User-Generated Content On Instagram

User-Generated Content On Instagram

User-generated content is a goldmine if you use it in a proper way. 

Most of the brands have understood that creating quality content is the key to success. But, only a few of them have understood the importance of user-generated content on Instagram. 

Instagram is the most active social media player in the market with 1 billion active monthly users and about the 500 million daily active accounts. 95 million photos and videos are daily shared on Instagram. The power of Instagram is beyond the imagination of common users.

So, in this article, we are going to what is user-generated content, how you can leverage the power of user-generated content and some successful examples of user-generated content on Instagram.

 Let’s go!

What is User-Generated Content?

User-generated content (UGC) or user-created content(UCC) on Instagram is the photos and videos created by the users of a brand. UGC may be positive or negative. Users are free to form any type of content with their own free will and share it over the Internet.

If UGC is positive then it’s a great opportunity for brands to leverage the positive feedback of the customers and showcase it to a larger group of people through feeds and stories. People love to take part in the UGC contest on social media.

Organising UGC contest on social media is one of the best ways to showcase your product to a larger group of people in a better and more effective way. In today’s time, most of the big brands use UGC to promote their product to the audience.

So, you might be thinking “ How I can curate UGC for my brand? “. It’s not that difficult. Here are some of the ways to collect the best user-generated content on Instagram.   

How To Curate User-Generated Content On Instagram

Here are some of the steps that will help you to curate the user-generated content on Instagram.

1 Create A Brand New Hashtag

User-genrated content on Instagram

Organising a hashtag contest on Instagram is one of the best ways to promote the brand and boost fan growth.

According to the latest report, an Instagram contest that incorporates hashtag grow 70% faster than the contest that doesn’t.

Nowadays, everyone users hashtag and you just have to guide and encourage your followers to use your hashtag. So it’s important to create the right hashtag.

While creating the new hashtag remember the following rules about the hashtag that will help you in the long run. Your hashtag should be 

  • Simple and easy to remember 
  • Relevant to your brand
  • Unique 
  • Short and sweet

You should be very careful while choosing the hashtag. The number of hashtags also play a very crucial role in the campaign. Try to minimise the number of hashtags. 

2 Encourage Your Followers To Share The Content Under The Hashtag 

After creating the hashtag, now it’s time to encourage your followers to share their content under your hashtag. So, you need to run a hashtag campaign on Instagram.

It’s easy to run a hashtag campaign. You can do it in the following way:

  • Make some rules of the campaign and post it. The rules should be loud and clear.
  • Ask the people to use the specific hashtag while sharing their content. You can also offer some price to the winner to get higher engagements.
  • At the end of the contest, choose the winner randomly.

Note: You can also give a hint of the next campaign at the end of the campaign.

Collect user-generated content on Instagram

Now people have shared their content under your hashtag so, it’s time to curate the best user-generated content according to your need. It’s really a fun task to do. While doing this you will come across different types of content created by the audience.

You will come across many different types of content. Audience nowadays has 24*7 mobile access and they can create really amazing content for your website. Sometimes they can create content better than your marketing team.

4 Schedule UGC in the Instagram Feeds 

After collecting the best UGC according to your need, now it’s time to plan how to post the UGC along with the regular content so that you can maximise its effect and make your Instagram feeds more interesting. 

Try to post on Instagram at a strategic time. According to a study, 9 AM, 5 PM, and 2 AM are the best times to post on Instagram to reach a larger group of people. 

Always remember to give proper credit in the caption to the owner of the content as they are the real owner of it otherwise you may face some legal actions.

So, now it’s time to discuss some of the best examples of user-generated content on Instagram.

Examples Of User-Generated Content 

1 Wayfair

Wayfair is one of the most popular online furniture stores. Wayfair once started a cool UGC campaign which allows the customers to showcase their results of online shopping sprees. Customers were asked to share their posts under the hashtag #WayfairAtHome featuring Wayfair products.  

The company then repost the UGC on their official website and allows the users to directly shop form the posts. This is one of the best strategies to combine UGC along with regular content.

2 Airbnb

Airbnb is a perfect example of the Instagram marketing campaign. The Instagram account of Airbnb contains 100% user-generated posts.

Everyday Airbnb team ask some simple questions to the people like

  • Where did you travel?
  • Where did you stay?
  • What did you find? 

The company ask it’s users to share their photos under the #Airbnb hashtag.

Airbnb then curates the best user-generated photos and videos and share it on their official Instagram account. 

The company uses a number of hashtags to showcase user-generated content on Instagram like #Airbnb, #NotYetTrending, etc. They use simple but innovative and interesting ways to display their content on Instagram. 

3 Netflix

Netflix is of the most popular video streaming service and they use user-generated content to promote any shows and movies. Netflix uses the titles of the movies and shows as hashtags that help the brand to spread the word of mouth about the new shows and movies.

View this post on Instagram


A post shared by Stranger Things (@strangerthingstv) on

Creating a buzz around the new releases is the primary task of Netflix, and UGC helps the brand to achieve this task. UGC shows that people are getting excited about the new shows and thus makes the Instagrammers to see what the fuss is all about.


BMW is the leading luxury car brand across the globe. The company uses the #BMWRepost hashtag on Instagram to share the posts of the proud car owners.

The owners of the BMW are proud of their achievement and this campaign gives an opportunity to the proud owners of the car to showcase their achievement to a larger group of people.

If you are on a hunt for the best car for you and you see a lot of people posting their amazing experience with the BMW then you might consider one of the cars to purchase. This is one of the best examples of how to leverage user-generated content on Instagram to built trust and increase sales. 

5 Adobe

Adobe is the leading software designing company. Adobe started to launch a hashtag campaign for the talented artist and designers. The company started an “ Art Maker Series”, and under this, the artist was asked to share their creative work and showcase their skills through Adobe software.

Adobe then curates the best user-generated content and uses the UGC for user recommendations and promotions. With the UGC, Abode can showcase their product in a better way and built trust among the audience. Abode is an excellent example of how to use UGC in an effective way.   



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