User-generated content, or UGC, is anything your customers create about your business: photos, videos, reviews and posts. People trust it more than advertising because it comes from someone like them.
Why it works
A homeowner showing their new kitchen is more convincing than a studio photo. It shows a real result for a real person, and it answers the question every buyer has: what will this be like for me?
How to collect it
- Ask customers to send a photo of the finished job.
- Request a short video review on site while they are happy.
- Create a hashtag and mention it on your paperwork.
- Watch for tags and mentions on social media.
- Include a photo upload option in your review request.
Always ask permission
Get written permission before you use a customer’s photo, video or name in marketing. A simple message saying how and where it will be used is enough. Never use an image of a home or person without it.
Where to use it
- Social media posts and stories.
- Your website’s service pages.
- Your Google Business Profile.
- Paid ads on social platforms.
- Email newsletters and quotes.
Using UGC in ads
Ads built from customer videos often outperform polished ones because they look like normal posts. Keep them short, add captions and lead with the result.
Keep it honest
Do not edit a customer’s words to change their meaning, and do not present paid or staff content as a customer’s. Real content is the whole point.
Make it a habit
Add “ask for a photo or video” to the end-of-job checklist, right next to “ask for a review”.