Today, user content plays a central role in positioning brands more sustainably and building authentic connections with target groups. Companies are increasingly recognising the value that user-generated content offers for brand development. In this article, you will learn how user content can really take your brand to the next level and which stimuli are particularly effective.
User content as a real growth driver
User content acts as social validation and creates trust among potential customers. People often trust the experiences and recommendations of other users more than traditional advertising messages. Examples from various industries show how this effect works:
The sportswear manufacturer Lululemon encouraged its customers to share photos of their training with the clothing. These genuine insights convey authenticity and at the same time promote brand loyalty, as users share their experiences with others[1].
Coca-Cola also impressively illustrates the benefits of user content: the „Share a Coke“ campaign invited people to discover personalised bottles and share them on social media. This triggered a viral wave of user contributions that massively increased the reach and appeal of the brand[1][3].
This practice can be transferred to many other industries. One example from the technology sector is photography or gaming communities in which users share their experiences with products. This relieves the burden on marketing departments and at the same time enables intensive customer loyalty.
Communicate more emotionally with user content
User content is particularly effective when it tells stories that arouse emotions. Brands that show customer stories or success stories via user content strengthen their identification with the target group. Deutsche Bahn, for example, specifically integrates user contributions that show the practical use of the service in everyday situations and thus convey closeness[9].
iROI Coaching also supports customers in the development of user content projects. This is done by providing impulses that involve customers in their own communication work and allow them to become active instead of just passively consuming.
BEST PRACTICE with a customer (name withheld due to NDA agreement): Targeted integration of user testimonials via social media channels significantly increased brand awareness. Customers felt more involved and engagement increased measurably.
Practical tips for the realisation of user content
To ensure that user content effectively supports the brand, companies should take a strategic approach:
- Actively encourage sharing: Exemplary hashtags or special participatory campaigns motivate users to create their own content (as with Lululemon or Doritos)[1][3].
- Pursue a multi-channel strategy: The distribution of content via various platforms such as social media, website and newsletter ensures maximum reach and consistency[2].
- Promote authenticity: Real-looking, unposed content wins over fake adverts from the community[2][4].
- Conduct monitoring and curate content: User contributions often go viral, but need to be moderated and integrated into brand communication[6][8].
Examples such as Doritos, which offers a special platform for creating your own content, show how creativity and brand loyalty can go hand in hand. Users are invited to co-create and thus strengthen brand perception in the long term[3].
Accompanying user content with iROI coaching
iROI-Coaching sees itself as a companion in this process. The consultancy provides support in designing user content projects in a meaningful way and meeting the specific challenges of implementation. Clients often report how valuable the impulses are for not only generating user content, but also integrating it into the overall marketing strategy in the long term.
BEST PRACTICE at a customer (name hidden due to NDA contract): Through coaching and workshops, the company's employees were able to develop a clear plan for user content. They learnt how to effectively integrate user contributions and thus increase brand value.
Understanding user content as a strategic asset
User content should not just be seen as a random by-product. Successful brands specifically rely on this content because it reflects the authentic voices of their customers. This creates long-lasting value through trust and community loyalty.
User content is used in various formats in industries ranging from fashion and food to digital services - for example as testimonials, product reviews or creative campaign contributions. This promotes purchasing decisions and strengthens customer loyalty[4][14].
The combination of user content and targeted monitoring allows constant optimisation of communication measures. This keeps the message relevant and precisely hits the nerve of the target group.
My analysis
User content offers many opportunities to make brands more lively, authentic and interactive. Companies benefit from this because it increases the trust of their target group and attracts new customers with creative, genuine content. Involving users in content creation is an effective way to not only increase reach, but also build lasting customer relationships. Strategic support such as iROI coaching can help to utilise user content as a valuable asset in a targeted and professional manner.
Further links from the text above:
[1] 19 Examples of user-generated content - Taggbox
[2] How external opinion sources influence purchasing decisions - Brand Doctor
[3] The 16 best user-generated content examples - Meltwater
[4] Customer stories in marketing strategies - Squarespace
[14] Why customer reviews are underestimated - Sortlist
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