How to Use User-Generated Content to Grow Your Outdoor Business
When it comes to building trust in your outdoor brand, nothing beats real people, real stories, and real experiences.
That’s exactly what user-generated content (UGC) delivers.
In a world saturated with polished ads and influencer noise, UGC stands out because it’s raw, relatable, and rooted in real-life experience. Whether it’s a camper sharing their morning view from your site or a customer tagging your gear in action, these authentic moments tell your brand story better than you ever could.
And the best part? It’s free marketing with emotional impact baked in.
Here’s how to tap into UGC to grow your reach, deepen community loyalty, and inspire new customers to choose you.
1. Start with a Share-Worthy Experience
Great UGC starts with a great experience.
Whether you're a backcountry lodge, adventure brand, or gear outfitter, the foundation of user content is giving people something worth capturing and sharing.
Ask yourself:
Is there a photo-worthy moment in what I offer?
Are we building community or just selling stuff?
Do people feel proud to be part of our brand story?
Because if the answer is yes—they’ll start creating without you even asking.
2. Make Sharing Easy and Fun
Don’t wait for lightning to strike. Invite the content.
Here’s how:
Create a seasonal or branded hashtag (e.g. #MyStokerStory or #CoastalGnar)
Add signage or friendly prompts in-store or on your website
Include a call-to-action in post-purchase emails
Encourage tagging your brand in captions and stories
Pro tip: Make it a celebration, not an ask. People want to be featured and appreciated, not harvested.
3. Feature Your Fans (And Give Them Credit)
Recognition is fuel.
When someone shares a moment with your product, location, or team, they’re giving you a gift. The least you can do is thank them publicly and give credit.
Ways to feature fans:
Reshare in Instagram stories or reels
Add a “Community Spotlight” section to your newsletter
Build a UGC gallery on your website
Tag and celebrate creators in your captions
When people see that you genuinely value your community, they’re more likely to keep sharing—and buying.
4. Incentivize Stories, Not Just Photos
Everyone can snap a picture. But if you want depth, ask for the story behind it.
Try:
“Tell us the story behind your best day outside.”
“What’s one lesson the outdoors taught you this year?”
“Show us what adventure looks like to you.”
Then feature that story alongside the content. You’ll spark emotional connection—and people will stay with your brand for more than just the product.
5. Build Trust with Real Moments
UGC isn’t always perfect. And that’s exactly the point.
A little motion blur, messy hair, or muddy boots? That’s authenticity. That’s what your audience connects with. These moments feel real—because they are.
Use UGC to:
Break up your polished grid with real-world scenes
Add testimonials with a human face
Tell a bigger story: your customers living your values
People want to see themselves in your brand. UGC makes that mirror clear.
Final Thought: A Reel of Your Customers Living Your Brand > A Polished Commercial
At The Stoker Collective, we’re big believers in real stories told by real people.
User-generated content is a goldmine for outdoor brands—it builds trust, creates community, and keeps your brand grounded in the experiences that matter most.
So the next time a customer tags your brand in a reel, a review, or a misty mountain summit—don’t just double tap. Share it. Celebrate it. Let it become part of your story.
📬 Want help building a UGC strategy into your next content campaign?
Let’s make something that feels real.