The importance of User-Generated Content in 2023 Digital Marketing

The importance of user-generated content in digital marketing

In the era of the internet and social media, user-generated content has become increasingly important in digital marketing. User-generated content (UGC) refers to any form of content, such as text, images, videos, reviews, etc that has been created and shared by users of a product or service. This type of content can be a powerful marketing tool, as it is created by the audience for the audience, and can help to build trust, authenticity, and engagement. In 2023, user-generated content will continue to be a crucial component of digital marketing strategies for businesses of all sizes. 

The rise of social media platforms and the accessibility of content created by social media users have made it easier than ever for consumers to share their experiences with others. As a result, UGC has become a powerful tool for businesses looking to build brand awareness and drive sales. According to a recent survey by Stackla, 90% of consumers say that authenticity is a key factor when deciding which brands to support. UGC can help to create this authenticity by showcasing real people using and enjoying products or services.

One of the key benefits of UGC is that it can help to build trust with potential customers. Consumers are more likely to trust the opinions and experiences of their peers than they are to trust advertising messages from businesses. By sharing UGC on their own social media channels or websites, businesses can demonstrate that they value their customers and are confident in the quality of their products or services. This can lead to increased engagement, loyalty, and sales.

UGC can also be a cost-effective way to generate content for digital marketing campaigns. Rather than creating all content in-house, businesses can leverage the creativity and enthusiasm of their customers to create engaging and authentic content. This can help to reduce the time and resources needed to create content, while also helping to build a community of brand advocates who are invested in the success of the business.

There are many different types of user-generated content that businesses can leverage, including reviews, social media posts, images, videos, and more. Each type of UGC has its own benefits and can be used in different ways to achieve specific marketing goals. For example, Statista recently reported that 55% of consumers see customer reviews as very helpful. So you could use reviews to build trust and social proof, while social media posts can help to increase engagement and reach. SEMRush recently reported that a mix of user-generated product videos and official brand authored content, increased engagement by 28%.

As the importance of UGC continues to grow, businesses will need to develop strategies for effectively sourcing, curating, and using this type of content. Some key best practices for UGC include:

  • Asking customers for permission before sharing their content
  • Ensuring that all UGC is aligned with the brand’s values and messaging
  • Providing clear guidelines and instructions for creating and sharing UGC
  • Regularly monitoring and moderating UGC to ensure that it is appropriate and in line with the brand’s guidelines.

If you’re looking for some inspiration on how to incorporate UGC into your marketing, check out these great examples:

Instagram UGC for digital marketing

Away features photos taken by customers with their Away luggage. 


UGC digital marketing ion website

Betts features UGC on their website by showcasing their Instagram which includes UGC from their customers. 


Hashtags used to collate UGC for digital marketing

Adobe uses a hashtag, #adobe_perspective to encourage it’s users to post their work created using the Adobe suite of programs.


User-generated content will continue to play a critical role in digital marketing in 2023 and beyond. By leveraging the creativity and enthusiasm of their customers, businesses can build trust, authenticity, and engagement, while also reducing the resources needed to create content. 

If you’re looking to incorporate UGC but not quite sure where to start, contacts us. As a full service digital marketing agency in Adelaide, we can help local (as well as interstate) businesses develop a digital marketing strategy which incorporates UGC.

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Renata Zavadil