Case Studies
Industries
Resources
TikTok Collection
NEW
6 min read
UGC content is a key element in digital marketing. It’s five times more effective in conversion compared to professional content. It offers authentic interaction between brands and consumers, creating more direct and spontaneous engagement.
Through a UGC platform, brands can collect and integrate content shared by users on social media into their websites, eCommerce pages, and marketing campaigns, transforming the shopping experience into a dynamic social commerce opportunity. Continue reading to learn more about UGC content in the eCommerce industry.
Table of Contents
Let’s start with what is UGC. The term user-generated content (UGC) refers to any type of digital content created by users on social platforms or the web in relation to a product or brand. These contents can take different forms, including:
Thanks to content generated by their own community, a brand can humanize its image and build a more authentic connection with the audience compared to traditional advertising.
Additionally, the ability of potential customers to see products used in real life by other consumers strengthens trust and social proof, further encouraging the sharing of new experiences and fueling a continuous cycle of engagement and interaction.
Want to know how other brands use the Flowbox platform to incorporate all these types of UGC content into their eCommerce? Check the following examples.
Now that we’ve highlighted all types of UGC content, let’s look at some examples from the Flowbox portfolio. This UGC platform allows you to collect and integrate different content formats into your site, customizing the design according to your preferences while respecting the platform’s guidelines.
These real examples from companies can serve as a source of inspiration for you to learn how to incorporate this content effectively into your brand’s digital marketing strategy.
Images generated by customers while using your products represent the simplest and most immediate UGC content to collect. A simple selfie is enough to provide authentic proof of the product’s quality and usefulness, strengthening buyers’ trust.
A UGC gallery is a collection of user-generated images that automatically updates with photos shared by customers. UGC galleries can be integrated into different sections of a website, such as the homepage or product pages, showing real customers using products in their daily lives, conveying trust and inspiration to potential buyers.
One of the great advantages of the Flowbox platform is that you don’t have to worry if some customers aren’t active on social media.
Thanks to the Media Uploader function, your community can upload their photos directly to the platform without going through social media. Once uploaded, your team can view and approve them before integrating them into the UGC gallery, thus offering a more inclusive and accessible experience for all your customers.
DecoTrap demonstrates how using the media uploader allows you to create a flow with authentic user-generated content without having to rely on social media. These visual collections offer inspiration to customers, showing how products can integrate perfectly into their homes.
DecoTrap transforms the gallery into a powerful form of social proof, increasing trust in products thanks to real consumer experiences. An additional advantage is the integration of the completely shoppable content gallery that optimizes the purchase journey and improves the eCommerce experience.
A UGC video is one of the most authentic contents created by customers, showing real experiences with a product or service. This type of video can range from simple, spontaneous vlogs on social media to detailed reviews. Their genuine perspectives resonate with potential customers.
Thanks to their naturalness and credibility, UGC videos have become an essential tool for brands that want to build trust and engage their audience effectively. The growing popularity of UGC videos is fueled by the spread of social platforms like TikTok, YouTube, and Instagram, where users share experiences in a direct and engaging way.
UGC videos are mainly divided into two categories:
Examples of UGC content in video format include tutorials, reviews, demonstrations of everyday use, and ‘first impressions’. Thanks to the versatility of this format, brands can offer personalised and engaging shoppable video content, covering different fundamental aspects to generate trust and strengthen the relationship with the audience.
CREATE is a Spanish home appliance brand that transforms the shopping experience into a journey of inspiration thanks to UGC content. The Flowbox Flows they use to showcase their UGC videos and photos combine design and functionality.
From tutorial videos to recipes with an aesthetic touch, CREATE offers everything a consumer wants to see, creating an authentic connection between the product and everyday life.
CREATE has integrated UGC videos into their flows to show real examples of how their home products are used. They identified consumer needs during the purchasing process, focusing on ease of use and how the product harmonizes in domestic spaces.
Through the collection and aggregation of UGC video content, CREATE allows customers to visualize products in real contexts, helping them imagine them in their own environment.
Articles represent an excellent tool for enriching information about your products and expanding the type of customers who visit the site. Offering interesting content allows visitors not only to make purchases but also to deepen their knowledge of topics related to your products.
There are different types of articles that fall under UGC content: those written by users convey authenticity and trust, while articles created by your collaborators represent the perfect balance between the brand’s message and community interaction. In this way, your writers can ensure consistency with the company identity, while user-generated content adds further credibility and engagement.
For Chilli, the Swedish brand, a step forward is ensuring that readers are encouraged to explore the products once they are satisfied with the content. Integrating flows can draw more attention to products than to the information in the articles.
Additionally, making these UGC flows in blog articles shoppable guides the customer directly to the final stage of the purchasing process, increasing visits to product pages and encouraging conversions.
Chilli uses UGC on their site to create a complete digital ecosystem, connecting all touchpoints and enriching product pages with authentic images provided by users.
When it comes to forums, there are different types, but the most used in eCommerce sites are question and answer forums (Q&A forums). These spaces allow users to freely discuss products and services, generating authentic and detailed content.
The shared questions not only help other consumers make informed decisions but also strengthen a brand’s credibility without the need for direct promotions. Additionally, they encourage open conversations, offering companies an opportunity to better understand customer needs and improve communication without having to personalize each individual response.
An effective example of this approach is ScS, a furniture company that has integrated a dedicated area for questions directly under their products. This forum consists of user questions and answers that make each FAQ section customized for each product.
Thanks to this strategy, ScS has identified the most relevant information to include on the site and developed targeted solutions for their community. This approach not only improves the customer experience but also allows for product optimization based on users’ real needs.
Reviews offer a direct and transparent opinion from those who have already purchased a product. They are among the most influential UGC content, as they guide purchasing decisions and organically improve the brand’s reputation.
When reviews are positive, they can work as testimonials for the product and brand, offering effective social proof and strengthening consumer trust. Testimonials, in fact, represent authentic statements from satisfied customers who share their positive experience, making credibility-based marketing even more powerful.
To offer customers greater confidence in the quality of their products, the Dutch brand Isodeco has integrated a dedicated area for reviews directly under each item. This allows customers to consult real feedback from previous customers, both visual and written, ensuring that each review is specific to the product in question and comes from users.
These product-specific reviews not only help customers make more informed purchases but also reduce post-sale issues, increasing trust and loyalty towards the brand.
The previous examples show how eCommerce brands use Flowbox to optimize customer experience and increase engagement. The features offered by the platform could also help your brand make the most of your UGC content.
For images and videos not shared on social media, Flowbox’s Media Upload feature allows customers to upload content directly to the site, offering greater control and centralized management. Additionally, the platform automatically collects UGC content from Instagram, TikTok, Facebook, Pinterest, Twitter, and YouTube, facilitating moderation and publication.
Flowbox simplifies the management of usage rights for UGC content, allowing brands to request media use through comments or direct messages in a semi-automatic way. The platform monitors the status of each request and automates the publication of approved content.
The integration of ratings and reviews directly into product pages helps strengthen consumer trust, offering social proof and authenticated feedback. Flowbox allows for the effective collection, moderation, and distribution of reviews.
Flowbox’s Flows allow for dynamically updating content based on tags, offering a personalized and engaging experience. Additionally, Dynamic Product Flows are usually the flows with the best performance. The features help easily increase flow results by multiplying cross-selling and increasing product discovery.
Flowbox transforms UGC content into interactive shopping experiences, integrating purchase links in images and videos. Features like MultiProduct Linking and Flowbox AI Recognize simplify UGC management.
By encouraging the creation of UGC among your customers and implementing Flowbox’s features, you can improve the customer experience and stand out from competitors with a smooth and engaging purchase journey.
Want to discover how to customize the UGC content strategy for your brand with Flowbox UGC Platform? Book a demo!
![UGC Marketing: Benefits and Tools [+Examples]](https://getflowbox.com/wp-content/uploads/2025/02/banner-ugc-mkting.png)