Marketing isn’t what it used to be.
Customers are no longer just passive buyers, they’re active voices shaping brand narratives. In a landscape dominated by AI-driven interactions and ultra-polished influencer campaigns, authenticity is the gold standard. And that’s exactly why Customer-Generated Content (CGC) stands out.
From customer support to marketing and even internal culture, CGC isn’t just a trend– it's a proven addition to your VoC strategy.
CGC deepens connections, builds trust, and turns loyal customers into passionate advocates. Let’s explore how CGC is redefining audience engagement and why it needs to be at the core of your VoC strategy.
Ever reach out to customer support and felt like you were talking to a bot? We all have! And your customers feel the same way. That’s why real human connection in support is an essential requirement and one that will make you stand out, amongst the bots.
When a customer submits a video, voice message, or image to explain their issue, instead of just selecting a generic chatbot option, it changes the dynamic. Suddenly, it’s not like a transaction… It feels more like a real conversation.
Hark customers have described CGC as reviving the personal touch they’ve been missing. One agent even shared, “I feel like I’m in the room with our customer.” That level of empathy simply can’t be replicated through plain text or email.
As AI continues to automate more interactions, the brands that invest in authentic, human-driven support will stand out. And let’s be honest, when customers explain their issue in their own words, brands gain richer, more actionable insights than a chatbot tag like “damaged product” ever could.
This results? Better data. Stronger relationships. Happier customers.
Marketers are always chasing the next big thing. But what if the most powerful brand ambassadors were already right in front of you? Your own customers!
Instead of spending heavily on paid ads or influencer partnerships, brands can tap into the voices of real users. When customers share their own experiences on why they love a product, how it solves their problems, or why they keep coming back, it carries far more weight than a scripted ad.
Think about it:
This shift isn’t just to cut costs, it’s to gain deeper insights into what drives loyalty, what pain points still exist, and what features customers truly value.
These organic customer conversations can even shape better product positioning and messaging. And the best part is that CGC doesn’t live in just one place. Brands can repurpose customer testimonials for:
Your customers already believe in your brand. All you’ve got to do is give them the platform to share their voices.
When customer-generated content is shared across an organization, it reinforces a company-wide commitment to be customer-first. Imagine product teams watching real customer videos and seeing firsthand what people love or struggle with. With the help of CGC, marketing teams can craft campaigns based on real testimonials instead of assumptions. For leadership, It’s a direct, unfiltered look at the brand’s true impact.
Nothing is more powerful than witnessing how customers use and appreciate a product. Beyond analytics, CGC provides tangible proof of how a brand makes a difference in people’s lives.
Proving that CGC is a catalyst for smarter, more customer-focused business strategies.
Let’s be real, people can spot inauthentic marketing from a mile away.
Between overly polished influencer ads and AI-generated videos, customers are tuning out the noise. That’s why CGC is so powerful right now.
Customer-generated content is real, unfiltered, and trustworthy.
Consumers crave belonging. Part of the reason why exclusive brands, private communities, and luxury memberships thrive. When customers feel connected to a brand, they want to be part of the story and CGC fuels that sense of identity.
When brands highlight real customer experiences—on their website, social media, or email marketing—it makes customers feel seen and valued. And the more they see people like them being featured, the more likely they are to engage and contribute their own stories.
Ask yourself: Would you rather see a paid influencer force enthusiasm for a product or a real customer’s genuine excitement? Authenticity always wins.
Brands that embrace Customer-generated content are leading the future of brand connection.
From making customer support more human to reducing ad spend, from fostering internal customer-centricity to cutting through the noise of traditional marketing. CGC is a competitive advantage brands just can’t ignore.
So, how can you start leveraging CGC today? Here are three action steps:
The future of brand engagement is real, human, and customer-driven. Hark makes it easy to tap into the power of CGC, so you can connect with your audience in a way that drives business growth.
Discover how Hark can revolutionize your customer experience.