What you need to build a UGC machine internally as an e-commerce brand

User-generated content (UGC) is not just a trend. It’s now a core part of how brands build trust, reach new customers, and sell products.

But many companies rely on luck. They wait for a few happy customers to tag them on their socials. Or hope someone leaves a review.

That’s not a system.

If you want consistent UGC at scale, you need to build an internal machine — a repeatable process that collects, tags, edits, and promotes UGC across your channels.

Here’s how to build that machine step by step.

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1. Start by making UGC an internal priority

First, you have to treat UGC like a real content source — not an afterthought.

That means assigning someone (or a small team) to own it.

They don’t need to create content. Their job is to:

• Find content created by your customers
• Tag and organize it
• Ask for rights to use it
• Turn it into assets you can repurpose

Treat UGC like you treat influencer campaigns or product photoshoots — part of your core social media strategy.

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2. Decide what UGC you want

Not all UGC is useful. You need to define the types of UGC that support your brand.

Think about:

• Photo vs video
• Insta Stories vs TikTok
• Testimonials vs lifestyle content
• Product reviews vs unboxing moments

For example:

“We want short videos from real customers using our skincare product. No filters. Natural light. Less than 30 seconds.”

This kind of clear brief helps you attract the ideal kind of content and the type of content that converts.

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3. Make it easy for customers to share

Most people won’t post about your product unless you ask.

Here’s how to encourage UGC:

• Add UGC prompts in post-purchase emails → “Tag us on Instagram @yourbrand for a chance to be featured.”
• Include a UGC insert in the box → A card that says: “Love it? Share a photo or video using #yourbrandstory.”
• Use your site and checkout page → Ask for reviews with photos or video. Offer a small reward.
• Launch a monthly UGC campaign → “Post your favourite way to use [product] and win a free refill.”

The more you remind people to share their experiences, the more UGC you get.

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4. Create a system to collect and tag

Don’t wait for someone to “spot a cool post.”

Implement tools that track and save UGC in one place:

• Instagram & TikTok search tools (e.g. Later, Dash Hudson)
• Social listening platforms (e.g. Brandwatch, Sprout Social)
• Hashtag monitoring
• Review platforms (e.g. Yotpo, Loox)

Tag each piece by:

• Platform (Instagram, YouTube, etc.)
• Product featured
• Format (photo, video, story, etc.)
• Quality level
• Usage rights (yes/no)

Even a basic Airtable or Google Sheet works if your team utilises it consistently.

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5. Ask for rights to publish the content

Don’t skip this.

Always ask for permission before you utilise UGC in your advertisements, emails, or website.

Keep it simple. DM or comment:

“Hi! We love your post. Can we feature it on our social media and website? Reply with #yesyourbrand if that’s cool.”

Make sure that you have a clear hashtag or terms link to confirm permission. This protects your brand and builds trust.

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6. Turn UGC into ready-to-use assets

UGC often requires light editing before it’s ready for publishing.

Your team can:

• Crop and resize images
• Add text overlays
• Add branding
• Turn pictures slides into short videos
• Pair quotes with customer images

Take advantage of free or simple tools like Canva, CapCut, or Runway to create clean, fast edits.

Then organize edited assets by campaign or item being sold, so your team can repurpose them anytime.

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7. Share UGC across multiple channels

Once you’ve edited and organized your favourite UGC, make sure it actually gets used.

Share across social media and websites:

• Instagram (feed, stories, reels)
• TikTok
• YouTube Shorts
• Product pages
• Email marketing
• Homepage carousels
• Paid ads
• Review sections
• Banners and popups

And don’t just post it once. Reuse UGC across formats.

A TikTok video can become:

• A short advertisement
• A PDP placement
• A story highlight
• A customer testimonial

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8. Track what performs best

User generated content is not just for engagement. It should drive results.

Track:

• View time
• Click-throughs
• Conversion rate on pages with UGC
• Sales driven from UGC in ads

Then focus on what works.

If TikTok-style content performs better than polished influencer videos — shift your strategy. Let the data guide your next UGC campaign.

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Final example: How GoPro does it

GoPro built an entire UGC engine by encouraging users to publish their adventures using GoPro cameras.

• They created a specific hashtag (#GoPro)
• They repost content daily
• They run weekly picture and video challenges
• They showcase UGC on their homepage, YouTube, and email

This isn’t random — it’s a system.

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Make UGC part of your process

If you want more authentic content, more reach, and more consumer trust, don’t just hope for UGC.

Build a system.

• Know what kind of UGC you want
• Ask for it regularly
• Make it easy to share
• Organize and edit it
• Share it widely
• Track results

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That’s how you create a UGC engine that keeps running — with less time, lower cost, and better results than traditional ads.

And your audience? They’d rather hear from other real people anyway.

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