needs and preferences. These platforms let customers ask questions, share experiences, and get answers. They also provide a space for customers to connect with other users of a product or service. Companies can gain a deeper understanding of the target audience, as well as identify areas for improvement through Q&A and discussion forums.

Competitions and contests

Businesses can build brand awareness and create user-generated content through competitions and contests. For instance, a photo contest could ask users to share photos of themselves using a product. A video contest could request videos highlighting the benefits of a product or service. Competitions engage participants and generate buzz around the company’s brand or products.

In conclusion, user-generated content is an invaluable asset for businesses. It provides an authentic, relatable perspective and helps companies engage with customers on social media, review platforms, and other digital channels. UGC also serves as a powerful marketing tool that drives brand awareness and improves customer experience.

Mike Paffmann
Mike Paffmann is CEO of Virgo-PR.