Feature (User-Generated Content): Definition, Benefits, and How to Use It
A feature in UGC is when a brand highlights customer-created photos, videos, or reviews on its channels to build trust and spark engagement. It turns real users into advocates by showcasing authentic experiences.
What Is a Feature in User-Generated Content?
A feature is when a brand spotlights authentic content created by its customers or community. This can include reposting a fan's photo, embedding a product review on a website, or highlighting a testimonial in an email newsletter. The goal is to celebrate real people using your product, turning everyday customers into advocates.
How Brands Use Features in Influencer Marketing and Social Media
In influencer marketing, featured content often works alongside paid partnerships. For instance, a fashion label might feature a micro-influencer's styling video on its Instagram grid. On social media, brands create UGC galleries or Stories highlights dedicated to user posts. DTC brands frequently feature customer unboxings or styling tips to add social proof to their feed.
Example:
- Instagram Story: A cosmetics brand features a customer's makeup tutorial in a Fan Looks highlight.
- Website Review Section: An online furniture store features star ratings and photos from recent buyers on its product pages.
Why Featuring UGC Matters
Featuring user content builds trust faster than any ad. When potential customers see real people enjoying your product, it feels more authentic. It also strengthens loyalty—people love sharing their moments if there’s a chance to be featured. For creators and influencers, features can boost credibility and grow their audience when brands repost their work.
Key benefits:
- Social proof: Real voices validate your brand.
- Community growth: Fans engage more when they can be featured.
- Cost-effective content: You gain fresh assets without a big production budget.
Common Misconceptions and Variations
Some think featuring UGC means just reposting captured screenshots—quality still matters. Curating a selection and adding brand context ensures it aligns with your messaging. Others confuse features with paid endorsements; features are typically organic or exchanged for credit, not direct payment.
Variations include:
- Shoutouts in captions versus dedicated feed posts.
- Website features (testimonials, review widgets) versus social media highlights.
- Solo creator features versus collaborative UGC campaigns.
Practical Tips to Feature UGC Effectively
- Ask permission first: Always credit the original creator and get sign-off.
- Keep it on brand: Select UGC that matches your visual style and voice.
- Mix formats: Feature photos, videos, reviews, and Stories to keep content fresh.
- Use clear CTAs: Invite more fans to share by tagging you or using a branded hashtag.
- Measure impact: Track engagement uplift, click-throughs, or growth in submitted UGC.
By weaving featured user-generated content into your marketing mix, you tap into authentic storytelling that resonates with audiences. Start small—pick a few standout posts each week and watch your engagement and community loyalty grow.
