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Amanda Koehler

Digital Marketing Practice Director

For more than a decade, Amanda has helped Northwoods clients achieve their digital marketing goals through impactful, data-driven digital marketing strategies. Her approach is centered on careful listening, meticulous research, and a deep understanding of data analytics, and she holds certificates in both Google Analytics and Google AdWords. An experienced lecturer and webinar presenter, Amanda is one of our top digital trailguides and has helped countless students, clients, and marketers better understand the complex world of SEO and analytics. Away from Northwoods, she enjoys spending time cooking, traveling, and painting.

Harness the Power of User-Generated Content for Your Business

August 7, 2023 | Amanda Koehler, Digital Marketing Practice Director

3 Minute Read

With the rise of social media platforms, online communities, and content sharing, user generated content has gained significant momentum as an authentic and powerful marketing tool. The trend continues in 2023, as more and more businesses recognize its potential for connecting with their audiences in new and exciting ways.

What Is User-Generated Content?

UGC is any form of content created by unpaid contributors or fans of a brand, product, or service. A wide range of media – text, images, videos, reviews, testimonials, and more – can distribute it. The real value of UGC lies in its ability to foster trust, build community, and enhance brand authenticity.

Trust and Authenticity

In an era of skepticism and information overload, consumers yearn for authentic peer experiences and recommendations. UGC opens windows into real-life experiences of others, which makes it highly relatable and trustworthy. Featuring UGC on your website and social media channels shows that your brand values meaningful connections with your audience – that it’s not just about selling products or services.

This content helps users relate to your brand and connect with your products and services even before they convert.

The Value of Engaging, Interactive Audience Experience

When customers contribute content, they become invested in your brand. This cements loyalty and leads to advocacy. This content often sparks conversations, in which your fans share their thoughts, ideas, creativity and, yes, their criticisms. These criticisms can give valuable insights into customer experience issues. Prompt, courteous, helpful replies and resolutions can further enhance your brand with the particular critic and with any user who happens across the exchange. Involving customers in content creation empowers them to become constructive critics, influencers, and brand ambassadors.

Amplifying Reach and Brand Awareness

When customers share their experiences with your brand, they often do so through their own social networks. This word-of-mouth marketing can exponentially increase your brand's visibility, attract new customers, and drive traffic to your website. UGC can reach audiences with no prior awareness of your brand, audiences who would be difficult to reach through traditional marketing.

How to Harness UGC Effectively

The Wisconsin Dells Visitors & Convention Bureau serves as an excellent example of a brand that has embraced the power of UGC. provides a platform for visitors to share their experiences, photos, and recommendations.

Wisdells marketers actively curate and prominently showcase visitor UGC on their website and social media channels. They encourage users to tag their vacation photos, reviews, and stories with #lovethedells. The resulting content shows a diverse range of perspectives and experiences and gives the audience a real sense of what the destination has to offer, and thus fosters trust and authenticity.

An example of user-generated content on the Wisconsin Dells Visitors & Convention Bureau website.

A dynamic feed integrates UGC posts on the website. This ensures ongoing updates of images, all drawn from the pool of hashtagged pictures on social channels. By actively encouraging user participation and incorporating UGC across multiple channels, Dells marketers have amplified their brand's reach and fostered strong connections with their audience. The inclusion of UGC not only enhances the website's authenticity but also creates an engaging interactive experience for visitors.

We recommend that businesses recognize the importance of user-generated content and consider integrating it into their marketing strategies. Remember that UGC is more than pictures; testimonials, videos, and reviews are also part of it. By embracing UGC, brands can humanize their business, raise their digital presence, build trust with their audience, and tap into the power of genuine customer experiences. Those experiences, once shared, can help shape your brand narrative and yield significant benefits in the long run.

Need help developing a strategy to harness the power of user-generated content? Reach out to our expert team!