Is User-Generated Content (UGC) Worth It? Pros, Cons, and Expert Strategies

Ever wonder how your customers’ own voices can drive your brand’s growth? You’re not alone. In this Q&A, a Founder, a VP of Growth, and other pros spill their secrets on leveraging User-Generated Content (UGC) to build trust and boost sales.

From tips on improving conversion rates to tapping into TikTok Shop creators, these nine expert insights will help you transform customer stories into marketing gold. Ready to learn how the pros do it? Let’s dive in.

1. UGC Boosts Conversion Rates and Sales

UGC (User-Generated Content) is like a friend’s recommendation—it just feels more genuine. Positive reviews, testimonials, and even photos from real customers can dramatically increase your conversion rates because people see evidence that your product or service actually works. Think of it as social proof on steroids.

“UGC has been transformative for us at Sirge.com, especially in elevating Shopify brands. A roadblock we faced was in getting consistent high-quality content from users. 

To solve this, we set up an automated email sequence triggering post-purchase that incentivized users with discounts for submitting photos or videos of them using the products. This not only improved the content quality but also increased its frequency. By focusing on creating a seamless process for customers to share content, we replicated these results with other clients, proving that UGC is not only a trend but a measurable way to improve trust and engagement.”
Chase Chappell, Founder, Sirge

2. Do UGC Campaigns Often Fail?

It’s exciting to imagine your fans enthusiastically posting rave reviews, but the reality can be different. Sometimes campaigns flop because they’re too complicated, lack clear instructions, or simply don’t inspire genuine participation. If you don’t tackle those issues early on, your UGC efforts might never get off the ground.

Many brands launch UGC campaigns with sky-high hopes, only to find that reality can be much harsher than anticipated. Often, this happens because objectives aren’t clearly defined—if you don’t know whether your goal is to boost sales, increase brand awareness, or drive engagement, you’ll struggle to measure success.

Another common pitfall is failing to connect with what truly motivates your audience: a campaign that doesn’t resonate with their interests won’t inspire meaningful participation.

Timing can also throw a wrench into your plans; launching a UGC push during a busy holiday season, for example, may bury your message under a mountain of competing promotions. Complicated rules and vague instructions further discourage submissions. Even if your campaign instructions are clear, inadequate promotion can leave potential participants in the dark.

Perhaps the biggest oversight is neglecting to follow through after you collect the content—if you don’t show gratitude or highlight user contributions, you lose a valuable opportunity to nurture lasting connections and goodwill.

To overcome these hurdles, start by setting clear, measurable goals so you’ll know exactly what you’re aiming for, whether that’s increasing your number of UGC submissions or boosting clicks to a specific landing page. Speak the language of your audience and create campaigns that align with their values—whether that’s fun, creativity, or a sense of community.

Make it easy for them to join in by offering simple, straightforward guidelines, and make sure your campaign is visible on multiple channels, from social posts and emails to influencer shout-outs.

Finally, show genuine appreciation for participants by featuring their contributions publicly, awarding small prizes, or offering personal shout-outs. By tackling these challenges head-on and implementing solutions that speak to real-world user behavior, you set the stage for a dynamic UGC campaign that resonates, engages, and ultimately drives results.

3. Clear Guidelines Ensure Quality UGC

Providing straightforward dos and don’ts sets everyone up for success. Your audience appreciates a roadmap for what you’re looking for—whether it’s image size, video length, or brand messaging. Clear guidelines help ensure the end result is polished, on-brand, and ultimately usable in your marketing.

“We've used UGC to showcase real customer experiences with our services, creating authentic and relatable content that drives engagement. For instance, we've encouraged homeowners to share their savings stories, which we've turned into testimonials and short-form videos for social media and ads.

A roadblock we encountered was ensuring the quality of UGC matched our brand standards. To solve this, we provided contributors with clear guidelines and storyboards, helping them maintain authenticity while delivering content that aligned with our messaging.

My advice: Make it easy for users to share their stories and offer light direction to ensure quality without stifling creativity.”
Jason Martin, VP of Growth, Abode

4. Engage Authentically in Reddit Communities

Reddit can be a goldmine for user insights, but authenticity is non-negotiable. Rather than selling, focus on connecting. Answer questions, offer honest feedback, and be transparent about your brand. People on Reddit have a radar for anything spammy, so your best move is to join conversations like a genuine community member.

“I've used Reddit to market an AI automation tool, primarily by engaging in communities and threads where people discuss related problems and solutions. Reddit's strength lies in its authenticity—users value honest, helpful contributions, and I've tried to respect that by focusing on adding real value rather than simply promoting my product. As a marketer, that's really really important. 

A big challenge has been finding a way around strict moderation. It's there for a reason—many people flood subreddits with blatant self-promotion, which understandably frustrates communities. But this also means that even if your response is thoughtful and genuinely helpful, there's still a risk of getting flagged or banned. 

I've learned to work around this by being intentional about how I participate. Instead of jumping in with, "Hey, use my tool," I approach each post or question as a fellow user. I think, "What would I want to hear if I were in their position?" This means offering advice or sharing insights without even mentioning the product. If I do reference it, I make sure it's only as one possible solution and focus on why it might help in their specific situation. 

This has been slow work—it's not a quick ROI kind of strategy—but it's meaningful. It's taught me to really listen, to step away from a "sales" mindset, and to respect the communities I'm engaging with. When people respond positively, or better yet, when they come back later to thank me, it reminds me that UGC isn't just about marketing; it's about building trust. And that takes time.”
Sakshi Chetule, Growth Strategy

5. Incentives Encourage Customer Participation in UGC

Need more content from your customers? Sweeten the deal. Small perks like discounts, freebies, or even public recognition can go a long way. When customers feel appreciated for their contributions, they’re far more likely to create—and share—great content that benefits your brand.

“One roadblock we encountered was the initial reluctance of customers to participate in UGC campaigns. Many were unsure about sharing their experiences publicly or felt their content wasn't "good enough." To address this, we launched a campaign that included incentives, such as discounts or entry into a sweepstakes for those who shared their content using our designated hashtag. We also showcased UGC on our website and social channels, highlighting the contributions of participants to encourage more involvement.

This strategy not only increased the volume of UGC we received but also fostered a sense of belonging among our customers, making them feel valued and appreciated. By overcoming this hurdle, we significantly enhanced our brand's visibility and engagement, demonstrating the power of community-driven marketing.”
Sheraz Ali, Founder & CEO, HARO Links Builder

6. TikTok Shop Creators Provide Affordable UGC

TikTok is all about creativity and authenticity, making it a perfect channel for UGC. Collaborate with TikTok Shop creators for affordable, relatable content that speaks to a massive audience. The best part? You don’t need a Hollywood budget—just authentic partnerships and engaging ideas.

“UGC is one of the cheapest marketing options out there, but the big issue? Quality often sucks because there's no incentive to create good content.

Paid creators are great but pricey, and the ROI can be hard to justify, and not often it'll be profitable if you calculate ad cost and usage rights in.

How we solve it is by reaching out to creators who are used to working on affiliates, specifically TikTok Shop creators. They're used to working on affiliate commissions, so you only pay for results. They're affordable, authentic, and know how to create content that actually converts. Plus, you can test a bunch of styles without breaking the bank.”
Victor Hsi, Founder & Community Manager, UGC Creator Agency

Don’t underestimate the power of UGC—it’s the modern-day word-of-mouth, fueling trust and boosting your bottom line. Curious how to get started without overwhelming your audience? Begin with simple approaches and a small incentive, then scale as you see engagement rise.

Worried about trolls or negative feedback? Address concerns openly and use constructive criticism to refine your product or message. Unsure if TikTok Shop is worth it? Experiment with micro-influencers to see if short-form video resonates with your community.

Think Reddit might be too tricky? Dive in authentically, offer real value and watch how fast people respond to genuine engagement. By staying transparent, offering incentives, and embracing new platforms, you’ll harness the true potential of your customers’ voices.