Consumer-Generated Marketing: The Ultimate Guide

Many business owners find the whole idea of generating suggestions for new advertising campaigns to be quite exhausting?.

It might take a great deal of a company’s effort and money to decide which media to employ and what kind of content to produce that will appeal to the client base.

It follows that it is understandable why both large and small companies are transitioning to consumer-generating advertising, choosing to use the money they earn to enhance the commodities they provide.

In addition to enabling an unending supply of business-related internet content, CGM doesn’t necessitate significant costs for businesses?.

What to Know About Consumer-Generated marketing 

Harnessing customer-generated promotion can significantly enhance your company’s success. By leveraging the positive experiences of your existing customers, you can maximize your return on investment, tap into direct word-of-mouth advertising, and fully leverage consumer-generated content.

This form of marketing entails your customers openly advocating for your business and persuading others to make purchases or engage with your brand, essentially acting as free advertisers?.

It opens up a whole new revenue stream without requiring substantial marketing expenditures, making it an ideal strategy for businesses across all sectors.

User-generated marketing not only builds brand reputation but also encourages people to choose your business because it comes recommended by satisfied customers.

Through customer-generated activity on social networks and other online platforms, such as public endorsements, reviews, and testimonials, you can attract and convert more customers. It’s an accessible and powerful approach to drive business growth and increase sales?.

What is consumer-generated marketing 

Consumer-Generated Advertising is a strategy of advertising in which businesses urge customers to create content for promotional campaigns or to provide product reviews via websites, essays, blogs, clips, and other online media.

Thus, descriptions of the company’s items are made using user-generated content. The main forms of media utilized to engage consumers are clips and blogs.

Consumer-Generated Marketing includes posting and original tagging material on social media, Facebook sharing, tweeting, and blog posting about the business, customer reviews, and comment section feedback.

Typically, this marketing plan uses the following techniques?:

  • videos of clients utilizing a good or service;
  • product evaluations
  • remarks made in forums with the right themes;
  • posting or tagging of pictures on social media platforms;
  • contests that a company holds.

How it works 

CGM plans emerge on two different levels. A business must initially monitor its public visibility. With software applications that record internet content regarding their business, advertisers can accomplish this. 

After that, the business can reply to complaints by participating in internet evaluation forums, leaving remarks on websites or video blogging, or posting a message on its Social media page or corporate website?.

A company can promote honesty and accountability by allowing users to evaluate and review goods online on their homepage. The business is heavily involved in what users express publicly and develops a reputation for paying attention to and acting upon client feedback.

Second, marketers can build and run competitions that allow participants to react with original material. Most content entries are made for creative contests. Competitors pass the information to collect support for their contributions as the public starts voting to select the best entry. 

Once news of the competition circulates and polling for the best entries starts, a corporation obtains its first publicity from the program at this time?.

Types of consumer-generated marketing 

The five primary marketing types integrated within this strategy must first be chosen by the business prior to being able to begin a particular CGM promotion strategy:

Show off your artistic ability.

This well-liked strategy relies on enticing users to share films or photographs to be evaluated later for their originality and visual appeal.

Aid us in redefining our brand. 

This type asks customers to submit fresh concepts for the company’s catchphrase, packaging, symbol, and any other identifying element?‍?.

What profession have you always desired?

This kind of marketing takes advantage of people’s innate wish to improve, and this endeavor encourages clients to picture themselves working on projects that are important to the business.

Tell the world about yourself.

This worldwide strategy asks customers to provide a life narrative in return for a gift generally associated with the brand’s goods or connected to a specific subject?.

Have a gift concept? Publish it!

As a result of this promotional activity, customers can have their suggestions for local causes supported, which helps both the general public and the business that plans the promotion.

consumer-generated marketing Strategy

  • Create platforms for user-generated content:

Provide platforms such as social media channels, online communities, or dedicated websites where consumers can easily create and share content related to your brand. Encourage customers to share their experiences, reviews, photos, videos, and stories?.

  • Engage and incentivize consumers:

Offer incentives, rewards, or recognition to encourage consumers to participate in generating content. This could include discounts, exclusive access to new products, contests, or featuring their content on your official channels.

  • Encourage user reviews and testimonials:

Actively seek and promote customer reviews and testimonials on your website, social media, and other marketing channels. Authentic user reviews can significantly influence potential customers’ purchasing decisions.

  • Leverage user-generated visuals?:

Visual content, such as photos and videos, is highly engaging and shareable. Encourage consumers to create and share visual content featuring your products or services. You can even create branded hashtags to aggregate user-generated visuals.

  • Facilitate customer feedback and suggestions:

Encourage consumers to provide feedback and suggestions for product improvements, new features, or innovative uses. Actively listen to their input and consider incorporating their ideas into your product development process.

  • Foster a sense of community:

Build a community around your brand by creating spaces where consumers can interact with each other and with your brand. Encourage discussions, provide helpful information, and create opportunities for consumers to connect and share their experiences?.

  • Monitor and moderate user-generated content:

While user-generated content can be a powerful marketing tool, monitoring and moderating the content to ensure it aligns with your brand values and guidelines is essential. Set clear guidelines for acceptable content and promptly address inappropriate or misleading content.

  • Amplify user-generated content:

Showcase user-generated content across your marketing channels, such as websites, social media posts, emails, and advertisements. Highlighting authentic content created by consumers can enhance trust and credibility for your brand.

  • Engage with user-generated content creators:

Show appreciation to consumers who create exceptional content by engaging with them directly. Like, comment, share, or respond to their content to foster a sense of community and encourage further engagement?.

  • Measure and analyze results:

Monitor the impact of your consumer-generated marketing efforts by tracking metrics such as engagement rates, reach, conversions, and sentiment analysis. Analyze the data to understand what type of user-generated content resonates most with your audience and refine your strategy accordingly.

Tips for consumer-generated marketing 

Even though creating a CGM program is a very straightforward procedure, an entrepreneur must abide by the following tips:

  • Offer clients clear roles and responsibilities.
  • Set clear participation guidelines.
  • Make sure the awards are at a stage that corresponds to the required degree of the product value?.
  • While CGM activities take place, keep the environment light and enjoyable.
  • Customer product contest winners and runners-up should work as industry professionals since they can be highlighted at functions and conferences.

Pros and cons of consumer-generated marketing 

Authenticity and TrustLack of Control
Cost-EffectivenessInconsistent Quality
Increased EngagementNegative Publicity
User-generated Content VarietyLegal and Ethical Concerns
Enhanced Customer ConnectionTime and Resource Intensive
Amplified ReachDifficulty in Measuring Effectiveness

consumer-generated marketing examples 


Coca-Cola had a fantastic marketing effort when it introduced drinks with names on them. Specifically, individuals would purchase bottles with distinctive aliases or the names of close acquaintances on bottles?. 

Also, it lets users share pictures of their Coca-Cola bottles. Customers uploaded pictures of containers they received from friends and family or which they bought as gifts on social networking sites with the tag #ShareaCoke. 

The bottle was then shared, and their post would be visible to everyone. This advertising stands out from the rest since it personalizes the user experience. Also, it provides a chance for revenues when a client may have never bought a soda. 

Additionally, the promotion is always changing; over 500,000 consumer pictures have already been posted online, different slogans and monikers are being written on the containers, and it has been used on banners.

Doritos Super Bowl Ad Contest

For ten years, Doritos sponsored a contest where movie makers could enter to earn cash awards and the chance to perform in authentic Hollywood movies.

This resulted in hundreds of entries, or UGC postings, being published online. Doritos could perhaps take their advertisements to put on the internet from this?. 

That’s on top of all the fuss made about the contest itself. Since it gave Doritos’ customers the freedom to create the advertisements that seemed the most logical to them, this proved to be a hit. It also received a lot of attention. 

Many would be following in anticipation of the competition’s big champion because the results aren’t revealed till the Super Bowl broadcast. Also, the promotion increased website visitors by encouraging users to visit and cast votes for their favorites. 

Within their first year of that campaign, Doritos witnessed a 12% boost in sales, their marketing company won a prize for the initiatives, and over a million people came to the webpage for the poll. They had several roughly 36,000 fan-made ads available to them over ten years.

Apple’s #ShotoniPhone 

The introduction of Apple’s #shotoniphone poses yet another ability. It was a campaign that urged users to take pictures with their iPhones and post them on the internet. The assessors then convened to announce the ten winners?. 

The images of the victors were subsequently posted on open platforms like Apple Newswire, Twitter,, Apple physical outlets, and many more, including banners across the world.

This marketing effort was a fantastic way to highlight the iPhone cameras’ developing capabilities. Thousands of consumer-taken photos were also uploaded while the contest’s PR campaign was in progress. 

The pictures were reposted on popular sites, and the event has since expanded to include new categories like films and flicks at night.

Starbucks cup design contest

Starbucks started its competition in 2014 called? the White Cup Challenge. They opted to go further after noticing that consumers usually painted on their mugs. The designs made by the competitors would be up for voting. 

The winning design was then printed in a limited quantity on Starbucks mugs all around the globe. In addition to launching a tonne of user-generated content (UGC) on social networks, it also spurred a big wave of Etsy market fad. 

Starbucks mugs come in a wide variety of designs and are available in full categories on Etsy and other websites that sell handmade goods. For consumers and others, it’s uniquely continuing visibility.

Lay’s Do us a Flavor 

The Lay’s potato chips company ran a promotion in the 2010s that allowed consumers to participate in the promotion. Lay’s needs to try out different chip ideas while involving consumers in action by soliciting flavor suggestions?. 

Over the years, countless flavor entries have already been received, leading to top awardees and new chip varieties. Limited-edition finalist flavors that let customers cast their votes contributed to an increase in sales.

Later types increased enthusiasm by inquiring about the origins of the flavors, going live, and conducting online interviews with competitors. This combination resulted in advertising, revenue, and a tonne of consumer feedback and information.

Freshly’s referral program

With its referral program, Freshly is doing a fantastic job driving social media shares. Users can upload content to five social media sites from a single box. With just one button click, customers may select the forum that suits them the most because of this?.

Their referral scheme heavily utilizes social media posting, which boosts exposure and expansion because numerous acquaintances view the content at once. The business earns exposure and the confidence of potential clients when the brand hashtag is included. 

Such a CGM is a complimentary kind of word-of-mouth advertising that is produced by your clients. Many people see each referral post on their newsfeed since it’s freely accessible, and they are, therefore, more inclined to sign up as a result of a reliable referral.

Netflix Show Announcements 

Although the streaming platform is recognized for all its exclusive series, Netflix started promoting future episodes differently after watching online reactions from customers. 

The manner of their favorite show was being copied by thousands or even millions of followers, who subsequently tagged Netflix in their uploads. Netflix started promoting its favorites as a countdown to forthcoming episodes, earning money on user-generated content?. 

Distribution only increased after Netflix started posting identical accounts.

More people signed up to participate in the fun, subscriptions flocked to the social media accounts, and of course, greater hype was created around the show’s debut. 

It’s a move that benefits the streaming app on all fronts.

Adobe Art Maker Series 

Adobe introduced its Art Creator Series to demonstrate another aspect of the brand’s capabilities. It was a request for UCG, a platform for sharing the work of artists who use Adobe tools. 

Afterward, they were urged to post online. By sharing the posts, Adobe demonstrated to the world the power of its tools. In the meantime, an increasing number of individuals started producing materials to distribute in favor of Adobe in anticipation that other major accounts would do the same?.

Adobe was ready to broaden its reach while showcasing its services thanks to the numerous posts at its fingertips.

FAQ for consumer-generated marketing

What does “content-generated marketing” involve?

Consumer-Generated Marketing, or CGM, is a form of advertising in which businesses encourage their target audience to either create content for their advertising campaigns or provide product reviews via blogs, articles, videos, photos, podcasts, etc. Consumer-Engagement Advertising is another name for it.

Which categories of consumer-generated marketing are most prevalent?

The following are the primary forms of consumer-generated marketing that are helpful for CGM:
Comments and Reviews of Commodities
Utilizing Contests to Promote Social Networking Usage.

What is user-generated content (UGC)?

Material produced by customers to describe a company’s goods is referred to as consumer-generated information.
For instance, posting and marking online posts, posting on WhatsApp, making blog content and editorials about the good or service, customer reviews, and community posts. 

To whom does consumer-generated marketing appeal?

CGM campaigns do particularly well with young, tech-savvy customers. Brand aficionados frequently produce homemade advertisements and are delighted to promote their works and the brand image they are supporting or criticizing around the online platform.

How can we produce more user-generated content?

Hashtags require promotion, which doesn’t happen automatically. Firstly, you must include a compelling call-to-action where customers are ready to engage with your business; this might be on any social media channels, like your Instagram account or Fb page, or it may be located in a discreet location elsewhere.

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