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8 Reasons Fashion Brands Should Use UGC (and how to source it)

By Lauren Lietzow 23 November, 2023, 5 mins read

User Generated Content (UGC) is a form of content marketing that refers to any form of content created by individuals who are not professionally associated with a brand or business. These can be customers, fans, or the general public. It can take various forms, including text, images, videos, reviews, social media posts, blog comments, and more.

In and outside of Australia, UGC is already a huge part of the digital marketing strategy of top fashion/apparel brands. In this article, we will list the top 8 reasons why you should use UGC in this industry and round up by telling you how to source UGC for your brand.

1. Authenticity Reigns Supreme

Consumers today crave authenticity and are sceptical of traditional advertising (in fact, a whopping 96% of customers don’t trust ads)! UGC allows you to showcase your products in real-life situations, helping you build trust with your audience. When potential customers see everyday people enjoying your fashion items, they’re more likely to believe in your brand and make a purchase.

But do consumers value UGC more than other types of promotional content? They sure do! In this study, 79% of the respondents favoured UGC content over brand-created content (12%) and influencer content (9%) as the most likely to impact them to make a purchase.

2. UGC Is a Potent Engagement Tool

UGC is a potent engagement tool. When customers see their photos or reviews featured on your website or social media, they feel a sense of belonging and are more likely to interact with your content. This increased engagement can lead to higher conversion rates and brand loyalty.

This means that UGC is not only great for enhancing the experiences of customers who see the content, but also of the people who produce the content themselves!


3. Content Diversification Matters

Diversity and inclusion are essential in today’s fashion world. UGC provides a platform for showcasing a wide range of body types, styles, and personalities. By featuring a diverse group of customers, you demonstrate your brand’s commitment to inclusivity, making it more appealing to a broader audience.

Inclusivity is extremely important for the fashion/apparel industry because of fashion’s significant role in culture and society, ethical and social responsibility, and market reach. In the age of e-commerce and online fashion stores, content diversification is key for attracting a global, incredibly diverse audience.

4. UGC = Cost-Effective Marketing

Creating high-quality content for your fashion brand and advertising on social media can be expensive. UGC, on the other hand, is often free. When your customers create content for your brand, you save both time and money, allowing you to allocate your marketing budget more efficiently.

5. UGC Is a Form of Social Proof


Social proof is a psychological phenomenon that refers to the influence and validation that people perceive when they see others engaging with a product, service, or brand. It’s the idea that when individuals observe that a significant number of others have taken a specific action, such as making a purchase or endorsing a product, they are more likely to follow suit.

In the age of social media, consumers heavily rely on social proof before making a purchase. UGC serves as a powerful form of social proof, showing potential buyers that others have had positive experiences with your products. This reassurance can be the tipping point that converts a visitor into a paying customer.

6. Leveraging Hashtags

Hashtags are a crucial component of social media marketing, especially in the fashion industry. Encourage customers to use your branded hashtags when posting UGC. This not only increases your brand’s visibility but also creates a sense of community around your products. To create amazing hashtags for TikTok, don’t forget to check our TikTok Hashtag Generator.

7. SEO Enhancement

Fresh and relevant content is a vital factor in search engine optimisation (SEO). By regularly featuring UGC on your website and social media platforms, you can improve your search rankings. UGC adds credibility and relevance to your online presence.

8. Consumer Insights

UGC provides valuable insights into your customers’ preferences and behaviours. Analysing the content they create can help you refine your marketing strategies and tailor your product offerings to better meet their needs.

How to Source UGC in the Fashion/Apparel Industry

Now that we’ve established the benefits of using UGC, let’s explore how to source it effectively:

  1. Create a hashtag: Develop a unique and memorable hashtag for your brand that encourages customers to share their experiences.
  2. Run contests and challenges: Organise UGC contests or challenges with exciting prizes. This can motivate your customers to create and share content related to your products.
  3. Leverage social media platforms: Monitor platforms like Instagram, Facebook, and Twitter for posts featuring your products. Reach out to users and request permission to share their content.
  4. User reviews: Encourage customers to leave reviews on your website. With their permission, you can feature these reviews alongside product listings.
  5. Influencer partnerships: Collaborate with influencers in your niche who can generate UGC on your behalf. Make sure they align with your brand’s values and aesthetics.
  6. Email campaigns: Request UGC from satisfied customers through email marketing campaigns. Offer incentives such as discounts or exclusive access in exchange for their content.
  7. Engage with your community: Actively engage with your audience on social media. Respond to comments, ask for feedback, and build a strong online community.
  8. Legal considerations: Always ensure you have the necessary rights and permissions to use UGC. Keep in mind that brands don’t have the same permission as Internet users to explore certain online content. For example: while TikTok users can add music to their videos without worrying, brands must license TikTok music properly to legally use it on their campaigns.

In conclusion, UGC is a powerful tool that Australian marketers and fashion/apparel business owners should not overlook. It provides authenticity, boosts engagement, and helps build trust with your audience. By following the tips above, you can effectively source and leverage UGC to elevate your brand and stay ahead in the dynamic world of fashion.

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