If you’ve ever felt the soul-draining dread of scrolling through an endless stream of B2B content so dry it could double as kindling, welcome. But what if, instead of broadcasting corporate platitudes, you turned your audience into your content? Enter: interactive social feeds and user-generated content (UGC) experiences—the life of the party in a sea of press releases.
These magical little engines of engagement can drive trust, build buzz, and generate leads. They’re basically the extroverts of digital content.
What Are Interactive Social Feeds & UGC Experiences? (AKA Letting Your Audience Do the Work)
Interactive social feeds and UGC experiences take real social media content and/or user contributions and weave them into a live, engaging display that says, “Hey, we’re not just talking at you—we’re listening too.”
Think: live LinkedIn or X (Twitter) feeds on your website, customer testimonial walls that read like the Yelp of enterprise software, or galleries of people actually using your product in the wild (and smiling while doing it).
B2B brands use these to showcase customer success, crowdsource content, and build community—all while nudging prospects to take the next step. Bonus: it’s a great excuse to show off those rare but glorious posts where someone calls your product “life-changing.”
Examples of B2B Interactive Social & UGC Experiences That Don’t Suck
1. Live Event Feeds (AKA The Conference FOMO Generator)
Show live tweets, posts, and photos from your webinar or industry event. Let prospects see real-time buzz—preferably from someone who spells your company name correctly. Tie it to a hashtag and display it on your site or landing page.
2. Testimonial Walls (Because You Can’t Say “We’re Amazing” Without It Sounding Weird)
Let happy customers do the bragging for you. Create an interactive wall of short-form reviews, stories, or quotes submitted via LinkedIn, your site, or during events. Gate longer stories or bonus content behind a lead form.
3. UGC Product Galleries (Your SaaS, But Make It Vogue)
Turn your users into brand models. Ask them to upload screenshots, videos, or tips for using your platform. It’s show-and-tell, but for grownups with procurement authority.
4. Polls & Feedback Loops (A Gentle Nudge Toward Lead Capture)
Embed real-time surveys or opinion polls—during events, on landing pages, or even in gated resources. Let users vote, comment, or ask questions. Use their answers to tailor follow-up content and lead them to the next step.
5. Branded Hashtag Campaigns (Now With Actual Participation!)
Ask users to post using a hashtag like #MyCRMChangedMyLife (okay maybe not that). Aggregate the best content into a live feed, promote on your site, and offer rewards like exclusive reports or product access for the best submissions.
How to Choose the Right Interactive UGC Experience (Without Giving Yourself a Migraine)
1. Know Where Your Audience Scrolls
If your people are lurking on LinkedIn, don’t waste time building an Instagram wall. Match your platform to your audience’s digital watering hole.
2. Match to Funnel Stage (Because Content Without Context Is Just Noise)
- Top-of-Funnel: Show thought leadership and curated social commentary.
- Mid-Funnel: Showcase reviews, real-world use cases, and client love.
- Bottom-of-Funnel: Use polls or Q&A tools to engage directly before conversion.
3. Use Social Proof, Not Just Self-Praise
Let customers, partners, and thought leaders speak for you. Their words are more believable (and less cringe) than your copywriter’s best attempt.
4. Always. Add. A. CTA.
Whether it’s “Download the report” or “Request a demo,” every experience needs a clear next step. Preferably one that doesn’t involve ghosting your site.
Tips for Not Screwing It Up
1. Use the Right Tools (Because Coding a Feed from Scratch is So 2009)
Platforms like Taggbox, TINT, and Walls.io make it easy to curate content and display it in style. Most integrate nicely with your CRM and website.
2. Curate Like a Snobby Art Director
Not all UGC is created equal. Moderate for quality, relevance, and tone. Avoid that one weird comment that reads like someone copy-pasted from a chatbot.
3. Make Participation Stupidly Simple
Clear prompts. Clear incentives. Zero hoops. If you want UGC, don’t hide the “Submit” button in a 9-tab journey.
4. Put Social Proof Where It Matters
Display testimonials, polls, and feeds on high-impact pages—like pricing, demo requests, or feature comparisons. Social proof at the right moment = trust boost.
5. Bribe with Value (Ethically, Of Course)
Offer discounts, freebies, or exclusive content to encourage participation. “Post your experience for a chance to win” still works like a charm.
How to Squeeze Every Last Lead Out of Your Interactive Feed
1. Promote Like You Mean It
Don’t just build it—blast it. Promote your interactive content through email, social ads, your homepage, and even during live events.
2. Track Who’s Watching, Clicking, and Submitting
Use analytics to see what users click, which content gets engagement, and where people convert. Then refine and repeat.
3. A/B Test Everything (Even the Stuff You Love)
Test formats, platforms, CTA timing, and layout. Your favorite testimonial might not be your audience’s.
4. Follow Up Based on Engagement
Saw someone click a quote from your biggest client? Email them a full case study. Engaged with a poll about automation? Invite them to a related webinar.
5. Recycle, Reuse, Re-UGC
Take the best UGC and repurpose it. Turn quotes into social graphics. Compile video snippets into a mash-up. Add it to email campaigns. This content has legs.
Conclusion: Because Nothing Builds Trust Like Other People Talking About You
Interactive social feeds and UGC content experiences aren’t just flashy add-ons. They’re high-converting trust builders wrapped in engagement candy. They give your audience a voice, your prospects a reason to believe, and your sales team some of the warmest leads they’ve ever seen.
So go ahead—hand the mic to your customers. You might be surprised at how many people actually want to sing your praises.
Explore our interactive content experiences and get inspired.
Written by: Tony Zayas, Chief Revenue Officer
In my role as Chief Revenue Officer at Insivia, I am at the forefront of driving transformation and results for SaaS and technology companies. I lead strategic marketing and business development initiatives, helping businesses overcome plateaus and achieve significant growth. My journey has led me to collaborate with leading businesses and apply my knowledge to revolutionize industries.