Are you struggling to find fresh content for your Facebook and Instagram? Want to see more engagement? Look no further than user-generated content (UGC) on Instagram! UGC encompasses any content – text, images, videos, audio – made by users.

Why is this important? Because UGC from your target demographic helps potential customers envision themselves interacting with your brand. This can lead them to your sales funnel in various ways, build trust, increase engagement, and ultimately boost your bottom line. It doesn’t matter if you’re a small business or a large corporation; encouraging your customers to share content is invaluable. And if they’re already sharing, share it yourself!

This guide will equip you with everything you need to leverage the power of user-generated content on Instagram:

• Finding user-generated content
• Using UGC on Instagram to increase engagement
• Delivering a top-notch customer experience Let’s dive in!

Finding UGC for Instagram

Where to begin? Social media thrives on being social, conversational, and creative. We often recommend to our clients (with great success) to initiate hashtag trends, pose engaging questions, and collaborate with influencers. Let’s explore how to implement these methods:

1. Launch a hashtag trend

Motivate your followers to participate and showcase their experiences using a unique hashtag you create. Before settling on one, check its current usage on Instagram by searching relevant hashtags. Your posts could encourage users to demonstrate how they style your retail products, utilize your tools, or how your service enhances their lives. The beauty of this method is the ease of tracking submissions, especially on Instagram where you can directly search and follow hashtags. This creates a ready-to-use reservoir of creative content.

Observe the effective approach procreate employs to encourage both existing and potential customers:

2. Ask Engaging Questions

It’s simple: post a question and encourage your followers to share a post and tag you. People love being featured and feeling valued. American Eagle takes a direct approach by incorporating a call to be featured directly in their Instagram bio, all users need to do is utilize their hashtag.

3. Collaborate with Influencers

We often see celebrities endorsing products on social media. While effective, this strategy requires a significant budget, which may not be feasible for smaller businesses. The good news is that partnering with micro-influencers offers a more accessible alternative. For example, a clothing boutique could reach out to local fashion bloggers, a law firm could collaborate with businesses they’ve helped incorporate, and real estate agencies could partner with clients they’ve assisted in buying or selling homes. Influencers excel at producing unique, genuine content that resonates with their followers, providing you with fresh user-generated content.

Another avenue is to have your influencers host contests through their accounts. If budget allows, offer one of your products or services as a prize. However, even smaller prizes like branded merchandise (t-shirts, bags, stickers) can be highly effective. The key is to make the user feel special.

Utilizing Your UGC on Instagram

Now that you’ve accumulated a wealth of engaging content, let’s discuss how to use it to enhance your profile’s aesthetic, boost engagement, and drive conversions. You can share user-generated content on both Facebook and Instagram (as long as the user’s account isn’t private). Importantly, Instagram provides an option for private users to allow you to share their tagged content in your Stories.

Here are some inspiring examples of how brands are leveraging UGC, which you can adapt to suit your brand’s personality:

1. Reshare

Did someone sing your praises online? Repurpose and reshare it! Showcase real people expressing genuine enthusiasm for your brand. The most powerful content often comes from authentic fan posts like this one about my favorite local winery, Serrano Wine in Paso Robles. Loryn Powell, a comedian with a substantial online following, shared a glowing review of her tasting room experience on her Instagram Stories.

She raves about the wonderful owners, the exceptional wine, and encourages everyone to try it – all without any sponsorship. This presented a golden opportunity for Serrano Wine to expand its reach and attract new customers through genuine word-of-mouth marketing. Resharing such posts, especially those featuring your product, is an absolute must.

2. Post with a Purpose

Incorporate UGC into relevant posts. Take, for instance, this impactful example from Hydro Flask on Facebook. They paired an informative post about reducing single-use plastics with a stunning nature photo featuring their product, taken by a customer.

3. Showcase Reviews and Testimonials

Are you collecting reviews? Put them to work! Share them in your post copy or, even better, create visually appealing images or videos incorporating them, as Dove effectively does in this Instagram ad.

Don’t hesitate to request photo or video reviews from enthusiastic customers. You’ll be surprised how willing they are to contribute.

4. Create a Dedicated Account

If your Instagram UGC is overflowing, consider creating a dedicated account, similar to Uber’s Overheard Uber.

To encourage submissions, Uber invites rideshare users to DM their content to the account. Another noteworthy tactic is saving and categorizing Instagram Stories, allowing viewers to access them beyond the usual 24-hour window.

5. Make an Impact

While the possibilities are vast and depend on your specific business and audience, even a simple photo can be effective. If it evokes a smile, sparks an idea, initiates a conversation, informs, educates, or helps, use that content!

6. Amplify with Facebook and Instagram Ads

If you have a budget for social media advertising, elevate your organic efforts. Promoting your UGC through ads can significantly expand your reach, visibility, engagement, and ultimately, sales. Even a modest budget of $5/day can yield impressive results. Naturally, a larger budget widens your reach and accelerates the process of identifying what resonates with your target audience, allowing for agile adjustments to your campaigns.

Providing a High-Quality Customer Experience

Remember, users aren’t obligated to create content for your brand. Every interaction on Instagram reflects on your brand, so treat your followers with respect.

1. Obtain Permission

Before sharing user-generated content, even if you’re tagged, it’s crucial to ask for permission to avoid potential issues. Comment on their post or send a direct message. To be extra cautious, take a screenshot of their approval for your records. Alternatively, consider adding a legal disclaimer to your posts sourcing UGC. Consult with your legal counsel for tailored advice.

2. Give Credit

Always credit the original creator when resharing their content by tagging them. Some common methods include phrases like “image courtesy of @[username],” using a camera emoji followed by their handle, or employing hashtags like #rg_[username] (short for “regram”).

American Eagle’s Instagram’s account exemplifies this:

3. Express Gratitude

A simple comment on the user’s original post expressing your appreciation can go a long way. It makes them feel valued and can turn them into loyal customers.

4. Stay Organized

Develop a system for tracking your UGC. Many businesses use spreadsheets to store links, screenshots, creator details, posting dates, and notes about potential campaign uses.

Embrace UGC on Instagram!

This guide has equipped you with the essential knowledge and best practices for boosting engagement using UGC on Instagram, from sourcing and utilizing it organically and through paid ads to ensuring a positive customer experience. The possibilities for leveraging UGC to elevate your marketing are vast. Embrace creativity, have fun, and watch your success soar!