User-Generated Content

Explore how to leverage authentic customer content including reviews, images, videos, and questions to build trust and drive sales. Learn the four essential types of customer-generated content and how each serves different stages of the customer journey. Discover how customer images drove a 67% conversion uplift for Argos furniture by repositioning products from student purchases to aspirational home décor. Understand systematic approaches to collecting UGC from verified purchasers, managing tester programmes for new product launches, and using third-party platforms to maintain credibility whilst moderating content.

Sam reveals how he's built an always-on marketing engine through UGC from brand ambassadors and customers. He discusses the value of authentic customer photos, how photographers and riders naturally create content, and how this content drives his 25,000 Instagram followers and primary website traffic.

Tim demonstrates the power of authentic user-generated content in Amazon listings, explaining how UGC in image stacks increases conversion rates by 8-10%. He shares specific tactics like creating collages that showcase different people and use cases, helping potential customers see themselves using the product. The pregnancy pillow example shows how UGC can reveal unexpected product applications that brands can incorporate into their marketing.

Luke discusses how brands can leverage their existing customers to create authentic content, from Instagram stories to unboxing videos. He explains how to incentivise UGC creation through refunds rather than payments, achieving significantly higher response rates and building a library of genuine customer content.

The episode highlights how influencer content serves as powerful UGC, with William explaining how to repurpose creator content for ads, websites, and social proof that converts better than professional photography.

Lucy's strategy of authentic storytelling and behind-the-scenes content naturally generates user engagement and social sharing. Learn how TOMM's transparent approach to documenting their jewelry-making process, daily struggles, and business decisions creates content that resonates with audiences and builds genuine community involvement.

Discover Eagan's strategic approach to turning past customers into content creation engines through targeted giveaway campaigns. Learn how to re-engage dormant customer lists whilst generating authentic testimonials and social proof that multiplies marketing effectiveness.

Learn how to systematically generate authentic user-generated content through creator partnerships and community building. Discover frameworks for encouraging creators to produce content that resonates with audiences while maintaining brand alignment and authenticity.

Understand why every customer should be treated as a micro-influencer sharing experiences within their personal networks. Learn how Disney's visitor experience philosophy applies to eCommerce, creating shareable moments that generate natural word-of-mouth marketing and positive brand advocacy.

Learn how AR experiences naturally generate shareable user-generated content, with Rich explaining how one AR filter reached 500 million people organically and how brands use AR to create continuous streams of authentic customer content.

See how Norm leveraged culinary school students and recipe content to create authentic social proof for premium knife products. Learn strategies for encouraging customer content that reinforces brand positioning and drives social media engagement.

A significant portion of the discussion focuses on leveraging influencer-created content as UGC for paid advertising campaigns. Cody explains why human-to-human recommendations outperform branded content, how to obtain perpetual usage rights, and strategies for building a content library from seeding efforts that drives performance across multiple channels.

Xenia reveals why user-generated content has become extremely powerful in 2021 and how to effectively crowdsource it from existing customers. The episode covers how authentic content from real customers using products creates emotional resonance that polished brand content cannot match, strategies for encouraging customers to share photos and videos, and best practices for obtaining permission to reshare user content. Users will understand why audiences trust peer content more than brand messaging and how to incorporate UGC into your content calendar strategically.

The discussion covers how to capture and repurpose customer content from Instagram, including screenshots of testimonials, tagged photos, and messages, then strategically place this UGC on product pages to provide immediate social proof.