Turn Your Guests into Brand Ambassadors with User Generated Content (UGC)

Word of mouth has always been one of the most powerful marketing tools, and in the tourism, leisure and hospitality industries, it remains invaluable. While physically telling someone about a great experience is very much still a thing, digital word of mouth in the form of user generated content (UGC) has taken centre stage. In fact, around 79% of people say that UGC significantly impacts their buying decisions.

But what is it? UGC is when a guest visits your business, captures photos or videos of their experience, and shares them with their followers. From influencers and content creators to everyday customers with a small friend and family oriented audience, UGC is a cost-effective and highly impactful way to grow your brand online.

Why is UGC so powerful?

1. Authenticity – People trust people. You can invest in advertising, but if guests aren’t organically raving about your business, your ads won’t have the same impact. UGC builds that genuine trust in your brand.

2. Expands Reach – When a guest shares their experience, they introduce your business to a whole new audience who may have never heard of you before.

3. Cost Effective – Instead of spending money on expensive photoshoots or ad campaigns, leverage the content your guests are already creating for you.

   
   

How can you encourage guests to get involved?

Instagrammable moments

Make it easy for guests to snap and share beautiful photos that not only reflect your brand, but also showcase the experience guests can expect. Consider aesthetic décor, unique signage, or beautifully presented food and drinks.  

Run competitions and giveaways

Engage your audience with a competition where guests share a photo or video, tag your business, and have a chance to win a prize (perhaps a free night’s stay, a meal, or a discount). This generates excitement while boosting your brand’s online presence.

Engage with your followers

When guests tag your business, make sure you respond! Like, comment and share their post to your stories. This not only validates their own experience but encourages others to share their own.

Utilise UGC throughout your marketing

Showcase the best guest generated photos and reviews on your website, email campaigns and social media. Highlighting those real customer experiences helps to build credibility and entices future visitors.

By making it easy and rewarding for guests to share their experiences, you’re not just strengthening your brand, you’re creating a loyal community of brand ambassadors who will promote your business too!

Looking for expert help in leveraging UGC for your business? As a Suffolk-based marketing consultant specialising in marketing for East of England businesses, I can create a tailored strategy to maximise your brand’s reach.