If I were in your shoes, the very first thing I'd do is build a system to automatically collect user-generated content from customer reviews and your loyalty program.
I'd start there because it solves the sourcing problem passively. Kunle Campbell on the 2X eCommerce Podcast convinced me that having reliable, consistent sources of content is the foundation. In week one, I would focus entirely on setting this up, making it a set it and forget it system that pipes photos, videos, and five-star reviews into a folder I can access anytime. This creates an asset library that combats creative burnout before it even starts. You aren't using the content yet, you're just building the supply chain.
In month one, I'd start weaving that content into every channel. For ads, I wouldn't just run the raw UGC. I'd look at the language customers use in their reviews and turn those into hooks and headlines, a tactic the team at Pilothouse shared on the DTC Podcast. This is how you find out what aspects of your product actually resonate. For email and SMS, I'd follow the advice Jimmy Kim and Chase Dimond often say on Send It! by using customer photos and testimonials to increase retention. Seeing real people love a product is powerful social proof for new and existing customers alike.
I would completely ignore the pressure to source perfectly polished videos from expensive creators. The whole point of UGC is its raw authenticity. A genuine, low-fi video from a real customer will almost always feel more trustworthy than something that feels like an ad. Your customers are your best creators, and their content has a built-in layer of trust you can't buy.
The biggest trap to avoid is asking for "UGC" without providing any direction. You'll just get a folder of unusable content. Give your customers and ambassadors a simple prompt. Ask them to show their "unboxing moment" or "how they use the product in their daily routine." Giving a little bit of guidance ensures you get content that’s not only authentic but also tells the story you need it to tell, which is crucial for building social proof and a strong brand community.