5 Smart Ways to Drive Trust with User-Generated Content

Trust is a cornerstone of business. Brick-and-mortar stores thrive on personal recommendations and positive Google Business Profile reviews. Online stores rely on product reviews and testimonials from across the internet that prove they’re not a scam and help customers make buying decisions.

In both these cases, businesses establish trust with customers through user-generated content (UGC), the modern equivalent of word-of-mouth. Unlike your marketing campaigns, product pictures, reviews, and even video testimonials from real customers come across as unbiased, unpolished, relatable, and, above all, authentic. 

UGC is the kind of real feedback that people trust—and with 80% of consumers saying user-generated content significantly influences their purchasing decisions, it’s clear that UGC needs to be part of every marketing strategy. 

Here’s how you can drive results by getting real with your customers. 

1. Feature Customer Reviews and Testimonials

Start with the content you already have. Pull positive reviews from Google, Yelp, or Facebook and highlight them across your website—especially where customers make decisions, like on product, service, and checkout pages.

 If you can get video testimonials, that would be even better. A short, informal clip of a happy customer sharing their experience is more convincing than any ad script. 

2. Repost Social Content From Your Customers

When someone tags your business in a post, share it—if they give you permission. Whether it’s a photo of your product in use or a casual mention in a story, this informal kind of UGC shows your products in reality rather than polished on a site or shelf. That way, customers know what to expect from their purchase and feel more confident that they’re making the right decision.

As a bonus, reposting customer posts shows you’re paying attention to your community and helps humanize your brand, increasing loyalty and encouraging more users to share their experiences.

Find something negative? Don’t ignore it. Reach out privately, offer support, and see how you can turn the experience around.

3. Create a UGC Section on Your Website

Adding a dedicated UGC section to your site—like a review carousel, customer photo gallery, or live social feed—can build trust and keep visitors engaged. It’s especially powerful for e-commerce or service-based businesses where real results matter.

Highlight photos of your product in use, client testimonials, or before-and-after shots to give prospects a realistic view of what to expect. Just make sure the content stays fresh and easy to browse across all devices.

4. Run a UGC Campaign or Contest

Not every customer wants to create free content for your business. But if you offer a prize or other incentive, it’s much easier to convince buyers to share their experiences. 

Campaigns and contests are a fun way to boost engagement and collect some user-generated content. Encourage social media followers to send pictures, videos, or testimonials with a branded hashtag to enter to win a discount, gift card, or free item. 

You should also interact with as many entries as you can. A simple reply or repost can build loyalty and drive repeat business with zero impact on your marketing budget.

5. Collaborate with Influencers for Authentic UGC

If you’re looking for something that’s an effective marketing asset and trust-building UGC, consider influencer marketing. 

Working with micro-influencers and creators within your industry is a great way to generate high-quality user content that you can reuse across your marketing channels to help you reach targeted audiences.

When done correctly, influencer-led content feels like a trusted recommendation, not a sales pitch. Just make sure to collaborate with people whose style and values align with your brand and encourage natural, unscripted content that highlights their real experience.

Even one well-shot Instagram reel or TikTok video from a credible creator can introduce your business to a new audience.

Start Turning Customer Content into Conversions

If you’re looking for content that connects, builds trust, and actually influences buying decisions, UGC is a smart place to start. It’s authentic, affordable, and incredibly effective—especially when integrated into your website and social strategy.

Want help making UGC part of your marketing mix? Watt Media can help you build a strategy that feels real and delivers results. 

Contact us today to learn more.