Your farm’s most persuasive marketing tool might already be in your customers’ hands — quite literally. From a family’s joyful selfie at your glamping site to a foodie’s Instagram reel showcasing your meat box delivery, User-Generated Content (UGC) captures authentic experiences money can’t buy. This powerful, word-of-mouth marketing works because it’s real, relatable, and far-reaching. In this blog, we’ll explore what UGC is, why it works, and how to harness it to grow your farm brand.
User-Generated Content, or UGC, is any photo, video, review, or social media post created by your customers rather than your business. Think of it as digital word-of-mouth — except instead of chatting over the garden fence, your customers are sharing their experiences with hundreds (or even thousands) of people online.
For farm businesses, UGC can take many forms: a customer posting a recipe they’ve made using your lamb meat box, a visitor filming a reel during your pumpkin-picking weekend, or a family tagging your glamping site in their holiday snaps. This content is genuine, spontaneous, and created without the polish of professional advertising — and that’s exactly why it works.
UGC also goes beyond social media. It includes reviews on Google or TripAdvisor, blog posts written by customers, and even photos shared in local Facebook groups. All of this builds a library of authentic stories about your farm, helping potential customers picture themselves enjoying your products or experiences.
The beauty of UGC is that it doesn’t require big budgets or complex campaigns — your customers are doing the storytelling for you, and in many cases, they’re doing it better than any advert could.
When it comes to marketing your farm, people trust people more than they trust adverts. User-Generated Content works because it blends authenticity with reach, making it one of the most cost-effective marketing tools available. Here’s why it’s worth your attention:
In short, UGC works because it’s genuine, far-reaching, and persuasive — the perfect blend for farm marketing success.
While some customers will naturally share their experiences, a little encouragement can go a long way in turning casual snaps into a steady stream of valuable content. Here are some practical ways to inspire your customers to create and share:
Ask for It
Don’t be shy — people are often happy to post if you simply prompt them. Include a friendly reminder on receipts, in email newsletters, or on signage around the farm asking customers to share their experience and tag you.
Create Shareable Moments
Give visitors something irresistible to photograph or film. This could be a scenic picnic spot overlooking your fields, a quirky sign, or a hands-on activity like bottle-feeding lambs. The more visually appealing or interactive, the more likely it is to appear on social media.
Run Incentives
Competitions work wonders. Offer a prize for the best farm photo of the month or the most creative recipe using your produce. This not only encourages content but also deepens customer engagement.
Use Branded Hashtags
A simple, memorable hashtag (e.g. #LifeOn[YourFarmName]) makes it easier for you to find and share posts while giving customers a sense of community.
Make It Effortless
Provide clear instructions on how to tag or mention your business, and make sure your social media handles are visible on your website, signage, and packaging.
With a little planning, you can transform happy customers into active promoters who help tell your farm’s story in a way that’s engaging, authentic, and far-reaching.
You’ve got the content — now it’s time to put it to work. Here are some straightforward ways to make the most of your customers’ creations and maximise their marketing power for your farm.
The key is consistency. Don’t just share UGC occasionally — integrate it into your marketing regularly. This keeps your content fresh, strengthens community ties, and shows potential customers that people genuinely enjoy what you do. Over time, it becomes a powerful storytelling tool for your farm.
While UGC is a fantastic marketing tool, it’s important to use it respectfully and within the law. The golden rule is simple: always ask permission before sharing someone’s content. A quick direct message, comment, or email is usually enough, but get a clear “yes” before reposting.
When you do share, credit the original creator by tagging them or including their name — it not only shows respect but also strengthens your relationship with them.
Be mindful of GDPR and privacy laws, especially if the content features identifiable people, particularly children. If you run events or experiences, consider adding a photography consent section to your booking forms so expectations are clear from the start.
Handled correctly, UGC should build trust and goodwill. Treat your customers’ content as a gift — one that deserves acknowledgement and careful use — and they’ll be far more likely to share again.
User-Generated Content isn’t just “free marketing” — it’s a trust-building, community-driven way to showcase your farm through the eyes of those who love it. By encouraging and celebrating customer stories, you create authentic, engaging content that reaches far beyond your own audience.
Start small: create one shareable moment this week, ask customers to tag you, and watch the stories roll in. Over time, these moments will build a powerful library of real-life endorsements for your farm.
For more ways to grow your farm brand, download our free farm marketing strategy guide or explore our tailored coaching packages.
