In today’s digital world, trust is currency. Customers are no longer swayed solely by flashy adverts or polished sales pitches — they want real proof, authentic experiences, and social proof from people like themselves.
User-Generated Content (UGC) is one of the most powerful tools leisure and hospitality businesses can use to build credibility, grow engagement, and drive bookings. And the best part? Your customers are already creating it — you just need to harness it strategically.
In this blog, we explore the power of UGC for leisure businesses and how to use it to turn happy guests into your venue’s best marketers.
🌟 What Is User-Generated Content?
User-Generated Content is any material created and shared by your customers — not your brand. It includes:
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Photos and videos shared on social media
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Customer reviews and testimonials
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Blog posts, vlogs, or TikTok clips featuring your venue
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Facebook check-ins, Instagram Stories, and TripAdvisor reviews
Unlike brand-produced marketing, UGC feels authentic, spontaneous, and personal. It shows real people having real experiences — which is exactly what potential customers want to see before making a booking.
🧠 Why UGC Matters for Leisure Businesses
Authenticity Builds Trust
UGC showcases genuine experiences. A smiling family posting about their day at your adventure park or a TikTok showing friends laughing over a competitive darts night speaks louder than any advert.
Peer Influence Sells
People trust recommendations from peers more than businesses. According to Nielsen, 92% of consumers trust UGC more than traditional advertising.
Free (and Powerful) Marketing
UGC provides a constant stream of fresh, engaging content that you can share across your platforms — without the hefty production costs.
Community Growth
When you feature customer content, you make your guests feel valued. This fosters a stronger emotional connection to your brand and encourages word-of-mouth referrals.
SEO and Visibility Boost
UGC (especially reviews and tagged posts) boosts your search visibility on Google, Instagram, TripAdvisor, and Facebook, helping more people find you organically.
📸 What Types of UGC Work Best for Leisure Venues?
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Happy customer photos (families, groups, parties enjoying the venue)
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Instagram Stories or TikToks showing gameplay, behind-the-scenes, or funny moments
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Google Reviews praising your service or experience
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Video testimonials recorded in-venue or shared online
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Hashtag campaigns encouraging themed content (e.g., #BoostMyDayOut)
The more vibrant, relatable, and spontaneous, the better!
🛠️ How to Encourage More UGC
Create Photo-Worthy Moments
Design your space with Instagram in mind:
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Selfie walls, murals, or themed props
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Branded photo frames or backdrops
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Fun signage encouraging group shots
Make it irresistible to share!
Ask Your Customers
Sometimes all you need to do is ask:
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Include prompts in your booking confirmation emails (“Don’t forget to tag us!”)
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Train staff to encourage photos during visits
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Use signage around your venue: “Share your experience @YourVenueName!”
Launch UGC Competitions
Run monthly contests rewarding the best tagged photo, Story, or TikTok:
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“Win a free day pass!”
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“Best party snap wins a voucher!”
Competitions incentivise content creation and massively boost reach.
Introduce a Hashtag
Create a simple, branded hashtag that customers can use when sharing photos (e.g., #BounceWithLeisureBoost or #BoostMyFun).
Promote the hashtag everywhere — on your website, socials, in-venue screens, and staff uniforms.
Showcase Customer Content
Celebrate your guests!
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Repost their photos (with permission) on your Instagram grid and Stories.
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Feature their testimonials in newsletters and blogs.
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Display a “Customer of the Month” wall or digital board in your venue.
Making customers feel seen and valued encourages further sharing and loyalty.
📣 Marketing UGC the Right Way
When promoting UGC, always:
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Ask for permission before reposting a customer’s photo or video.
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Credit the original creator (tag them, mention their handle).
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Keep it authentic — don’t over-edit or stage their posts.
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Mix UGC with brand content for a balanced, genuine feed.
📊 Tracking the Impact of UGC
Measure the success of your UGC efforts by monitoring:
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Increase in tagged posts and mentions
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Growth in engagement rates (likes, shares, comments)
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Rise in new followers
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Higher volume of Google or TripAdvisor reviews
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Website traffic from social sources
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Improvement in bookings after UGC-driven campaigns
Tools like Instagram Insights, Google Analytics, and review platform dashboards make it easy to track this over time.
🎯 Final Thoughts: Your Customers Are Your Best Marketers
At a time when customers crave authenticity and community, user-generated content is your secret weapon.
By encouraging and celebrating the content your guests create, you not only build deeper loyalty — you create a vibrant, living, breathing brand that feels real, relatable, and trustworthy.
At LeisureBoost, we specialise in helping leisure businesses grow using smart digital strategies like UGC campaigns, social media marketing, and influencer collaborations.
Ready to turn your happy customers into your most powerful promoters? Let’s make it happen.
