UGC (User-Generated Content) has emerged as a powerful force that is revolutionizing the way businesses connect with their audiences.
It has become a driving force of marketing success, fostering authentic engagement, building trust, and elevating brand loyalty to unprecedented levels. With the rise of social media platforms and consumers seeking authentic experiences, harnessing the power of UGC has never been more crucial for businesses looking to thrive in a saturated market.
In this comprehensive guide, we’ll explore what UGC content is and its key aspects for leveraging this trend.
What is UGC content?
User-generated content (UGC) refers to any content—text, images, videos, reviews, or social media posts—created by people, not brands. These are real experiences, voluntarily shared by users, fans, or customers about a product, service, or brand.
It’s content that your audience creates for you.
Examples include:
- A customer tags your brand in an Instagram post.
- A video review of your product on YouTube.
- A TikTok showing how someone uses your service.
- Testimonials on your website.
- Comments or reviews left on product pages.
UGC content is raw, real, and authentic, making it more influential than any polished advertising campaign.
There are many types of user-generated content. The format you use should depend on what generates the best marketing results for you.
Types of UGC content
UGC content isn’t a one-size-fits-all format. Depending on your brand and audience, it can take several forms:
Social media posts
When customers post about your brand—intentionally or organically—it generates visibility and conversation. Reposting user-created photos or videos (with permission) can fill your feed with authentic content.
Reviews and testimonials
Written or video reviews on websites, Google, or platforms like Yelp and TripAdvisor help potential customers make decisions with confidence.
Product unboxing
Influencers or regular users who showcase product deliveries and their first impressions give potential buyers a realistic view of what they can expect.
Questions and answers and forum discussions
Comments, threads, or debates on platforms like Reddit or Quora can influence how your brand is perceived, positively or negatively.
Branded hashtag campaigns
Encouraging users to post content under a specific hashtag helps you easily collect and track valuable UGC.
Unlike traditional advertising, UGC content shows real people using products in real-life settings, making it a powerful tool for building trust and social proof.
Why should you use UGC content in your marketing?
The answer is simple: because it works.
It’s also a cost-effective way to scale a business and diversify your content, which can be difficult when you’re a busy marketer with a lot of responsibilities.
Furthermore, as consumers become more interested in brand values, they want to buy from companies that align with their own principles. This is what makes corporate social responsibility initiatives so important, especially for companies with a large global presence.
Customers also seek authenticity and want to feel more knowledgeable about the brands they buy from, something that UGC content facilitates because it comes from people who actually interact with the brand.
Never underestimate the power of UGC content in your marketing plans.
Here is some data to support this:
- 79% of consumers admit that UGC motivates them to buy. This figure was compared to 60% in 2017. (Source: BusinessWire)
- 86% of retailers believe that authentic user-generated content helps improve the performance of ads and content overall. (Source: BazaarVoice)
- 60% of marketing directors plan to adopt brand-approved UGC content by 2026. (Source: Gartner)
Ultimately, UGC content helps you connect with customers and followers in a meaningful way and build trust. It’s known as the modern “word of mouth,” which we all know is extremely effective in marketing.
What makes UGC content effective?
Effective UGC content should start with authentic, organic interactions. For example, when users share something unique about your product or service, you can dig deeper to determine if there’s a connection within your brand’s community.
If the content you’ve found offers the authentic user feedback you need and your target audience connects with it, you can promote more of this type of UGC through shares, campaigns, or partnerships.
Features that summarize valuable UGC content:
- Users post naturally on the topic.
- There is traction within your community.
- Your brand can share the post or add value to the conversation.
- Social listening helps you find, research, and create strategies based on these characteristics.
UGC content analysis
Let’s say you’ve launched your UGC content campaign. Does that mean you’re done? Not really. The golden rule is that you need to monitor the content’s performance after it’s published.
You still need to know if the UGC content you used for your campaign is contributing to your marketing and, ultimately, your business goals.
This is where your key performance indicators (KPIs) come in. You should have established them before launching your UGC campaign.
Let’s say the goal of your UGC campaign is to increase engagement to improve conversion rates (a business objective). If you launched your campaign on social media, your engagement KPIs might be:
- Mentions
- I like
- Shared
- Comments
Of course, you also need to verify whether this engagement actually drove conversions, as you had anticipated. Then, if the resulting increase in engagement had a positive impact on conversions, you can say your UGC campaign was successful.
When setting your KPIs, consider your UGC campaign goals, business objectives, and, to some extent, your UGC platform.
Other KPIs you can measure include:
- Bounce rate
- Time on site
- Website visits
- Using promotional codes
Best Social Networks for UGC Content in 2025
Each platform offers unique opportunities for UGC content. Here’s where to focus:
| Platform | Best type of UGC | Why it works |
| TikTok | Short videos | High engagement, ideal for virality |
| Reels and Stories | Perfect for influencer and UGC combinations | |
| YouTube | Shorts, demonstrations, testimonials | High retention in long-form content |
| Twitter / X | Memes, demonstrations | Quick updates |
| Videos, Stories | More mature demographics |
Examples of successful brands using UGC content
Doritos – #BurnSelfie
Doritos is a popular snack brand known for its bold flavors.
About the campaign: The #BurnSelfie campaign asked fans to share selfies after trying Doritos’ hottest chips. This fun and interactive campaign created a huge impact on social media, with users sharing their reactions and encouraging others to join the spicy challenge.
Sephora
Sephora is a leading beauty retailer offering a wide range of cosmetics and skincare products.
How they use it: Sephora’s Beauty Insider community is a space where users can share beauty tips, inspiration, news, and recommendations with others. Users can join conversation threads and groups to connect. The community gallery features real user-generated content in a visually compelling and interactive way.
Netflix
Netflix is a streaming service with a vast catalog of movies and series.
About the campaign: When the second season of Stranger Things launched, Netflix encouraged fans to share their reactions and fan art. This UGC campaign created social proof about the show, with fans spreading their enthusiasm and creativity on social media.
UGC content is a key factor in brand success today. It gives brands an authentic feel while increasing customer trust.
