I know what you might be thinking, “What even is UGC?” It’s just two letters away from UFO and honestly sounds like something out of a sci-fi movie. While some of these new digital marketing trends can feel like they’re from another planet, UGC isn’t as out there as it sounds. In fact, it’s probably something your business is already collecting without even realizing it.

Let’s break down UGC and look at some easy ways to tap into its full potential to keep your business competitive in 2025!

What is UGC and Why Are We Talking About It?

UGC stands for User-Generated Content. Simply put, UGC is any content created by your customers about your business. This can include a photo of your work, a video using your product, a quick shout out on social media, and much more!

So, why is it becoming such a big deal in 2025? Because now more than ever before, consumers are looking for real experiences from real people before they engage with a business or organization. According to BrightLocal’s predications, this authentic, user-generated content, is expected to be one of the most important trust signals for local businesses this year.

But authenticity is becoming expensive. Scroll through TikTok or Instagram Reels and you’ll find influencer sponsored ads everywhere. More and more businesses are turning to promoting their products through paid partnerships and polished brand deals. While that kind of UGC can be effective, it’s not the only option, and it definitely isn’t the only kind that builds trust and drives results.

The Easiest Form of UGC? Your Reviews.

That’s right, you already have user-generated content, and it’s sitting in your Google, Facebook, and Yelp reviews. Every time a customer leaves feedback on your listing, that’s real, trustworthy content you can use to tell your story.

With OPTIMA™ you don’t need to come up with a complicated UGC strategy. We help you:

• Gather new reviews easily with Recommendation Cards or your Digital Review Invitation Link
• Get notified right away when new reviews are posted online about your business
• Use helpful response templates and coaching to respond to reviews
• Display your 4 and 5 star reviews from around the web in one place with your Review Showcase Gallery, either hosted on your OPTIMA™ website or embedded on your own site

When your review process is strong, it shows that you’re responsive, trustworthy, and that real people are having positive experiences with your business.

Note: Our Reputation Management service is not available for businesses enrolled in our Essentials or Baseline program.

Using Reviews Across Your Marketing

Your reviews are powerful and there are plenty of ways to showcase them beyond your online listings. Here are some easy and creative ways to incorporate them into your other marketing efforts:

• Share on Social Media: Post a screenshot of a positive review on social media. You can pair it with a thank you message or a quick behind-the-scenes success story to make it more personal.
• Feature in Email Marketing: Add a review to your next newsletter or marketing email, especially when promoting a specific service or product. Real words from real customers helps build trust!
• Mention in Sales Conversations: Reference your reviews when pitching to potential clients. A simple, “I actually just worked with so-and-so and they left us a great review on Yelp!” is a great way to turn your review into a mini testimonial.
• Include in Proposals or Quotes: Add a review to job proposals, estimates, or service quotes. Bonus points if the review relates to the same service the client is considering!
• Print on Menus, Flyers, or Signage: Feature reviews on printed materials like menus, table tents, brochures, mailers, or signage in your shop. It’s a subtle but powerful way to build credibility without saying a word.

User-Generated Content is no longer just a buzzword, or potential alien space tech, it’s a crucial element of building trust and authenticity with today’s consumers.

With OPTIMA™ and our Reputation Management services, you’ll have the tools to collect, organize, and showcase your positive feedback from your customers effortlessly.

Let OPTIMA™ help you build a reputation that speaks for itself, turning your satisfied customers into your most powerful marketers. Contact us today to get started, or check out our other advertising solutions to keep your business competitive in 2025 and beyond.