How to Build Community Engagement through User-generated Content in 2025

In 2025, there are only two ways that a brand is interacting with user-generated content (UGC): either they are leveraging it to build their brand presence or completely missing out on its benefits.

And every marketer knows that missing out on what is relevant is a step towards failing with your marketing strategy. No one wants that. We all want to create marketing campaigns that meet our KPIs, if not completely exceed them! Now, how can we do that on social media this year? Community engagement through UGC.

Here’s how to properly make use of UGC to build and engage an online community:

1. Bring in a sense of belonging.

A community is a space in which people know they belong. That means your brand should encourage interaction and connection for a real, vibrant community to thrive on social media, which you can accomplish through UGC.

Why UGC? Although influencer marketing has its unique place in your marketing strategies, trust is not built with an army of flashy KOL content alone.

It can be as simple as resharing an Instagram story a happy customer tagged you in, or keeping a highlight on your page dedicated to customers talking about their experiences. Acknowledge posts through likes, comments, and community spotlights on your pages so they know their trust in your brand matters.

If you need a reference, many beauty brands today do this! One example is about-face by Halsey. The brand’s Instagram Stories are riddled with makeup looks and tutorials by avid users. In addition to that, they also have carousel posts of “muses” using their latest products:

2. Initiate avenues for interaction.

You can’t just wait for customers to make content about your brand before you take advantage of UGC. Start now by initiating a campaign that invites people to make content about your brand and share it.

For example, one of the ways Spotify Philippines promoted 2024 Wrapped was through its Branded Mission, a TikTok challenge that let users make a year-end recap video through a CapCut template the brand provided.

This gave Spotify users a chance to show off the highlights of their 2024, along with their 2024 Wrapped results, without having to do much editing. Personalization can encourage more interaction!

3. Tell your brand story through people.

It gets hard to constantly come up with creative content that reflects your brand story. With UGC, you don’t have to rely on your content plan alone to engage consumers.

Each user offers a different voice and perspective about your product, so let these differences make your content more dynamic and approachable.

Dyson is known as a high-tech brand of hair and floor care products, but this UGC post communicates its unmatched tech by making it fun and relatable: a challenge that compares the speed of wet-to-dry straightening to a quick makeup routine.

Real-life uses, testimonials, and reviews are just some ways your brand can incorporate UGC in its storytelling. Let customers enrich your brand story through their words and experiences, and you can build an engaged community on mutual trust and appreciation.

Let UGC breathe life into your marketing strategy

UGC lets your marketing campaigns be more grounded, as they make your brand more accessible to its customers. Remember to foster a sense of belonging between customers, create opportunities for customers to interact with your brand, and to give them room on your social pages to tell your story on your behalf.

Want to make marketing campaigns that make a difference? Download our social media trends guide here.