UGC content is a great way for brands to get their names out there and establish themselves with audiences in a simple way they can relate to.

That’s why brands today involve UGC in their brand storytelling. 

Brands are more aware of the benefits of UGC (videos, reviews, photos, etc. as they relate to their brand value and position.

Which is great news! 

UGC is an excellent complement to content produced by the brands themselves (brand content). Brands giving their audiences UGC opportunities have an increased chance of brand engagement. 

The growing value of user-generated content in the digital era

Why is UGC becoming more valuable to brands today?

• User generated content gives products/services authenticity, especially in consumables like perfume marketing.
• UGC can take many forms, from influencer marketing to competitions, making it easy to adapt to your business and goals.
• UGC uses real experiences shared by users, making it seem more authentic than anything shot by the company's in-house team.
• UGC is cost-efficient. If someone makes a great video showcasing your store or an event, it costs nothing to share it and show it to your followers.

The UGC checklist every Marketing team needs

There are rules for effective UGC engagement. They’re simple. They’re smart. They actually work. 

Let’s run them through.

RULE 1️⃣. Run it twice

You can run UGC only once. You have to post UGC from both accounts: the creator’s and the brand’s. 

But don’t run them the same way.

From the creator’s account, lean towards brand storytelling. Make it feel as organic as possible, like a family or friend’s rec to create authenticity. That’s where the trust and scroll-stopping power come from.

From the brand account, tighten up the content. Make it sound more like social proof. Remember, you’re building credibility, not trying to sound like a brand influencer.

So, a different tone, with the same message, will give you double the impact.

RULE 2️⃣. Watch the comments keenly

When you run or share UGC ads, the comments section is your wild west.

Have you seen how people comment on stuff? Yes, people will say ANYTHING down there. It's a crazy place. 

So check comments - both on the creator’s post and your brand’s. 

If the comments are negative or add zero value, delete them. If it’s just straight-up toxic, block them. Why? 

When  you delete a troll’s comment and leave them unblocked, they’ll come right back with: “OMG! they deleted my comment, this brand is fake.” 

Congrats. You just gave them and other people a storyline. 

Never EVER let the comment section get out of hand.  

RULE 3️⃣. Hook 1st, product later

The ads rule of thumb: Don’t show the product you are promoting right away. Seriously. 

When scrolling, people quickly scroll past anything that screams “BUY THIS” in the 1st second. It’s tiring and boring. 

So, tell your UGC creator to start with something real. A story. A problem. A reaction. A surprise.

Make it feel human, not like an ad, and you’ll make them stop scrolling. 

Then show the product. Voila, you’ve created their interest. Keep the video moving, feel natural.

RULE 4️⃣. Switch up the length

You don’t need to keep running the same 15-second video over and over.

If you have only one UGC content, changing the song or caption font doesn’t count as testing. 

Try different lengths. 

Run a short version. Then run a long one. 

See how your audience actually watch the two videos. 

Sometimes the 15-second cut wins. Maybe they’ll like the 58-second video can go CRAZZZZY. 

RULE 5️⃣. No reading scripts 

When creating any ad, if your creators sound like they’re reading a teleprompter, the ad is already dead. 

Give your creators bullet points, not a script. The points will tell them what moments or points to hit, but let them say it their way. 

Remember, the best UGC feels like a FaceTime with a friend, or a distant family member, not a commercial. 

If they wouldn’t actually say those words in real life, don’t make them say it on camera. 

Make it real. Make them look relaxed and in a story mood.

RULE 6️⃣. Make it a series, not a single post

UGC works best when it’s continuous, not a single post. 

Have as many creators as possible. If you find a creator your audience loves, keep them around. 

Have the creators show their whole journey with your product - from opening the box to actually using it, and even after. 

It makes your brand feel real and gives you way more content to work with. 

People don’t just buy results. They buy the story of getting there. 

So, there you have it, make the journey real and documented well.

RULE 7️⃣. Think about founder content 1st

Before you start paying creators, it’s ideal for the founder to show up on camera. 

Often, people want to see the face behind the brand.   

Founder stories bring trust and emotion that no UGC creator can fake. 

Start there. Build the base. 

Then bring in creators to expand the story. 

RULE 8️⃣. Discuss and lock in usage rights early

First of all, always ask for permission to use content. Don’t forget to ask your users for permission to publish their content on your brand pages. Make sure to obtain their informed consent. There are copyright issues to consider. If your users appear in UGC photos or videos, you also need to take image rights into account.

Second, before you spend a single dollar on ads, figure out your usage deal. If necessary, negotiate extension rates upfront. 

Because once that UGC ad starts printing money, the creator has all the power. 

You’ll never have more leverage than before the ad performs. 

We recommend being very open with your user-participants and explaining what you plan on doing with the content they create. This information should be provided during the recruitment phase. Don’t wait for your users to create the content before asking for permission to deploy it.

Future, you will be very thankful.

Start Using UGC Content Now

WELL, that’s it. 

User-generated content is a powerful tool for brands that want to come across as authentic and personable. But if you don't understand and respect the RULES, you may miss out on its effectiveness. You could even find yourself embroiled in a public dispute or legal case that’s damaging to your reputation.

By understanding the UGC RULES, you can access all the benefits of UGC while being confident you're using it fairly, transparently, and in line with any relevant laws.

Contact BoostSiteSEO.com for UGC strategy.