Instagram has evolved. Perfectly staged brand photos? Out.
Authentic, scroll-stopping user-generated content (UGC)? In.
If your brand isn’t leveraging UGC on Instagram, you’re leaving engagement, trust, and conversions on the table. Consumers don’t want to hear from brands—they want to see real people using real products in real life.
But let’s be honest—getting people to organically post about your brand isn’t always easy. That’s why we’re breaking down how to source UGC on Instagram the right way—whether through organic engagement, creative campaigns, or tapping into influencer-generated content using platforms like Collabstr.
Ready to turn your audience into content creators? Let’s dive in.
What Is UGC on Instagram and why does it matter?
Instagram has transformed how brands connect with their audience, and user-generated content (UGC) has become a key driver of engagement and trust. Instead of relying solely on polished ads, brands now feature real customers, influencers, and fans who organically showcase their products. This shift toward authentic content helps businesses build stronger relationships with their audience and create a more engaging brand experience.
Why Does UGC Matter?
UGC is a proven marketing strategy that directly influences consumer behavior. Today’s buyers crave authenticity, and traditional brand content often feels too scripted. Instead, people trust content from others who have already experienced a product or service.
- Authenticity drives decisions – A staggering 86% of consumers say authenticity is crucial when choosing which brands to support.
- Customers trust real experiences – 90% of consumers prefer seeing content from actual customers before making a purchase, as it provides genuine insight into the product.
- Higher engagement rates – 81% of destination marketers report increased engagement through UGC, proving that real-life experiences resonate more than staged content.
- Instagram is a shopping hub – 61% of Instagram users actively browse Instagram to discover their next purchase, making UGC a powerful tool for conversion.
5 Real-World Examples of Instagram UGC in Action
Brands across different industries have successfully integrated UGC into their Instagram user-generated content strategies, leading to increased engagement, brand awareness, and sales. Here are some real-life examples of brands leveraging UGC effectively.
1. Damsel in Defense – UGC Product Review in Action
Damsel in Defense, a brand specializing in personal safety products, benefits from UGC by featuring real people demonstrating their tools. In one Instagram post, an influencer shared a video review of the brand’s rechargeable stun device, explaining its features in an engaging, informal way. Instead of a corporate sales pitch, this content felt personal and relatable, reinforcing the product’s practicality and appeal. UGC like this allows potential customers to see products being used in real-life scenarios, increasing trust and credibility.
2. Mooncat – UGC-Driven Nail Art Inspiration
Beauty brands thrive on UGC, and Mooncat is no exception. A nail art enthusiast shared an Instagram post showing a close-up of her nails, painted with Mooncat’s signature magnetic polish. The stunning, high-quality image showcased the product in action, giving potential buyers a clear view of how it looks when applied. This type of UGC acts as a visual testimonial, proving the product’s effectiveness in a way that traditional advertising cannot. The post’s popularity was further amplified by user comments and engagement, reinforcing the power of peer-driven marketing.
3. Nike x Travis Scott – Streetwear Culture Through UGC
Nike consistently benefits from UGC by tapping into sneaker culture and community-driven content. A sneaker enthusiast posted a bold lifestyle shot featuring the Travis Scott Jordan 1s, capturing the streetwear aesthetic that Nike’s audience resonates with. The carefully composed image highlighted not just the sneakers but also the cultural significance of owning a limited-edition product. UGC like this builds excitement and exclusivity around Nike’s releases, reinforcing the brand’s status in the sneaker world.
4. BoxyCharm – UGC Beauty Review
Subscription box brands like BoxyCharm leverage UGC to showcase the transformation their products can create. In one Instagram post, a beauty influencer shared an exceptional makeup look from the contents of the boxycharm products, demonstrating how the brand’s cosmetics performed. This style of UGC is highly effective in the beauty industry, where potential customers want to see real results before making a purchase.
5. Wayfair – Home Decor UGC That Tells a Story
Wayfair, an e-commerce giant in the home decor space, benefits from UGC that highlights real customers’ interior design transformations. One Instagram user posted a video reveal of her newly decorated living room, featuring a stylish Wayfair sectional. The video captured her excitement and showcased the product in a realistic, lived-in environment, making it far more relatable than a typical stock image or product listing. Posts like these inspire future buyers by giving them a firsthand look at the product in use.
5 great methods to collect UGC on Instagram organically
Building an instagram user generated content strategy and generating a steady stream of UGC takes time, but the right approach can encourage customers to share their experiences without feeling forced. Instead of waiting for organic UGC to roll in, brands can take proactive steps to engage their audience, spark creativity, and make participation effortless.
Here are five proven methods for an organic UGC campaign on Instagram to collect authentic UGC and keep your Instagram content pipeline full.
1. Encourage Customers to Share Their Content
Do you want to know the simplest of UGC strategies for instagram? Ask for it.
Many customers love a brand but don’t automatically think to post about it. A clear call to action can be the nudge they need.
- Tag Us & Get Featured – Adding a CTA like “Tag @yourbrand for a chance to be featured!” in captions, product packaging, and order confirmation emails makes it easy for customers to share.
- Create a Branded Hashtag – A unique hashtag like #MyCalvins or #SephoraSquad makes it effortless for users to participate. Promote it in your bio and captions so it becomes recognizable.
- Offer Incentives – While UGC should feel voluntary, perks like shoutouts, giveaways, or exclusive discounts can boost participation.
Example: Fashion brand Aerie’s #AerieREAL campaign encouraged customers to share unedited swimsuit photos, promoting body positivity while generating thousands of UGC posts. In the example below you see the awesome post and Aeirie’s request to use it for marketing.
2. Engage With Your Audience to Inspire UGC
UGC thrives in active communities where customers feel connected to the brand. If you want more people to share content, show up for your audience first.
- Reply to comments & DMs – Customers are more likely to post about brands that interact with them. A quick “Love this! ?” or a repost can make a big impact.
- Celebrate your community – Feature UGC in Stories, Reels, and even on your website. When people see others getting featured, they’ll be more likely to contribute.
- Use interactive tools – Instagram’s polls, Q&As, and Story stickers can spark UGC. Try asking “Show us how you use [product]!” and resharing the best responses.
Example: Starbucks frequently reposts customer photos of their drinks, turning everyday purchases into social moments that encourage more UGC. The post below is exceptional as it shows an arisain make her own cup and then get it filled with a matcha from Starbucks. It doesn’t get better than that.
3. Run UGC-Driven Contests and Challenges
Nothing gets people posting faster than a fun challenge or giveaway. If you want to flood your Instagram with UGC, try running a creative campaign that encourages customers to participate.
- Launch a Themed Challenge – Think about your niche. A fitness brand could run a 30-day transformation challenge, while a beauty brand might ask for before-and-after makeup looks.
- Keep It Simple – Make participation effortless. A strong challenge only needs a clear prompt, a hashtag, and an incentive (e.g., “Post using #MyBrandChallenge for a chance to win!”).
- Use Hashtags & Mentions – This makes tracking entries seamless, ensuring you can easily find and repost the best UGC.
Example: Apple’s #ShotOniPhone challenge invites iPhone users to submit their best photos. By turning customers into content creators, Apple receives thousands of high-quality UGC posts showcasing the power of its cameras. Like this moment in Nipal that captures a unique perspective on life.
4. Leverage Instagram Features for UGC Collection
Instagram offers built-in tools to make UGC collection seamless. Instead of passively waiting for customers to post, use the platform’s features to encourage content creation.
- Stories & Highlights – Ask customers to tag you in Stories, then reshare their content and save it in a dedicated UGC Highlight.
- Collabs & Remix – The Collab feature allows posts to appear on both your page and the creator’s, maximizing reach. Remix lets users interact with your videos, creating opportunities for fun, reaction-based UGC.
- Interactive Story Templates – Design simple fill-in-the-blank Story templates (e.g., “My favorite way to use [Brand] is _____”) and encourage followers to share them.
Example: GoPro regularly features customer-shot Reels showcasing adventure footage—like this snowboarding take below. By resharing the best content, they inspire more customers to post, fueling a never-ending cycle of high-quality UGC.
5. Partner With Brand Ambassadors & Loyal Customers
Your most engaged customers can become your best content creators. Instead of relying only on one-off UGC posts, build relationships with superfans and repeat buyers who are eager to share their experiences.
- Identify Your Brand Advocates – Look at who’s already posting about your brand. Engage with them and encourage them to keep sharing.
- Launch an Ambassador Program – Offer perks like early access to products, affiliate commissions, or VIP discounts in exchange for ongoing UGC.
- Tap Into Micro-Influencers – Creators with smaller, highly engaged followings can be a cost-effective way to generate authentic UGC at scale.
Example: Lululemon’s ambassador program partners with athletes and fitness instructors who regularly post about the brand. These relationships, like the one shown below, create a consistent flow of high-quality UGC.
Remember: UGC Starts With Community
The best UGC isn’t forced—it’s inspired. When brands actively engage, recognize, and reward their audience, organic UGC follows naturally.
Use a mix of hashtag campaigns, challenges, community engagement, and ambassador programs and see what happens. Explore and find how to turn customers into enthusiastic content creators and build a brand that thrives on Instagram.
What If you’re not getting enough organic UGC?
Even with the best strategies, not every brand gets enough organic UGC to fuel their Instagram content. Maybe your audience is still growing, or perhaps your product isn’t naturally shareable. If organic UGC is slow to take off, you don’t have to sit back and wait—paid content can bridge the gap.Let’s explore why this can be a smart move and how to get started.
1. Why Paying for UGC Can Be a Smart Move
Many brands assume that UGC should always be organic, but the reality is that not all customers create content naturally—and that’s okay. Paid UGC can supplement your strategy and bring in content that looks just as authentic.
Why do brands struggle with organic UGC?
- Small or newer brands may not have a big enough community yet.
- Some products aren’t naturally “Instagrammable” (e.g., B2B tools, functional household items).
- Customers may love your product but don’t think to share it unless prompted.
Why does paid UGC work so well?
- Authenticity still sells – Unlike highly polished ads, UGC-style influencer content feels real and performs better with today’s audiences.
- High-performing ad creative – Paid UGC is often used in Instagram Feed posts, Reels, and paid ads, where it outperforms studio-shot content.
- Brand control – You get to choose the creators and outline content expectations, ensuring high-quality visuals while maintaining authenticity.
2. Using Collabstr & Other Platforms to Buy UGC
If you’re not sure where to start, UGC marketplaces make it easy to connect with creators who specialize in authentic brand content.
What is Collabstr?
Collabstr is a UGC marketplace where brands can browse and hire creators, influencers, and micro-influencers to produce content. Instead of negotiating one-on-one through DMs, you can:
- Search for creators based on niche, pricing, and engagement.
- Order content directly—choose whether you want Reels, photos, or Stories.
- Get high-quality UGC without needing an ongoing partnership.
Other UGC Platforms to Consider
While Collabstr is great, it may not be right for you and your brand—totally ok. Other options to check out are:
- Billo – Focuses on short-form UGC videos for brands.
- Trend.io – Connects brands with vetted micro-influencers.
- Insense – Helps brands create Instagram and TikTok UGC campaigns at scale.
The point is that there are platforms out there to get you past that initial hump and start acquiring the UGC that people want.
3. How to Choose the Right UGC Creator for Your Brand
Not all UGC creators are equal—choosing the right one is essential so that your paid content still feels organic, engaging, and on-brand. Here’s what to look for:
- High engagement rates, not just follower count – A creator with 5K highly engaged followers is often more valuable than one with 50K passive followers.
- Brand alignment – Their aesthetic, values, and audience should naturally match your brand’s style.
- Authentic delivery – Look for influencers whose past content doesn’t feel overly scripted or ad-like.
Negotiating UGC Pricing & Rights
Don’t forget that this is a process and you can negotiate. Make sure your keep in mind the following:
- Clarify usage rights upfront – Do you want to use the content for organic posts only, or in paid ads? Some creators charge extra for extended usage.
- Start with a test run – Instead of committing to multiple videos upfront, test one or two pieces of content before scaling.
- Consider licensing UGC – Some creators offer non-exclusive licensing, meaning you can use their content without requiring exclusivity.
4. Best Practices for Using Paid UGC in Posts & Ads
Once you have your UGC, the next step is putting it to work—but simply posting it isn’t enough. Paid UGC performs best when it feels natural and seamlessly integrated into your Instagram marketing strategy.
Where to Use Paid UGC
- Instagram Feed – Share influencer-created content on your brand’s page to build social proof.
- Reels & Stories – Short-form, authentic videos often generate higher engagement than traditional brand posts.
- Instagram Ads – UGC-based ads typically outperform studio-shot creatives, as they feel like organic content.
- Website & Emails – Using UGC in product pages and email campaigns boosts trust and increases conversion rates.
How to Make Paid UGC Feel Organic
- Keep captions personal & engaging – Instead of sounding overly promotional, write captions as if the UGC creator is talking directly to their audience.
- Avoid over-editing – Let the content retain its natural, user-generated feel instead of making it look too polished.
- Test different UGC styles – Try a mix of testimonial videos, product demos, and lifestyle shots to see what resonates most with your audience.
Don’t forget to blend organic & paid UGC
Paid UGC isn’t a replacement for organic UGC—it’s a complementary strategy that helps you maintain a steady flow of authentic content. The key is ensuring that all content feels real, engaging, and aligned with your brand identity.
Combining organic UGC strategies with paid influencer content creates that authentic feel while ensuring a steady flow of content even if there is a lul. Remember you are creating an Instagram UGC marketing campaign for an Instagram presence that feels authentic and community-driven.
Legal considerations and UGC best practices
One final note. I know it's at the end and you don’t want to hear about it, but it’s really very important.
Before you start reposting every customer photo you love, pause—there are a few legal must-knows when it comes to UGC. Here’s how to stay on the right side of the law while keeping your content strategy smooth and drama-free.
1. Get Permission—Always.
Just because someone tagged your brand doesn’t mean you own the content. A quick DM asking for permission can save you from potential legal headaches. Bonus: It also builds goodwill with your customers!
Pro Tip: Platforms like TINT and Pixlee help automate UGC rights management, making it easy to request and track permissions.
2. Give Credit Where It’s Due.
Never crop out watermarks, remove creator tags, or repost without attribution—that’s a fast track to a bad brand reputation. If someone took the time to create UGC, give them credit in the caption or tag them in the image.
Need to organize UGC? Tools like Curator.io help brands collect and display Instagram UGC while ensuring proper attribution.
3. Read the Fine Print on UGC Platforms.
Hiring UGC creators through platforms like Collabstr, Billo, or Trend.io? Check the usage rights—some creators sell the content, but not the license to use it in ads. Always confirm whether you have organic-only rights or can use the content for paid marketing as well.
4. Avoid Misleading Edits.
We get it—you want your UGC to look great. But over-editing or misrepresenting someone’s content (like Photoshopping results in a skincare testimonial) could be considered deceptive advertising. Keep it real, and you won’t have to worry.
5. Protect Yourself with a UGC Policy.
Make your life easier by creating a UGC Terms & Conditions page on your website. This way, you can direct users to clear guidelines about how their content may be used.
Bottom Line? If you wouldn’t want a brand using your content without asking, don’t do it to someone else. Play fair, ask nicely, and use the right tools to keep your UGC legally solid.
Want to incorporate UGC posts on your website? Try our free forever feed.