Marketing on Facebook has become integral to many businesses' digital marketing strategies. With over 2.96 billion monthly active users, Facebook provides a massive audience for businesses to reach and engage with. One of the most effective ways to engage with this audience is through user-generated content (UGC).

Also read, How To Remove Facebook Friends In One Click in 2023 (Updated)

What is User-Generated Content (UGC)?

User-generated content is any form of content created and shared by the users of a platform or product rather than the company itself. This can include text, images, videos, and more.

UGC is often seen as more authentic and trustworthy than content created by a brand, as it comes from a real user's perspective.

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Why Leverage UGC in Your Facebook Marketing Strategy?

There are several reasons why you should consider leveraging UGC in your Facebook marketing strategy:

Increased Trust and Credibility

As mentioned above, UGC is often seen as more trustworthy than content created by a brand. When potential customers see other people using and enjoying your product, they are more likely to trust it and be more inclined to purchase.

Greater Engagement

UGC tends to generate higher levels of engagement than brand-created content. This is because it is relatable and often evokes an emotional response from the viewer. By using UGC in your Facebook marketing efforts, you can increase the level of engagement with your brand.


Creating and curating UGC is often more cost-effective than creating your content. This is especially true if you have a large and active user base.

Increased Social Proof

When other people use and share your product, it serves as social proof that it is valuable and worth checking out. This can lead to increased sales and brand loyalty.

Improved SEO

Using UGC on your website and social media channels can also help improve your search engine optimization (SEO). Search engines favour fresh and relevant content, and UGC can help provide this.

How to Leverage UGC in Your Facebook Marketing Strategy

Now that you understand the benefits of using UGC in your Facebook marketing strategy, let's take a look at some ways you can leverage it:

Encourage User Reviews and Testimonials

One of the easiest ways to leverage UGC on Facebook is through user reviews and testimonials. Encourage your customers to leave a review on your Facebook page or to share their experiences using your product.

This can be done through a call to action on your website or email marketing.

As you can see in the above example of the money view page where they have shared the testimonial of one of their happy clients.

How to encourage your followers to post testimonials?

One tactic is to incentivize posting; offer followers something – like a discount code or free shipping – for sharing feedback about a purchase.

You can also invite customers to submit their own stories alongside images or videos on social media and their reviews.

Finally, if you identify some happy customers who have already posted public praise, engage with them organically and ask if they'd be willing to share more of their experience publicly.

With creativity and thoughtful engagement, you're sure to get valuable social proof that can boost your brand's visibility.

Run a Social Media Contest or Giveaway

Another effective way to generate UGC is by running a social media contest or giveaway.

This can be as simple as asking users to share a photo of themselves using your product with a specific hashtag. You can then repost the best submissions on your Facebook page.

As you can see in the above example, Spicejet airlines as they started a "Fill in the blanks" styled contest, and in return, their follower will get some goodies.

Are you wondering what type of Social media Contents you can run?

There is no one-size-fits-all answer to this question, as the type of social media content that will work best for your business will vary depending on your target audience and industry.

However, some general tips that may help include using images, videos, and infographics to break up your text-heavy posts, and using humor and pop culture references to create engaging content that will resonate with your followers.

You should also experiment with different content formats to find what works best for you and your audience.

Use User-Generated Hashtags

Create a unique hashtag that represents your brand and encourage your users to use it when sharing content related to your product.

This will make it easier for you to curate and feature UGC on your Facebook page.

As you can see in this post of BIBA, they have shared a contest with UGC hashtags, i.e. #BibaSanta!

Share User-Generated Content on Your Page

When you come across great UGC from your users, don't be afraid to share it on your Facebook page.

This shows your appreciation for your users and helps increase the reach and visibility of their content.

As you can see Taj Abbasi has shared UGC content about their landmark and they have also encouraged more people to share their videos to them to let them share to their social media handles and tag them in return.

How to encourage your Followers to submit their content to them?

There are a few things you can do to encourage your followers to submit their content to you.

First, ensure you are actively following and engaging with your followers. Respond to their tweets, retweet them, and like their posts. This will show that you are interested in what they have to say and that you are engaged with them.

Second, make it easy for your followers to submit their content. Include a link to your submission form or email address on your Twitter profile, and include a tweet or post encouraging your followers to submit their content.

Finally, be sure to credit and give credit where credit is due; when someone submits content to you, tweet or post a thank-you and include a link to the original author. This will help build relationships with other users and show that you respect the work of others.

Use UGC in Your Facebook Ads

Another way to leverage UGC in your Facebook marketing efforts is by using it in your ads. This can be especially effective for social proof and increased credibility.

You can use user-generated images or testimonials in your Facebook ads to show real people using and enjoying your product.

Here in the above example, the AI Copywriting tool shared a tutorial by one of their customers as AD creatives which do more conversion then self-styled ad videos.

Can I Buy UGC for my Product?

Yes, you can buy UGC for your product with the help of service marketplace like Fiverr, Here is an example of it below;

Claudia Perez is selling Organic Review Video for your product.

but it's essential to ensure that the content is high quality and relevant to your target audience. When selecting UGC to promote your product, be sure to consider the following factors:

-The quality of the content
-The relevance of the content to your target audience
-The authenticity of the content

Incorporate UGC into Your Social Media Stories

Facebook's Stories feature allows users to share photos and videos that disappear after 24 hours.

This is a great opportunity to showcase UGC in a more temporary and ephemeral way.

You can ask users to send their content to be featured in your Stories or repost content that has already been shared with your brand's hashtag.

In the above example, the automotive channel motor octane shares UGC behind the scenes from one of their live event to their Facebook stories.

Collaborate with Influencers

Influencer marketing is a popular way to reach a larger audience and generate buzz for your brand. One way to do this is by collaborating with influencers and asking them to create UGC for your brand. This can be in the form of a sponsored post or a review of your product.

As you can see, Affiliate World Conference shares testimonials from another influencer who visited their conference, which benefits both parties.

Why is UGC important for Facebook marketing?

There are several reasons why UGC is important for Facebook marketing: it is often seen as more authentic and trustworthy than content created by a brand, it tends to generate higher levels of engagement, it is cost-effective, it serves as social proof, and it can improve SEO.

How can businesses encourage users to create and share UGC?

There are several ways businesses can encourage users to create and share UGC: by asking for reviews and testimonials, running social media contests or giveaways, creating a unique hashtag for the brand, and collaborating with influencers.

How can businesses use UGC in their Facebook marketing efforts?

Businesses can use UGC in their Facebook marketing efforts by sharing it on their page, using it in their ads, incorporating it into their Stories, and featuring it on their website and other social media channels.

Is it okay for businesses to use UGC without permission from the original creator?

It is generally best practice to obtain permission from the original creator before using their UGC. This can be as simple as asking for permission or requiring users to agree to terms and conditions when submitting content. It is important to respect the rights of the original creator and to give proper credit where it is due.


User-generated content is a valuable asset for any business looking to market on Facebook. It is authentic, cost-effective, and can increase your brand's engagement and credibility. By encouraging user reviews, running social media contests, using user-generated hashtags, sharing UGC on your page, using it in your ads, incorporating it into your Stories, and collaborating with influencers, you can effectively leverage UGC in your Facebook marketing strategy.

Raman Singh

Written by: Raman Singh

Raman is a digital marketing expert with over 8 years of experience. He has a deep understanding of various digital marketing strategies, including affiliate marketing. His expertise lies in technical SEO, where he leverages his skills to optimize websites for search engines and drive organic traffic. Raman is passionate about staying up-to-date with the latest industry trends and sharing his knowledge to help businesses succeed in the online world.