In South African civil society, we are often the narrators for our communities. But what happens when the community becomes the narrator? That’s the promise of User Generated Content (UGC), a storytelling approach that shifts the lens, deepens trust, and galvanises action. Let’s walk through how UGC can become a warm, practical, and powerful pillar of your comms strategy:
UGC is any content created by people outside your organisation – from a heartfelt Facebook comment by a programme participant, to a WhatsApp voice note, to a TikTok video from a young activist. It turns participants into collaborators, and communities into co-authors of change. The value lies not only in the content itself, but in the fact that it comes from people who are experiencing or driving the change you’re trying to communicate. Their voices carry credibility, relatability and trust. UGC becomes a storytelling strategy when it is purposefully gathered, ethically curated, and thoughtfully integrated into your communication plans to support a campaign, bolster engagement, or deepen understanding.
Why this approach works
Why is this approach important? Firstly, UGC makes your content more believable. People are more likely to trust what a peer says about your work than what your organisation says about itself. Secondly, UGC fosters a sense of inclusion and shared ownership. It turns communication into collaboration, giving contributors a meaningful role in the storytelling process. Thirdly, and most strategically, UGC helps meet the core outcomes of your communication goals. It helps to build awareness, encourage action, and strengthen relationships all essential elements in a well-rounded Theory of Change approach. And finally, UGC has a practical upside: it can help your content travel farther. Community-driven stories tend to generate more engagement and sharing than generic branded messaging.
In terms of where UGC can live and thrive, South African civil society is already active across platforms where this content style fits naturally. WhatsApp is a powerful space for collecting audio clips and stories, particularly in rural or lower-bandwidth settings. Facebook and Instagram offer fertile ground for visual storytelling and testimonials, often using campaign hashtags to link community experiences together. TikTok has opened a world of creative short-form video that is especially attractive to young people. Even SMS and email can become channels for written stories and reflections, especially when data access is limited. Importantly, UGC isn’t just for campaigns; it can be integrated into annual reports, live events, donor communications, or internal newsletters to remind us all who we are doing the work for.
Before collecting any content, know what purpose it will serve. Align your UGC approach with a clear communication goal. If you’re trying to increase signups for a programme, ask participants to share why they joined. If you’re pushing for a policy change, collect videos of people stating why the issue matters to them. Avoid generic prompts that guide contributors with clear, open-ended questions that make them feel heard, not interrogated. And don’t underestimate the power of a voice note or a selfie with a handwritten message. These formats are accessible and impactful.
Example
Take #HIVTestingWeek as a shining example: the Terrence Higgins Trust rounded up a lekker mix of champions—from beloved TV doctors who bring medical gravitas, to queer icons like Drag Race UK’s Cheryl Hole serving full glam with that little finger-prick kit—to show that knowing your status is for everyone. By spotlighting such diverse faces and voices on social feeds, the campaign turns what could feel clinical into something warm, communal, and proudly inclusive. Better yet, the charity doesn’t stop at the celeb sparkle; it actively calls on everyday supporters to roll up their sleeves (literally) and film their own quick-test moments.
Ethical Storytelling
Ethical storytelling is non-negotiable in this process. Always get consent, and always make it easy for contributors to say no or change their minds later. Respect must be at the centre of your UGC practice. Contributors should feel celebrated, not extracted from. When you publish their content, give credit where it’s due, and acknowledge their courage in sharing.
Once you’ve collected UGC, the next step is to curate and frame it meaningfully. Don’t just post quotes randomly. Embed them in your broader storytelling strategy. For example, a community quote can be used to open a campaign video, set the tone for a live webinar, or close an annual review on a deeply human note. Use storytelling strategies introduced in the Amplify Mobilise Change programme such as reframing, big-picture storytelling, and values-based messaging to guide how UGC is used. Let the stories people share serve not only as testimonials, but as evidence of collective experience, empathy, and hope.
If you’re working on a campaign, a programme, or even just your monthly content calendar, consider this: who else could tell this story better than us? Then go out, make the invitation, and let them be heard.
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