How to Generate More UGC

Why is UGC so Effective?

Let’s start with the stats, shall we? 

• 6 in 10 consumers believe that UGC represents the most authentic form of marketing content.

• Around 40% of consumers say that UGC is “extremely” or “very” important when making a purchase decision. Which is more than product comparison charts (39%) or product videos (37%).

• 85% of marketers agree that visual UGC is perceived as a more cost effective option than traditional professional photography or influencer content. 

• Roughly 82% of consumers say that they would be more likely to make a purchase from a brand that uses UGC in their marketing initiatives.

So, what we can understand from this is that UGC is inherently more trustworthy than typical branded content. Put simply, people trust other people, and when potential guests see others enjoying what you offer, they’re more likely to believe it and act on it. It brings social proof to life, validates the experience you’re selling, and lowers the barrier to entry for new customers.

Secondly, UGC is cost effective and content-rich. Instead of investing in constant professional shoots (which still have their place), you’re tapping into an ongoing, organic stream of content that can feed your social channels, website, and ads with authentic, diverse, and relatable material. In a world where content consumption is endless, UGC helps fill the gaps with genuine stories and experiences.

And finally, it fuels community engagement. When people see their content reposted or celebrated, they feel connected to your brand. That emotional connection turns one time visitors into long term advocates and can encourage even more content creation in return.

What is Your Objective?

Before you start asking for UGC (or encouraging it), the first step is to understand exactly what you want it to achieve. Not all UGC is equal, and what works for one brand might not be relevant for another. Without a clear goal, you risk collecting content that looks nice but doesn’t drive any sort of meaningful value to your business or your audience. 

Do you want to showcase guests having a great time?
If so, you might be looking to build social proof or create a library of content for future case studies or paid ads. You’ll want candid, high quality imagery that shows your experience in action with smiles, honest moments and an unbeatable atmosphere.

Are you trying to highlight the authenticity of your experience?
Here, you might focus on capturing raw, less polished content. These are things like Insta stories of check-ins, behind the scenes clips, or food being served. This is about relatability and storytelling, not perfection.

Is your goal to generate a steady stream of content for your social media feeds?
If this is your goal, then consistency is key. You’ll want a system that encourages ongoing UGC creation from your guests, with content that’s versatile and repurposeable. Hashtags, signage, and in-person prompts can help make this part of the guest journey.

Having a clear objective doesn’t just shape what you ask for, it also influences how you ask for it, how you curate it, and how you repurpose it. And when your objective aligns with your broader marketing strategy, that’s when UGC moves from ‘nice to have’ to genuinely impactful.

Target Audience

Working hand in hand with your UGC objective is knowing who you’re targeting. It’s easy to say that you want more UGC, but unless you’ve defined who you’re hoping to speak to and who you want to inspire, you’re casting too wide a net to generate anything impactful. 

Your target audience will determine everything, from the style and tone of content you want to curate to the platforms you prioritise and the guests you engage. For example, UGC created by a Gen Z traveller might be fast paced, unfiltered and made for TikTok, while UGC from a local influencer or foodie could be beautifully styled, more curated, and better suited for Instagram Reels or a blog feature.

Let’s say your business is a luxury spa hotel. Are you targeting:

• Wellness-conscious millennials who love posting about self-care weekends?

• Couples seeking romantic getaways?

• Affluent women aged 45+ who share reviews in Facebook groups rather than visual content on social media?
  
  

Or, if you’re a neighbourhood restaurant, your content might be aimed at:

• Foodie locals who love finding the next must-visit spot

• Weekend city breakers looking for brunch recommendations

• Content creators who could help build hype through TikTok or Instagram
  
  

By pinpointing your target audience, you gain clarity on what kind of UGC to encourage: whether that’s aesthetic dinner shots, user reviews, behind the scenes videos, or wellness vlogs. Once you know who you’re trying to reach, you can start engineering the kinds of moments and touch points that get the right people posting the right content for your brand.

Platform Focus

As we said before, not all UGC is created equal, and just as important as who you're targeting is where that content lives. Each platform offers a unique style of engagement, tone, and format, so understanding how to tailor and source UGC per platform will help you generate content that actually performs.

Instagram & TikTok

These are your go-to platforms for visual storytelling, especially with short form video content. Expect to see:

• Reels and TikToks showcasing guest arrivals, spa treatments, cocktails being poured, or behind the scenes kitchen content

• Stories with tags and filters from guests documenting real time experiences.

• Aesthetic shots and videos of guest stays (think dinner shots, outfit shots, beach/pool/spa content)

• Aesthetic vlogs of entire stays or meals - from room tours to spa walkthroughs and plated food shots
  
  

UGC on these platforms is fast, visual, and engaging. To make the most of this type of content and to encourage it, make sure your spaces are camera-ready and hashtag or handle signage is visible and encouraged. Better yet, add your social media channels as touch points around your venue, encouraging guests to follow you and incentivising UGC content.

Facebook

Facebook tends to encourage a different style of UGC, more community-led and informative, rather than trendy. Think:

• Check-ins when people visit your venue or tag your location

• Reviews and recommendations shared with friends or in community groups

• Longer posts with photo albums, especially for events or family weekends

To capitalise on this type of UGC, encourage reviews post-visit via email or QR codes, and don’t underestimate the power of local Facebook groups for visibility.

Google (Google Business Profile)

Often overlooked, but incredibly valuable. UGC here shows up directly in search results, influencing decision-making on the spot and helping out with your SEO. UGC on Google includes:

• Starred reviews with written feedback

• Guest-uploaded photos of rooms, dishes, views, and amenities
  
  

To gather more Google UGC, ask satisfied guests to leave a quick review and upload a photo to boost both your social proof and local SEO.

TripAdvisor

TripAdvisor is a goldmine for detailed, experience-based UGC. You’ll often see:

• In-depth written reviews about service, cleanliness, ambience, and staff

• Food photos, menu breakdowns, and honest comparisons

• Candid snapshots from real diners or guests
  
  

If you want to get the most out of TripAdvisor, responding to reviews builds trust and encourages others to post their own experiences, positive or constructive.

How to Ask for UGC

Once you know your objective, audience, and platform focus, the next step is actually asking for UGC. We understand asking for it might feel a little strange as a business, but the key here is subtlety and consistency. You don’t need to shout, you just need to make it easy, intuitive, and rewarding for guests to share their experiences. Here are a few ways to do it effectively:

Branded Hashtags

While hashtags don’t have the same kind of weight as they once did, a hashtag on social media is a great way to give your guests a clear way to contribute to your content ecosystem. It also makes it easier for you to find and repurpose that content later, ensuring no content slips through the net. 

• Make sure the hashtag is short, unique, and tied to your brand 

• Use it consistently across platforms and marketing materials

• Display it in-room, on menus, in spa lounges, or on your digital screens to prompt people to engage at different points

To further boost this, feature guests’ content using the hashtag on your socials or website as an incentive.

Social Media Call Outs

The simplest way to get UGC is obviously to ask for it directly. Add soft call to actions in your captions, stories, or even your bio.

• “Tag us in your staycation stories for a chance to be featured!”

• “We love seeing your poolside moments - share and tag @yourhandle.”
  
  

Reposting tagged content to your stories gives guests a feel-good moment and encourages others to share too. Plus, if people see that you share UGC regularly, it gives them a blueprint of the kind of content you’re likely to share (and content you’re more likely to want to use).

Spotlight Guests on Social Media

If you want high quality UGC, make your guests feel like content creators.

• Create a weekly or monthly ‘Guest Spotlight’ and feature their best photo or reel.

• Give credit, tag them, and show appreciation.

• If appropriate, offer small incentives: a free drink, spa credit, or loyalty points.

This approach builds both content volume and guest loyalty.

Email Follow-Ups

Use post-visit emails to ask guests for content either directly or via a review.

• Include a line like: “Captured a great moment during your stay? We’d love to see it. Tag us or reply to this email!”

• Include buttons to Google reviews, TripAdvisor, or your Instagram handle.

• Keep the ask light, optional, and positioned as a way for them to inspire future guests.
  
  

To make this easier, automate this with your CRM to go out a few days post-departure.

In-Person Touch Points & QR Codes

Sometimes the best time to ask is while the experience is happening. Think about subtle prompts that you can litter across the guest journey.

• Room mirrors, spa lockers, restaurant tables - anywhere they might be taking a selfie or aesthetic shot for socials. 

• Add a simple message like: “Loving your stay? Snap and share with #YourBrand”.

• QR codes can link to your Instagram page, Google review form, or custom UGC landing page.