UGC Best Practices: How to Maximize Results with Real Customer Content

UGC works, but only when it’s done right. You’ve probably seen brands fill their feeds with customer videos, glowing reviews, and “just hit record” unboxings. Sometimes it works. Sometimes it doesn’t.

The difference? Smart execution.

What are the UGC best practices that actually move the needle? These are the strategies brands use to turn real customer content into higher CTRs, stronger conversions, and scalable ad campaigns. And it matters, 92% of consumers trust word of mouth like UGC way more than traditional ads.

No fluff. No guesswork. Just what works.

TL;DR

No time to scroll? Here’s the bite-sized version of everything you need to make your UGC work harder (and smarter):

• Set clear goals before you launch your UGC campaigns
• Focus on the platforms where your audience already engages
• Prioritize authenticity over polished, scripted content
• Use UGC contests to drive participation
• Repurpose UGC across channels for more ROI
• Test different formats and measure performance
• Lean into video, it consistently outperforms static content
• Scale your strategy with UGC that’s easy to brief and repeat
• Start small, stay consistent, and build what works

UGC Best Practices

If you want UGC to deliver real results, not just likes, you’ll need more than a few customer clips. From structure to strategy, these are the UGC best practices that help brands turn authentic content into actual performance. Whether you’re refining your workflow or looking for the best practices for incorporating UGC into your marketing strategy, this section lays out what works, why it works, and how to make it work for you.

1. Set Clear Goals Before You Start

Before you launch a UGC campaign, ask: What do you actually want it to do?

More video views? Higher CTR? A lower CPA? UGC is flexible, but without a goal, it’s easy to collect content that looks good but doesn’t lead anywhere.

The most effective brands start by aligning UGC with clear outcomes. Are you building brand awareness, nudging consideration, or going for direct conversions? Each goal calls for a different type of creator brief, visual format, and placement.

And the payoff is real, as 86% of marketers find that authentic UGC improves the performance of both paid and owned media.

So set a goal. Then reverse-engineer the content that gets you there.

2. Choose the Right UGC Platforms for Your Audience

UGC doesn’t need to be everywhere, it needs to be where your audience actually pays attention. What works on TikTok might flop on Facebook. What converts on Meta might get buried on YouTube.

Start with one or two channels where your ideal customer scrolls, clicks, and buys. Then tailor your content format to fit. For short-form, high-volume traffic, TikTok or Meta are usually the go-to. If you’re targeting product discovery or retargeting, test UGC in Instagram Reels or Facebook Ads.

Case in point: Adore Me, a lingerie brand, saw a 15% increase in CTR and an 8% lower CPA using Billo UGC videos specifically for TikTok.

3. Prioritize Authenticity Over Perfection

Polished content can be impressive, but it doesn’t always convert. What wins in UGC is realness. People connect with videos that feel honest, unscripted, and relatable, even if the lighting isn’t perfect.

Let creators be themselves. Give them guidance, not a script. The more authentic the delivery, the more likely it is to stop the scroll and spark action.

Bickster, an app publishing company, saw this in action. By shifting to real, unscripted user videos created through Billo, they achieved a 500% reduction in acquisition cost for app installs.

That kind of impact isn’t a fluke; visitors to websites with UGC spend 90% more time on site. 

4. Use UGC Contests to Fuel Submissions

Want more content? Give people a reason to create it. UGC contests are one of the easiest ways to spark engagement, especially when they’re easy to join and offer something fun or valuable in return.

Think TikTok challenges, Instagram giveaways, or “show us how you use it” themes. These campaigns don’t just bring in content, they create buzz, boost reach, and get your community involved.

Need a few examples? Check out how other brands have used UGC contests to build libraries of scroll-stopping content and keep their audiences engaged.

It’s simple: the easier it is to participate, the more content you’ll get.

5. Share UGC Across Multiple Touchpoints

UGC doesn’t need to live in just one place. If it works, stretch it. The same 15-second video can boost your product page, headline an email campaign, or anchor a Meta ad set.

Great content deserves to work harder, and the brands that repurpose well get more out of every creator brief.

Pineapple Products, a health and wellness company, did exactly that. By placing their UGC videos across Meta and Amazon, they saw a 10.75% increase in ROI, proving that the value of UGC multiplies when it’s used strategically.

So don’t stop at social. Drop your best content into every touchpoint that matters.

6. Test, Measure, and Adapt

Not all UGC performs the same, and the only way to find what works is to test it. Try different formats, hooks, tones, and creators. Track metrics like CTR, CPA, ROAS, and watch time. Then double down on what moves the needle.

Lime&Lou, a home and lifestyle brand, took this approach and saw the difference. By experimenting with creator briefs and iterating based on ad performance, they achieved a 20% decrease in cost per acquisition and a 15% increase in CTR.

That kind of insight doesn’t come from guessing. UGC gives you the volume and flexibility to test quickly, and platforms like Billo make it easy to refine creative without slowing down your campaigns.

Start with a hypothesis. Then use performance data to refine what works, because smart testing is one of the core best practices for UGC in marketing.

7. Make Video a Core Part of Your UGC Mix

Static images can build trust. But if you’re aiming for engagement and conversions, video wins every time.

Short-form UGC videos, like product demos, reactions, or testimonials, grab attention faster and tell a fuller story in less time. They’re also easier to test, tweak, and scale across platforms.

That’s why so many brands now prioritize video in their creator briefs. It’s not about flashy production, it’s about real people showing real products in real ways.

Want to see what that looks like in action? Check out these UGC video examples. And if you’re keeping an eye on video marketing trends, UGC continues to dominate ad spend for DTC and eCommerce brands.

Bottom line: if you’re building a content strategy and leaving out video, you’re already behind.

8. Tap Into What Makes UGC Effective for Marketers

UGC isn’t just relatable, it’s scalable. And that’s a big reason marketers keep coming back to it.

When you’ve got a repeatable process for generating content that performs, you save time, lower production costs, and keep your marketing engine running without creative burnout.

That’s exactly what Good Protein needed. By working with Billo creators, they were able to scale up video production tenfold without sacrificing engagement. The result? A growing content library that fuels performance across channels.

This is also why marketers love UGC, it meets performance goals without the overhead of traditional campaigns. If you’re looking for best practices for incorporating UGC into your marketing strategy, this is one to remember: make it scalable, not just creative.

Want more on that? Here’s why marketers love UGC and why you probably should too!

9. Explore Proven Formats that Work

There’s no single formula for UGC, but some formats consistently deliver.

Think first-person testimonials, casual unboxings, side-by-side comparisons, or “before and after” clips. These feel personal, show the product in use, and make it easy for viewers to picture themselves doing the same.

UGC doesn’t need to reinvent the wheel. It just needs to meet your audience where they are and show them something they trust.

Not sure where to start? Take a look at these UGC examples for inspiration across industries and platforms.

Simple works. So does being consistent.

Ready to put the best practices for incorporating UGC into your marketing strategy to work?

The best-performing UGC isn’t random, it’s built on structure, intention, and repeatable workflows. Following the right UGC best practices helps you turn real customer content into real marketing results: lower costs, stronger engagement, and assets you can use across every channel.

From setting clear goals to choosing the right platforms and formats, each practice in this guide is designed to help you scale smarter, not harder.

Need help bringing it all to life? That’s exactly what Billo is here for.

You stay in control of the brief and messaging. Our vetted creators deliver scroll-stopping content built for the platforms that matter, without the usual back-and-forth.

Whether you’re experimenting with your first campaign or refining an existing strategy, Billo helps you launch high-performing UGC that actually works.

Ready to make it happen? Explore creators and start building your UGC library today.

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