Your customers are already making content about you. The latte art photo, the birthday dinner Reel, the "new boots from my favorite shop" Story. That's user-generated content (UGC), and for a local business in West Palm Beach it's some of the most believable marketing you can get. The play is simple: make it easy to post, ask before you reshare, give credit, and use Instagram Collabs when it makes sense. Here's how we do it.
What counts as user-generated content?
UGC is any photo, video, review or post made by a real customer, not by you or your agency. On Instagram that usually means tagged posts, Stories that mention you, Reels filmed at your spot, and comments that say the thing better than your caption ever could.
It works because it's proof. When someone sees their neighbor loving your brunch, that lands differently than you saying your brunch is great. It also takes some pressure off your content calendar, which every owner we talk to appreciates.
Make it easy for people to post
You can't reshare content that doesn't exist, so set the stage.
Give people something worth filming. A great window seat, a signature drink with a little moment to it, a wall that looks good in natural light.
Put your handle where people look. Menus, receipts, the check presenter, a small sign by the register, your bio.
Ask out loud. Your staff saying "tag us, we love reposting our regulars" does more than any sign.
Show that you repost. When people see customers on your feed and Stories, they figure they could be next.
Always ask before you reshare
This is the part people skip. The photo belongs to the person who took it, so get a yes before you put it on your feed or in an ad. A quick DM works: "Love this shot! Mind if we share it on our page? We'll tag you." Screenshot the reply so you have it.
Resharing a Story you were mentioned in is the easy everyday version. For your feed, website, ads or anything printed, get permission in writing every time. And always credit the creator by tagging their handle.
Use Instagram Collabs instead of reposting
Collabs are one of the most underused tools for local businesses. According to Instagram's Help Center, a Collab post lets you co-author a post with other accounts. When the invited account accepts, their username is added to the post, the post is shared with their followers, and it shows up on their profile. You can add up to 5 collaborators to one post.
That's different from a tag. Instagram notes that when you tag or mention someone, the post isn't shared with their followers. With a Collab, it is.
So instead of screenshotting a customer's Reel, ask them to post it and invite you as a collaborator, or flip it: you post and invite them. Either way, your post reaches their audience too. This works great with local creators, regulars who have a following, neighboring businesses and event partners.
Be upfront about perks
Comping a meal or sending free product to a local creator is a smart move. Just keep it honest. The FTC's guide "Disclosures 101 for Social Media Influencers" says people should disclose when a brand gave them free or discounted products or other perks and they mention that brand, even if they weren't asked to post. Simple labels like "ad" or "sponsored" do the job. Tell your creators that up front so nobody gets caught off guard.
How to use UGC once you have it
Stories: reshare mentions daily. Low effort, lots of love.
Highlights: build a "Regulars" or "Your Photos" Highlight on your profile.
Feed and Reels: mix customer content in with your own shoot content so your grid feels real but still on brand.
Website and email: with written permission, customer photos make great proof on a menu page or in a newsletter.
Ads: only with clear written permission, and ask for the original file so it looks sharp.
One more thing. UGC is a supplement, not your whole strategy. You still want consistent, well-shot content that shows your space and products the way you want them seen. The mix of both is where it clicks.
FAQ
Do I need permission to repost a customer's photo on Instagram?
Ask first. A quick DM and a yes from the creator is the simple standard for feed posts, and get it in writing for ads, your website or print. Always tag them.
What's the difference between tagging someone and a Collab post?
A tag links their account but doesn't share the post with their followers. A Collab post, once the invite is accepted, is shared with the collaborator's followers and shows on their profile, according to Instagram.
How many collaborators can I add to an Instagram post?
Instagram lets you add up to 5 collaborators to a post.
If I give a creator a free meal, do they need to say so?
Yes. Per the FTC's influencer guide, if someone mentions your business after getting free or discounted products or perks, they should disclose it with something clear like "ad" or "sponsored."
Want help turning your regulars into your best content?
At So Chill Media, we're a social media marketing and content production team based in West Palm Beach, and we help local businesses build feeds that mix great shoot content with real customer moments. If you want a plan for your page, reach out and let's talk.