User-generated content (UGC): How to share & why it matters?

With consumers craving authenticity, user-generated content (UGC) has emerged as a key strategy for brands looking to boost engagement and trust.

Consumers are increasingly becoming skeptical of traditional advertising and, instead, turning to fellow customers for honest opinions and experiences. This shift has propelled user-generated content (UGC) into the spotlight as one of the most powerful digital marketing strategies available.

But what exactly is UGC, and how can businesses capitalize its potential, especially on social media?

This comprehensive guide will explore everything you need to know about user-generated content.

Overview of UGC meaning

UGC stands for User-Generated Content. Simply put, it refers to any content—text, videos, images, reviews, etc.—created by people rather than brands.

It’s organic, authentic material produced by your customers, followers, or fans that features your product or service in some way.

Creating content that resonates with your audience is key to developing shareable content that users will want to engage with.

What is UGC content/user-generated content?

User-generated content encompasses any form of content created by unpaid contributors or fans rather than the brand itself. It includes social media posts, reviews, testimonials, blog posts, videos, and more that consumers create to express their experiences with a product or service.

What makes UGC particularly valuable is its authenticity. Unlike polished marketing campaigns, UGC offers genuine perspectives from real users, which resonates more deeply with potential customers who value transparency and authenticity in their purchasing decisions.

This authenticity is a cornerstone of relatable content that helps establish trust with your audience and should be an integral part of your overall content marketing strategy.

Here’s an example of UGC content on Instagram:

What is a UGC creator?

A UGC creator is someone who produces content featuring products or services, often without being formally affiliated with the brand. These creators differ from traditional influencers in several ways:

UGC creators	Traditional Influencers
Focus on creating authentic content	Focus on building personal brand
May have smaller followings	Typically have large follower counts
Paid for content creation skills	Paid for reach and influence
Content can be repurposed by brands	Content primarily lives on influencer channels
Often more affordable	Can be very expensive

Many UGC creators specialize in producing high-quality, authentic-looking content that brands can purchase to use in their own marketing channels. These creators have mastered the art of creating content that appears organic while still effectively showcasing products.

How to start UGC?

Breaking into UGC creation has become an attractive career option for many content creators.

Here’s a comprehensive approach to getting started with UGC:

Developing content creation skills

The first step focuses on building fundamental technical skills:

• Basic photography and videography: Learning composition, lighting, and framing is essential. You don’t need professional equipment, as a modern smartphone with a good camera is often sufficient, but you do need to understand how to capture clear, appealing visuals.
• Editing skills: Apps like CapCut (popular for TikTok editing), InShot (great for Instagram), and Adobe Premiere (a more professional option) allow you to enhance your raw footage. Skills include colour correction, trimming clips, adding text overlays, and creating smooth transitions.
• Studying successful UGC: This means analyzing content that performs well for brands. Pay attention to:
  • Video length and pacing
  • Caption styles
  • Lighting techniques
  • Product presentation methods
  • Talking points and messaging approaches

Building a portfolio

This step is crucial because, without an established following, your portfolio is your primary selling point:

• Creating sample content with products you already own: You don’t need brand partnerships to start. Use products you’ve purchased and create professional-looking content as if you were hired by those brands.
• Showcasing versatility: Demonstrating ability across different niches (beauty, tech, fashion, food, etc.) shows brands your adaptability. This is especially important when starting out as it widens your potential client base.
• Highlighting your unique style: Developing a recognizable aesthetic or approach helps you stand out. This could be a particular filming style, editing technique, or presentation approach that becomes your signature.

Related: How to create a social media manager portfolio?

Setting up your business

These practical steps establish you as a professional:

• Professional email address: Create an email like contact@yourname.com or yourname@gmail.com rather than using personal emails with random numbers or nicknames.
• Website or portfolio page: A simple site (using platforms like Squarespace, Wix, or even a free option like Google Sites) where brands can see your work samples, testimonials, and contact information.
• Establishing rates and packages: Developing clear pricing structures like:
  • Basic package: 1 video with limited edits ($X)
  • Standard package: 2-3 videos with revisions ($Y)
  • Premium package: Multiple videos, photos, and extensive usage rights ($Z)

Finding clients

Client acquisition for UGC requires a multi-channel approach for maximum effectiveness:

• Direct outreach: Cold emailing or messaging brands you genuinely use and love. The authenticity comes through when you already understand their products.
• UGC platforms: Marketplaces like Upfluence or Aspire connect brands with creators. These platforms handle payment processing and provide some security for both parties.
• Networking: Building relationships with marketing professionals through LinkedIn, industry events, or social media groups devoted to UGC can lead to referrals.
• Brand callouts: Many brands post on their social channels when they’re looking for UGC creators. Setting up notifications for terms like “looking for creators” or “UGC opportunity” can help you catch these chances.

Delivering professional results

Your reputation in the UGC space depends on your reliability and quality of work, so you need to focus on these aspects:

• Meeting deadlines: Reliability is perhaps the most important factor in getting repeat business and referrals.
• Responsiveness to feedback: Being open to making revisions without taking criticism personally shows professionalism.
• Meeting brand guidelines: Each brand has specific requirements about how their products should be portrayed. Following these precisely demonstrates your professionalism.

Remember, many successful UGC creators started with zero following and built their businesses solely on their content creation abilities rather than influence or reach.

Unlike traditional influencer marketing, UGC creation focuses on producing authentic, relatable content that brands can use on their own channels—making this career path accessible to anyone with strong visual and storytelling skills, regardless of their personal social media presence.

Types of user-generated content

User-generated content comes in various forms, each offering unique benefits for brands. Many types of UGC can be considered evergreen content that continues to provide value long after it’s created:

Customer reviews and testimonials

Reviews are perhaps the most influential form of UGC. According to research, 93% of consumers say online reviews impact their purchasing decisions. Reviews provide:

• Credible social proof
• Detailed product experiences
• Answers to common questions and concerns
• SEO benefits through fresh, keyword-rich content

Photos

User-submitted photos show products in real-world contexts, helping potential customers visualize how items might fit into their own lives. These include:

• Unboxing photos
• “Outfit of the day” posts featuring your products
• Before-and-after transformations
• Creative uses of your product

Videos

Video UGC is particularly engaging and can include:

• Product demonstrations
• Reviews and unboxings
• Tutorials and how-to content
• Creative challenges (like TikTok trends)

With platforms continually evolving their video capabilities, formats like Instagram Reels have become powerful tools for showcasing authentic user experiences.

Social media content

Social platforms are hotbeds for UGC, including:

• Hashtag campaigns
• Mentions and tags of your brand
• User stories featuring your products
• Comments and engagement on your posts

These elements integrate perfectly into modern social commerce strategies, where the line between social interaction and shopping continues to blur.

Organic UGC

This content is created spontaneously by satisfied customers without any incentive or request from the brand. It represents genuine enthusiasm and often carries the most authenticity.

Paid UGC

Paid UGC involves compensating creators to produce content featuring your products. While technically “paid,” this content still maintains the authentic aesthetic of user-generated content while giving brands more control over messaging and quality.

Blog posts

Customer-written blog content includes:

• Guest posts on your company blog
• Independent reviews on personal blogs
• Tutorials and guides featuring your products
• Comparisons and “best of” lists

Related: 16 simple ways to make your blog post go viral

Comments

Never underestimate the power of comments on your existing content:

• Feedback on products
• Questions and answers
• Suggestions for improvements
• Shared experiences

Benefits of user-generated content

User-generated content (UGC) is a powerful tool that offers unique advantages traditional marketing can’t match. It builds trust, boosts engagement, and enhances brand visibility—all while being cost-effective.

Here’s why UGC should be a key part of your marketing strategy:

• Builds trust and authenticity: Consumers trust content from real people more than branded advertising. Research shows that 92% of consumers trust recommendations from people they know, while 70% trust online consumer opinions. This trust leads to stronger brand loyalty and higher social media engagement.
• Reduces marketing costs: UGC lowers content creation expenses by allowing brands to use photos, videos, and testimonials from their community instead of investing in expensive production.
• Increases engagement: Posts featuring real customers naturally receive higher interaction rates. Brands with effective UGC strategies see more social media shares than those relying only on branded content.
• Improves conversion rates: Product pages showcasing customer photos and videos can boost conversion rates by up to 90%. Seeing real people using a product eliminates doubts and encourages purchases.
• Provides valuable insights: UGC offers a direct look at how customers use your products, often revealing new use cases, preferences, or unexpected benefits.
• Expands content reach: When users create content about your brand, they share it with their own networks—expanding your audience organically.
• Enhances SEO: Fresh, keyword-rich UGC can improve search engine rankings and drive more organic traffic to your website.
• Boosts community engagement: Encouraging UGC fosters a sense of belonging among customers, making them feel valued and more connected to your brand.
• Encourages brand advocacy: Loyal customers who share content about your brand become brand ambassadors, influencing their friends and followers.
• Diversifies content strategy: UGC comes in various formats—photos, videos, testimonials, and reviews—helping brands maintain a dynamic and engaging content strategy.

Incorporating UGC into your marketing plan not only saves time and money but also strengthens relationships with your audience, making your brand more relatable and trustworthy.

Why user-generated content is important for your brand or business?

Beyond its general benefits, UGC has become essential for modern businesses for several critical reasons:

• Influences purchasing decisions: Today’s consumers actively seek out customer opinions before making purchases. In fact, 79% of people say UGC significantly impacts their buying decisions. Featuring authentic customer experiences helps brands build credibility and drive conversions.
• Strengthens brand community: UGC transforms customers into an engaged community. When users see their content featured, they feel valued and recognized, increasing brand loyalty and repeat business.
• Adds authenticity to your brand: By showcasing real people using your products, UGC creates a level of authenticity that traditional marketing often lacks.
• Keeps content fresh and dynamic: A steady flow of UGC helps brands maintain a full content calendar with fresh, relevant material. Instead of struggling to create new content, brands can tap into organic customer contributions.
• Resonates with younger audiences: Millennials and Gen Z trust UGC 50% more than traditional media. Brands targeting these demographics should capitalize on user-generated content.

Incorporating UGC into your strategy ensures your brand stays relevant, engaging, and deeply connected with its audience.

What is UGC in marketing?

User-generated content (UGC) has evolved from a supplementary element to a core strategy in modern marketing. Brands use UGC to build trust, engage audiences, and enhance their overall marketing efforts.

Here’s how UGC fits into different aspects of marketing:

• UGC as social proof: Marketers use UGC to showcase real customer experiences, acting as digital word-of-mouth. Seeing real people endorse a product builds trust and encourages new customers to take action.
• UGC in advertising: Many brands integrate UGC into paid advertising campaigns, as authentic customer photos and videos often outperform highly produced creative content.
• UGC for content marketing: User-generated content fuels blog posts, email newsletters, and social media campaigns with genuine stories, making content more relatable and engaging.
• UGC for product development: Smart brands analyze UGC to gain insights into customer preferences, using this feedback to refine existing products and inspire new innovations.
• UGC for crisis management: In times of PR challenges, positive customer testimonials and real user experiences can help counter negative narratives and reinforce brand credibility.

By strategically incorporating UGC into different marketing areas, brands can create a more authentic, customer-driven experience that resonates with audiences.

Examples of user-generated content

Let’s look at some successful UGC campaigns from well-known brands:

Apple’s #ShotoniPhone

Apple’s wildly successful campaign encourages iPhone users to share the best photos taken with their devices. The campaign has generated millions of posts and allows Apple to showcase its camera technology through real users’ creativity.

GoPro’s user videos

GoPro has built much of its marketing around spectacular videos shot by customers using their cameras during extreme sports and adventures.

Here’s an example of a user-generated video shared by GoPro on its official TikTok account:

@gopro

For impossible looking footage, bundle #GoProMAX + the new 4ft Extension Pole to unlock an Invisible 360 Grip 🪄 Once you nail your shot, the GoPro Quik app’s all-new 360 editing experience, including AI-powered object tracking, makes editing MAX footage easier than ever. 🏂 @Zadialarouche #gopro #goprosnow #snow #snowboard

♬ original sound – GoPro

Airbnb’s guest photos

Airbnb regularly features photos taken by guests during their stays, showcasing the unique experiences available through their platform.

Starbucks’ #WhiteCupContest

Starbucks invited customers to draw designs on their white cups and share them on social media, generating thousands of entries within a few weeks.

Coca-Cola’s “Share a Coke” campaign

By printing popular names on bottles, Coca-Cola inspired countless social media posts of people finding and sharing bottles with their names.

How to effectively share user-generated content on social media?

Social media platforms are the natural home for user-generated content. They provide both the space for customers to create content and the channels for brands to amplify it.

However, simply resharing every mention won’t yield optimal results. A thoughtful social media content plan is essential for maximizing the impact of your UGC.

Here’s how to strategically share UGC across social platforms:

Platform-specific UGC strategies with proven results

Different social media platforms have unique characteristics that influence how you should approach UGC.

Let’s look at platform-specific strategies and real examples of brands succeeding with each:

Platform	UGC format	Best practices	Success metrics	Brand example
Instagram	Photos, Reels, Stories	Use branded hashtags, feature UGC in Highlights, use gallery format	4x higher engagement than branded posts	Glossier’s #glossierpink (50K+ posts, 3.5M+ followers)
TikTok	Short videos	Join challenges, duet with customers, create branded effects	1.7x more shares than branded content	Crocs’ #CrocTok (900M+ views, 93% YoY sales growth)
Facebook	Photos, videos, reviews	Leverage Facebook Groups, highlight customer stories	6.9x higher engagement than standard posts	Instant Pot’s group (3M+ members sharing recipes)
X (Twitter)	Text, images	Use Twitter Moments, engage with positive mentions	5.2x more engagement for UGC tweets	Airbnb’s reshared guest tweets (61% higher CTR)
Pinterest	Product-in-use images	Create community boards, invite customer pins	2.3x more conversions than stock images	Wayfair’s UGC pins (170% higher conversions)
LinkedIn	Case studies, testimonials	Feature success stories, showcase B2B applications	45% higher lead quality	HubSpot’s UGC (3x more leads than product content)
YouTube	Video reviews, tutorials	Curate customer videos, create playlists	86% conversion boost from video testimonials	GoPro’s 90% UGC channel (10M+ subscribers)

Creating a UGC content calendar that drives engagement

Successful brands don’t just randomly share UGC; they incorporate it into their content strategy with measurable results. Building a comprehensive social media content planner ensures consistency and strategic timing for UGC:

1. Establish a consistent cadence: Determine how frequently you’ll feature UGC (e.g., “UGC Tuesdays” or “Fan Feature Fridays”)
2. Balance with branded content: Aim for the optimal content mix: 60% UGC, 25% original branded content, and 15% promotional content
   • Data insight: Brands that maintain a 60% UGC ratio see 45% higher engagement rates and 28% better retention than those with primarily branded content
3. Align with campaigns: During product launches or seasonal campaigns, increase UGC sharing to provide social proof
   • Success story: When Starbucks launched their #WhiteCupContest, they received over 4,000 decorated cup designs in just three weeks, generating free publicity worth an estimated $400,000
4. Showcase diversity: Ensure your UGC calendar represents different customer segments, use cases, and demographics

Cross-promoting UGC across platforms

The most effective UGC strategies don’t silo content to a single platform. Here’s how successful brands implement cross-platform UGC:

1. Repurpose content across channels with format optimization
   • Strategy: Reformatting Instagram UGC for different aspect ratios (Instagram 1:1, Stories 9:16, Twitter 16:9)
2. Create omnichannel narratives with customer journeys
   • Example: Outdoor brand REI features customer adventure photos on Instagram, then continues their story with longer-form content on YouTube and blog posts
3. Drive traffic between platforms systematically
   • Approach: “Love this bathroom renovation? See @customer’s complete home transformation on our YouTube channel (link in bio).”
4. Track cross-platform performance with unified metrics
   • Dashboard example: Create a unified UGC dashboard tracking:
     • Engagement by platform
     • Click-through rates
     • Conversion impact
     • Content themes that perform best
     • Creator demographics

Enhance UGC with powerful tools

To maximize the impact of your UGC strategy, consider using these specialized tools:

• Generate compelling social captions with an AI caption generator
• Discover trending hashtags with platform-specific generators for Instagram, Twitter, and TikTok
• Organize and manage UGC efficiently with content curation tools
• Track the performance of your UGC against competitors with specialized analytics platforms

These resources can help streamline your UGC workflow and maximize the return on every piece of customer-created content.

Best practices for user-generated content

To maximize the effectiveness of your UGC strategy, follow these best practices:

• Ask permission: Always obtain consent before repurposing customer content. Most creators appreciate the recognition, but respecting their ownership builds trust.
• Create dedicated hashtags: Develop unique, brand-specific hashtags to make it easy to collect, track, and organize UGC across social platforms.
• Provide clear guidelines: Offer simple yet effective guidelines to help users create high-quality content that aligns with your brand’s message.
• Incentivize content creation: Encourage more UGC by offering rewards such as contests, exclusive discounts, giveaways, or brand features.
• Showcase UGC across multiple channels: Feature user-generated content on your website, social media, email campaigns, and even in physical store displays to maximize exposure.
• Engage with content creators: Respond to, thank, and interact with users who share content about your brand. This fosters loyalty and encourages ongoing participation.
• Track and measure performance: Monitor key metrics like engagement rates, conversions, and reach to assess the impact of your UGC campaigns and optimize future strategies.
• Diversify your UGC: Ensure representation from a wide range of creators, demographics, and perspectives to reflect your entire customer base.
• Stay authentic: Avoid excessive editing or manipulation of UGC—its authenticity is what makes it valuable. Keep it real and relatable.
• Leverage UGC in paid campaigns: Test user-generated images and videos in advertisements, as they often perform better than overly polished brand content.
• Encourage storytelling: Ask users to share their experiences with your brand in a narrative format, making the content more engaging and relatable.

By following these best practices, you can build a powerful UGC strategy that strengthens customer relationships, boosts engagement, and enhances brand credibility.

Conclusion

User-generated content has transformed from a marketing tactic to a business necessity. In an era where consumers crave authenticity and connection, UGC bridges the gap between brands and their audiences in ways traditional marketing cannot.

As we look toward the future of social media, UGC will only grow in importance and impact.

By encouraging, collecting, and strategically utilizing content created by your community, you can build trust, reduce marketing costs, increase engagement, and ultimately drive growth for your business. I

f you’re just getting started with UGC, you might want to learn how to become a UGC creator or investigate ways to find influencers who can help kickstart your UGC strategy.

The most successful brands of the future won’t just talk at their customers—they’ll invite customers to become active participants in telling the brand story.

Managing this effectively requires robust social media management systems that help streamline the collection, curation, and distribution of user-generated content.

Are you ready to put user-generated content at the center of your marketing strategy? The time to start is now.

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