A Complete Guide to User-Generated Content for Events

Hamilton Hamilton

Events are powerful opportunities for attendees to connect and share their experiences. No longer passive observers, attendees actively engage. They capture moments, share posts, and document their event journey online, creating a wealth of user-generated content (UGC). 

Every time an attendee posts a picture shares a video, or uses a branded hashtag, they spread your brand's reach beyond the physical event. With 5.45 billion internet users globally and 5.17 billion active social media users as of July 2024, the opportunity to amplify your event through UGC is immense. 

Join us as we cover everything you need to know about user-generated content. 

What is User-Generated Content?

User-generated content is any form of content–photos, videos, reviews, testimonials, social media posts–created by users rather than the brand itself. In the context of events, user-generated content typically comes from attendees who share their personal experiences before, during, or after the event through social media, blogs, or other digital platforms. It's an organic and authentic way to showcase how real people interact with your brand and helps build credibility and trust with your broader audience. 

User-generated content holds exceptional value as it transforms attendees into active contributors to your event's narrative. Rather than passively consuming content, they create and share their own stories, which helps generate buzz and excitement around your brand. 

User-generated content also fosters a sense of community among attendees, as they engage with your brand and each other by sharing and commenting on the content. Such engagement enhances visibility and fosters more meaningful connections, as the authentic experiences of your peers can influence potential attendees or clients.

The Importance of User-Generated Content for Events

User-generated content plays a crucial role in event marketing for several reasons: 

  • Authenticity: In some cases, people trust content created by other attendees more than traditional marketing materials. User-generated content offers a genuine, unfiltered perspective of your event, making it more relatable and trustworthy. 
  • Expanded reach: Every time an attendee shares content from your event, they introduce your brand to their personal network. This increases your event's visibility and can attract new potential attendees or clients. 
  • Increased Engagement: Encouraging attendees to create and share their content boosts engagement. When participants feel involved in the event narrative, they're more likely to interact with your brand on social media and beyond. 
  • Cost-Effective Content: User-generated content provides your brand with free, relatable content that can be repurposed for future marketing campaigns. Showcase the best posts, images, and videos to continue promoting the event long after it concludes.
  • Social Proof: When potential attendees observe others enjoying your event, it builds trust in the experience and increases their desire to participate in future events. User-generated content serves as powerful social proof of your brand's value. 

User-Generated Content Examples

Here are some actionable ways to integrate user-generated content into your event strategy:

  • Event Hashtag: Create a unique, easy-to-remember hashtag specifically for your event. Encourage attendees to use this hashtag when posting on social media. This strategy increases visibility and lets you easily track and collect user-generated content. 
  • Contests: Host a contest where attendees can share photos or videos from the event using your hashtag. Reward the best post with a prize, encouraging more attendees to participate and boosting content creation. 
  • Social Media Wall: Set up a live social media wall at your event that displays attendee posts in real time. This will give participants instant recognition and encourage them to engage with your hashtag, knowing their posts could be featured during the event. 
  • Partner with Influencers: Collaborate with influencers who align with your brand’s values to attend and share content from your event. Influencers can amplify your event's visibility and generate excitement by sharing their experiences with their large following.
  • Collect and Share Testimonials: Gather testimonials from attendees during or after the event. Invite participants to share their thoughts in a video or post. Highlight these testimonials on your event's social media pages, website, or in future marketing campaigns.

Partner with Hamilton to Leverage User-Generated Content for Events

By embracing user-generated content at your events, you can transform attendees into brand advocates, amplify your reach, and create lasting impressions that continue well beyond the event itself. 

Hamilton is a full-service event marketing agency with a 75-year legacy creating immersive brand experiences for companies throughout North America and around the world. We design, produce, and execute integrated experiences – exhibits, events, environments, and digital solutions – that drive meaningful connections between your brand and your audience.

To learn more, contact Hamilton today.