How to Get Your Customers to Create Content for You
Nothing builds trust like hearing from someone who has already bought from you. When a customer shares a photo, a story or a review, it carries more weight than anything you could write about yourself.
This kind of content is called user-generated content, and it is one of the easiest ways to fill a content calendar with material your audience believes. Here is how to get it.
What counts as customer content
- Photos and videos of customers using your product or enjoying your service
- Reviews and testimonials, in writing or on camera
- Tagged posts and stories that mention your business
- Before and after results that a customer is happy to share
- Unboxings and first impressions
- Answers to a question you asked, such as “Show us your favorite spot”
Why it works
- Social proof. People trust people like themselves.
- Variety. Your feed looks like a community, not just a brochure.
- Time saved. You are curating, not creating from scratch.
- Connection. Customers who are featured feel appreciated and often stay longer.
How to ask
Most customers are happy to share if you ask clearly and make it easy.
- Ask at the right moment. Right after a great result, a delivery or a thank-you.
- Keep the request small. “Would you share a photo of it in your space?” is easier than “Please create a review video”.
- Give a simple way to do it. A branded hashtag, a tag, or a link to a review page.
- Explain how you might use it. People are more comfortable when they know what will happen.
- Say thank you. Publicly and privately.
You can thank customers in small ways, but do not pay for reviews or offer rewards only for positive ones. Platforms and review sites have rules about this, and it damages trust if it is discovered.
Always get permission
Before you repost anything, ask the creator. A short message is enough, such as: “We love this photo! May we share it on our page and tag you?” Keep a copy of the reply, credit the person in your caption, and remove the post promptly if they ask you to.
For anything involving children or identifiable people, or for testimonials used in advertising, check the rules that apply to your industry and location.
How to share it well
- Credit the creator with a tag in the post and in the caption.
- Add context. A line about why you love it makes it your content, too.
- Mix formats. Feature one in your feed, one in your stories and save the best to a highlight.
- Do not over-edit. The charm is that it looks real.
- Create a regular slot. A “customer of the week” post is easy to plan around.
Prompts that get responses
- “Show us how you use it.”
- “Tell us the story behind your order.”
- “Share your favorite before and after.”
- “What did you make with it?”
- “Tag us in your next visit.”
If you run a contest, write clear rules and check the platform’s guidelines for promotions first.
Ideas by business type
- Cafe or restaurant: “Tag us with your favorite dish”, and feature the best photo each week.
- Salon or studio: a client’s “after” photo, shared with consent and credit.
- Shop: customers wearing or using your products, with a caption about why they chose them.
- Contractor or service: a customer’s happy message, or a photo of the finished room.
- Coach or consultant: a short written testimonial turned into a simple graphic.
Common mistakes
- Reposting without permission
- Asking only for five-star reviews
- Forgetting to credit the creator
- Asking for too much work from the customer
- Not saying thank you
Plan room for it
Customer content works best as part of a plan, not as a last-minute fix. When you build your monthly calendar, leave a slot or two for it. Our guide to planning a month of content shows how.
How we help
Our team plans a content calendar around your goals, and designs and writes the posts around the material you send. If you want customer stories to be part of it, tell us in your brief. Our guide to briefing a social media team explains what to include.
