With these user generated content examples, you’ll see companies from many different industries showcasing their customers’ content on social media.
Reposting and sharing content from your fans and customers is a win-win. You get great content to share, and they get the warm fuzzies from knowing you care about them. They might even pick up several new followers when you tag them or retweet them.
In this post, we dive into 30 user generated content examples and offer insights into how you can maximize this type of content.
What is user generated content?
User generated content (UGC) refers to content created by customers, fans, and followers as opposed to your brand. It’s a brilliant way to share human (not stock) content with your followers and forge a deeper relationship with customers.
While it’s a popular social media marketing strategy for ecommerce companies, it’s a smart move for software, services businesses, and plenty other types of companies.
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Keep scrolling for examples from B2C ecommerce companies, large brands, and B2B software startups. There’s plenty to get inspired by. If your product doesn’t easily lend itself to UGC (and even if it does), you can create a contest or a sweepstakes to encourage more customers to post about you.
1. Nike
In this example, home improvement DIYer Lindsay Dean transforms her son’s bedroom into a Nike oasis. She custom built a Nike-themed bed frame, which gives the space a more elevated, expensive look. Brand-centric user-generated content utilizes brand colors and logos, as opposed to recommending specific products. These types of posts make for great evergreen content that really boosts brand authority and relatability.
2. Anastasia Beverly Hills
The Anastasia Beverly Hills brand is known for its makeup products, as the brand’s founder started out by shaping brows in her salon. Influencers and content creators help get the word out about the brand’s other products, like this makeup tutorial featuring their skin tint stick. When customers showcase new or note-worthy products, it’s a great idea to boost the content’s reach through advertising and social media walls embedded on your site.
3. Coach
Some of the best user-generated content is the type that shows your product in action. In this example, a creator posts a “what’s in my bag” for fall, showcasing her sunglasses, camera, lip products, comb, and everything else that fits in her coach handbag. This is a great trend that all backpack and purse companies should encourage their users to take part in.
4. Crossnet
In this funny user-generated content example, a tall influencer pokes fun at how easy it is for him to win Crossnet, a game that’s a combination of four square and volleyball. This makes for a great introduction to the product for people who’ve never seen it before.
5. Nerf
This user-generated content jumps on the Hunting Wives trend, which is based on a popular TV series. Instead of posting a selfie with a rifle, she shows off her large Nerf XShot gun. As a playful product, Nerf offers lots of opportunities for product reviews, all-ages games, competitions, and more.
6. Target
Everyone loves a good Target run. This entertaining Instagram Reel showcases two 40+ besties on a Target trip. They snap hilarious photos that mash-up real life with a store product. For example, in one image, it looks like a woman’s legs have become a nylon package, almost as if she’s wearing them.
7. Victoria’s Secret
While short-form video content reigns supreme, simple photos can still perform very well, especially if they appeal to a specific target audience. In this post, an influencer shares pictures of her Victoria’s Secret travel bags for a weekend girl’s trip. The pink-tastic photo is perfect for girly girls and showcases popular products IRL.
8. Dr. Martens
In this example, an alternative fashion influencer shows off her recent outfits, including Dr. Martens boots and sandals. Outfits of the day are great posts that offer plenty of user-generated content opportunities for shoes, clothing, and accessories brands. To get more posts like these that feature your products, encourage your customers to post their outfits and use your branded hashtags online.
9. Osprey
In this user-generated content example, a young female backpacker showcases her must-haves for backpacking around the world. She includes two Osprey backpacks, a credit card holder, waterproof folder, and flip flops.
10. Crayola
This touching video shows a blind artist using Crayola crayons to color. Each crayon is affixed with an adaptive device with braille for the color names so he can easily choose the color he wants. When people use your products in creative and meaningful ways, your brand can applaud them and share the posts. With a social proof widget, you can embed content like this on any page or section of your website.
11. Carters
In this post, the Carter’s Instagram account is reposting a Thanksgiving-themed post from a customer’s account. This is a smart way to make your customers feel noticed. Just be sure to get permission first.
12. Dover Saddlery
Dover Saddlery encourages customers to post about them with the hashtag #itsfromdover for a chance to be features on their homepage. The company uses Curator on their website to pull approved user generated content into their website.
Do you want an engaging website that makes smart use of user generated content? Try Curator for free.
13. Kendra Scott
Popular jewelry brand Kendra Scott uses their Instagram to share UGC from their stores to drive more excitement about visiting them not just online, but in person. Many brands achieve similar results by leveraging the expertise of jewelry store marketing agencies that understand how to blend digital content with in-store appeal.
14. John Deere
Happy Hallow-green!
— John Deere (@JohnDeere) October 31, 2020
📷: Andrea W 💚 Karl K 💚 Caitlyn J 💚 Parrish B pic.twitter.com/ulkbFtzNSg
On Twitter, John Deere gives a shoutout to customers who have sent in adorable photos of their kids dressed up for Halloween in brand-themed costumes.
15. Spanx
Spanx does a great job continually reposting content from their customers. They also always make sure to mention the product shown so other fans can know what to shop for.
16. Fossil
Fossil selects only the best of the best UGC to post. In this user generated content example, we see two friends hanging out together and can reminisce about the good old days.
17. Quadlock
100% recommend @QuadLockCase. pic.twitter.com/C21allCh90
— Bill. (@bhilton88) May 4, 2020
In this UGC example, we see a customer tweet that Quadlock retweeted on their own Twitter account. This is a brilliant way to promote social proof.
18. Knix
My @knixwear and loungewear budget just replaced my gym membership. Priorities?
— Christina T Pack (@ChristinaTPack) November 6, 2020
While a lot of UGC is image-based, it doesn’t have to be. UGC can also be text only social media content, as well as videos. Knix retweeted this tweet from one of their customers.
19. Birchbox
Birchbox turned a customer image and quote into a beautifully-branded graphic. This is a great way to repurpose UGC and make it fit your brand even better.
20. Drunk Elephant
In this example, Drunk Elephant shares plenty of useful product tips along with a UGC image.
21. Notion
Big shoutout to @AveryFrancis & the team at @buildwithbloom for helping create our new @WillfulWills employee handbook. It’s stored in Notion, and is extremely comprehensive – but more importantly, it’s inclusive & easily accessible. Highly recommend Notion for internal policies! pic.twitter.com/trx7x0qy8a
— Erin Bury (@erinbury) November 30, 2020
Ecommerce and consumer brands aren’t the only ones who can benefit from UGC! This UGC example is from SaaS company Notion, who retweeted this tweet about how a user created their employee handbook with the software tool.
22. Teachable
If you’re looking to make a show-stopping first impression with your course, make sure your homepage is on point.
— Teachable (@teachable) December 2, 2020
Take Amanda Overs of @icanmakeshoes, for example—her brand identity and what you can expect to learn in her course are clearly shown almost immediately. pic.twitter.com/lwPc0i99Ej
Teachable is another user generated content example that’s not within the physical product category. Teachable is a popular platform for course creators, and in this example, they’ve shared the landing page from one of their customers’ courses.
23. Happy Skin
In this post, skincare brand Happy Skin uses UGC to promote a special bundle and one of their popular products.
24. Toms
Popular shoe brand Toms reposts UGC often. It’s an easy way to connect with followers at a deeper level while satisfying your needs for content as a brand.
25. Warby Parker
Warby Parker has made things interesting by reposting user generated content that shows their product on a dog (instead of a human). For a big boost in social media engagement, scan the UGC that uses your products to find the most eye-catching images.
26. Leesa
When your alarm goes off on Monday morning… 😴 pic.twitter.com/u8cLEpZHN8
— Leesa (@leesasleep) July 13, 2020
Leesa is a sleep brand that posts UGC on their Twitter account, and other social media profiles. By showcasing real-life images (such as an unmade bed), they foster a deeper connection with followers. This is much more social media-friendly than stock photos with perfectly made beds.
27. Bonobos
Clothing company Bonobos showcases mask chic fashion on their Instagram page, and gives credit to the customer who provided the content. This offers appropriate attribution and gives the Instagrammer a chance to grow their following (thus incentivizing other influencers to post UGC with the brand).
28. Bombas
Ecommerce sock startup posts UGC featuring customers of all ages on their fast-growing Instagram account.
29. Clickup
Clickup is a popular project management software that posts images of their employees on Instagram. Yes, you heard that right, this is a pic of a team member not a customer. If your company doesn’t offer cool, trendy shoes or sunglasses, curate UGC from employees instead.
30. Frank Bod
In this post, Frank Bod showcases a customer who took a creative photo of their body scrub in action.
How to encourage your audience to create UGC
Getting your customers and community to share content about your brand doesn’t always happen organically, sometimes, you need to give them a nudge. The more strategic you are about encouraging UGC, the more consistent and diverse your content pool will be.
Here are several actionable strategies to inspire and increase user participation:
1. Create ongoing campaigns, not just one-off contests
While contests and giveaways are a great start, consider launching recurring campaigns or themes. For example, you could host a weekly “Fan Friday” where you spotlight customer photos or success stories. The key is consistency—when people know there’s an opportunity to be featured every week or month, they’re more likely to engage.
2. Use branded hashtags strategically
A branded hashtag makes it easier for you to find UGC and helps customers feel like they’re part of something bigger. Dover Saddlery’s #itsfromdover is a great example of this in action. Make sure your hashtag is easy to remember, and consider showcasing it in your packaging, emails, and even on your website.
3. Ask specific questions or prompts
Instead of a generic “tag us,” ask customers to share something specific. For example, a skincare brand might ask, “What’s your favorite way to relax with our mask? Show us with #MyRelaxingRoutine.” Prompts give your community a clear starting point and reduce the intimidation factor of creating content.
4. Incentivize participation without cash prizes
Many users are motivated by recognition. Offer the chance to be featured on your social media, website, or email newsletters. This is particularly appealing to micro-influencers and brand loyalists. You can also offer exclusive discounts or early access to new products as a thank-you for sharing.
5. Make It easy to share
Simplify the process by providing templates, stickers, or even suggested captions for posts. If you have a product-based business, include a card in every order encouraging customers to post a photo or review. The easier you make it, the more likely they’ll follow through.
6. Engage with existing UGC promptly
Respond to tags, comments, and mentions quickly. A like, comment, or share can reinforce the behavior and encourage others to join in. When your followers see that you’re actively engaging with UGC, it creates social proof and boosts participation.
How to utilize UGC to increase website conversions
User generated content doesn’t just build community—it also builds trust. When new visitors see real people using and loving your products or services, they’re more likely to buy. That’s what makes UGC such a powerful conversion tool.
Here are several ways to effectively use UGC on your website to drive more sales and conversions:
1. Feature UGC on product pages
Shoppers want to see what your product looks like in real life. Embedding UGC—like customer photos or videos—on product pages helps bridge the gap between expectations and reality. This form of social proof can reduce hesitation and improve purchase confidence.
2. Create dedicated social proof galleries
Build a landing page that serves as a UGC gallery, showcasing happy customers using your products in various ways. This works especially well for brands with a strong lifestyle angle, such as fashion, fitness, or travel. Using tools like Curator.io, you can automate this by pulling approved content from platforms like Instagram, TikTok, or X (formerly Twitter) into a clean, on-brand feed.
3. Incorporate UGC in homepage carousels or hero sections
Your homepage is prime real estate. Instead of only highlighting polished product photos or stock imagery, consider adding rotating customer photos or testimonials. This creates instant authenticity and communicates that your brand is loved by real people.
4. Use UGC in cart abandonment and retargeting campaigns
Including UGC in your retargeting ads or cart abandonment emails can be the nudge customers need to return and complete their purchase. Seeing a relatable photo or quote from another satisfied buyer can reinforce trust and lower return anxiety.
5. Curate feeds by product line or demographic
If your brand serves multiple customer types (e.g. different genders, age groups, or use cases), consider using a UGC tool like Curator to create segmented feeds. This allows you to showcase the most relevant content to each audience segment, increasing the likelihood of conversion.
6. A/B test UGC placement
Try testing where UGC appears on your site—above the fold, below the product description, in the footer—and measure how it affects performance. Sometimes, small changes in placement can make a significant difference in engagement and conversion rates.
By treating UGC not just as a social media tool but as a core part of your conversion strategy, you can tap into a steady stream of content that builds credibility, increases time on site, and ultimately boosts revenue.
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