How to Leverage User Generated Content on Instagram

Published on 15.07.2025 by Chizoba T

One strategy that can revolutionize your Instagram marketing is the use of user-generated content. This strategy is effective because customers tend to trust what other users say more than they trust content created by businesses. Reports indicate that 79% of social media users make their purchasing decisions based on the recommendations of their families and friends. This is what has made many brands to focus more on UGC content. 

UGC content can take various formats, including Instagram hashtags, challenges, unboxing videos, and more. In this article, we will guide you on how to use UGC on Instagram to get noticed by the Instagram algorithm and YouTube customers, and take your brand to the next level.

What is UGC on Instagram? 

UGC refers to any content, either in the form of videos, texts, reviews, or images, about a brand that is created by people other than the brand itself. UGC can take different forms, such as:

  • Organic UGC. Your customers share this content without any push. It's the most valuable form of user-generated content (UGC). 
  • Reviews/testimonials. Social media can serve as a platform for leaving reviews and positive ratings, providing social proof. You can leverage these forms of content by creating some graphics to share on your social media accounts. 
  • Photos. You can imagine a scenario where a social media user buys your products and then takes a photo when unboxing or using the product. This makes for great UGC. Therefore, you can encourage your followers to share images of themselves using or unboxing your products, and tagging them with a specific hashtag.
  • Videos. Just like images, videos can work great for your UGC content. In fact, on platforms like YouTube, product haul videos are gaining popularity, where creators share videos of the products they have recently purchased. If they have something good to say about your brand, you can share snippets of their videos as Instagram reels.
  • Paid UGC. If you are struggling to find customers to create and share videos or images of your brand, you can pay someone to make the content on your behalf. You can use platforms like Upwork and Fiverr to connect with creators. 

Benefits of UGC Content on Instagram

Now that you understand the different types of Instagram UGC, it's also essential to consider the benefits of using UGC. These include:

Bigger Exposure

One of the most significant benefits of using UGC is that it helps with brand exposure. Of course, when other users create content mentioning your brand and share the message on their Instagram accounts, it helps increase your brand’s exposure. This is why UGC content is an excellent choice for brands seeking to improve their visibility. 

Additionally, UGC is more beneficial than brand-generated content, as users have the opportunity to share their own experiences, enabling them to create truly authentic content. When you have many creators mention your brand, it becomes possible to reach a larger audience using your UGC content. 

Higher Brand Credibility and Trust

UGC also helps you increase consumers' trust that you would otherwise struggle to gain with branded content. This is because the majority of social media users suggest that they trust their family and friends' recommendations when purchasing a product. UGC becomes a social proof that customers can trust when making a purchasing decision.

Higher User Engagement

Statistics indicate that UGC content can result in a 28% higher engagement rate compared to branded content. This means that when you leverage UGC, you are likely to see an increase in engagement. An engaged community will benefit your brand more. 

Content Diversification

If you are only posting branded content, your consumers may reach a point where they lose interest. Studies show that if a brand’s content feels too safe, 45% of social media users will unfollow it. The good thing is that UGC content can help you diversify your content by simply repurposing it as reels, stories, and even statistical images, thereby expanding your content offerings. 

Tips on using UGC on Instagram

If you are already getting UGC, you may be wondering how to use it. Here are a few ideas on doing that:

Choose the Right Content for Sharing

Depending on your goals, you should evaluate the available UGC. You can have a goal such as: 

  • Building an active community.
  • Organically promoting services or products.
  • Getting product reviews.

Once you understand your goal, determine the relevant content that will help you convey your message effectively. You can then repurpose or reshare the content. In some terms, ensure that you are using UGC that aligns with the right brand tone, style, and voice.

Using Negative UGC

Not all the customer feedback you get will be positive. At times, you will also get negative feedback. When that happens, address the concerns fast and professionally. You can use these instances to commit to the customer’s satisfaction. Ensure that you promptly resolve issues and demonstrate the positive outcomes. By doing so, you will increase brand transparency. 

Encourage Participations

Utilize features like branded hashtags to encourage your users to participate in the branded content. Ensure that these hashtags are relevant, catchy, and memorable. You can also host challenges and contests to increase your creativity level but ensure that you have participation incentives. However, when doing that, the whole process should be smooth rather than forced. 

Collecting and Researching Reviews

Regardless of your social media marketing campaign goal, you must ensure that you build trust. This is why reviews are one of the most essential types of UGC; they can showcase how your other customers had a positive experience, thereby increasing your brand credibility. They can, therefore, be a necessary part of the social media sales funnel that converts.

Ensure that you select UGC content that aligns with your brand, aesthetic, and values. When selecting the right UGC content, don't be afraid to choose raw and unpolished content, as it tends to resonate better with your audience. If you have unique UGC content, you can amplify its reach through stories.

In Conclusion

Today, social media users have a lot of content to choose from. That means they have little interest in watching ads. If you want them to show interest in your content, you should focus on creating UGC. However, when doing that, remember that good UGC is engaging and authentic. 

It should also be mutually beneficial to the creator and brand. Since your audience is looking for connection, allow them to be part of your brand and story using UGC content.