Last updated on February 3, 2020

Aimee Millwood
Director of Content at Yotpo
October 6th, 2015 | 4 minutes read
Table Of Contents

repurpose UGC

It’s cheaper to retain old customers than to try and win new ones. Similarly, it’s much smarter to repurpose UGC you already have than spend effort trying to get more.

The smartest content marketers know it’s not about making more content, but being talented at using the content you already have in a variety of ways.

Here are examples of brands who have repurposed UGC in a great way.

This strategy allows you to get more content marketing bang for your buck, allowing you to save resources and increase ROI. Additionally, it increases loyalty and engagement among your users, and often comes with free social marketing as they show off their UGC among their networks.

We’re here to share the best tips for how to repurpose UGC effectively with these user-generated content examples:

1) Spread UGC on social

Social media and UGC go together like peanut butter and jelly. So start spreading (forgive me for the corny joke).

But in all seriousness, social media is the obvious place to start because user-generated content is immensely powerful for building social proof. UGC is one of the key ways you can build up trust on social media in order to sell more effectively and drive more targeted traffic.

Look at how teen retailer Wet Seal uses the hashtag #WSonMe to collect content across social media platforms.

user generated content

A post on Instagram is also displayed on Twitter, getting them double the Instagram benefits with the same user-generated picture.

user generated content

Your UGC should already be distributed across your social media channels, but it doesn’t need to end there. Create collections of your UGC around different themes, products, or sales and pull them out to use to advertise relevant seasons, specials, or holidays.

2) Use user-generated content as advertising fuel

Integrating UGC in ads isn’t just smart, it’s profitable as well.

The ROI on ads with UGC is higher than on brand-only content ads, and nowhere is this more apparent than on social.

Facebook ads with UGC perform much better than your average ad.

  • 300% higher click-through rate (CTR)
  • 50% lower cost per click (CPC)
  • 50% lower cost per acquisition (CPA)

facebook ads

One reason for UGC ads’ success is that on social media, people aren’t in the mood for brand-sponsored advertisements. They tend to block out ads – whether with ad blockers or simply by becoming accustomed to overlooking them.

In order for your ad to stand out, it’s not about being flashy, it’s about blending in. Creating ads with real customer testimonials aligns the ad message with the social experience, making it more seamless and inviting.

3) Add UGC to marketing materials, like newsletters and blog posts

Everyone likes to get their 15 minutes of internet fame. Showing off great UGC in newsletters, blog posts, and other marketing materials gives you free marketing content, and it also engages your customers who get a chance in the spotlight.

Additionally, people who are featured in your marketing materials are likely to share it on social with their friends.

Marc by Marc Jacobs knew the power of this when they ran their Instagram campaign asking customers to submit photos of themselves for the chance to be Marc by Marc Jacobs models.

#CastMeMarc 02

Fans not only submitted, but shared their submissions on social media, generating tons of free attention for the brand.

Tap into people’s desire to be seen and recognized by showcasing your best UGC across your brand’s public marketing materials.

4) Use UGC to build digital, interactive product catalogs

Product merchandising with UGC is one of the smartest ways to repurpose customer content. Not only does it show off brand fans, but it shows how customers really wear and use your products.

By using photos taken by your customers (or reviews written by them) to build a customer-created catalog, brands promote authenticity and build trust in potential customers.

IKEA did this with an Instagram campaign that asked customers to take photos of their favorite products. In the end, Ikea’s digital catalogue built social buzz while also providing an authentic product catalogue that shows how customers use their products.



A little UGC can (and should) go a long way. Repurposing UGC allows you to get the most bang for your buck while also delighting customers with your innovative ideas for how their content can become part of your marketing.