How user-generated content can help your vegan business grow

When you run a vegan business – whether you’re making plant-based foods, cruelty-free skincare, or running a sanctuary – your customers don’t just want to know what you do, they want to believe in you.

But in a world where companies sometimes say the right things without always doing them, how do you prove that your brand can be trusted?

User-generated content (UGC) is a good start. When real people share their experiences with your products or services, it carries far more weight than anything you could say about your business.

UGC makes your brand feel more authentic, builds trust, and creates a community around what you do.

What exactly is user-generated content?

As the name suggests, user-generated content (also known as UGC or consumer-generated content) is any content created by customers rather than brands. It can be:

• Social media posts featuring your products
• Reviews and testimonials
• Blog posts or vlogs about your brand
• Customer photos and videos
• Discussions in online forums or groups

Essentially, it’s people talking about your business, products, or services in their own words – and that’s incredibly powerful.

According to surveys, potential customers trust peer recommendations far more than branded marketing (92% trust what their friends or family say, and 70% trust recommendations made by strangers).

A heartfelt testimonial or a customer’s Instagram post can do more to convince someone to buy from you than even the most polished ad campaign.

Why UGC is a game-changer for vegan businesses

It’s natural for people to be sceptical these days – after all, we’ve all seen brands claim to be ethical while cutting corners behind the scenes (AKA welfare washing or greenwashing). But that’s why UGC is so powerful. It’s real proof from real people that your business lives up to its promises.

Platforming UGC is about more than just proving your ethical credentials – it’s also about building a community and driving a movement through shared experiences and values.

And the best part? UGC is cost-effective. You don’t need a huge marketing budget to leverage it – you just need to know how to encourage it, then then how to use it wisely.

10 ways user-generated content can help grow your vegan brand

So, how can you get your customers to create UGC?

First, people need a reason to share. If your brand sparks enthusiasm, connection, or a sense of belonging, customers will naturally want to talk about it. That means creating experiences worth sharing – whether it’s a product they love, a mission they believe in, or a community they feel part of.

Think about the brands you talk about with your friends and family. Maybe it’s the café that remembers your order, the skincare company that sends a handwritten thank you note, or the sanctuary that updates you on the animal you sponsored.

Favourite brands stand out, not because of what they are, but because of what they make you feel. If you can help your customers to feel part of something meaningful, UGC will follow.

Here are 10 creative ways to encourage and use it:

1.      Ask for reviews and testimonials (and make it easy!)

Even when they’ve had a great experience, people often need a little nudge to leave a review. You can help by having the right systems in place.

• Send a friendly follow-up email after purchase asking for a review.
• Offer a small incentive (like a discount or entry into a giveaway).
• Make it easy – provide a direct link or QR code to leave a review (here’s how to ask for one on Google).

Example of how to use testimonials: A vegan skincare brand might display customer reviews with before-and-after photos, adding credibility to their claims.

2.      Create a branded hashtag (and use it wisely)

In case you’re unfamiliar with hashtags, they’re essentially a word or phrase preceded by the # symbol, used on social media to categorise content and make it easier for people to find posts related to a specific topic. For example, #VeganFood groups together posts about plant-based meals, while #ZeroWaste promotes sustainable, no-plastic, or waste-free products.

A branded hashtag is simply a unique hashtag created by a business to help people find and share posts about its products, services, or community.

How to make a branded hashtag work:

• Encourage use of the branded hashtag by featuring customer posts that include it.
• Run a monthly giveaway for the best post using your hashtag.
• Engage with every post that includes your hashtag – comment, like, and share to keep the momentum going.

Example of how to use a branded hashtag: A plant-based food company could invite customers to share their meal creations using a branded hashtag (for example, a company called Green Bites could use a hashtag like #GreenBitesEats). This turns everyday customers into part of the brand’s marketing, inspiring others to get creative with the products.

3.      Host a UGC contest with a unique angle

Competitions are a fantastic way to get people talking about your business. Instead of a generic “post a picture to win” contest, try something more creative such as:

• “Before & After” challenges for skincare, fitness, or lifestyle changes.
• “Most creative use of our product” competitions.
• “Best vegan meal hack” using your ingredients.

Example of a UGC contest: A vegan shoe brand could run a contest asking customers to share photos or videos of their shoes in action (the more bizarre, the better!), tagging the brand for a chance to win a new pair.

4.      Put your customers in the spotlight

People love being recognised. It’s not just about seeing their name or photo on your website or social media – it’s about feeling valued, appreciated, and connected to something bigger than themselves.

When someone interacts with a heart- or mission-led business, it’s often because they share the same values. By featuring your customers, you’re not just highlighting their support, you’re reinforcing that they’re an essential part of your brand’s mission.

This kind of positive reinforcement strengthens their connection to your brand and makes them more likely to continue engaging. There’s a sense of being “in it together”.

To shine a light on your customers, you could:

• Feature their reviews on your website’s testimonial section.
• Create a “Customer of the Month” spotlight on Instagram.
• Share their stories in your newsletter with a personal thank you message.

Example of putting customers in the spotlight: An animal sanctuary could highlight supporter stories, showing the impact of their donations or volunteer efforts.

5.      Partner with micro-influencers (not just the big names)

When you think of influencer marketing, you probably picture high-profile content creators with millions of followers who seem all but impossible for small businesses to connect with.

But here’s the good news: you don’t need a celebrity endorsement to make an impact. In fact, smaller influencers – often called micro-influencers (typically with 5,000-10,000 engaged followers) – can be far more effective.

Why? Because their audiences trust them. They feel more like a friend than a brand, and their recommendations often carry more weight. Plus, micro-influencers are usually more accessible and open to genuine partnerships, making this an affordable and impactful marketing strategy for small vegan businesses.

To make micro-influencer marketing work for your business:

• Offer free products in exchange for honest, thoughtful reviews.
• Focus on influencers who genuinely align with your values – a small but passionate advocate is better than a big-name influencer who doesn’t genuinely care about your mission.
• Build long-term relationships rather than one-off partnerships – if a micro-influencer truly loves your products, they’ll keep talking about them over time.

Example of a micro-influencer collaboration: A vegan skincare brand partners with a small but passionate beauty influencer who regularly shares her journey of switching to cruelty-free products.

Instead of just unboxing the items, she documents her experience over several weeks, posting updates about how the products feel, sharing before-and-after results, and explaining why she trusts the brand’s ethical claims. Her followers see her honest reactions in real-time, making the endorsement feel natural and credible.

6.      Integrate UGC into your marketing funnels

UGC doesn’t have to be confined to social media – it can (and should) be woven into your entire marketing strategy.

What does that mean in practical terms?

A marketing funnel is the journey someone takes, from discovering your brand to becoming a loyal customer. At each stage – broadly defined as awareness, consideration, and decision – UGC can help build trust and encourage action. For example:

• Seeing real people using your products in ads can spark curiosity (Awareness).
• Customer testimonials or video reviews can help highlight the benefits of your products or services (Consideration).
• UGC on landing pages, emails, or product pages can provide the reassurance needed to buy (Decision).

To integrate UGC throughout your marketing funnel, you could:

• Feature customer photos in emails.
• Use UGC in paid ads (just be sure to ask for permission first before using someone’s content in an ad – a simple DM or email is usually enough).
• Highlight testimonials on landing pages – when people see that others have had a positive experience, they’re more likely to act.

Examples of UGC at different points in a marketing funnel: A vegan skincare brand could incorporate UGC into its email marketing by featuring real customer before-and-after photos (with permission) in a campaign about its most popular product. Instead of relying on brand-created graphics, it could include a short testimonial from the customer alongside the images, making the email feel more authentic and relatable.

Alternatively, they could integrate UGC into their packaging – printing short customer reviews on product boxes or including QR codes that link to a gallery of user-submitted photos and testimonials on their website. This way, potential customers see real experiences before they buy.

7.      Repurpose UGC into blog and video content

Rather than just sharing user-generated content, you could repurpose it in various ways to ensure it’s seen across multiple platforms. You could:

• Turn a great review into a full customer story on your website.
• Create a compilation of customer videos as a Reel or YouTube Short.
• Write a blog post featuring customer testimonials.

Example of repurposed UGC: A plant-based supplement company could feature an athlete using their products, sharing their experience in a long-form blog and video.

8.      Use UGC in physical spaces

User-generated content isn’t just for digital spaces – it can be as powerful in the physical world. If you have a shop, market stall, or website that sells physical products, incorporating UGC can strengthen customer trust and create a more immersive brand experience.

Real experiences from real people make your brand feel more authentic and relatable. Customers may hesitate to trust advertising, but they trust other people. When you bring UGC into the real world, it reassures potential buyers in an immediate and tangible way. It also shows customers that they can become part of a community.

To highlight UGC offline, you could:

• Print customer testimonials on product packaging so buyers can hear directly from satisfied customers as they hold your product in their hands.
• Display UGC photos, such as authentic customer snapshots, in-store on a digital screen, wall display, or even a “Customer Hall of Fame” board.
• Use QR codes linking to a UGC gallery. This makes it easy for customers to see how others are using your product or service by scanning a code on menus, signage, or packaging.

Example of UGC in a physical business space: A vegan café could print real customer Instagram posts onto their takeaway cups. Imagine grabbing your oat milk latte and noticing a fun Instagram post from another happy customer printed on the cup. Maybe it’s a photo of their dog enjoying a puppuccino, or a snap of their favourite vegan pastry. Seeing honest customer love in action not only makes people smile, but it also inspires them to share their own experiences too, keeping the cycle going.

9.      Invite customers to co-create with you

Another way to attract user-generated content is to make customers feel like they’re part of your brand by involving them in decisions. You could:

• Let them vote on new flavours, colours, or product designs.
• Host live Q&A sessions featuring loyal customers.
• Invite them to share ideas for new product lines.

Example of bringing customers into the creative process: A vegan fashion brand could let customers vote on new fabric choices, building anticipation for upcoming collections.

10. Build a UGC-Driven Community

Online communities give people a sense of belonging. Whether a Facebook group, a Discord server, or a private forum, a well-run community helps customers feel heard and valued. And when they feel part of something bigger, they’re more likely to create and share content that naturally promotes your brand.

To create a space for your customers to connect:

• Start a private Facebook or Discord group.
• Encourage the sharing of experiences, tips, and photos.
• Reward active participants with exclusive perks.

Example of a UGC-driven community: A cruelty-free beauty brand could create a customer-only forum where people share skincare routines and product hacks.

Making user-generated content work for your brand

To get the most out of UGC, you’ll need to set clear guidelines, moderate content before resharing, and always get permission from the original creator. Transparency is key – if you offer incentives for reviews, be upfront about it.

The heart of UGC isn’t marketing; it’s community. When people feel connected to what you do, they want to share it. So why not take a small step today? Ask for a review, share a happy customer’s post, or start a fun challenge. You might be surprised at how much your audience wants to help you grow.