User-Generated Content Strategies for Multi-Location Brands and Franchises

Your customers are already creating content about your brand. Are you using it?

Every day, people snap photos, record videos, and share their experiences with businesses just like yours. That goldmine of authentic content can transform your marketing without breaking the budget.

In this blog, Curren Jardim, Social Media Coordinator, will explore what user-generated content means, why it works, and how to use it across your marketing channels.

What You’ll Learn:

• What is User-Generated Content?
• Why UGC Works
• Common Types of UGC
• How to Encourage UGC
• UGC Strategies
• Best Practices
• Measuring Success
• Tips for Multi-Location Brands
• FAQs

Expert Opinion

Here’s the truth that marketing experts have known for years: Nobody trusts your brand as much as they trust their friends. That’s not personal. It’s just human nature. We’re wired to believe the people we know over the companies trying to sell us something. And that’s exactly why user-created content has become the secret weapon for savvy brands everywhere.

Think about it. When was the last time a perfectly polished ad convinced you to try something new? Now, when was the last time you bought something because your coworker wouldn’t stop raving about it? Exactly.

The UGC meaning goes beyond just “content made by users.” It represents a fundamental shift in how brands earn trust. Marketing experts see this playing out across every industry: the brands winning today aren’t the ones shouting the loudest. They’re the ones amplifying their customers’ voices.

When someone shares a genuine moment with your product or posts an honest review, they’re doing something your marketing team never could: they’re being believably, authentically human. And in a world where consumers are bombarded with thousands of marketing messages daily, that authenticity isn’t just nice to have. It’s everything.

What is User-Generated Content?

User-generated content, often called UGC, is any content created by customers, fans, or followers rather than the brand itself. This includes photos, videos, reviews, social media posts, and testimonials. Its content is made by users, for users, showcasing real experiences with your brand.

In today’s social landscape, UGC matters more than ever. People trust other people more than they trust brands. When someone sees a friend or stranger post about a great experience at your restaurant or with your product, it feels genuine. That authenticity cuts through the noise of traditional advertising and creates meaningful connections with potential customers.

Why UGC Works

User-generated content social media campaigns work because they build trust and authenticity. When real customers share their experiences, it shows that your brand delivers on its promises. 

UGC also expands your reach through authentic customer voices. Every time a customer posts about your brand, they’re introducing you to their entire network. It’s like having thousands of mini brand ambassadors spreading the word for you.

Finally, user-created content provides low-cost, scalable content for brands and franchises. Creating professional content is expensive and time-consuming. With UGC, your customers do the heavy lifting. You get a steady stream of fresh, diverse content without the hefty price tag of a full production team.

Common Types of UGC

Let’s take a look at some of the most common types of user-generated content and how you can incorporate it into your strategy.

1. Customer photos and videos are the most popular type of user-created content. Whether it’s a selfie with your product, a video talking about it, or a few snapshots, this content feels personal and relatable.
2. Reviews and testimonials pack a powerful punch. Whether they’re written on Google, Yelp, or your website, honest customer feedback helps others make confident buying decisions, while also boosting your credibility and search rankings.
3. Branded hashtag posts make it easy to find and organize user-created content. It creates a collection of content and builds a sense of community around your brand.
4. Employee and advocate content shouldn’t be overlooked. This behind-the-scenes look humanizes your brand and adds variety to your content mix.

How to Encourage UGC

So, how do you get the user-generated content social media followers will love? You ask! Here are some tips for how to get great UGC:

1. Make it easy to share by telling customers exactly what you want them to do. A simple “Share a photo of your meal and tag us!” works much better than complicated instructions with multiple steps.
2. Create a memorable branded hashtag and put it everywhere: on your receipts, in your store, on your packaging, and in your social media bios. Give people fun prompts that inspire creativity while staying on-brand.
3. Highlight and reward customer participation. Recognition makes them feel valued and encourages them to keep creating. Consider running contests, featuring a “customer of the month,” or offering small perks to active participants.

UGC Strategies

Before asking your audience for content, you need to create your user-generated content strategy. Here are some things you can include in your marketing.

Social Posts

UGC ideas really shine on social media! You can:

• Share real customer photos and videos to build authenticity and boost engagement. 
• Use branded hashtags to make it easy for customers to contribute content you can reshare.
• Feature creators regularly to encourage more participation and strengthen community trust.

Websites and Landing Pages

UGC can add a spark to your website and landing pages. Try: 

• Add customer testimonials and real photos to increase credibility and lift conversions.
• Use dynamic UGC galleries that automatically pull in approved posts from social media.
• Highlight user-generated content strategies near call-to-action buttons to reinforce social proof at the moment of decision. 

Ads and Promotional Materials

You can also use user-created content on ads and promotional materials.

• Ads with real-life customers often perform better than perfectly polished ads. Something about that authentic and genuine content just stops the scroll! 
• Test different types of content, including customer videos, reviews, and product shots, to see which resonates with your audience and where. What resonates with one audience might differ from what resonates with another, so experimenting helps you find your sweet spot.
• Always ask before using customer content in campaigns. Just because someone tagged you doesn’t automatically give you permission to use their content in paid ads.

Local Listings and Review Platforms

Local listings and review platforms are great sources of UGC ideas. You can:

• Encourage customers to leave reviews by asking at key touchpoints. Make it easy by including direct links to your review profiles.
• Reshare positive reviews on social media or websites to amplify customer sentiment. This extends its impact and shows appreciation for the reviewer.
• Monitor and respond consistently to build trust and improve search visibility across local listings. Responding to reviews—both positive and negative—shows you’re engaged and care about customer feedback.

Best Practices

Now that you know you want to use user-generated video, testimonials, and other content, let’s talk about best practices.

First, always request permission before using someone’s content. Just because they tagged you doesn’t mean it’s okay to repurpose their post. 

If they do give you permission, be sure to credit them. Tag them in the post, mention their name, or include their handle. This shows that you value their input.

You also need to keep your brand guidelines in mind when you’re sharing UGC. Not every piece of user-generated content will fit your brand image, and that’s okay. Curate thoughtfully to maintain your standards while still showcasing authentic customer voices.

Measuring Success

Just like any other type of content, you need to monitor certain KPIs to ensure your user-generated content strategy is successful.

Start by tracking engagement metrics like likes, comments, shares, and saves on posts featuring user-generated content. Compare these numbers to your branded content to see how UGC performs. Often, you’ll find that authentic customer content drives higher engagement.

You should also measure reach to understand how far your user-generated content strategy is spreading. UGC often reaches new audiences that your branded content doesn’t touch. Track impressions and audience growth during UGC campaigns.

Finally, calculate content output and cost savings. Count how many pieces of usable UGC you collect each month and compare that to what it would cost to produce the same amount of professional content. The savings can be substantial for multi-location brands.

Tips for Multi-Location Brands

If you run a multi-location brand or franchise, you know that you need to do marketing a little bit differently than single-location businesses. User-generated content strategies are no different.

Here are some tips to turn your UGC ideas into success for your multi-location business:

• Keep branding consistent across all locations while allowing room for local personality. Create clear guidelines about what types of UGC fit your brand so every location maintains the same quality standards.
• Empower local teams to collect and share user-generated content from their communities. Local managers often have the best relationships with customers and can spot great UGC opportunities. Give them the tools and authority to act.
• Create simple processes to collect and reuse UGC at scale. Build templates, approval workflows, and sharing systems that any location can follow. The easier you make it, the more likely your teams will consistently participate.

FAQs

1. What is user-generated content (UGC)?

User-generated content is any content created by customers, employees, or fans rather than the brand. This includes photos, videos, reviews, social media posts, and testimonials that feature or mention your business.

2. Why is UGC valuable for businesses?

UGC builds trust because it comes from real people sharing honest experiences. It’s more authentic than traditional advertising, extends your reach through customer networks, and provides cost-effective content that scales across locations.

3. Do I need permission to use someone’s UGC?

Yes, you should always ask permission before using customer content, especially in paid advertising. A quick message requesting permission shows respect and protects you legally. Most customers are happy to have their content featured.

4. How can I encourage customers to create UGC?

Make it easy by using simple calls-to-action and branded hashtags. Ask at the right moments, like after a positive experience. Highlight and reward participation by regularly featuring customer content and showing appreciation for contributors.

Rallio: User-Generated Content & Social Media’s Best Friend

Ready to harness the power of user-generated content for your brand? Rallio can help! 

Our intuitive interface is supercharged by AI and ready to streamline your social media management. Whether you need help keeping track of your user-created content, creating attention-grabbing posts, or building relationships with your audience, Rallio is here to help.

Are you ready to build a more authentic and engaging presence that resonates with your audience? Get started today!