Choose a UGC contest idea around the content your business needs, then ask your audience for one manageable task. Explain how you will select the winner.
A UGC contest invites customers or fans to create original content for a chance to win. These seven ideas offer illustrative prompts, not tested campaigns or promised results. For the broader definition, see our guide to user-generated content.
Choose the content before the contest
Match the idea to the output and effort you can reasonably ask for:
- Everyday context: one photo and one useful detail; low writing effort.
- A task explained: a short demonstration; more filming effort.
- Quick practical advice: a text tip; no camera needed.
- A new product direction: a sketch; more creative effort.
- Resourcefulness: a reuse project; materials and making time.
- A community experience: a photo story; several images to review.
- A personal perspective: a short story; more thought and writing.
1. A real-life product photo
Use it for: showing how a product fits into daily life. Example prompt: “Show your reading corner in one photo. Tell us which small detail makes it comfortable.” A bookstore could offer a book bundle and judge relevance, useful detail and composition.
Skip briefs requiring expensive equipment or a picture-perfect home. Show the detail you want, rather than demanding your logo in every shot.
For its 2022 macro photography challenge, Apple announced 10 panel-selected winners and said their photos would appear on its website, Instagram and billboards. This historical example shows a focused brief; it does not prove a result for your campaign.
2. A short task demonstration
Use it for: collecting helpful demonstrations. Example prompt: “In a video of up to 30 seconds, show one way you organize a small desk. Explain the step that makes the biggest difference.” A stationery brand could offer a desk kit.
Judge clarity, relevance and ease of following the step. Skip hazardous tasks, sensitive information or results you cannot check. Accept ordinary phone recordings.
3. One practical customer tip
Use it for: an audience that has useful knowledge but little time for filming. Example prompt: “Share one packing tip in up to 50 words. Name the problem it solves.” A travel shop could offer a packing accessory.
Select for specificity, relevance and clarity. Ask for honest experience, not praise. Skip this if you need visuals: text will not fill a photo library.
4. A design sketch
Use it for: exploring customer preferences. Example prompt: “Sketch a pattern for a reusable tote and explain the idea in two sentences.” State whether the prize is a gift card, a sample or something else; do not imply the design will enter production.
Judge fit with the theme, originality and how clearly the sketch communicates its idea. Skip finished professional artwork as an entry requirement. If you want to manufacture or advertise a winning design, agree that use separately before proceeding.
5. A creative reuse challenge
Use it for: showing a resourceful community at work. Example prompt: “Turn an empty cardboard box into a useful organizer. Share one finished photo and one sentence explaining its new job.” A craft shop could offer a small supply bundle.
Select for usefulness, creativity and a clear explanation. Avoid dangerous construction, unrealistic sustainability claims or a requirement to buy your packaging. Skip this if your audience would need specialist materials just to participate.
6. An event photo story
Use it for: capturing a community's perspective. Example prompt: “Tell the story of a community walk in three photos: setting out, one discovery and the finish.” A local outdoor shop could offer a walking accessory.
Judge story, relevance and clear sequencing. Offer a suitable way to participate away from a paid event if that fits your promotion. Skip this format if your team cannot review several images per entry. Tell people to avoid identifiable bystanders without permission.
7. A short customer story
Use it for: understanding why an activity matters to customers. Example prompt: “In up to 100 words, describe the moment you started gardening and one thing you wish you had known.” A garden shop could offer a seed bundle.
Judge the moment, lesson and relevance. Avoid rewarding dramatic personal disclosures or unsupported results. Skip this for quick entries: thoughtful writing takes more effort.
A filled example: turn a tip into a small campaign
This campaign, brand and entry are fictional. Example Outfitters wants useful packing tips for its December newsletter, so it chooses idea 3:
- Prompt: “In up to 50 words, share one weekend packing tip. Name the problem it solves.”
- Route and timing: email the tip in the message body to [email protected], an illustrative address, not a real submission route. Subject: Packing Tip. Open November 20, 2026, 9 AM PST; close November 27, 5 PM PST.
- Entry and reward: US adults 18 or older; one original tip each; no purchase or public post required. One $25.00 store voucher, emailed within seven days of winner confirmation.
- Review and follow-up: fictional manager Maya checks eligibility and scores with editor Ben. Maya emails the proposed winner by November 30; reply deadline December 3. With no reply, offer the prize to the next highest eligible entry under the same criteria.
- Use plan: separately request written permission for one December 2026 newsletter, first-name credit and spelling edits only; no advertising use. Keep the response with the tip before publishing.
Sample submission: “Put clean socks in a sealed reusable pouch at the top of your day bag. You can change quickly after rain without unpacking everything; keep the wet pair in a separate pouch.”
Published judging criteria: relevance to weekend packing, practical usefulness and clarity, each scored 1–5 with equal weight. A 1 is missing or unclear, 3 is usable but general, and 5 is precise and complete. An illustrative assessment gives this entry 5 + 4 + 5 = 14/15: relevant and clear, with a small extra-pouch burden reducing usefulness.
Publish tie handling too: compare relevance, then usefulness; if still tied, named additional judge Casey makes the final criteria-based choice and records why. Check eligibility first and keep criteria fixed. These scores illustrate a judgment, not an objective quality measurement.
Plan for content you can actually use
Check who can enter, then separately agree how you may use their work: channels, duration, edits and credit. Keep that agreement with the file and check other people or third-party material shown. A hashtag or entry checkbox is not a complete permission plan.
For US promotional posts, the FTC's social media contest guidance explains that the chance to win can require a clear disclosure of the incentive. Make the sponsoring brand and contest connection understandable where people see the post; a vague brand tag is insufficient. Review the actual platform rules and promotion requirements before launch. This planning guide does not establish legal compliance.
Count submissions and content you can actually use separately. An illustrative 20 entries might leave 12 usable files after eligibility, file-quality and agreed-use checks. That counts content, not customers or sales. Assign someone to follow up on missing files or permissions.
Copy this planning brief
Select and copy the lines below into your document, then replace every bracket. This is a visible planning aid, not a download or complete official rules.
Goal and audience: [content needed; who can enter]
Idea and prompt: [one clear creative task]
Submission route: [working form, email or link; accepted file types]
Opens and closes: [dates, times and time zone]
Prize: [exact reward and delivery arrangements]
Eligibility and review: [entry limits; checks; reviewer]
Selection: [criteria, judges and tie procedure]
Public-post disclosure: [clear brand and contest connection]
Content use: [agreed channels, duration, edits and credit]
Follow-up: [contact method; response deadline; owner]
Fill one brief, then ask a colleague to submit and score a sample. Check that your chosen route accepts the promised files or links. Use our social media contest guide for the wider launch plan, and resolve unclear instructions before announcing.