Affiliate marketing doesn't work without trust. Customers aren't just buying the product. They’re buying the recommendation. And the success of that recommendation depends on how credible, relatable, and persuasive it feels.

This is exactly where user-generated content (UGC) builds credibility. UGC proves that real people are buying, using, and loving the product. Instead of polished brand messaging, it offers something more powerful—everyday people’s real experiences.

In this blog, we’ll break down why UGC is a game-changer for affiliate marketing, how it strengthens trust and authenticity, and how brands can use it to help affiliates drive more sales with less effort.

What is user-generated content?

User-generated content (UGC) refers to any form of content, such as photos, videos, reviews, or testimonials, created by customers. It’s shared organically by real users, often featuring the product in action, and acts as a powerful form of social proof. 

Since UGC shows real people using and loving your product, it builds credibility and increases conversions from potential customers.

For example, Graza, a DTC olive oil brand, regularly reposts customer and affiliate content to its Instagram feed and Stories. This approach helps the brand stay top-of-feed while reinforcing product value through real customer usage.

‍

Types of UGC

User-generated content takes many shapes, but its impact is consistent. It provides prospective buyers with the validation, context, and motivation to make purchasing decisions. 

Here are the most common types of UGC used in ecommerce:

1. Photos: Unpaid customer photos are one of the most accessible forms of UGC. They show products in real-world use (on kitchen counters, in closets, or out in the wild). Brands can feature these on product display pages (PDPs), social posts, or email marketing flows to add authenticity and visual variety.

‍

2. Videos: User-generated videos (like unboxing videos and product reviews), usually shared as TikToks and Reels, are highly engaging and versatile. They drive stronger results across social and paid channels while giving customers a more vivid, real-life sense of the product.

‍

3. Reviews and testimonials: Real feedback from real customers, especially when it’s detailed, is powerful. Whether it’s about the fit, feel, or overall experience, these reviews help build trust on-site (especially on PDPs) and work well alongside affiliate endorsements.

‍

4. Social media posts: Tags and mentions on social media platforms like Instagram, TikTok, Pinterest, etc, that feature your products are a goldmine of organic content, creating visibility for your brand. These are often unsolicited and unfiltered, which adds to their authenticity and value. You can curate and repost these as part of your brand storytelling.

‍

5. Blog posts: Long-form UGC like reviews, listicles, or tutorials shared on personal blogs add credibility and boost search visibility. They’re especially effective at reaching high-intent buyers and are often created by affiliates looking to earn commissions.

6. Comments: Whether it’s funny, heartfelt, or super relatable, replies on Instagram, YouTube, or community forums are full of authentic moments. Showcasing these adds personality to your brand and builds trust without having to create anything new.

‍

Benefits of user-generated content

User-generated content (UGC) doesn’t push offers. It builds trust. It works because it feels real. When people see everyday customers using and enjoying your product, it removes skepticism and builds confidence in the buying decision.

Here’s why UGC is effective:

• Social proof: When potential buyers see others loving your product (whether it’s a review, an unboxing, or a tagged Instagram Story), it sends a powerful signal that the product is a smart and safe choice. UGC taps into that psychological bias and reduces perceived risk.
• Authenticity: UGC shows the product in real life without any scripts or polish. That kind of authenticity is especially powerful for new customers discovering your brand for the first time. 
• Engagement: UGC performs better on social because it blends in. It feels native, not like an ad. People are more likely to watch, share, and comment when content feels personal and unscripted. When brands regularly engage with and reshare UGC, it creates a feedback loop where customers feel seen, and others feel inspired to join the conversation.
• Better conversion: Studies show UGC can increase conversion rates by 161% on product pages. Whether in email flows, paid ads, or TikTok content, UGC consistently outperforms polished copy because people trust real opinions more than brand claims.

How to generate UGC

If you want to generate user-generated content for your brand, you need to make it easy and reward sharing. For ecommerce brands, this means building moments into the customer journey where content creation feels natural and worth doing. 

Here are five proven strategies to generate more UGC:

1. Ask customers to leave a review

Your best opportunity to collect content is post-purchase, specifically right after product delivery. Set up automated email or SMS flows (via Klaviyo or Postscript) asking customers to leave a review and include a prompt to upload a photo or video content.

2. Engage with existing posts on social media

Check your tags and mentions regularly on Instagram and TikTok.

Like, comment, and repost content from customers. These small interactions build goodwill and encourage others to join in.

When people see that your brand is listening, they’re more likely to keep creating.

3. Encourage customers to share on social media channels

Create a brand-specific hashtag and include it across your brand touchpoints, like your packaging, thank-you cards, and emails.

Inform customers where and how to tag you and reshare content posted by them consistently to keep the momentum going.

4. Launch a contest on Instagram

Contests spike content volume and help you source creative formats from your audience.

Launch time-bound campaigns that reward the best submissions from customers. For example, a skincare brand could promote a contest where followers need to share their skincare routine to win a 3-month supply.

5. Offer incentives

Offer discount codes, loyalty points, or early access in exchange for content. Include CTAs like “Share a TikTok about the products and we’ll drop a $10 gift card in your inbox.”

How UGC supports affiliate marketing

User-generated content strengthens affiliate marketing by offering persuasive assets to support your affiliate marketing efforts. It helps affiliates build trust, stand out with authentic content, and drive sales. 

UGC builds credibility and trust.

When affiliates share videos or posts that reflect real experiences (whether content they’ve created themselves or reposted from customers), they tap into something far more persuasive than polished ads—authenticity. 

This kind of content feels honest, relatable, and trustworthy, leading to higher engagement and stronger conversion rates.

This also creates an efficient content engine for brands. When affiliates generate high-quality UGC, brands get a stream of fresh, relatable content without having to produce it all in-house. Instead of producing everything in-house, brands can repurpose this content across product pages, paid ads, social media, and email campaigns—extending its value and reach.

It also works across affiliate types and channels.

Whether created by niche bloggers, micro-influencers, or loyal customers, UGC incorporated into affiliate promotions brings real-world context to your products, making affiliate posts seem more authentic.

Best practices for collecting and managing UGC for affiliate marketing

To make UGC a growth-driving lever for your affiliate program, you need more than just volume. 

Here are five best practices to help you collect, manage, and use UGC in ways that support affiliate performance and brand growth:

1. Track and collect all UGC in one centralized system

To make the most of all the user-generated content shared about your brand, it needs to be organized. Relying on saved Instagram posts or manual Google Drive folders isn’t scalable. You need a system that automatically captures, stores, and categorizes content from your affiliates.

Social Snowball’s social listening feature automatically saves every content shared on Instagram and TikTok about your brand directly into a media library. You can view performance metrics (like views, engagement, clicks), filter by date or campaign, and quickly identify your highest-leverage content.

Centralizing your UGC saves time and makes it easier to spot patterns and repurpose content quickly.

‍

2. Provide detailed creation guidelines to affiliates

Without direction, affiliates may create off-brand or ineffective content. A strong brief ensures they deliver high-quality assets that align with your goals and need minimal revisions.

Share a brief with your affiliates that includes:

• Visual do’s and don’ts (lighting, framing, no excessive filters).
• Preferred formats (unboxings, how-tos, day-in-the-life).
• Key product benefits and value props to mention.
• Brand tone and voice (playful, informative, etc.)
• CTA examples (e.g., “Use my code for 15% off”).

Read how you can help your affiliates create content.

3. Identify which formats and messages drive the highest performance

Not all UGC will drive results. A 15-second TikTok unboxing might consistently outperform a polished long-form review, but you won’t know unless you measure. Track performance using key metrics like:

• Video views vs. watch-through rate
• Link clicks and conversion rates
• Saves, shares, and comments
• Affiliate-attributed revenue tied to that piece of content

Once you have the data, analyze what your top-performing content has in common. Is it casual phone-camera footage, a specific hook in the first three seconds, or a strong CTA? Use those insights to give affiliates clear, data-backed direction, so they can double down on what works, not just what looks good.

4. Engage with UGC to show appreciation

If you want more user-generated content, you need to incentivize it. Affiliates and customers who see their content liked, shared, or commented on by the brand are more likely to post again and go the extra mile.

Here’s how you can engage with user-generated content:

• Like and comment on affiliate UGC within 24-48 hours of posting.
• Reshare great content to your Instagram Stories, feed, or email newsletter.
• Credit UGC creators publicly and thank them for their posts.
• Tag them in reshares to boost their visibility too.

5. Repurpose UGC for digital marketing 

Collecting UGC is just the first step. The real value comes from using it strategically. Repurpose high-performing content across key conversion touchpoints to boost results and reduce the need for constant new production.

Here’s how to repurpose UGC effectively:

• On your product pages (PDPs): Embed short-form videos (like TikTok or Reels) that show the product in real use. This gives shoppers real-world context and builds trust right before purchase.

‍

• In your email flows: Include user-generated content within abandoned cart sequences, post-purchase education emails, and winback campaigns. A happy customer showing off your product works better than any brand graphic.

• Creatives for paid ad campaigns: Turn proven UGC into high-performing ad creatives. Spark Ads on TikTok or whitelisted creator ads on Meta often outperform studio content because they feel native and relatable.

‍

• During affiliate onboarding: Show new affiliates what great content looks like. Curate a mini-gallery of high-converting videos and explain why they work. 

• In marketing campaign briefs: Use top-performing UGC to illustrate tone, format, and delivery. Rather than generic prompts, share real examples so affiliates know exactly what kind of content to create to boost the partnership experience.

‍

Ready to drive more growth with UGC in your affiliate and influencer marketing strategy?

Content from real people builds trust that your brand needs to acquire new shoppers successfully. It turns static promos into persuasive, authentic recommendations.

If you want to grow your affiliate program with content that performs, Social Snowball gives you the structure to do it at scale. Here’s how it helps:

• Save and organize UGC automatically: Every TikTok Shop video created by your affiliates is stored in a media library you can search, filter, and reuse.
• Spot high-performing content easily: Use built-in metrics to see which pieces of content are getting clicks, views, and conversions.
• Track social mentions in real-time: Find customer posts and shoutouts without relying on manual monitoring.
• Run product seeding campaigns that lead to content: Gift products to affiliates with clear CTAs and built-in performance tracking.
• Make affiliate operations simple: One dashboard for onboarding, codes, commissions, and content without spreadsheets or extra tools.

‍

Frequently asked questions

How can ecommerce brands curate and share user-generated content on social media?

Ecommerce brands can curate and share user-generated content on social media platforms by using a structured way to find, organize, and reuse high-quality content that your customers and affiliates are already creating, especially on TikTok and Instagram.

To find user-generated content:

• Monitor social media platforms for branded tags and mentions (use TikTok Creator Center or Meta Business Suite for automated monitoring).
• Create a branded hashtag to encourage customers to share on social media and track them all easily.
• Collaborate with influencers to create content that is authentic and engaging.
• Run gifting campaigns to incentivize affiliates to post content. Social Snowball lets you track redemptions and follow-up content.
• Add image or video upload prompts to product review widgets.
• Send post-purchase emails asking for a review with a media upload option.

To curate user-generated content:

• Collect and store UGC content in one place with tools like Social Snowball.
• Get permission from the original creator before reposting and reusing.
• Sort by performance. Track views, likes, saves, and CTR to flag high-performing content.
• Exclude poor-quality content (blurry videos, dark lighting, off-brand audio or text overlays).

To share UGC on social media:

• Repost to your TikTok and Instagram feeds. Tag the original creator and add context in captions.
• Repurpose high-performing UGC into paid ad creatives.
• Edit the content within TikTok Ads Manager or Meta Creative Hub to match ad specs and test variants.

⛄ Pro-tip: Add your best-performing videos or customer photos to product pages for built-in social proof. Use them across key email flows, like abandoned cart, reorder reminders, winbacks, and post-purchase education. You can also repurpose top content as examples when onboarding new affiliates to help them create better posts.

‍