Traditional ads are loud. Trust is quiet.
In 2025, consumers are masters at ignoring slick marketing. Trust in branded ads has plummeted. So, where do shoppers turn when they want the real story?
They turn to each other.
This is why User-Generated Content (UGC) has become the most valuable asset in an e-commerce brand’s toolkit. It’s real, it’s authentic, and it’s what shoppers actively seek out before making a purchase.
But most brands stop at a simple “star rating” on their product page. That’s not enough. If you want to build a truly loyal brand, you need a more creative way to use UGC.
This detailed guide explores five.
1. A Powerful Way to Use UGC: Video Testimonials
Static 5-star reviews are easy to fake, and modern consumers are skeptical. That’s why the new gold standard for trust is video.
Why It Works
A video testimonial shows a real person, with a real face and genuine emotions. It’s infinitely more persuasive than a block of text. Unboxing videos, short TikTok reviews, or simple “how-to” guides from other customers cut through the noise. They overcome skepticism and answer the one question every visitor has: “Will this product really work for someone like me?”
How to Implement It
Just Ask: Start with your best customers. Send a personal email to recent 5-star reviewers and ask if they’d be willing to film a 30-second video in exchange for a gift card or future discount.
Run a Contest: Launch a campaign asking your customers to share a video of how they use your product. Offer a compelling prize for the best submissions.
Placement is Key: Don’t hide these videos on a “testimonials” page. Place them directly on your product pages, right next to the “Add to Cart” button, for maximum impact. This is an incredibly effective way to use UGC.
2. Make it Shoppable: The Smartest Way to Use UGC
Here’s a common e-commerce mistake: A potential customer sees a great UGC photo on your Instagram. They love the look. But they can’t figure out which product it is.
This creates friction. The user gets frustrated and leaves.
The most effective way to use UGC is to close this gap. You must connect inspiration directly to purchase.
Why It Works
This strategy turns passive browsing into an active shopping experience. It answers the user’s question—”Where can I get that?”—at the exact moment they ask it. This doesn’t just build trust; it shortens the path to conversion and is a proven way to increase Average Order Value (AOV).
How to Implement It
Build a Gallery: Create a “Shop Our Community” or “As Seen On You” gallery on your website.
Tag Everything: Use a tool like Whatsvideos to make this gallery shoppable. Each customer photo or video can be tagged with the exact products featured.
Drive Traffic: Feature this gallery on your homepage, in your emails, and in your ads. You’re now showing real social proof that is also a direct sales funnel.
3. The “Anti-Ad”: A High-Impact Way to Use UGC in Ads
Why spend $50,000 on a high-polish ad that 70% of consumers will skip in the first five seconds?
Recent trends show that “lo-fi” (low-fidelity) or “anti-filter” UGC ads often outperform slick, studio-produced content, especially on platforms like TikTok and Instagram.
Why It Works
A raw, authentic customer video doesn’t look like an ad. It looks like a post from a friend. It feels native to the platform. This stops the scroll. Because it’s seen as a genuine recommendation, it builds trust before the user even clicks, leading to dramatically lower ad costs (CPM) and higher click-through rates (CTR).
How to Implement It
Always Get Permission: Find a customer who posted a great video of your product.
Reach Out & Compensate: Send them a message. Ask for their permission to use their video in your paid ad campaigns. Always offer compensation (cash, free products, or a generous gift card). This is a legal and ethical requirement.
Test and Learn: Run this “lo-fi” UGC ad against your polished “brand” ad. Then, watch the metrics. The results will likely speak for themselves.
4. From a Gallery to a “Community Hub”
This is a subtle but powerful shift in thinking. Your customers don’t just want to be “featured”; they want to “belong.”
Don’t just build a gallery to show off your products. Build a hub that celebrates the people who use them.
Why It Works
This way to use UGC builds a “tribe.” It creates loyalty that goes far beyond the product itself. When customers feel like they are part of a community, they are more likely to submit UGC for free, engage with your brand, and become long-term advocates.
How to Implement It
Start a Spotlight: Create a “Fan of the Week” or “Community Spotlight” feature for your blog or email newsletter.
Tell Their Story: Don’t just post the photo. Interview them. Ask them why they love the product and how it fits into their life.
Ask Questions: Use your UGC to spark conversations. Post a customer photo and ask your audience, “How would you style this?” This invites engagement and makes everyone feel involved.
5. Use UGC in Your Post-Purchase Funnel
Your relationship with a customer doesn’t end at checkout. In fact, it has just begun. The post-purchase phase is crucial for building loyalty and preventing “buyer’s remorse.”
Why It Works
This tactic does two things brilliantly. First, it builds excitement for the product’s arrival, reinforcing their purchase decision. Second, it reduces returns. By showing a new customer how to get the most out of their product, you’re setting them up for success from day one.
How to Implement It
Upgrade Your “Order Confirmed” Email: Instead of a boring, text-based confirmation, embed a short UGC video from a real customer.
Add a “Welcome” Video: Have the video say something simple, like: “My Top 3 Tips for Getting Started with [Your Product].”
Build a UGC-Based Guide: Create a “Getting Started” page on your site composed entirely of customer-submitted tips, tricks, and videos.
Conclusion: Stop Collecting, Start Connecting
As you can see, the value of UGC goes far beyond a simple “star rating.”
The most effective way to use UGC is to weave it into every single part of your customer’s journey. Use it in your ads to build trust, on your site to drive sales, and in your emails to build loyalty.
Therefore, don’t just collect UGC in a folder. Use it to connect with your customers. Use it to build a more authentic, trustworthy, and human brand. This is the kind of trust that polished ads simply can’t buy.
[Ready to turn your best customer videos into a high-converting, shoppable experience? Sign up with Whatsvideos and build trust-building galleries for your site today.]