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Updated March 2026
User generated content (UGC) has become a vital tool for eCommerce brands. Reviews, photos, videos, and social posts give businesses authentic content to build trust, engage customers, and drive conversions. But are brands making the most of it?
To explore this, we spoke with Ellys Childs, Partner Manager at Yotpo, and Thais Bragheroli, Digital Marketing Manager at Yotpo, about how brands can leverage UGC to increase engagement and conversions.
What is UGC and why it matters
UGC is any content created by customers rather than the brand itself, including reviews, photos, videos, social posts, and hashtags. Its use has surged as more consumers share experiences online, and brands recognise its value as authentic, relatable content.
Ellys: UGC isn’t just a marketing tool - it’s a way to understand your audience and increase engagement with minimal cost.
Thais: For online retailers, it’s especially important. Without physical stores, customers rely on real experiences from others. Seeing actual people use a product, like photos of a new lipstick or outfit, reduces hesitation and builds confidence in the purchase.
Ellys: Social posts, reviews, and questions about products reveal what customers value most, helping brands make smarter decisions.
Building trust and connection
Authenticity drives UGC’s impact. Consumers trust other consumers more than brands, so showing genuine reviews, photos, and even a mix of positive and negative feedback builds credibility.
Thais: Responding to reviews, both positive and negative, strengthens relationships and shows customers the brand cares. On-site Q&A sections allow shoppers to ask questions directly, creating a richer shopping experience and reducing pressure on customer service teams.
Ellys: Recognising customer contributions encourages participation and amplifies social proof. For example, asking permission to feature a customer photo on your site or social channels inspires other shoppers to share their content too.
How can you start using UGC?
Many brands already have content they can leverage. Photos from Instagram, reviews, and customer mentions can be repurposed across websites, emails, and campaigns. The key is making it easy for customers to contribute.
Thais: Streamline submissions and encourage participation through competitions with clear instructions, specific hashtags, or incentives like discounts or loyalty points. Providing guidance ensures better-quality content.
Ellys: Consistency and visibility matter. Display UGC across the customer journey, from homepage galleries to product pages, to inspire confidence. Even small amounts of content can build momentum over time.
Shoppable Instagram galleries allow customers to click from a photo directly to the product page, keeping them on-site and improving conversion rates. Homepage galleries can highlight trending products and showcase the diversity of real customers using them.
Driving conversions with UGC
UGC doesn’t just build trust, it drives results. Shoppable galleries, product-specific visuals, and personalised reviews keep customers engaged and more likely to purchase.
Thais: Content reflecting customers’ situations or needs is particularly effective at converting interest into action. Filters in reviews let shoppers see experiences from people with similar attributes, helping them make confident buying decisions.
Ellys: Shoppers who interact with UGC are far more likely to convert than those who don’t. Integrating content across channels: emails, social, product pages, and homepages- creates a seamless experience that boosts engagement, trust, and revenue.
Brands that use UGC strategically turn authentic customer content into a competitive advantage, inspiring confidence, loyalty, and repeat purchases.
Ready for your UGC strategy?
Get in touch with our team about turning your customer content into higher engagement, stronger trust, and increased conversions.
