How to Build a Tech UGC Strategy That Works for Your Brand
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You’re probably seeing a lot of people talk about user-generated content (UGC) these days. If you have ever wondered how to actually use user-generated content for your SaaS or tech brand, you are not alone.
Many companies know that Tech UGC is powerful, but they are unsure how to fit it into a real strategy.
The truth is, Tech UGC works best when you have a plan that connects the journey for your potential buyers, it makes your product feel approachable, and helps potential users take the next step.
The term user-generated content is also a pretty good indicator that the type of content that will perform best is the one that feels authentic and allows your community to connect.
UGC has been around for a long time, and it’s not just video content; but in recent years, brands have caught on to how beneficial this type of content can be for their brands.
Let’s dive right in and talk about building your tech UGC strategy.
Step 1. Define Your Goals for Tech UGC Strategy
Before you start searching for creators or planning your content, stop and think about what you want the content to do. Some types of content are best for certain stages of the journey, and others can fit everywhere.
If your goal is brand awareness, you need relatable short clips that introduce your product to new people.
If your goal is to close a potential gap in your funnel and in the buying process, you need tutorials or use cases that explain how things work.
If your goal is to build trust, you could use content that shows your app or tech tool in use and highlights the problem it solves.
If you want to drive product adoption, creating how-to video content is a no-brainer.
When you know your goals, it becomes much easier to plan the kind of UGC you want.
Step 2. Map Tech UGC to the Journey
Every potential customer moves through a journey before making a purchase, you’ll often hear this being referred to as the buyer’s journey. UGC can support them at each stage if it is planned correctly.
At the awareness stage, UGC should focus on discovery. This could be a quick first impression video from a creator showing the tool or app in action.
At the consideration stage, UGC should go deeper. A side-by-side comparison, a feature walkthrough, or a simple tutorial helps people understand the value of your product.
At the decision stage, UGC should confirm the choice. A testimonial, a success story, or a demo that highlights results can give buyers the final push to commit.
Mapping your UGC this way ensures you are not just entertaining people but guiding them closer to becoming a customer. A lot of this type of UGC can also be evergreen, especially if the videos are also related to legacy features of your app.
Step 3. Choose the Right Platforms for Tech UGC
Not every platform is the same, so your strategy should consider where your audience spends time and how they like to learn.
TikTok and Instagram Reels are great for quick content that creates awareness and sparks curiosity.
YouTube is ideal for both shorter and longer tutorials and detailed reviews where potential buyers want a full picture.
Your own website is the perfect home for UGC that supports sales. Embedding videos on product pages, support guides, or blog posts gives the content a long life. This also helps with accessibility since we all prefer to consume content differently.
A strong strategy also includes repurposing. One UGC video can live on multiple platforms, reaching different audiences without creating more work. That same video can be transcribed and repurposed into blog posts or guides.
Step 4. Work With Tech UGC Creators Effectively
A successful Tech UGC strategy depends on how you work with creators. Remember that UGC creators are there to help you succeed. Many creators have also worked on the strategy side of content, and you should be open to their feedback.
Give creators a clear brief. Let them know if you need a tutorial, a demo, or any other type of content. The clearer you are, the better the outcome.
Provide full access to your product. The more they can use it like a real customer, the more authentic the content will feel.
Allow flexibility in delivery. UGC should not feel over-scripted. A creator who has experience in your niche knows how to make the content relatable. If a creator gives you feedback on a script, it’s for a reason.
Remember that UGC is not influencer marketing. A creator does not need a huge following because you are the one publishing the content on your own channels.
Step 5. Track and Repurpose Your Tech UGC
The work does not end when you publish a UGC video. The best strategies include tracking and repurposing so you get the most out of each piece of content.
Measure performance. Look at engagement, watch time, or how many people clicked through after watching.
Connect UGC to outcomes. Tutorials can reduce support questions. Testimonials can improve conversion rates. Repurposed videos can drive blog traffic.
Repurpose everything you can. A single video can turn into a blog post, an email series, a case study, or even an ad creative.
When you keep repurposing and tracking results, your UGC becomes a consistent part of your growth rather than a one-time experiment.
I’ve worked with a lot of tech brands, and I’ve seen firsthand how UGC can help with product adoption. The more your tool is in use and the more it helps your customers, the longer they will stay.
This is why it’s important to remember that user-generated content is not only about pushing sales. It can also play a big role in helping new customers adopt your product with confidence.
Why a Tech UGC Strategy Matters
A lot of SaaS and tech companies have content that can sometimes feel too scripted or too monotone. No one wants to listen to content that feels like corporate training from the 90s.
Tech UGC fills in that gap by showing real people using your product in ways that feel natural. And the best part, you can create content for every stage of the buyer’s journey.
A clear strategy makes sure that your UGC content is purposeful and helpful to your potential buyers. It helps you meet buyers at the right stage of their journey and makes your product feel trustworthy and relatable.
Are You Ready to Try Tech UGC?
It’s never too late to explore a new marketing approach, and even if you’re brand hasn’t collaborated with creators in the past, you will benefit from tech UGC.
Start with clear goals, map the content to the buyer’s journey, choose the right platforms, and work with creators in a collaborative way. Then repurpose what you create so every piece of content works harder for you.
If you are a SaaS or tech brand looking to build trust and connect with the right audience, a thoughtful Tech UGC strategy is one of the most effective ways to do it. Let’s talk about your UGC needs. You can also find a lot of really talented UGC creators in this Reddit community.
Frequently Asked Questions About Building a Tech UGC Strategy
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Tech UGC (user-generated content for tech brands) includes authentic videos, reviews, tutorials, or testimonials created by real users or creators. It helps potential buyers understand your SaaS or tech product through relatable, hands-on examples.
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Influencer marketing focuses on reach and the influencer’s audience size, while Tech UGC focuses on authenticity. A UGC creator doesn’t need a large following because you’ll publish the content on your own channels to educate and convert your audience.
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A Tech UGC strategy helps you build trust, increase conversions, and boost product adoption. It makes your brand feel more approachable and shows real people using your product in meaningful ways.
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Short tutorials, feature demos, testimonials, and use-case videos perform best. These types of content are easy to digest and help potential users quickly understand your product’s value.
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TikTok and Instagram Reels are perfect for awareness and discovery. YouTube and your website work best for tutorials, comparisons, and long-form videos that guide potential buyers deeper into the journey. LinkedIn can also be a great platform to consider.
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Yes. One Tech UGC video can become a blog post, email sequence, social ad, or even part of a case study. Repurposing extends your reach and keeps your content working for you over time.
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Review your strategy every few months or when you launch new features. Updating your content keeps it relevant and ensures it continues to connect with your audience.