How User Generated Content (UGC) Transforms Local Businesses in 2024

How User Generated Content (UGC) Is Changing the Game in 2024

You ever just trust a stranger’s recommendation more than an ad? Like, you see a post on Instagram from someone about a taco truck in Austin, and next thing you know, you’re Googling directions. It’s wild. That’s the magic of user generated content. It’s all over the place in 2024, and let me tell you—it’s not going away anytime soon.

Here’s a wild stat: 79% of people say user-generated content (or UGC for short) heavily impacts what they buy. Think about that for a second. People care more about what their neighbors or random folks are saying online than anything a brand could ever put out. Whether you run a taco stand in Los Angeles or a small coffee shop in Brooklyn, UGC is something you need to tap into. Because, honestly, people are talking about your business online whether you like it or not.

What is UGC Anyway?

Let’s break this down real simple. User-generated content is just what it sounds like—it’s content your customers make about your business. And it can be anything. A photo. A video. A review. Anything. The beauty of UGC is that it’s not polished. It’s not some slick ad a company paid for. It’s real. People trust it. Ever seen someone post a review on Google about that hole-in-the-wall pizza joint in Chicago? Or maybe someone tagged your local barbershop on Instagram after a fresh cut? That’s all user-generated content.

• Photos: Customers love snapping pics of their coffee, pizza, or whatever and posting it on social media.

• Reviews: Someone leaves a review about your nail salon in Phoenix, and suddenly, people trust that review more than your website.

• Videos: A TikTok showing your trivia night at your bar in Portland? That’s free UGC doing work for you.

Now, I’ll be real. At first, I didn’t get why user-generated content was such a big deal. I mean, why does it matter if someone tags your restaurant on Instagram? But here’s the thing—it’s like free marketing. And it’s real. It’s not scripted, it’s not fake. When people talk about you, others listen. Especially when it’s on social media.

Why UGC is Pure Gold for Local SEO

Let’s get into the nitty-gritty for a second. User-generated content is like the secret sauce for local SEO. You know SEO, right? Search Engine Optimization. It’s how people find you when they Google something like “best coffee shop in Seattle” or “best BBQ in Kansas City.” Well, UGC feeds into that.

• Reviews on Google: Every review someone leaves on Google is like a little vote for your business.

• Social Media Tags: When people tag your business on social media, it’s like a neon sign for Google. The more people talk about you, the better.

• Local Events: Got an event coming up? People are already snapping pics and posting about it. It’s like free SEO magic.

There was this BBQ joint in Kansas City that my friend owned. No ads. No crazy marketing budget. But people kept posting pictures of his ribs on Instagram and leaving reviews on Yelp. Before long, when you Googled “best BBQ in Kansas City,” his place popped up first. All because of user-generated content. Crazy, right? It’s like the internet does all the work for you when people start talking about you.

How to Get People to Create UGC for You

Now, let’s be real for a sec. You can’t force people to create user-generated content. That’s not how it works. But you can make it easy for them. Here’s how:

• Run Contests: Offer something fun like, “Post a pic of your food, tag us, and you could win a free pizza.” Trust me, people love free stuff.

• Host Events: Throw live music at your café in Brooklyn, or put on a pop-up event in Los Angeles. People will snap pics without you even asking.

• Ask for Reviews: You don’t have to beg. Just offer a little discount for anyone who leaves an honest review. I know a guy who runs a car repair shop in Phoenix—he offers 10% off for reviews, and his Google review count exploded.

People love sharing, but they need a little nudge sometimes. You create a fun, relaxed environment, and they’ll handle the rest. It’s like giving them the tools, and they do the rest of the work. User-generated content works best when it feels natural.

Social Media is the UGC Playground

Here’s the thing—social media and user-generated content go hand in hand. If your business isn’t on Instagram, TikTok, or Facebook, you’re kinda invisible. Like, everyone’s already sharing what they’re eating, where they’re hanging out, and what they’re buying. You need to be part of that conversation.

• Instagram: This platform is perfect for UGC. Someone snaps a pic of their coffee in your café in Portland, tags your place, and suddenly, their followers know about you.

• TikTok: TikTok’s massive right now. A 10-second video of your restaurant in Miami could blow up. And here’s the best part—it doesn’t have to be polished. People love the raw, real stuff.

• Facebook: Yeah, people still use Facebook. Especially for leaving reviews. You need those user-generated content tags and posts.

When people post about your business on social media, it’s authentic. It’s not like they’re being paid. They’re sharing because they want to. And others trust that. If your customers are talking about you online, others will start checking you out. That’s the magic of UGC—it’s genuine, and people can spot the difference.

UGC Shines at Local Events: Here’s How to Maximize It

Here’s something I’ve seen over and over again—user-generated content shines the most during local events. People love sharing what they’re doing, where they’re going, and who they’re hanging out with. If you’re near an event like SXSW in Austin, you need to take advantage of that. Here’s how:

• Offer Event-Exclusive Deals: If your business is near a big event, offer something like, “Show us your badge from SXSW, and get 20% off your meal.” People will post about it, and you’ll get a flood of free UGC.

• Collaborate with Other Businesses: Partner with another local spot to create something unique for the event. Maybe a coffee shop and bakery team up to offer a special menu during the Portland Art Walk. Trust me, people will be snapping pics.

There was this pizza joint in Miami during Art Basel that named pizzas after some of the artists at the event. People went crazy for it. They were snapping pics, tagging the artists, and tagging the pizza place. It was free advertising. They didn’t need any marketing—social media did the work for them.

UGC Wins and Fails (Yeah, I’ve Been There)

I’m not gonna lie—not every user-generated content plan works. I’ve had my fair share of flops. One time, I ran a UGC contest for a coffee shop in Chicago. We offered free coffee for anyone who posted a pic of their drink and tagged us. Sounds good, right? But nobody really cared. People posted for the free coffee, but it didn’t build any engagement with the brand. Big fail.

Then, down the street, another café ran a contest where the best coffee pic got featured on their Instagram feed. They got tons of engagement. People wanted to be part of something bigger than just getting a freebie. That’s the lesson: UGC works best when it feels like you’re building a community. It’s not just about the free stuff—it’s about connection.

UGC Works for Any Business, Not Just Cafes and Restaurants

You might be thinking, “Okay, UGC sounds great for restaurants and cafes, but what about my business?” Trust me, user-generated content works for any business.

• Barbershops: People love showing off their fresh cuts. If you’re a barber in Brooklyn, encourage your customers to post pics of their new look and tag your shop.

• Auto Repair: I know a guy who runs a mechanic shop in Phoenix. He asked customers to post before-and-after pics of their car repairs. It built so much trust with new clients. People love seeing real results.

• Dentists: Yup, even dentists. I’ve seen dental offices in Detroit grow by having patients post pics of their new smiles after a teeth cleaning. It works.

No matter what kind of business you run, people are willing to share their experiences. You just have to give them a reason to.

Wrapping It All Up

So here’s the deal. User-generated content is pure gold, and it’s not going anywhere. You can’t force it, but you can encourage it. Whether you’re running a taco truck in Austin, a barbershop in Brooklyn, or a dentist’s office in Detroit, UGC can help your business grow in ways traditional ads never could. You don’t have to pour a ton of money into big ad campaigns when your customers can do the talking for you.

Here’s the truth: User-generated content isn’t something you can buy—it’s something you inspire. It’s about creating experiences that people want to share. Make it fun. Make it worth talking about. And let your customers do the rest. When people start sharing their stories about your business, you’ll be surprised how far that content goes.

Remember, people are already talking about you—whether it's that diner in Portland, the barbershop in Brooklyn, or the taco truck in Los Angeles. If you give them a reason to shout louder, they will. You don’t need a fancy marketing plan or a massive budget. You just need your customers.

So, make it easy for people to talk about you. Let them take pics. Encourage them to leave reviews. Run contests that build excitement, not just free handouts. Once you nail that, the user-generated content will start rolling in. And when that happens, watch your business grow—without spending a dime on ads.

The best part? It’s real. It’s genuine. And that’s exactly what people are looking for in 2024.

Final Thoughts on UGC: You’ve got this. You don’t need to overthink it. Your customers are already your biggest marketing asset. So, create moments they want to share, and your business will see the benefits. Whether it's a post on Instagram or a review on Google, user-generated content is your secret weapon.