How to Build a UGC Strategy and Utilize UGC Content: A Guide for Canadian Brands

In today’s digital-first world, User-Generated Content (UGC) is one of the most impactful marketing tools for Canadian brands. From Instagram Reels to customer reviews, UGC builds trust, lowers content production costs, and drives meaningful engagement. But to truly harness its potential, brands need a clear strategy.

This guide outlines how to build and activate a results-driven UGC strategy tailored to Canadian audiences. It includes best practices, legal considerations, and multi-channel distribution tips to ensure your content performs.

What Is User-Generated Content?

UGC includes any content: text, images, videos, or reviews created by individuals rather than brands. It captures real stories and genuine experiences, making it more trustworthy and relatable than polished brand-led content. In Canada, where audiences are increasingly skeptical of advertising, UGC provides the peer validation consumers seek.

If you’re weighing UGC against influencer marketing, this breakdown can help you decide which one is best for your campaign goals.

Why UGC Matters for Canadian Brands

Trust and authenticity are essential in modern marketing. Over 90% of younger Canadians prefer peer reviews over brand-created messages. UGC reduces the burden of in-house content creation and often outperforms traditional ads, delivering up to 4x higher click-through rates and cutting cost-per-click by half.

Beyond performance, UGC fosters community engagement. For Canadian brands trying to build local connections, UGC isn't optional; it's foundational.

Step 1: Set Clear UGC Goals

Define goals that align with your broader marketing strategy:

• Brand Awareness: Track impressions, reach, and follower growth.
  
  
• Engagement: Measure comments, shares, and video completions.
  
  
• Conversions: Track click-through rate (CTR), average order value (AOV), customer acquisition cost (CAC), and conversion rates.
  
  
• Loyalty: Monitor sentiment, repeat engagement, and user advocacy.
  
  

Use the SMART (Specific, Measurable, Achievable, Relevant, Time-bound) framework to ensure measurable ROI.

Step 2: Choose the Right Platforms

Not all UGC performs equally across platforms. Choose based on where your audience is most active:

• Instagram: Great for visual, shoppable content.
  
  
• TikTok: Ideal for short-form storytelling.
  
  
• YouTube: Useful for long-form engagement.
  
  
• Facebook: Supports broader community interaction.
  
  

Platform selection should be guided by audience behaviour and content performance data.

Step 3: Activate Your Community

Start with existing customers and followers. Make it easy and worthwhile for them to participate:

• Launch branded hashtag campaigns.
  
  
• Send emails offering perks for content uploads.
  
  
• Add upload tools on your website or product pages.
  
  
• Run contests with gift cards or discounts.
  
  
• Seed content through influencer partnerships.
  
  

Step 4: Provide Creative Guidance

Offer basic guidelines to keep UGC aligned with your brand, such as tone, themes, and sample visuals. Let creators express their genuine experiences. Their authenticity is what makes UGC work.

Step 5: Distribute UGC Across Channels

Repurpose top-performing UGC throughout your marketing mix:

• Website: Enhance product pages with real customer images, videos, and reviews.
  
  
• Paid Ads: Use UGC in Spark Ads, Meta campaigns, and retargeting. Prioritize native-style content.
  
  
• Organic Social: Repost user content. Start features like “Fan Fridays.” Focus on video.
  
  
• Email Marketing: Add UGC to product highlights, recommendation flows, and cart recovery sequences.
  
  

Step 6: Stay Legally Compliant in Canada

UGC must follow Canadian legal standards:

• Use #ad or #sponsored for paid collaborations.
  
  
• Always get written permission for content repurposing.
  
  
• Avoid unlicensed use of music, logos, or trademarks.
  
  

Embold’s platform includes safeguards to help brands remain compliant.

Step 7: Moderate and Manage Quality

Not every submission will meet your standards. Use moderation tools to:

• Flag inappropriate or off-brand content.
  
  
• Ensure consistent quality in tone, visuals, and messaging.
  
  
• Review and approve content before use.
  
  

Curation helps reflect your brand’s best image while still celebrating community contributions.

Step 8: Measure What Matters

Track performance with relevant KPIs:

• Engagement: Shares, saves, video completions.
  
  
• Conversions: CTR, Cost Per Acquisition (CPA), conversion rates.
  
  
• Brand Health: Sentiment, mentions, share of voice.
  
  
• Revenue Impact: Attribute sales using UTM links.
  
  

Embold’s analytics tools make it easy to track results and refine your strategy.

Final Thoughts: UGC Is a Long-Term Asset

User-generated content isn’t a one-time tactic. It’s a strategic investment that builds trust, scales creative production, and drives results across the funnel.

Work With Embold

If you're a Canadian brand ready to scale your UGC and influencer strategy, connect with Embold. Our platform and managed services help you find creators, source authentic content, and activate it across every touchpoint.

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