What is user-generated content in experiential marketing?

How does UGC help brands extend the reach of their events?

Why is user-generated content important for building brand trust and community?

The lights are on, the crowd is buzzing, and your brand’s event is a hit—but the real success begins after guests leave. The true power of experiential marketing lies in what happens next, as user-generated content (UGC) transforms one evening into a long-term movement.

UGC turns authentic audience reactions into powerful, shareable proof that your experience mattered. When people post photos, videos, and stories from your event, they amplify your brand’s reach far beyond the venue, building trust, community, and loyalty that no paid ad can match.

The lights are on, the music is playing, and your team is ready for the big event. The pop-up shop looks perfect, the in-store demo is running smoothly, and every detail has been meticulously planned to create an unforgettable brand experience. The first guests arrive, and you watch them engage, smile, and soak it all in. 

 

Everyone is bouncing around your pop-up event, taking photos, filming videos, and having an incredible evening engaging with your brand. You can almost feel the success of the event in the air. But as a marketing leader, your mind is already on the next phase. You know the true measure of success isn’t just about the people in the room; it’s about what happens after they leave. 

The gold standard in marketing today is creating moments that are so authentic, memorable, and worth sharing that your audience can’t help but become a part of the story. This is the power of user-generated content (UGC) in experiential marketing, and it’s the engine that amplifies your carefully crafted experience, turning a temporary activation into a lasting, scalable movement that takes your marketing operations to the next level. 

Think about a time when you went to an event, a new restaurant, or a cool brand activation. What did you do afterward? You might have posted a photo, shared a video, or left a quick review. Maybe you showed it to your friends or tagged them online. In that moment, you became part of the brand’s story—adding your voice, your perspective, and your experience for everyone to see. And the best part? You did it naturally, without even realizing it. That’s UGC. It’s the organic, authentic content created by your audience that takes your campaign far beyond its physical footprint and into the feeds and conversations of millions of people around the world. 

In a world where audiences are fatigued by polished, branded messages and content, UGC is the antidote. It’s the social proof that tells people, “This isn’t just a marketing gimmick; it’s a real experience that real people are loving.” 

Why UGC Matters in Experiential Campaigns 

The most successful marketing campaigns today are the ones that are designed with a digital component in mind, with user-generated content being at the core of the strategy. You need to have a component that encourages people to engage online and drive more traffic to your brand’s socials, website, and even your brick-and-mortar. 

That’s where UGC comes in, and it’s becoming a non-negotiable for any effective marketing playbook for three reasons: 

 

• Authenticity & Trust 
• Extending Campaign Reach 
• Building a Sense of Community 

 

Authenticity & Trust 

People trust their peers far more than they trust brands. User-generated content is the ultimate social proof. A photo of a guest laughing at your event or a video of a customer using your product feels more genuine and trustworthy than any overly polished advertisement ever could. This authenticity builds a foundation of trust that is impossible to buy. 

Extending Campaign Reach

Experiential marketing is often limited by its physical location and capacity. User-generated content breaks down these barriers. When a single attendee posts a photo or video to their social media, their network sees it, and the content can spread, reaching far beyond the event’s four walls. A single post from a well-known influencer can introduce your brand to thousands, turning a modest local event into a global conversation.  

Building a Sense of Community

When you encourage and feature UGC, you’re not just amplifying your brand; you’re building a community around it, and that’s what drives growth and brand loyalty. People who share their content feel a sense of ownership and connection to your brand, and this goes even further when the brand shares and repurposes that user-generated content. It makes the consumer feel like they’re part of an exclusive club, a community of advocates who share a common experience. This fosters a level of loyalty and engagement that is deeply meaningful and, in the long run, highly profitable. 

Types of User-Generated Content in Experiential Marketing 

UGC comes in many forms, each serving a unique purpose in your marketing ecosystem. The most effective campaigns understand and leverage each of these to create a comprehensive, multifaceted narrative with extensive reach.  

 

• Photos & Videos 
• Branded Hashtags 
• Event Live Streams or Real-Time Reactions 
• Post-Event Content 

 

Photos & Videos 

These are the most common and powerful forms of user-generated content. From a selfie with a branded backdrop to a quick video showing off a product, these visuals capture the emotion and energy of an experience in a way that words can’t. 

Branded Hashtags 

A simple, memorable hashtag is the central nervous system of your UGC strategy. It gives users a clear, easy way to participate and allows you to track, measure, and curate all the content in one place. It’s like keeping all the content around a particular product or activation organized in one file.  

Event Live Streams or Real-Time Reactions 

The best events happen on social media in real-time. It gives people something to look forward to and put on their calendar, just like they would for an in-person event.  

Encouraging attendees to go live or post to their stories with real-time reactions and excitement builds urgency and a sense of “fear of missing out,” or FOMO, for those who aren’t in the room. This can also provide a great preview for those considering attending an event in the future. 

Post-Event Content 

The conversation doesn’t have to end when the event does. Reviews, testimonials, blog recaps, and video essays created by users long after the event can be some of the most valuable forms of user-generated content. They provide a deeper level of insight and lasting social proof that your campaign was a success. 

Strategies to Encourage UGC During Campaigns 

So, how do you get people to create and share content for you? It starts with designing an inherently share-worthy experience. You have to give your audience a reason to get out their phones. Here are four go-to strategies for getting people excited about engaging with your campaigns:  

 

• Design Share-Worthy Moments 
• Create Easy Entry Points 
• Incentivize Participation 
• Provide Clear Guidelines 

 

Design Share-Worthy Moments 

This is the most critical step. Your activation must be visually stunning, emotionally engaging, and highly interactive. If it’s not, no one will feel moved to capture content. A creative backdrop for photos, an impressive art installation, or an interactive activity are all great ways to give people a reason to post. Think about the incredible brand pop-ups at events like Coachella that go viral on social media. One of my favorites from this year was American Express’ VIP lounge. The experience was so interesting, engaging, and exclusive, making it nearly impossible not to take photos and share the experience on social media.  

Create Easy Entry Points 

The easier you make it for people to participate, the more likely they are to do it. Make your branded hashtag prominent. Have clear signs pointing to “photo ops.” Have QR codes that link directly to a pre-written social media post or a custom augmented reality filter. Reduce all friction in the sharing process. 

Incentivize Participation 

People love a reason to compete or feel rewarded. Run a contest for the “best photo,” offer a discount for anyone who shares a branded hashtag, or offer a loyalty point to those who post. Gamification adds a layer of fun and competition that encourages more people to get involved. 

Provide Clear Guidelines 

You want to give consumers a clear roadmap for engaging with your campaign. When you ask people to use your branded hashtag, let them know exactly what you’re looking for.  

Make it clear and easy to understand what you want them to do with the content and how they can best engage with your brand to increase their chances of a reshare. 

Integrating UGC Into Campaign Storytelling 

The content your audience creates is a raw asset, and how you use it is key. The best experiential campaigns don’t just collect user-generated content; they weave it into their own narrative.  

Repurpose User Content 

Don’t let that great content sit, go stale, and get forgotten. Feature your favorite user-generated content on your own social media channels, website, or email newsletters.  

This not only gives the creator a shout-out but also demonstrates to others that their voice is valued and encourages more people to create and share content of their own. 

Showcase UGC During the Campaign  

Create a social media wall or a live feed at your event that displays content with your branded hashtag. This creates a powerful feedback loop where users see their content in real-time, making them feel like a part of the experience. 

Blend Professional and User Content 

A cohesive social media feed mixes your professional, high-quality materials with authentic, in-the-moment user-generated content. This blend creates a more human, relatable, and trustworthy brand image. 

Measuring the Impact of UGC in Experiential Campaigns 

You can’t manage what you don’t measure. The success of your UGC strategy relies on your ability to track and analyze the content. After helping launch several experiential and UGC marketing campaigns, these are some of the best ways I recommend measuring impact: 

 

• Tracking Engagement Metrics 
• Assessing Reach & Impressions 
• Evaluating Sentiment & Brand Alignment 

 

Tracking Engagement Metrics 

Go beyond just counting the number of posts. Track metrics like mentions, shares, and hashtag usage. Pay attention to which pieces of content generate the most conversation. This data tells you what truly resonated with your audience, giving you a blueprint to work from later.  

Assessing Reach and Impressions 

User-generated content extends your reach far beyond your own following. Use social media analytics tools to measure the total reach and impressions generated by user posts. This shows the scale of your campaign’s influence. 

Evaluating Sentiment and Brand Alignment 

Not all UGC is good UGC. Use social listening tools to monitor the sentiment of the content. Is it positive? Does it align with your brand’s values? This feedback is what you need to refine future campaigns and understand how your brand is perceived so you can alter the narrative as needed. 

Best Practices for Managing UGC Responsibly 

With great content comes great responsibility. Managing UGC correctly is a must for maintaining brand integrity and respecting your audience. 

Respect Content Ownership 

Always ask for permission before you use a user’s content. A simple comment or direct message is often enough. Giving a person credit is a small, easy way to show gratitude, and it goes a long way in building goodwill with your customers. 

Ensure Inclusivity and Accessibility 

Make sure your experiential campaign and your user-generated content strategy are accessible to everyone. Consider different abilities, demographics, and cultural backgrounds. An inclusive campaign generates more diverse and authentic content, which is more representative and encompassing of your entire brand. 

Monitor for Brand Consistency 

Keep an eye on the content being shared. While you can’t control what people post, you can and should address anything inconsistent with your brand’s image or values. Have a clear, quick process for responding to anything that doesn’t feel right. 

Conclusion 

When a brand experience is so good that it inspires people to share it, it becomes a movement. User-generated content is the most authentic, scalable, and powerful way to amplify your brand’s story. It transforms a one-time event into a continuous conversation, turning a passive audience into a team of passionate brand advocates. 

The most valuable asset in today’s marketing world isn’t a massive budget or a flashy ad; it’s the trust of your community. When you give them a stage, a voice, and a reason to create, they’ll build your brand for you, one share at a time. The real opportunity isn’t just to create an experience; it’s to create a community that feels so strongly about your brand that they can’t help but tell the world.