18 Tips for Creating Authentic and Engaging Ugc
Marketer Magazine
18 Tips for Creating Authentic and Engaging Ugc
User-generated content (UGC) has become a powerful tool in modern marketing strategies. This article presents expert-backed tips for creating authentic and engaging UGC that resonates with audiences. Discover how to leverage real customer experiences and unfiltered moments to build trust and connection with your brand.
- Keep It Real Show Don't Sell
- Focus on Specific Customer Stories
- Create Shareable Moments Remove Hassles
- Showcase Team Members' Genuine Experiences
- Encourage Real Stories from Customers
- Share Unpolished Customer Feedback
- Ask for Specific Moments Not Reviews
- Prompt Fun Personal Responses
- Test Raw Content Follow the Data
- Spark Creativity Without Controlling It
- Focus on Storytelling Over Product Features
- Retain Unpolished Elements for Credibility
- Share Personal Experiences Offer Clear Steps
- Make Your Audience the Hero
- Capture Unfiltered Moments in Travel
- Create Spaces for Authentic Contributions
- Showcase Real World Product Integration
- Use Real Users Speak Casually
Keep It Real Show Don't Sell
Show, don't sell. That's my number one rule. People scroll past anything that feels like an advertisement. However, if they see someone using a product naturally—with messy hair, real lighting, and no script—they tend to pay attention. I intentionally keep things loose. There are no studio setups or forced angles. Children interrupt, pets walk by, and that's what makes it effective.
I begin with one question: What would I actually say to a friend if I loved this product? Then I start recording. There's no pressure to be perfect. I also film vertically, with movement, so it feels like a story rather than a pitch. The key is to keep it simple, keep it real, and always think from the viewer's perspective.
Focus on Specific Customer Stories
Invite people to tell a specific story rather than ask for generic praise. We give customers a single, open-ended prompt—such as "Show us the moment our platform saved you time"—and let them record it in their own environment using their own devices. By keeping the brief laser-focused and the production entirely in their hands, the content retains natural language, settings, and emotions that polished brand shoots can't replicate.
We then feature submissions exactly as received (aside from trimming for length) and tag the creator prominently, so the community sees genuine experiences and the contributor gains recognition. That combination of a tight prompt, zero interference, and public credit consistently produces user-generated content that feels credible, relatable, and highly shareable.
Create Shareable Moments Remove Hassles
Start with your customers. Real people using your product in real spaces will always outperform scripted content or influencer gloss. The best user-generated content starts before the camera rolls. It is through giving people something worth sharing. That means delivering a product that solves a clear problem, exceeds expectations, and feels like a win. When people feel proud of a purchase, they share it without prompting. We focus on the before-and-after moments. When customers see the transformation in their homes, they talk about it. They post. They tag.
Our approach is simple. We remove the hassle. We make it easy for people to share. We include clear instructions, sample content, and small incentives. Not discounts but gratitude. A thank you goes further than a coupon. We also feature their posts publicly. That recognition turns a one-time customer into a brand advocate. We don't script or direct the tone. We don't edit the rough edges. We want the shaky phone footage. We want the kids and pets in the background. The mess makes it real.
This kind of content doesn't look polished. That's the point. People scroll past perfection. They stop when they see themselves. A floor with scuff marks from a dog's nails means more than a showroom shot. It tells a story. That story builds trust. Our job is to create moments worth sharing and then get out of the way. When we do it right, our customers do the marketing for us, and they do it better than we ever could.
Showcase Team Members' Genuine Experiences
My top tip for creating UGC that feels authentic and engaging is to prioritize relatability by consistently highlighting the genuine human element, regardless of the source.
True engagement stems from content that resonates on a personal level. While customer testimonials are valuable, focusing solely on them can be limiting. What makes content feel authentic and truly connect with people is often its humanity and the ability of the audience to see themselves or their experiences reflected in it.
Our specific approach to implement this tip is by actively showcasing our own team members as a form of internal user-generated content. We encourage and facilitate our employees to share their perspectives, experiences, and personalities related to our industry, company life, or projects.
For example, instead of just posting a company update, we might share a short video clip of a team member candidly discussing a challenge they overcame on a project or their genuine reaction to a new tool. This approach creates UGC that feels authentic because it originates from the actual people behind the brand.
It's highly engaging because it offers a relatable, behind-the-scenes look that humanizes our company and builds trust far more effectively than generic marketing messages. This specific focus on our internal team's voices ensures a steady stream of relatable content that genuinely connects with our audience.
Encourage Real Stories from Customers
Creating authentic and engaging user-generated content (UGC) hinges on fostering genuine connections and narratives that resonate with your audience. One of the most effective approaches is to encourage real stories from real people. For instance, a skincare brand might invite their customers to share personal experiences and photos about how a particular product has transformed their skin. This not only provides authenticity but also builds trust as potential customers see real-life testimonials.
Another powerful tactic is to utilize user-submitted questions or tips in your content, turning your audience into contributors. For example, a cooking blog could ask followers to submit their own twist on a classic recipe, and then feature these ideas in a dedicated post or video series. This type of engagement not only makes followers feel valued and part of a community, but it also keeps the content fresh and relatable. Such strategies ensure that the UGC doesn't just speak at the audience but speaks with them, creating a more interactive and immersive experience.
Share Unpolished Customer Feedback
One of our most engaging posts came from a customer email we almost overlooked. She described how a support representative helped her fix a last-minute issue before her daughter's birthday. It was emotional, unpolished, and full of gratitude. We asked for permission and posted it exactly as written. That post sparked more real conversation than anything we had crafted ourselves.
Since then, we have focused on inviting honest feedback instead of scripting content. We ask simple questions and let the customer speak in their own words. People respond more when it feels like a real person is talking, not a brand. The less perfect it is, the more relatable it becomes. Authentic UGC comes from listening, not directing.
Ask for Specific Moments Not Reviews
We've found that the best user-generated content (UGC) doesn't come from asking people to "leave a review." Instead, we ask them to share a small moment, such as how our service helped them get through a stressful deadline or made their job easier in some tangible way.
When people talk about real experiences, not just features, it feels honest. Others connect with it more.
We also stopped polishing the content too much. If someone sends us a short phone video or a casual caption, we use it as-is. The rough edges make it feel real, and that's what works.
So the real tip? Don't ask for perfect posts. Ask for stories. That's what makes UGC connect.
Prompt Fun Personal Responses
Make it ridiculously easy and insanely personal. Instead of asking people for a boring review or a generic photo, prompt them with something fun and specific like, "Show us your 'I just crushed it' face after using our service." It sparks way more real, human responses because it feels like a conversation, not a corporate survey. The best UGC happens when people feel like they're part of an inside joke or moment, not filling out a form.
Test Raw Content Follow the Data
Start with real people. I've found that the most engaging user-generated content (UGC) comes from customers and employees who don't sound like marketers. We ask them to explain what they did, what happened, and why they'd do it again. No scripts. No talking points. Just their own experience. That creates content that feels real because it is. When someone records on their phone, with background noise and all, it builds trust faster than a polished ad ever will.
I apply the same approach across campaigns. We test multiple versions of raw content with different voices, different angles, and different stories. Sometimes a short, unedited clip from a user outperforms everything else. We don't guess. We run fast tests and follow the data. If a story gets attention, we double down. If it doesn't, we move on. That speed lets us stay close to what people care about.
Internally, our team uses the same strategy. We ask employees to walk through how things work. We show real use. That gives people confidence before they ever approach a machine. No one wants to feel unsure. When they see someone like them do it, they trust it more. That's how we keep it simple and keep it human.
Spark Creativity Without Controlling It
When creating user-generated content (UGC), it's important to prompt creativity without over-controlling it. For a campaign promoting our app, we simply asked users to show "how it makes your life easier" and left the rest open-ended. The result was a collection of hilarious, heartfelt, and truly unique videos.
Instead of providing rigid guidelines, we offered fun ideas to spark inspiration. We found that the less corporate it felt, the better the response. Authenticity thrives when users feel like creators, not advertisers.
My advice: trust your community's creativity, and your brand will be rewarded with content that feels genuine and engaging, rather than staged.
Focus on Storytelling Over Product Features
My top tip is to focus on storytelling over selling. Real stories from real people make the biggest impact. I always encourage our customers to share how our personal massagers have genuinely improved their daily lives, especially in managing chronic pain.
We provide a simple framework: who they are, what pain they were experiencing, and how their life has changed, without scripting their voice. I also make it easy for them to share by offering prompts, incentives, and even co-creating content with those who are comfortable on camera. The key is to spotlight the human experience, not the product features; that's what builds trust and connection.
Retain Unpolished Elements for Credibility
The biggest enemy of quality UGC (User-Generated Content) is overproduction, which is why it is critical to keep it real by including unpolished and behind-the-scenes footage to maintain authenticity. Often, people will try to edit out mistakes or add high-end production effects to their UGC, but this leads to a directed feel that gives off a highly prepared presentation, eliminating the realness.
However, by keeping mistakes, showing behind-the-scenes footage, and refraining from creating dialogue or having multiple takes, you can create UGC that people can more readily identify with rather than a highly stylized production. By retaining the unpolished elements of your UGC, you can create a more authentic feel and provide credibility to your content.
Share Personal Experiences Offer Clear Steps
The best way to create user-generated content that feels authentic is to share stories from your own experience. For example, I once answered a question by describing a challenge I faced and how I solved it, instead of just giving advice. Readers responded well because they saw a real person behind the answer, not just generic tips.
When I write, I picture the person asking the question and speak directly to them. I avoid buzzwords and keep my language simple so anyone can follow along. The key is to offer clear steps people can try themselves, backed up by what actually worked for me. This approach makes the content feel honest, helpful, and easy to trust.
Make Your Audience the Hero
My top tip for creating user-generated content (UGC) that feels authentic and engaging is to focus on making your audience the hero of the story, not your brand. The most powerful UGC doesn't come from scripts or incentives--it comes from real people who feel seen, appreciated, and proud to share their experience. The specific approach I take is to design prompts that tap into identity and emotion rather than features or benefits.
Instead of asking for reviews or testimonials in the usual way, I'll frame the prompt around a moment: "Show us how you felt when you finally launched your business site" or "Tag us in the first photo you uploaded to your new portfolio." These kinds of requests invite people to share personal milestones, which naturally leads to content that's rich in emotion and completely unscripted.
To make this work, we always engage back. We comment, reshare, and message people directly to thank them or ask to feature their posts. That kind of interaction turns a simple shoutout into a deeper connection, which often leads to repeat engagement. I also avoid over-polishing anything we share. If a post has grainy video or an unfiltered shot, we lean into that. It builds trust because it looks and feels like something a real person posted--not a brand trying to fake relatability.
The result is content that not only boosts visibility but also creates a community. When people see others like them being featured, they want to join in. That's how you build momentum without losing authenticity.
Capture Unfiltered Moments in Travel
When it comes to creating user-generated content (UGC) that feels authentic, I believe the answer lies in giving tourists the freedom to share their raw, unfiltered moments. Far too often, content is so over-edited that it loses the value of something real. I would prefer for tourists to focus on those small, imperfect moments that are truly precious to them. It is those genuine, unedited experiences that connect to people the most. Whether it's a quiet morning over a mountaintop or a spontaneous conversation with a passerby, these authentic moments resonate much more strongly than scripted shots.
My method is uncomplicated: to empower travelers to document the beauty of their travels without attempting to conform to an ideal. By sharing experiences the way they genuinely happen, something real is created that connects authentically with others. Flawless pictures and perfect captions will only get you so far if they don't capture the genuine emotions behind the moment. When you let people share their authentic selves, it is not only content; it is a story worth telling.
Create Spaces for Authentic Contributions
Listen to your audience seriously. The best user-generated content (UGC) comes from meeting them where they are and creating prompts or opportunities that speak to their real interests, challenges, or humor. At Rise, for example, we noticed job seekers wanted to feel seen and supported, so we created spaces like our "Real Talk" forum and polls where they could share wins, rants, and advice. When people feel like they're contributing to something real and relatable, the content creates itself.
Showcase Real World Product Integration
At Caimera, we've learned that for user-generated content (UGC) to feel authentic, it needs to reflect real experiences rather than just polished marketing. We encouraged our customers to share their own photos using our AI-generated images in real-world scenarios. We didn't just want them to post what we created, but how it fit into their brand's story. One example was when a fashion brand posted behind-the-scenes footage of them using Caimera's AI tool during a live photoshoot. This simple, raw content connected with their audience, and their engagement rate jumped by 37%. By showcasing how the product is integrated into their creative process, it felt more genuine and relatable. For other businesses, my takeaway is this: don't be afraid of imperfections or behind-the-scenes moments--they help create a more honest connection with your audience, and that's where the real engagement comes from.
Use Real Users Speak Casually
Use real users, not actors. Scripted content will be skipped.
We typically ask creators to speak as if they're sending a voice note to a friend—messy, casual, and brief. No elaborate setup is needed. It's a bonus if they actually use the product on camera. That raw vibe outperforms polished content almost every time.
