Remove the Three Frictions
Diagnose a stalled UGC request by separating capability, opportunity, and motivation barriers.
A low UGC response rate is rarely one problem. COM-B helps you find which part of the behavior is missing. User-generated content asks look simple from inside the company: upload a photo, share a story, leave a review, stitch a video. From the contributor's side, the behavior is more complex. They must understand the ask, decide the brand is trustworthy, find or make something acceptable, pass through the submission flow, and believe the outcome is worth the effort. Capability: can they do it? People need to know what good looks like. Give examples, boundaries, length guidance, rights language in plain…
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