3 engaging examples of user-generated content on social media (with real brands)

Picture this: you open Instagram and your entire feed is people posting the same hashtag, same product, totally different stories. That’s the heartbeat of a good hashtag campaign—and it’s often the first example of user-generated content that brands try.

Instead of shouting a message at people, you hand them a hashtag and let them do the talking. The brand becomes the stage; the users become the cast.

Some of the best examples in the last few years show how powerful this can be when the hashtag taps into identity or emotion, not just the product.

Real example: Coca-Cola’s personalized bottle comeback

Coca-Cola’s original #ShareaCoke campaign is old news, but the idea keeps getting recycled and modernized on TikTok and Instagram Reels. People hunt for their names, film reactions, and share mini-vlogs featuring the bottle.

This is a textbook example of how a simple product tweak plus a hashtag can unlock thousands of posts. The brand doesn’t need to create all the content; it just needs to watch, comment, and reshare the best examples.

Why it works:

• The product itself is personalized, so posting feels natural.
• The hashtag is short, easy to remember, and emotionally positive.
• Friends tag friends, which spreads the campaign organically.

Real example: Apple’s #ShotOniPhone as an ongoing content engine

Apple’s #ShotOniPhone is one of the cleanest examples of 3 engaging examples of user-generated content on social media that never really ends. It isn’t a one-off stunt; it’s an ongoing contest-meets-gallery.

Photographers and everyday users post their best shots with the hashtag. Apple then curates and features selected images on its own channels and even in outdoor ads.

Why this is one of the best examples:

• It flips the script: the product’s quality is proven by real users, not claimed by the brand.
• It creates an aspirational loop—people want their work featured by Apple, so they keep posting.
• It gives Apple a constant stream of high-quality visuals without having to shoot everything in-house.

Real example: Starbucks and the holiday cup ritual

Every year, Starbucks drops new holiday cups and social media instantly fills with photos. Many posts are tagged with #RedCup, #StarbucksHoliday, or whatever seasonal tag Starbucks is pushing that year.

This is a quieter example of user-generated content, but it’s powerful. The brand has trained customers to see the cup itself as content. Starbucks then reposts standout visuals, stories, and even fan art.

This kind of seasonal ritual is one of the most reliable examples of 3 engaging examples of user-generated content on social media: a repeating moment that people anticipate and document.

2. Reviews, unboxings, and testimonials: the trust-building example of UGC

If hashtag campaigns are loud and flashy, reviews and unboxings are their introverted cousins—less glamorous, but often more persuasive.

According to research from the Federal Trade Commission (FTC), people place significant weight on peer reviews and testimonials when making purchase decisions, which is why the FTC has specific guidelines for endorsements and influencer content (ftc.gov). That’s exactly where user-generated content shines.

These examples of 3 engaging examples of user-generated content on social media don’t always look like “content” in the traditional sense. They look like:

• A TikTok unboxing video filmed on a bedroom floor
• A raw Instagram Story talking about a product that actually worked
• A photo review on Amazon or a brand site, cross-posted to social

Real example: Glossier and the everyday selfie

Glossier built much of its early growth on simple, authentic selfies. Customers posted bare-faced photos with a swipe of Boy Brow or Cloud Paint, tagged Glossier, and shared honest thoughts.

The brand reposted those images on Instagram, turned them into Stories highlights, and even used them in ads.

Why this example of user-generated content still stands out:

• The photos look like real life, not studio shoots.
• The captions read like texts from a friend, not ad copy.
• People see faces that look like theirs, which lowers the psychological barrier to purchase.

Real example: Amazon-style review screenshots repurposed on social

Plenty of direct-to-consumer brands now take their 5-star reviews from platforms like Amazon or their own sites and turn them into Instagram carousels or TikTok voiceovers.

A typical format: screenshot of a review, paired with a short video demonstrating the product while a voice reads the review aloud.

This is one of the most accessible examples of 3 engaging examples of user-generated content on social media because you don’t need a massive audience; you just need a handful of satisfied customers willing to leave feedback.

Real example: Unboxing culture on TikTok and YouTube Shorts

Unboxing videos have become their own mini-genre. Beauty, tech, sneakers, toys—if it comes in a box, someone is filming it.

Brands like Samsung, Sony, and countless indie brands send early-release products to micro-influencers who create unboxing clips. The audience gets to see what’s inside, how it’s packaged, and whether it feels premium.

Why this is one of the best examples of user-generated content for 2024–2025:

• Short-form video makes it easy to share quick first impressions.
• Shoppers increasingly check social platforms before buying, especially Gen Z.
• The content doubles as social proof and product education.

For marketers, the play is simple: encourage customers to share their first impressions, then reshare the best examples on your brand channels.

3. Challenges, duets, and community stories: highly interactive examples of 3 engaging examples of user-generated content on social media

If hashtag campaigns are the billboard and reviews are the word-of-mouth, challenges and community stories are the party. People don’t just post about your brand—they interact with it, remix it, and build on each other’s ideas.

TikTok and Instagram Reels have turned this into a daily sport. Sounds, templates, and effects spread at high speed, and brands that understand this dynamic get a constant stream of content they didn’t have to script.

Real example: TikTok dance and challenge culture

Think back to the early days of #FlipTheSwitch or the explosion of #InMyFeelings challenges. While those weren’t all brand-driven, they showed how a simple prompt plus a memorable sound can generate millions of videos.

Brands now create their own lighter-weight versions:

• A fitness brand might launch a 7-day move challenge with a branded sound.
• A snack company might ask people to show their “weirdest way to eat it.”

The best examples of 3 engaging examples of user-generated content on social media in this category share a few traits:

• The action is easy to copy.
• The format is flexible enough for people to add their own twist.
• The reward is social recognition: being reposted, stitched, or dueted by the brand.

Real example: Duolingo’s chaotic TikTok fandom

Duolingo’s unhinged TikTok persona (the big green owl causing trouble in the office) accidentally created a wave of user-generated content. Fans dress up as the owl, stitch the brand’s videos, and create memes about being “threatened” to finish their language lessons.

This is a playful example of user-generated content where the brand’s character becomes a meme template. Users run with the joke, and Duolingo amplifies the funniest posts.

Why it works so well:

• The brand doesn’t take itself too seriously.
• It responds to and features fan content quickly.
• It treats TikTok as a two-way conversation, not a broadcast channel.

Real example: Airbnb’s guest stories and neighborhood guides

Airbnb frequently features guest photos and host stories across Instagram and other platforms. Instead of glossy travel shoots, you see:

• A family cooking in a tiny cabin
• Friends working remotely from a beach house
• Solo travelers sharing their favorite local coffee shops

These posts are some of the most persuasive examples of user-generated content in travel, because they feel like real life, not tourism brochures.

Airbnb then packages these stories into guides, playlists, and highlights, turning scattered posts into a narrative about what it feels like to “live like a local.”

How to create your own engaging user-generated content examples

Seeing real examples of 3 engaging examples of user-generated content on social media is inspiring, but the next step is translating them into your own playbook.

You don’t need Apple’s budget or Starbucks’ footprint. You need three things:

• A clear prompt or moment your audience can participate in
• A simple way for them to tag or mention you
• A plan to reward and reshare the best examples

Here’s how to borrow from the examples above and make them work at any scale.

Turn your product into a moment

Ask yourself: When are people most likely to talk about this?

For a coffee shop, it might be the first sip of the morning. For a fitness app, it might be the post-workout selfie. For a B2B SaaS tool, it could be the moment a team hits a milestone.

Create a hashtag or Story sticker around that moment and invite people to share it. The best examples of user-generated content often come from everyday rituals, not big, expensive campaigns.

Make participation ridiculously easy

The most effective examples of 3 engaging examples of user-generated content on social media have a low barrier to entry:

• “Post your desk setup and tag us”
• “Show us your before/after using our template”
• “Reply with your wildest customer story” (for B2B)

If someone has to think too hard about what to post, they won’t. Give them a simple format and, when possible, a template or sound to use.

Share the spotlight generously (and transparently)

People create more when they know someone is watching.

• Repost customer photos to your Stories.
• Create a monthly “community roundup” Reel featuring the best examples.
• Shout out creators by name in your captions.

Also, stay on the right side of disclosure rules. The FTC and organizations like Harvard’s Berkman Klein Center emphasize transparency around paid endorsements and sponsored content (ftc.gov and cyber.harvard.edu). If you’re compensating creators in any way, make sure they disclose it.

Measure what actually moves the needle

Not all user-generated content is equal. Some posts get likes but no clicks; others quietly drive sales.

Track:

• Referral traffic from social platforms to your site
• Discount code usage tied to creators or campaigns
• Changes in branded search volume during big UGC pushes

Over time, you’ll build your own internal list of best examples—formats and creators that reliably deliver.

FAQ: examples of user-generated content on social media

What are some simple examples of user-generated content I can start with?
Easy starting points include customer selfies with your product, short testimonial videos, screenshots of positive reviews, and Story replies that you repost (with permission). These are often the most authentic examples of 3 engaging examples of user-generated content on social media because they don’t require scripting or heavy editing.

Can small businesses really benefit from these examples of user-generated content?
Absolutely. A local bakery resharing customer photos of birthday cakes can see the same pattern as a global brand: more trust, more word-of-mouth, and more repeat visits. The scale is smaller, but the impact on revenue can be just as meaningful.

What is one example of user-generated content that works well for B2B brands?
One strong example of B2B user-generated content is customer success stories shared on LinkedIn—screenshots of dashboards, before-and-after metrics, or short Loom-style videos explaining how a tool helped a team. The brand can then reshare these posts, turning them into social proof.

How do I encourage more people to create content about my brand?
Ask clearly, make it easy, and reward participation. Use calls to action in captions, email your customers with a simple prompt, and highlight the best examples on your main channels. Over time, people learn that posting about you comes with recognition.

Are there any risks with user-generated content?
Yes. You need to moderate submissions to avoid inappropriate or off-brand content and respect privacy and copyright. Review guidance from organizations like the U.S. Copyright Office (copyright.gov) and check local laws if you’re running contests or collecting entries.

User-generated content is, at its core, people talking about you when you’re not in the room—and then tagging you so you can listen in. Study the best examples of 3 engaging examples of user-generated content on social media, borrow what fits your audience, and then let your customers finish the story for you.