User-Generated Content: How to Get Customers to Market for You

Creating strong marketing content can take time, energy, and often money, which can feel like a significant undertaking if you’re a small business owner wearing multiple hats with limited resources. However, what if there were a way to get high-performing marketing material without doing all the heavy lifting yourself? That’s where user-generated content comes in.

User-generated content is typically cost-effective (sometimes even free) and can be considered more authentic and persuasive than traditional advertising or heavily branded content, as it comes directly from customers.

In this article, you’ll find out more information on the following:

• What is user-generated content?
• Is user-generated content valuable to small business owners?
• How small business owners can work with local nano-influencers to promote their business
• Why small business owners should engage with their customers’ content
• The benefits of running a contest for customers to create user-generated content
• The value of having a branded hashtag for your small business

What is user-generated content?

User-generated content, often referred to as UGC, is any form of media or content that customers create about a business. Some examples include, but are not limited to:

• Reviews and testimonials
• Photos or videos (e.g., the customer is using your product/service, in your store, or talking about your business)
• Posts on social media (photos or Reels on Instagram, videos on TikTok, written posts on X, etc.)

Why can user-generated content be valuable to small business owners?

User-generated content has gained more attention recently, and you have seen it for yourself while scrolling through social media, but it is not a new strategy, as customers have been sharing their opinions and experiences with brands since websites and social media became popular. However, authentic content from real consumers is as important as ever, with 85% of people surveyed saying they prefer brands that share content created from actual customers, while 86% are more likely to trust a brand that publishes user-generated content.

One of the main benefits of user-generated content for small businesses is its ability to build trust and authenticity. Research shows that 96% of consumers don’t trust advertising, but 90% are more likely to trust a brand when it’s recommended, even if it’s from a stranger. Additionally, almost 70% of consumers read between one and six customer reviews before making a purchasing decision. Encouraging content created by your customers can present your business as a more trusted one, and since it can be organically created by your customers, it can feel much more genuine.

Work with local nano-influencers to create content for your small business

Social media influencers and content creators can be categorized based on the number of followers they have. Nano-influencers have between 500 and 10,000 followers, micro-influencers have 10,000 to 100,000 followers, and the categories continue up to mega-influencers, who have over a million followers.

If you’re looking for ways to market your small business, consider leveraging the customers who are already fans of your brand. If someone with less than 10,000 followers creates content about your brand and shares it on their social media platforms, they are acting as a nano-influencer.

You can approach these customers to discuss opportunities for them to create videos or other content about your business, either for a fee (which is typically lower than what larger influencers charge) or in exchange for products, services or a special offer.

Additionally, you may choose to go with local influencers already creating content related to your industry. For example, if you own a local restaurant, consider reaching out to influencers who are posting about the food offerings in your city. It’s important to select those who align with your business and budget.

When collaborating with influencers, provide some basic guidelines for them to follow, but make sure the content is still authentic to them and matches their style. Because nano-influencers often have closer relationships with their audiences, their recommendations can feel more genuine and serve as a form of word-of-mouth marketing that is more effective than paid ads.

Why choose nano-influencers over influencers with a larger following?

When selecting influencers to collaborate with your brand and generate user-generated content, you might initially think that the more followers, the better. However, as a small business owner likely with a limited budget, you’ll be glad to know nano-influences have among the highest engagement rates and the largest impression rate when stacked up against the other influencer categories, partially thanks to their recommendations feeling more credible and their connection with their audience.

Keep in mind, especially if you plan to share user-generated content on Instagram, that as an influencer’s follower count increases on the platform, their engagement rate tends to decrease. Focusing on influencers with smaller communities can therefore be a wise and profitable choice

Engage on customer social media content by liking, sharing, and commenting

If you want customers to market your small business for you, it is important to create an environment where they feel their contributions are welcome. Businesses that engage with and share customer content send a powerful message to both the creators and the audience viewing that content. When customers see their contributions acknowledged, they can feel valued, which adds a personal touch to the interaction and can strengthen their loyalty. This acknowledgment can also inspire others to share their own experiences in hopes of receiving similar recognition.

For example, check your social media’s notifications to see if anyone has tagged you in their posts. If the content is positive, you can repost a customer’s post on your Instagram Story, ask to reshare their content on your social media account or website, or include a customer’s testimonial on your website. By highlighting user-generated content, you can encourage others to create their own.

Note: Before resharing any form of user-generated content beyond using the platform’s reposting options, it is recommended that you ask for permission.

Run a contest related to your small business

If you’re looking to ignite user-generated content that you can use to market your small business, running a contest can be a great way to kick things off. For instance, you could ask customers to post a photo or video showcasing how they use one of your products or services in their daily lives for a chance to win a prize. This can not only excite customers about the possibility of winning, but it can also help promote your brand to potential new customers and provide valuable content that you can share or use in other marketing efforts.

Note: Contest participation should be simple, and instructions should be clear and accessible. If you are planning to use or reshare this content, that should also be communicated to customers. Learn more about running social media contests here.

Create a branded hashtag

Creating a unique branded hashtag for your small business can help keep user-generated content organized in one place. This not only makes it easier for you to find that content but also allows current and potential customers to see what others are sharing, helping generate a community-like environment.

Your hashtag should be easy for customers to remember and include your business name to clearly associate it with your brand. To encourage its use, be sure to add the hashtag to all digital and print materials, such as your website, business cards and stationery, in-store posters/banners, any flyers you may put around your community, packaging, receipts, etc. Over time, this hashtag can become a recognizable part of your brand identity and a way for customers to share their experiences through user-generated content.

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