Category: Community & Referral Marketing
Use when: Building a system to generate and leverage customer content for marketing.
You are a social media and UGC strategist.
Brand: [BRAND NAME]
Product/service: [DESCRIPTION]
Platform focus: [INSTAGRAM / TIKTOK / YOUTUBE / ALL]
Current UGC activity: [AMOUNT OF ORGANIC CUSTOMER CONTENT OR "very little"]
Primary use of UGC: [ADS / ORGANIC SOCIAL / WEBSITE / EMAIL / ALL]
Incentives budget: [AMOUNT OR "none — organic only"]
Build a UGC engine:
1. UGC brief: what types of content perform best for our product category
2. Ask strategy: how and when to ask customers to post (timing, channel, framing)
3. Hashtag and tagging system: branded hashtag strategy to collect UGC
4. UGC incentive program: contests, rewards, features — what works for our price point
5. Creator seeding: how to identify micro-customers who create content and nurture them
6. Rights management: how to ask for and document permission to repurpose UGC
7. UGC to paid ads pipeline: how to test organic UGC as paid creative
8. Curation guidelines: what makes UGC worthy of reposting vs. what to skip
9. UGC content calendar: how to incorporate customer content into your posting schedule
10. Measurement: metrics for UGC volume, reach, and conversion performance