Encouraging User‑Generated Content at Your Events in 2026

Introduction

User‑generated content (UGC) is a powerful marketing tool. When attendees share photos, videos or stories from your event, they extend your reach and lend authenticity to your brand. Campaigns that feature UGC perform significantly better than those using brand‑created content alone. Studies show they can achieve 25 % higher engagement and 29 % higher conversion rates. Encouraging attendees to become co‑creators of your narrative is essential. Here are eight strategies to inspire UGC at your next event.

1. Develop a memorable hashtag and pre‑event buzz

Create a unique, easy‑to‑remember hashtag that encapsulates your event theme and year. Promote it in pre‑event emails, registration pages and social posts. Encourage participants to use the hashtag when sharing plans or expectations. A clearly defined hashtag allows you to track content across platforms and fosters community identity. Make sure to reserve variations with the year (e.g. #NationalSafetyAU26) to avoid confusion between annual editions.

2. Design interactive photo and video stations

Provide attendees with ready‑made backdrops, props and lighting designed for selfies and group shots. High‑tech options like AI‑powered photo booths or 360‑degree video experiences can wow guests and generate high‑quality content. Billo’s UGC study notes that creating dedicated areas for attendees to pose, record or film amplifies content creation and encourages sharing. Consider integrating AR filters featuring your branding or event theme; attendees will gladly post unique visuals.

3. Run contests and gamified challenges

Incentivise participation with competitions. A treasure hunt, best photo contest or caption challenge motivates guests to share content in exchange for prizes, discounts or exclusive experiences. Frequent, simple competitions encourage continuous posting throughout the event. To maximise participation, announce winners in real time and highlight standout entries on your event’s social feed or digital screens.

4. Empower influencers and attendees

Invite influencers or community leaders to capture the event from their perspective. Their endorsement can spark excitement and inspire attendees to post. Encourage past attendees and brand advocates to share testimonials before the event and to post live insights during sessions. Showcasing user content on your website or social channels validates participants and motivates others to contribute.

5. Provide seamless sharing tools and Wi‑Fi

Make sure your venue offers strong, fast Wi‑Fi so attendees can upload content without frustration. Include QR codes linking directly to photo upload portals or hashtag guidelines. Encourage participants to opt in for push notifications reminding them to share their favourite moments. When technology works smoothly, attendees are more likely to share spontaneously.

6. Integrate UGC into the event experience

Display a live social media wall featuring attendee posts in real time. This creates feedback loops and encourages others to participate. Use UGC in presentations or videos during the event to reinforce the community story. Highlighting attendees’ contributions signals appreciation and boosts engagement.

7. Leverage themed décor and immersive installations

A visually striking environment prompts guests to take photos. Theming your event through décor, lighting, costumes and interactive installation, creates a share‑worthy backdrop that encourages attendees to record and post. If budget permits, incorporate experiential elements like holographic projections or live art performances that guests will want to capture.

8. Follow up and share the highlights

After the event, curate the best user‑generated content into recap videos, photo galleries and social posts. Feature top creators, share behind‑the‑scenes moments and thank participants. Continue to use the event hashtag, as user posts often continue long after the event. This strategy not only keeps the conversation going but also provides social proof for future editions.

Conclusion

User‑generated content transforms attendees into ambassadors. By providing a hashtag, interactive spaces, gamification and influencer involvement, you can inspire your guests to share authentic moments that amplify your event’s reach and credibility. Work with AVPartners’ Multimedia and Event Technology teams to create immersive, shareable environments that encourage content creation.