Leveraging User-Generated Content

Written By Alicia Vial

Social media continues to play huge role in how local businesses connect with customers, and one of the most effective tools out there doesn’t cost a thing: user-generated content. Today, we’re breaking down how businesses can turn their customers into their strongest marketers.

User-generated content, or UGC, is any photo, video, review or social media post created by customers; not the business itself. It’s one of the most powerful forms of marketing because people trust content created by real customers more than branded ads. For local businesses, UGC feels especially authentic because it comes from real community members and real experiences.

UGC builds trust quickly because it serves as form of social proof; customers see others enjoying your product or service and feel more confident trying to it themselves. It also extends your reach organically. When customers post about your business, you’re reaching their followers too, which helps you tap into new audiences. It’s also cost-effective. Many small businesses don’t have big marketing budgets and UGC provides high-quality, authentic content without a high production cost.

The simplest way to get started is to ask; put up signage in-store or include a small card with purchases inviting customers to tag you. Businesses can also create designated photo spots or branded backdrops that encourage people to take and share pictures. Responding to and resharing customer posts also encourages more people to participate because it makes them feel seen and appreciated.

Businesses should reshare UGC on their own feeds stories or reels to show real customer experience. Featuring customer testimonials or quotes adds a personal touch and builds credibility. Creating highlight reels or monthly customers shoutouts keeps the content fresh and encourages others to join in. 

The biggest takeaway is that your customers are already creating content; you just need to tap into it. UGC builds credibility, increases engagement and helps you reach new audiences without a big marketing budget. By encouraging posts, resharing customer content and running simple contests, local businesses can create a powerful and authentic social media presence.

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Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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