Why User-Generated Content Is the Boost Your Marketing Needs This Holiday Season

Feeling the holiday season pressure? 

It’s that time of year when inboxes are crowded with holiday specials, socials are replete with sales, and shoppers are scrambling for the perfect gift. 

Your brand needs to cut through the noise. That’s where user-generated content (UGC) comes in. 

This holiday season (and all year long), UGC isn’t just a “nice-to-have.” It’s the secret ingredient that can bring warmth, trust, and authenticity to your marketing (Black Friday sales could never!). Read on to learn why user-generated content is the key to effective holiday marketing for your brand.

Why User-Generated Content Is Your Holiday Hero

When done well, user-generated content can be a bigger holiday hero than Santa (yes, I said it). Here’s why:

Authenticity Builds Trust

When a customer or creator talks about your product, it hits differently. Their story, their vibe—it feels a lot more human than a typical ad. That authenticity translates into consumer trust. 

During a time when buyers are overwhelmed with ads and urgency is at its peak, relatable content from real people stands out.

More Content, Less Cost (and Stress)

Holiday marketing demands a lot: From emails, ads, and social posts to product promos and gift guides, you have your hands full getting the word out about your business.

UGC helps you cover a lot of ground—fast. When a customer loves your product or service, they’re often happy to share the love with their friends and followers on social media. And once they do, you’ve got ready-made content that’s perfect for highlighting your brand to the world. No expensive shoots. No big agency budget. And a whole lot less stress. 

Bonus: Happy customers often love being highlighted on your accounts! It’s a win-win.

Better Engagement Brings Better Results

Authentic content often performs better than polished ads on social media, email, and beyond. 

Real people using real products or services in real situations? That captures your audience’s attention in a way slick ads can’t. This kind of content is more likely to stop someone mid-scroll…and better engagement from your audience means more sales for your business!

How UGC Helps at Every Step of the Buyer’s Journey

UGC is an effective way to highlight your brand, grabbing the attention of shoppers at every stage of the buyer’s journey:

Attract: Hook Them With Authenticity

I know I’ve mentioned authenticity already, but honestly, the importance of it can’t be over-stated. Building authentic connections with your audience is crucial both during the holidays and throughout the year…expecially those in the early stages of the buyer’s journey.

This time of year, think holiday unboxings, cozy at-home demos, behind-the-scenes content, or real customers showing off their purchases or providing an honest review about your services. These moments feel genuine and draw in people who might not have heard of your brand yet.

Convert: Give Them Confidence To Buy

When shoppers see someone like them enjoying your product (using it as a gift or part of a cozy holiday ritual) or the effects of your services (broken things fixed, more time to spend with family, etc), it lowers the barrier to purchase.

UGC builds social proof. Testimonials, real-world reviews, and honest feedback help convert skeptical browsers into confident buyers.

Retain: Turn Holiday Buyers Into Loyal Fans

After they buy, featuring customers’ photos or stories keeps them connected to your brand. It shows you value them beyond the transaction. In the long run, that builds loyalty…and repeat purchases long after the wrapping paper is gone!

How To Generate UGC for the Holidays (and Beyond)

Here are three simple ways to start generating UGC:

Gather User Reviews

Do a big push for reviews before the holidays hit so you have fresh content to share. (Note: Don’t forget to get permission to share it!)

Asking customers to write reviews on Google or other sites is not only great for UGC, it’s great for your business in general! Online reviews improve your visibility online and help potential customers make the decision to buy.

Once you have great reviews to share, include them in your email newsletters, add them to your invoices, share them on socials, and embed them into your website. Also, consider placing a QR code on your website, in your storefront/office, and on your invoices that directs people to the review site of your choice so they can easily leave their review.

Encourage Customers To Share Images and Videos

Ask users to share their experiences with your brand in images and videos on social media and to tag you in their posts. Create a unique branded hashtag they can use in their posts, as well as campaign-specific hashtags for more targeted content (like for the holidays or a new product launch, for example).

You could also incentivize your customers and prospects to follow you on social media and join in your campaigns by offering discounts or hosting a giveaway for free products or services.

Engage Relevant Influencers

Reach out to bloggers, vloggers, and other influencers with demographics similar to your target audience and for whom featuring your products or services would be consistent with their other content. This has the added benefit of getting your brand in front of a whole new set of followers. 

A few tips for reaching out to influencers:

• Choose ones who reflect your brand values and who are relevant to your industry
• Follow them first!
• Email or direct message them to offer them a free product or service in exchange for sharing their honest review.
• Keep an eye on the blog or social post so you can interact with people in the comments section to answer their questions.

Pro tip: Big-name influencers aren’t the only ones worth partnering with! Consider micro-influencers as well—their reach may be smaller, but their engagement tends to be much stronger.

Holiday-Ready UGC Ideas That Actually Work

• ✨ Creator or customer gift unboxings: A festive reveal, real reaction, and genuine excitement
• 📦 Product reviews and demos: Show how the product works, how it feels in real life, and why it’s a good gift
• 🎁 Gift guides from real people: “Top gifts under $50,” “Perfect stocking stuffers,” or “Gift ideas for busy parents”—grounded in real-life experience
• 📸 Customer photos or videos on landing pages: Real humans + real products or services = huge credibility boost
• 🗣️ Testimonial ads: Combine UGC with a clear call-to-action for paid campaigns that convert

Building a Strong UGC Strategy (Without Losing Your Sanity)

At this point you’re probably thinking, “This all sounds great! But how do I even get started?” I hear you! Here are a few top tips for building a UGC strategy that will serve your brand both now and in the months and years to come:

1. Start now and stay flexible. The earlier you begin, the more time you have to collect and repurpose content. The holiday shopping season is short, so it’s important to start early and stay agile.
2. Match content to where people are in their buyer’s journey. Early stages: Fun, inspiring, gift-centered content. Later stages: Honest reviews, practical demos, and clear benefits.
3. Combine UGC & paid ads to maximize reach. Great content doesn’t have to sit only on your social feed or in your email list. Boost it, test it, and scale what works.
4. Give guidance, but don’t script everything. Provide creators or customers with key messages and must-have info to share in their posts. Then let them be themselves! Authenticity loses power when it feels forced, and their audiences will appreciate their unique style and delivery.
5. Comply with copyright, privacy, and other legal requirements. Check out the FTC’s endorsement guide, and always get explicit permission from the content creator (and anyone else in their photos or videos) before using UGC to ensure you comply with copyright and privacy laws.

Let UGC 💡Light Up Your Holiday Marketing

This holiday season, skip the flashy ads and instead opt for content that resonates made by the people who actually use your products and services. 

User-generated content brings a warmth, authenticity, and trust that traditional ads can’t touch. Plus, it relieves pressure on your team, stretches your budget, and helps you connect with customers and prospects in a way that stands out from the noisy holiday crowd.

If you haven’t embraced UGC yet, now’s the perfect time. Let the real stories sell, and watch your holiday marketing glow!

Want more great tips for your marketing during the holidays and in the year to come? Schedule a discovery call with me to learn how the Wild Fig team and I can help you reach your audience and grow your business!