How to get customers to create content that sells (and still entertain them)

Do you want more UGC but feel that customers are not as shareable as they could be? Maybe the problem lies elsewhere than in the audience. Maybe the right impetus is missing. And a bit of psychology.

Why do people (not) share content?

Customers don't create content for the love of brands. They share because it gives them something. Emotionally, socially, or purely practically.

Here are the main motivations you can work with:

• Self-expression - I want to show who I am. And that I have taste.

• Recognition - I want to be recognized by the brand or community. At least a like.

• Belonging - I want to belong to something more. To be part of "our brand".

• Inspiration and Sharing - I want to give advice, make recommendations, be useful.

• Fun and play - I want to have fun. And a little competition.

Notice that nowhere does it say "I want to help the brand sell". But it's when you meet their needs that content is created that sells on its own.

How to translate this into practice?

---

1. Give simple challenges (and make them sexy)

Instead of "Share what you bought" try something like:

• "How is your morning ritual with our coffee?"

• "Show us how you wear our new glasses - #MujLookOdX"

• "Your first reaction after unpacking? Film it!"

Leave room for creativity, but set a clear framework. Set an example.

2. Gamify. Don't let it be boring

People love small challenges and a sense of achievement. All it takes is a few elements:

• Ranking of the best videos/moments of the week

• Sticker/underlay for fans who create frequently

• Drawing for those who add content (not necessarily a prize for the best)

It's not about the iPhone competition. It's about something happening.

3. Make people feel like they matter

When a customer sends a photo and you ignore it? Game over.

If you repost it and thank him by name? You have a new ambassador.

Valuation is currency. The more often you pay it out, the more you get back.

4. Incorporate the challenge into the purchase

Challenge package:

"Tag us with the hashtag #MySkinAfterX and watch to see if you get on our feed."

QR code on the cover that opens the pre-made Instagram Story template.

UGC starts with the product, not Instagram.

5. Build a community vibe

People don't create content for a brand. They create for the community the brand represents. If you want them to create, you have to make them feel like they belong. That they're part of the story.

This means it's not enough to just repost stories. You have to be active. Pay attention to them. Give them a name, a voice, a spotlight. Make up inside jokes, use community slang, address them as insiders. Show that you care about them more than their wallet.

One extra comment, a surprise in the DMs, a response to a story unrelated to you. This builds trust. And from trust comes content that feels natural, not forced.

Summary?

The UGC it sells doesn't come from nothing. It arises where the brand understands the psychology of people. It gives them enough reasons to want to be part of the story.

Be a brand that entertains. A brand that gives space. And that values every contribution.

The algorithm does the rest.