Why Most Customers Will Create Content For You When They Don’t Have To Post It
Many customers avoid posting publicly, but will gladly share content privately. Here is why private submissions unlock more authentic moments and stronger brand trust.
Many brands assume their customers won’t create content unless they already behave like creators. The reality is very different.
People are far more willing to share something privately than they are to post publicly. Remove the pressure of publishing on their own social channels and the number of willing contributors grows considerably.
A willingness that stays invisible if you only measure public posting
Public posting creates a narrow view of customer enthusiasm.
The majority of people simply do not publish much online.
Only 28 percent of consumers say they regularly post about brands on social channels (GlobalWebIndex Social Trends 2023).
Yet the willingness to share privately is far higher.
79 percent say they would send a photo or short video directly to a brand when asked (Stackla Consumer Content Report 2021).
Most people will contribute, but they do not want their contribution to live in their feed.
Why customers hesitate to post publicly
The hesitation rarely has anything to do with the brand.
- They do not want to look like they are endorsing something
- They barely post for themselves
- They feel their feed has a specific look
- They worry the photo is not perfect
- They prefer not to put their face online
- They keep their account private
- They do not want to chase engagement
This is why many customers quietly think: I’m happy to help, just don’t make me post it.
Once the requirement to publish is gone, participation becomes a small, easy step rather than a public performance.
Private sharing creates a different kind of content
Public posts tend to be polished and intentional. Private submissions are more natural, more varied, and often more honest.
They include the everyday moments that customers capture anyway but would never publish:
- A quick shot of a coffee they enjoyed.
- A try on photo taken for a friend.
- A balcony view saved in the camera roll.
- A short clip from a concert or event.
- A pet using a new product.
These quiet, unfiltered moments often look more real than anything a brand could stage. Brands get more usable material when content doesn’t need to appear on personal feeds.
People feel freer to share something imperfect, something casual, something real.
Why this content performs so well
Real customer moments consistently outperform studio assets.
Real customer photos can increase conversion by up to 161 percent (eCommerce Development Pros 2024).
Ads using genuine customer images see 2.4 times higher click through rates (Mabo UGC Insights 2025).
32 percent of consumers trust UGC more than brand produced visuals (Nosto 2023).
Shoppers prefer real imagery because it reflects how products are actually used (Shopify Commerce Trends 2024).
This works best when brands have a bank of content they can actually use.
A small set of public posts can feel good in the moment, but they disappear quickly. Private submissions give you material you can repurpose across channels for months.
A balanced counterpoint: where public posts shine
While private submissions unlock volume, public posts still matter. They create reach, visibility, and a sense of social proof that private content doesn’t carry.
- Public posts introduce the brand to new audiences
- They can spark organic conversation
- They contribute to cultural presence
- They sometimes achieve outsized visibility
A public post can be a spark. A private submission is a resource.
Both play different roles in a modern content strategy.
The most resilient brands blend both approaches
Some customers will post publicly and that’s valuable.
But a much larger group will contribute quietly if given an easier route.
Public posting gives you reach.
Private submissions give you consistency.
Together they form an engine that doesn’t rely on chance.
How brands encourage private contribution
This shift has led to more structured ways of inviting content:
- QR codes in physical venues
- A simple link after checkout
- A prompt during ticket or app journeys
- A small reward for participation
- A follow up email asking for a photo
- Wallet based incentives
82DASH is one approach among several. It helps brands invite private submissions, offer instant rewards, and secure usage rights in one step. But the broader principle stands on its own: you widen the circle of contributors when you remove the expectation to publish.
Conclusion: more customers are willing to help than you think!
Many customers will never post publicly, but that doesn’t mean they won’t participate.
Public posts have reach. Private submissions have depth.
Both matter, but private sharing unlocks a much larger part of your audience.
Give people a simple, pressure free way to contribute and you will collect more perspectives, more moments, and more authenticity than you ever see reflected on social media.
Isabelle Simon - Communications Lead - 82DASH
