How To Build Authenticity With Customer Photos — And The Trust-Terminating Mistakes To Avoid
The power of social proof can't be overstated when marketing to the 5.56 billion people using the internet. One of the most effective ways to sell your product or service, and build brand loyalty, is by letting your customers do the marketing for you. Through reviews, social media posts, and testimonials, happy customers are the key to attracting new ones.
That’s what UGC (User Generated Content) is all about.
As the old saying goes: a (customer) picture is worth a thousand words! Customer photos go beyond text-based product reviews, helping you double down on trust-building and transparency. Inviting customers to share shots of your product in action lets other shoppers feel confident in their purchase, making it much easier to convert them into customers.
If you’re ready to supercharge conversion, this article shares the advantages of customer photos, common mistakes to avoid, and inspiring examples that enhance customer experiences, community-building, and lead generation.
Why use photos in your UGC marketing strategy?
According to Statista, 25% of adults buying products use customer reviews to make buying decisions. Social proof is king in conversion — but words aren’t always enough. People want to see what they’re buying and evidence that the people raving about your products are legit.
And based on research by eMarketer, a staggering 70% of Gen Z (and 68% of millennials) use UGC videos to find new products and services.
However, with the significant influx of AI-generated content, affiliate marketing, and sponsorship deals with industry influencers, not all UGC photos are created equal when it comes to influencing the buyer journey.
For example, Stackla research found that buyers think UGC is almost 10 times more impactful than influencer content.
Even though you know your product is high-quality, having customer photos increases validity and trust. Real people (and their photos), who have nothing to “gain” by lying about how great your product is, are powerful allies.
Avoid These Mistakes In Your UGC Strategy
Implementing customer photos into your brand authority strategy is quite simple (and a fun way to nurture your community). However, you’ll want to avoid missteps that can hinder UGC success. Thankfully, they’re easy to avoid when you know what to look for.
Using AI-Generated Content
This one is at the top of the list because it’s a relatively new (yet rampant) problem for modern consumers. With a swarm of generative AI images flooding social media platforms, it’s incredibly tough to discern real from fake — especially if you don’t know what to look for.
Some try to use this ambiguity to their advantage — trying to pass off AI-generated images as “real” or genuine. Aside from recommending you avoid doing that, we also suggest applying more scrutiny when using customer photos. Before you share an image, it doesn’t hurt to look closely to make sure it isn’t AI-generated.
Not Asking Permission Before Sharing (Or Failing To Give Credit)
Even though someone posts a picture of your product—and may have even tagged you in it — you still need to ask for permission to use it. Even if they posted that photo in a review on your site, it’s their photo. Before using any customer-generated content, ask for permission. Most are happy to agree, but it’s always better to err on the safe side.
Tip: Don’t forget to credit the person whose photo you’re sharing (unless they ask to remain anonymous.)
The Sharing Process Isn’t User-Friendly
This mistake is so insidious because it’s easy to overlook. If adding photos to a product review is clunky or frustrating, people won’t do it. They may even decide not to finish their text-based review. Make sure that adding customer photos is easy and fast.
Tip: If you want to collect customer photos from social media, make it a simple action like “Tag us.” Friction is one of the easiest ways to throw a customer journey off course. If you ask people to do something for free, make it as easy as possible to do.
Featuring Photos Without Disclosing They’re Sponsored
The point of UGC is to build trust through transparency. While featuring visual content from affiliates or sponsored influencers is fine, be sure to disclose that. Also, remember that influencer marketing and UGC aren’t exactly the same.
They both live on Social Proof St., wave as the other passes by, but they’re different strategies. It’s essential to use each appropriately for maximum effect.
Impeccable UGC Photo Examples
Ready for the inspiration to start flowing? Enjoy four exquisite B2C and B2B UGC examples using customer photos. By the end of this list, you’ll see just how paved with gold (and flexibility) this marketing avenue can be.
Cluse
Cluse takes customer photos to new heights with its “shop the look” section, which displays a gallery of different ways other customers style the product. Clicking one of the customer photos triggers a pop-up that displays the price and links to the product page. Linking to the product page eliminates the friction of going to the navigation bar to search for the item — which means a more fluid buying journey.
Yosemite Conservancy
This example shows that customer photos aren’t just for physical products. Yosemite Conservancy celebrated its 100-year partnership with Yosemite National Park (and inspired more people to visit this awe-inspiring natural wonder) by creating a story form where people could share images, videos, and stories of their time in the park.
Boob Design
UGC customer photos can also help commonly overlooked segments feel seen and welcome in your community. For example, expectant mothers shopping on Boob Design can see how well the clothes fit and flatter real people at all pregnancy stages and different body types. UGC and customer photos aren't just about marketing; they’re a community-building opportunity.
Hootsuite
Hootsuite’s “#IWorkFromHere” hashtag accomplishes two things: increases engagement with customers, and lets prospects' imaginations do the heavy lifting. Even though Hootsuite is confined to computer screens, the hashtag shows how far users can go when they have the freedom to manage social media from anywhere.
3 Ways To Encourage Customers To Share Their Photos
With a sea of inspiration to guide you, here’s a treasure map of actionable tips for incorporating customer photos into your UGC strategy.
Integrate upload options to your product review page
Most product review sections allow customers to upload photos. This is often seen on Amazon.com, and helps shoppers know that what they see in your professional product photos is exactly what they’ll get upon delivery. If your e-commerce or website platform doesn’t already include this feature, look for an add-on or third-party integration.
Engage on your social media platforms
A great way to collect fantastic product photos is to ask your customers and social media followers to tag you in posts mentioning or featuring your product. It’s an easy (and natural) action for the customer, and gives you a collection of UGC you don’t even have to search for.
Send automated email campaigns
Schedule a drip campaign to go out a few weeks after someone makes a purchase. You can ask if they’re enjoying the product, invite them to share feedback, and encourage them to share UGC on their social media, in a review, or directly with you.
How to incentivize people to share customer photos:
Like and share other UGC so your customers see that you’re paying attention, and that their experience matters to you.
Letting people know their post/image could get “featured” on your brand page.
Offer a giveaway where people can win prizes by posting and tagging your brand in UGC.
The best part about UGC is its flexibility and low barrier to entry. Whether it’s as advanced as incorporating personalization features into your ecommerce platform, or just asking for a tag on Instagram or TikTok, customer photos are a trust-building powerhouse for your 2025 marketing strategy.
Ready to build trust and authority with your ideal audience? Get in touch with Comma Copywriters by scheduling a complementary 20-minute consultation.
