User-Generated Content (UGC) is one of the most powerful marketing tools today. It's authentic, relatable, and trusted by audiences far more than traditional brand messaging. According to Stackla’s consumer report, 79% of people say UGC highly impacts their purchasing decisions—yet only 13% find brand-created content impactful.
Some brands let their audience take the lead while still keeping things on track. They give just enough direction so the message doesn’t get lost. When it works, it leads to stronger engagement and better results.
UGC Campaign Examples
Examples of how brands successfully encourage authentic UGC while staying true to their messaging.
1. GoPro’s Adventure-First Approach
GoPro built its brand on content created by its users capturing breathtaking footage. Instead of scripting what users should post, GoPro focused on sharing the best content that naturally aligned with its brand: exploration, adrenaline, and creativity. They even created contests like the GoPro Awards to incentivize high-quality submissions, while subtly reinforcing their brand identity.
In 2019, GoPro's Million Dollar Challenge received a record 42,000 customer content submissions, a 68% increase year-over-year. The highlight reel garnered more than five times the views compared to the previous year, demonstrating the campaign's success in engaging the community.
2. Starbucks’ #RedCupContest
Each holiday season, Starbucks invites customers to share photos of their iconic red cups through the #RedCupContest on Instagram. While they don’t control exactly what people post, the brand cleverly sets a festive, cozy tone through examples and contest prompts. As a result, the messaging—warmth, community, and holiday spirit—stays aligned, while the content remains authentic and varied.
Strategies to Encourage Authentic UGC While Staying On Message
Try these techniques for your UGC to be both real and brand-aligned.
Set Clear but Loose Guidelines
- Share a few theme ideas (ex: "show us your favorite adventure" or "what inspires your creativity?")
- Offer sample posts or a style guide for colors, tone, or hashtags.
Reward and Recognize Your Users
- Feature top posts on your website or social media.
- Host monthly or seasonal contests.
- Provide prizes, but often recognition itself is enough for engagement. (GoPro’s “GoPro Awards” are a case study in this.)
Use Visual and Emotional Cues
- Share visuals that embody the message you want to promote.
- Use emotions like joy, pride, nostalgia to guide users without direct instructions.
- Airbnb, for example, subtly sets the tone by resharing user photos and short heartfelt captions.
Stay Active and Responsive
- Engage with UGC: comment, like, repost.
- Thank your users publicly.
Don’t Overly Polish or Edit User Posts before Resharing
UGC is a trust signal. When users create and share authentic content about your brand, it builds credibility that no polished ad can match. By guiding gently and not controlling, you can spark creativity that stays true to your brand voice.
Final Takeaways
UGC gives best results when users feel heard, seen, and celebrated. Brands can encourage content that's both authentic and on-message by setting light-touch guidelines, rewarding creativity, and showing genuine appreciation.
Contact Lunara Digital to develop a winning UGC strategy.
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