User-generated content is a great way to engage viewers. Among luxury brands, this type of content provides an average 14% engagement lift over traditional posts, according to Gartner L2’s report on luxury social media. However, going through thousands of posts to locate UGC that fits your brand’s aesthetic can be daunting.
However, brands that have successfully featured UGC have a common strategy: hashtags. Brands that promote a hashtag feature UGC content over 3 times more, and see over double the engagement lift on such posts. For example, Four Seasons prompts guests to use the #sharemyFS hashtag to get featured on its official Instagram page. The brand follows through on this promise, featuring this type of content in 13% of its posts. As a result, Four Seasons achieves a 26% engagement lift over traditional posts, demonstrating the value of an effective UGC strategy.