Stop Posting Randomly: Create UGC That Moves Customers From Discovery to Loyalty
Social media isn’t just about posting content, it’s about posting the right content for the right purpose. Different users interact with brands at different stages of their decision-making process, and UGC can play a powerful role at every point along that journey. The key is understanding what type of UGC to use and where to use it.
UGC for First-Time Customers (Acquisition)
When someone discovers a brand for the first time, they are looking for proof. Not polished advertising, but proof that real people use and like the product. This is where demonstration-style UGC performs best.
For example, BlendJet exploded on TikTok because everyday creators filmed themselves using the blender in real life. The videos didn’t feel like ads, they felt like routine moments. The product wasn’t being sold, it was simply being shown. That relatability drove curiosity and conversions.
(UGC that introduces the product through everyday routine moments. Posted on TikTok.)
Best formats for acquisition UGC:
Try-ons
Tutorials
Problem-solution storytelling
TikTok/IG Reels that feel spontaneous, not staged
UGC for Increasing Engagement (Connection + Exploration)
Once a customer is aware of a brand, the question becomes: Do they see themselves in it?
This phase is about identity and lifestyle content. It helps people imagine the product in their own life.
Rare Beauty is a great example of UGC that deepens emotional connection. Their content focuses on realistic, everyday makeup looks done by real customers. The messaging isn’t “Look at this product”, but rather “Here’s how this product fits into who I am”. By highlighting individuality and self-expression, Rare Beauty strengthens identity-based loyalty.
Best formats for engagement UGC:
“Day in my life” using the product
Aesthetic lifestyle content
Relatable humor content involving the brand
UGC for Customer Loyalty (Retention)
Customers become loyal when they feel heard, valued, and part of something shared. Loyalty UGC is not about selling, it’s about belonging.
For instance, Starbucks reposts customer drink combinations and seasonal cup photos, turning everyday customers into brand ambassadors.
Choosing Platforms Wisely (Platform Synergy Matters)
Not every piece of UGC works everywhere. Each platform has its only interaction style, meaning brands need to tailor UGC to the platform, rather than reposting the same content everywhere.
TikTok = Relatable, unpolished, story-led
Instagram = Aesthetic, curated, visually cohesive
YouTube = Longer-form storytelling, education
Pinterest = Evergreen mood-board content
A casual morning walk clip may perform on TikTok because it feels authentic in motion, while a still-frame from that same moment may resonate on Instagram or Pinterest.
Also, it’s important to note that each platform favors different visual formats. For example, TikTok and Instagram Reels prioritize 9:16 vertical video because it feels native to the full-screen feed, while static posts or 4:5 frames perform better on Instagram’s grid.
When brands understand both the purpose of the content (acquisition, engagement, or loyalty) and the best platform to deliver it on, UGC becomes far more effective. It’s not just about creating content, it’s about strategically deciding where each content will resonate and why.
Closing Thought
UGC is a strategic communication tool that guides customers from discovery to loyalty. When brands intentionally choose what story they’re telling and where, UGC becomes a growth engine.
