How to Repurpose User Feedback into Marketing Gold

User-generated content builds trust, fuels engagement, and helps your brand tell a more authentic story—here’s how to make the most of it.

In today’s experience-driven market, your customers aren't just consumers—they’re creators. And their content is more powerful than any ad you could write. From product reviews to unboxing videos, team shoutouts to tagged social posts, user feedback is a marketing goldmine.

The brands that know how to repurpose user-generated content (UGC) are not only staying relevant—they’re building credibility, driving engagement, and fueling real results.

Why UGC Matters: The Numbers Tell the Story

• 84% of people say UGC influences their buying decisions. (Stackla)

• Consumers are 2.4x more likely to trust UGC than brand-generated content. (Nielsen)

• Campaigns featuring UGC see 29% higher conversion rates. (AdWeek)

• Social ads that include UGC experience 4x the click-through rate. (Social Media Today)

Bottom line? Real people sharing real experiences has real marketing power. Here are some practical tips to help you make the most of this organic brand-building tool:

5 Ways to Repurpose UGC into Brand-Building Assets

1. Turn Customer Reviews into Testimonials
   Take snippets of customer reviews and feature them on your website, landing pages, or in email campaigns. Pair them with a photo or video for more authenticity and impact.

2. Feature Social Posts on Your Digital Channels
   Your fans are already tagging you—share that love! Repost customer photos or videos on your feed, include them in your e-newsletter, or feature them on your site with a tool like a social gallery.

3. Add UGC to Product Pages or Pop-Up Shops
   Create confidence and connection by showing real users wearing your branded gear or using your product. It not only builds trust but also inspires action.

4. Spotlight Employees as Brand Advocates
   Your team is a huge part of your brand’s story. Encourage them to share behind-the-scenes moments, workplace wins, or company swag in action, and repurpose that content for use in internal or external campaigns.

5. Incorporate UGC into Printed Materials or Event Signage
   Bring digital authenticity into physical spaces. Print user quotes on signage, packaging inserts, or in event kits to amplify social proof wherever your brand shows up.

   
   

5 Brands That Are Nailing UGC

1. GoPro – “Be a Hero” Campaign
   GoPro’s legendary “Be a Hero” campaign invited users to share their most thrilling footage. GoPro now curates top content weekly, providing users with massive exposure and transforming extreme moments into powerful, authentic brand ads.

Example: GoPro Awards — they reward the best user videos with cash prizes.   

     Source: GoPro

2. Chewy – Customer Pet Tributes & UGC Social Shares
   Chewy routinely shares customer stories and pet photos on social platforms, often reposting heartfelt content from users. They’ve also been known to send custom portraits of pets as surprise gifts.

Example: Chewy’s Instagram feed is full of user-tagged pet photos.

3. Glossier – “Skin First. Makeup Second.”
   Glossier built its brand on customer reviews and selfies. Their repurposed content strategy includes regularly sharing customer photos and product experiences via Instagram, email, and web.

Example: Glossier’s Instagram and product pages include user reviews and tagged photos.

4. Lululemon – #thesweatlife Community Hashtag
   Lululemon encourages customers to use hashtags like #thesweatlife to share workout moments. They feature this content on product pages and in-store displays, creating a vibrant, user-driven brand community.

Example: Explore their tagged content on Instagram and curated community highlights.

Source: lululemon

Start Small, Grow Big—and Let Shamrock Help

You don’t need thousands of social followers to make UGC work. Start by engaging your current audience, encouraging feedback, and finding creative ways to amplify their voice.

At Shamrock, we can help you integrate UGC into your marketing—from digital campaigns to custom product kits, branded storefronts, and fulfillment. Want to feature customer photos in your holiday pop-up store? Create team shoutouts as part of your next event? We’ll help you turn ideas into brand-building reality.

Ready to start turning user feedback into your next great campaign? We’re here to help.