UGC product photography is product photos shot by customers or UGC creators, not by your brand. These UGC images show your product in real life, with real lighting, real hands, and real homes.
You still need clean studio shots for accuracy.
But UGC product photos are what help buyers picture the product in context.
UGC product photos work because they add proof.
People trust images from real customers more than polished brand photos.
That trust can translate into higher conversion rates on product pages.
In this guide, you’ll learn how to:
- Source user-generated content (UGC) photography
- Create a simple shot list so you get usable UGC images
- Obtain permissions from users and creators
- Build a UGC photography library you can reuse across channels
UGC product photography examples (and what makes a good UGC image)
Here are UGC product photo examples that brands reuse the most across product pages and ads:
- In-hand scale photo
Shows size instantly. Ask for one shot on a clean background and one shot in natural light. - Lifestyle in-use photo
Shows the product doing its job. This is your best option when the product needs context to make sense. - Unboxing and “what’s in the box” photo
Reduces confusion. It also cuts down on “this is smaller than I expected” complaints. - Close-up detail photo
Perfect for texture, ingredients, fabric, finish, and small product details buyers zoom in on. - Before and after photo
Best for beauty, wellness, home, and cleaning. Keep it simple and consistent, same angle and lighting. - Real-world placement photo
A shelf shot, bathroom counter shot, gym bag shot. It helps buyers imagine ownership fast.
Quick quality checklist to include in every request:
- Natural light when possible
- No heavy filters
- Product stays in focus
- One clean background option
- Deliver at least 1:1 (square) and 4:5 (feed-friendly)
Step #1: Create & Promote Branded Hashtags
A branded hashtag is the simplest way to collect UGC images in one searchable place.
It also gives customers a clear prompt for what to post.
Keep it easy. One branded hashtag is enough.
Here’s an example of a branded hashtag on Instagram:
Not sure how to come up with one for your brand?
We’ve got you. Below are the steps to create your branded hashtag.
How to make your branded hashtag actually get used:
- Put it on your packaging and inserts. Add a one-line prompt like “Share your photo with #[YourTag]”.
- Add it to your post-purchase email. Ask for one specific photo type, not “any pic”.
- Pin it in your IG bio and highlight. Make the ask visible.
- Comment and thank people who post. Then ask for permission to reuse the photo.
- Save the best UGC images weekly so they do not get buried.
After your hashtag is live, the next step is to motivate more people to post.
After creating your branded hashtag, the next step is to launch contests that motivate users to generate content.
Step #2: Launch UGC Contests to Motivate Users to Create UGC Content
In 2011, Coca-Cola launched its first “Share a Coke” campaign in Australia. The campaign was targeted at personalizing the experiences of consumers.
People could customize their names or whatever they wanted on their Coke bottles.
The campaign sought to inspire consumers to share moments of happiness with loved ones whose names appeared on a bottle of Coke.
The campaign fostered personalization as well as becoming a source of UGC for Coca-Cola.
Even though Coca-Cola didn’t promise any prizes, many users shared pictures of their personalized Coke bottles, and some even got featured by Coca-Cola.
Launching a UGC campaign or contest inspires users to be creative.
Glossier, a beauty brand, occasionally organizes giveaway content to source UGC and increase sales and customer base.
Winners are promised a variety of brand products. The attachment of prizes helps attract and keep more people invested in the contest.
You can encourage your users to post high-quality pictures or videos of themselves using a concept, a hashtag, or a tagline.
In exchange for this, they get to win a certain prize. The reward could be a discount, money, or a free gift.
To keep track of the contest, you can require participants to tag your brand on their posts or submit their entries, all of which you repost to your page.
To kick-start the process, you can find influencers and digital creators on platforms like Insense. These creators inspire others to join the contest.
Step #3: Engage with Content Creators & Build Relationships
Six years ago, Aerie, the e-commerce apparel retailer, collaborated with an influencer for a UGC contest.
They encouraged users to create content for the chance to win a $500 shopping spree and to hangout with the influencer they collaborated with.
The love for that influencer inspired people to create UGC and participate in the contest.
You can leverage this collaborative strategy.
Begin by building a positive relationship with UGC creators who understand and align with your brand values.
You can encourage them to either collaborate with your brand for contests or to create their own UGC.
UGC platforms like Insense make your collaboration easier.
Here are some features you can use on Insense:
- Creator marketplace: helps you match with the best digital creators for your brand.
- Direct chat: fosters healthy communication between you and the creator.
- Campaign management: manage all creator agreements and curate all delivered UGC images and videos in one place.
UGC product photography shot list (copy and paste)
If you want UGC images you can actually reuse on product pages and ads, ask for a small, clear set:
- 1 clean “hero” photo (plain background, product centered)
- 1 in-hand photo (scale)
- 1 lifestyle in-use photo (context)
- 1 close-up detail photo (texture, label, finish)
- 1 packaging or unboxing photo (what arrives)
Keep the brief tight. Creators deliver better photos when they know exactly what “good” looks like.
The collaborative relationships you build with the right creators will act as a boost to your UGC campaigns.
While building these relationships, you have to deal with lots of creators and manage many digital assets.
That’s why the next step is crucial.
Step #4: Create a UGC Photography Library
Treat your UGC photography library like a content system, not a folder of random photos. The goal is to find the right UGC image in seconds and reuse it everywhere.
What to store with every asset:
- Product name and variant
- Photo type (hero, in-hand, lifestyle, close-up, unboxing)
- Channel fit (PDP, ad, email, social)
- Creator handle and date
- Usage rights status (requested, approved, paid usage)
A simple structure that stays clean:
- Product pages (PDP-ready)
- Paid ads (thumb-stopping lifestyle)
- Email and landing pages (clean and minimal)
- Reviews and community (real customers, real homes)
Even if an image is public, always get clear permission before using it in marketing, especially in ads.
Step #5: Obtain Proper Permissions & Post
You certainly want to avoid being caught up in copyright issues with your users.
To avoid this, you can implement the following practices:
- Use consent forms
Ensure that content creators grant permission for your brand to use their content in marketing materials.
To do this, you might want to consider using consent forms or agreements.
- Communicate
Clearly communicate the terms and conditions of use.
Outline details, such as requirements, duration of the permission, platforms the content will be displayed on, restrictions, compensations if applicable, and any other relevant information.
- Adhere
Obey the specific platform's guidelines and policies when using UGC photography on Instagram, TikTok, or any other channel.
- Comply
Ensure compliance with copyright and intellectual property laws to avoid legal issues.
Over to You
Your ability to effectively source UGC photographs can yield significant results for your content marketing efforts.
Adequately implementing the steps outlined in this guide will take your UGC sourcing skills from zero to a hundred.
Want to learn more about user-generated content?
Explore more UGC-related topics!
Frequently Asked Questions (FAQs)
Below are answers to some of your most important UGC-related questions on e-commerce.
Q1. Why is UGC photography important for brands?
It boosts authenticity, builds trust, and helps e-commerce brands connect with their audiences. The diversity it brings allows brands to display their products and product photos in real life situations with the average customer.
Q2. How can brands encourage followers to create UGC photography?
Actively engage your followers through contests, giveaways, and challenges. In exchange for their experiences and content, offer shoppable rewards, incentives, recognition, and features.
Q3. Are there any risks to using UGC photography?
Copyright infringement is the most common risk faced by e-commerce brands. However, you can overcome this by using consent forms and adhering to the specific usage right of the channels you use.
Q4. Should brands use UGC in paid advertising?
Yes. UGC photos often outperform polished brand images because they look like real recommendations. Just make sure you have written permission for paid usage, and keep your library organized so you can rotate fresh creatives.
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