user generated content research

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Online Information Review

ISSN : 1468-4527

Article publication date: 31 May 2021

Issue publication date: 25 January 2022

When a concept is diffusely defined or, as this article argues, “taken for granted”, it becomes very difficult to track such concept on the literature and have some continuity as researchers build on top of previous results. This article proposes a definition for user-generated content, a term that though has lost some saliency, stands in the center or the social media phenomenon, so it should not be disregarded as an object of study.

Design/methodology/approach

Celebrating 20 years of the concept, this research performs a multidisciplinary literature review of 61 academic articles on UGC. Through deconstruction of the acronym UGC, it builds on the present converging, conflicting and diverging definitions and/or approaches to UGC on an attempt to consolidate a broader definition that encompasses the complexities of the phenomenon in a context of consolidation of social media, to be applied to social sciences.

Following the present analysis, UGC is defined as any kind of text, data or action performed by online digital systems users, published and disseminated by the same user through independent channels, that incur an expressive or communicative effect either on an individual manner or combined with other contributions from the same or other sources.

Originality/value

This is the first academic effort that aims to create an in-depth dialogue over the different approaches to UGC across disciplines on the social sciences field. It should help reignite interest in the acronym, which got somehow eclipsed by the broader field of social media; whilst without UGC, social media would not exist or would not have the same social impact it does in its current form. Analogously, UGC as a topic of research has been deeply affected by the emergence and consolidation of Social Media. As this debate evolves, this contribution should be helpful as a reference to operationalize UGC on future research.

Peer review

The peer-review history for this article is available at: https://publons.com/publon/10.1108/OIR-06-2020-0258

• User-generated content
• Social media

Acknowledgements

The author is grateful for his PhD tutors Rayén Condeza and Sebastián Valenzuela for their support and contributions to the first manuscript and to the reviewers whose attentive reading added so much to the final result.

Funding : This work was supported by CONICYT-PCHA; under grant Doctorado Nacional/2016-21160426.

Santos, M.L.B.d. (2022), "The “so-called” UGC: an updated definition of user-generated content in the age of social media", Online Information Review , Vol. 46 No. 1, pp. 95-113. https://doi.org/10.1108/OIR-06-2020-0258

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Copyright © 2021, Emerald Publishing Limited

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User-Generated Content (UGC): What It Is + Why It Matters

User-generated content (UGC) is any content—text, videos, images, reviews, etc.—created by people rather than brands.

Table of Contents

Got some cool new clothes that you’re ready to show off to the world? Chances are you’ll snap a pic and post it on your social profiles. Maybe you’ve received a fancy new product and want to post an unboxing video to your YouTube channel. Whether you know it or not, both of these examples are user-generated content (UGC).

Still confused? Don’t worry; we’ve got you covered.

In this article, you’ll learn what user-generated content is, plus a few other things:

• Understand the benefits of using UGC in your campaigns
• See how big and small brands execute UGC
• Get actionable tips to help transform your user-generated content into more engagement and conversions for your brand

Bonus: Read the step-by-step social media strategy guide   with pro tips on how to grow your social media presence.

What is user-generated content (UGC)?

User-generated content (also known as UGC or consumer-generated content) is original, brand-specific content created by social media users and published on social media or other channels.

UGC comes in many forms, including images, videos, product reviews, a testimonial, or even a podcast.

Here’s an example of UGC created by a customer and then reshared on planner Day Designer’s Instagram:

Source: thedaydesigner on Instagram

Types of user-generated content

User-generated content is becoming an important part of many marketing strategies, and it comes in many styles and formats to help you find the right fit for your brand.

However, there are two main overarching types: organic UGC and paid UGC.

Organic UGC

Organic UGC is content that your real-life customers share of their own accord. This is the most authentic type, and what you’re hoping to see from your customers.

Reviews and testimonials

Online reviews count as a type of UGC. Positive ratings and reviews can be shared across your website and social media as social proof. Brands can even turn testimonials into little graphics they can share on their social media accounts.

Photos, of course, are one of the most common types of UGC. This typically looks like an image of a customer using your product or sharing their results from your product. Using a hashtag to help collect these makes it easy to find and reshare them on your own platforms.

Social media and YouTube videos can also be great forms of UGC. In fact, many YouTubers will share “product hauls” of items they bought recently, featuring several brands in a single video. Share that video—or the snippet mentioning your brand—to showcase what they have to say about your product.

Social media content

Sometimes, even a simple positive mention of your brand can be great content to reshare. Repost if you’re on X (Twitter), or take a screenshot and share it as a graphic on a platform like Instagram.

Bloggers may also mention your brand or product in one of their blog posts. This could be a standalone review or a swift mention in a broader post. Consider sharing their quote on social media or your website to spread the word.

The other main type of UGC is paid UGC. This is becoming more and more popular, especially for newer brands that want to share this type of content but don’t have enough customers sharing photos yet.

Paid UGC is made by UGC creators . This is different from influencers and is typically just as sincere as regular UGC—you’re just footing the bill.

You can reach out to UGC creators on your own, using a platform like Fiverr or Upwork, but if your brand has fans already, creators may come straight to you.

Either way, once you’ve sorted out a deal, you can take the content they create and share it on your website or social media accounts as user-generated content.

Create. Schedule. Publish. Engage. Measure. Win.

Why user-generated content is important

UGC is used across all stages of the buyer’s journey to help influence engagement and increase conversions. This customer-centric content can be used on social media and other channels like email, landing pages, or checkout pages.

Authenticity

Nowadays, brands have to fight to be seen online, and competition is fierce for audience attention. Buyers are more selective about the brands they interact with and purchase from.

However, no other content type is more authentic than UGC from your customers. 86% of consumers are more likely to trust a brand that shares UGC compared to 12% who are likely to purchase a product promoted by influencers.

Just don’t be tempted to fake your user-generated posts or marketing campaigns. Audiences will quickly sniff out the false sentiment, which could damage your brand reputation. Instead, always ensure that your UGC comes from one of three cohorts: your customers, brand loyalists, or employees.

Think of UGC as the modern-day word of mouth — most people trust recommendations over straight-up advertising.

Brand loyalty

People thrive off being part of something bigger than themselves, and creating UGC allows them to be part of a brand’s community. That’s huge for boosting brand loyalty and affinity.

UGC also opens up conversations between a brand and consumer, and this level of brand interaction helps build and grow an engaged community.

Sharing audience content also works to develop and deepen audience/business relationships, driving more brand loyalty.

Social proof

Remember when Fyre Festival was marketed as an “ immersive music festival over two transformative weekends,” but the event was actually rain-soaked tents in a field with no electricity or food? This is why people don’t trust marketers or advertisers.

In fact, only 32% of Americans have a “fair amount” or “great deal” of trust in the media, a record low since 2016.

Brands need to work harder than ever to establish themselves as trustworthy. And social proof is one way to do that. Social proof is a psychological phenomenon that makes people want to do what others enjoy.

UGC is the perfect example of this. When potential customers see existing customers happy with your product, they’re psychologically more likely to try it for themselves.

Content curation

UGC doesn’t have to be limited to social media marketing, either. UGC content can also be used on other channels.

For example, try adding UGC images to a cart abandonment email to help nudge the prospective buyer to purchase. You might also add user-generated content to key landing pages to help increase conversion rates.

Calvin Klein even created a landing page just for UGC content.

By showing real examples of customers styling their Calvins, shoppers see other consumers endorsing the brand and showcasing how the products look on actual humans instead of overly styled models.

Cost-effectiveness

The average cost of hiring an influencer can run into millions of dollars. But the average cost of asking your customers to share posts of them enjoying your product? Next to nothing.

UGC is a cost-effective way to scale your business and diversify your content. Plus, there’s no need to invest dollars in expensive ad agencies or flashy campaigns.

UGC allows you to connect with the most important people in your business: your audience. Most will be excited to be featured on your channel.

For smaller brands or those just starting out than investing in larger-scale brand awareness campaigns, UGC is often far cheaper and easier to manage.

5 great examples of user-generated content

No matter their size, brands use user-generated content to drive awareness, increase conversions and social engagement, expand their reach, and cost-effectively grow their business.

Video equipment company GoPro uses UGC to sustain its YouTube channel, with its top three videos all originally filmed by customers. As of March 2024, those three videos have racked up over 400 million views combined.

Not bad for content that cost GoPro nothing to produce.

In fact, UGC for the company got so big, they now run their own awards show and promote daily photo challenges to inspire their consumers to get creative.

Canadian athleisure brand lululemon is primarily known for its expensive leggings and yoga clothing. To increase company reach across social media, they asked followers and brand loyalists to share photos of themselves in lululemon garments using the hashtag #thesweatlife.

Not only did this result in a treasure-trove of easily searchable UGC content for lululemon to repurpose, but it also organically expanded the company’s brand awareness and reach across social media as they shared content from brand ambassadors.

This post, in particular, is motivating and exciting to its audience as it shares some of lululemon’s ambassadors’ best moments of 2023:

View this post on Instagram A post shared by lululemon (@lululemon)

In a similar strategy to lululemon, sparkling water brand LaCroix also uses a hashtag (#LiveLaCroix) to mine for UGC on their social media channels. However, LaCroix relies less on brand loyalists and shares content produced by anyone, no matter their follower count.

This makes their user-generated content hyper-relatable because audiences see themselves reflected in these photos rather than brand ambassadors or loyalists with higher follower counts.

View this post on Instagram A post shared by LaCroix Sparkling Water (@lacroixwater)

Well Traveled

UGC isn’t just for larger, well-established brands. Smaller companies also use UGC in their social campaigns. Well Traveled is a community-driven travel brand that uses member-generated content to highlight the perks of membership, the quality of property partners, and other exclusive offerings from brand partners.

Well Traveled’s Director of Partnerships & Brand Marketing, Laura DeGomez, says, “As a service in such a visual industry, the ‘proof’ provided by member content is immeasurable. The beautiful trips discovered, planned, and booked on Well Traveled are a phenomenal marketing and retention tool.”

DeGomez uses UGC to visually engage members or prospective members and increase brand awareness, expand reach, and build community.

She goes on to say, “No one tells our story better than our members. The Well Traveled community is the key here. Whenever we can let their experiences shine, we do.”

View this post on Instagram A post shared by Well Traveled (@welltraveledclub)

Edloe Finch

Boutique furniture brand Edloe Finch collects UGC via hashtag (#EdloeFinch), but they also allow people to submit their photos to their website. The brand then showcases these customer photos right on their product pages.

By placing customer content on its product pages, potential customers can see what Edloe Finch’s products look like in other customers’ homes. Purchasing furniture online can be nerve-wracking, but these photos serve as a great form of social proof.

Source: Edloe Finch

4 best practices for user-generated content

Creating user-generated content is a smart strategy for your business. Keep these best practices in mind as you implement UGC into your overall content plan.

Always request permission

Consent to share content is mandatory. Always ask before republishing or using a customer’s content.

People may use your branded hashtags without necessarily knowing you’ve tied them to a user-generated content campaign. Unfortunately, re-sharing that content without explicit permission is a surefire way to kill goodwill and annoy some of your best brand advocates.

When you ask permission, you show the original poster that you appreciate their content and get them excited about sharing their post with your audience. You also keep yourself out of hot water regarding copyright concerns.

Credit the original creator

When you share user-generated content on your social media channels, give clear credit to the original creator. This includes tagging them directly in the post and indicating whether you’re using their visuals, words, or both. Always give credit where credit is due.

If you plan to share user-generated content across social media platforms, check for how the creator wants to be credited on the various channels. For example, if you want to share a photo from Instagram on your Facebook page, ask the original creator if they have a Facebook page you could tag.

Providing proper credit is an important way to recognize the work of content creators. It helps make sure they stay excited about using and posting about your brand.

It has the added benefit of making it easy for fans and followers to verify that the content was created by someone outside your company.

Be clear about what kind of content you’re looking for

UGC creators want you to share their content. That means they want you to tell them what kind of content you’re most likely to share.

Don’t be afraid to get specific and make it easy for people to share content that fits your needs.

Be strategic and set goals

How will you know what type of UGC content to ask for if you don’t know how it fits in with your campaign strategy? Sure, it’s nice when people tag you in pretty pictures, but how can you use that content to support your marketing goals?

Firstly, sit down with your social media strategy document and look for ways UGC aligns with your existing marketing goals. Then, create a simple statement based on that information that tells users specifically what kind of content you’re most likely to feature.

Once you have a clear UGC ask, share it anywhere people are likely to interact with your brand:

• Your social channels bios
• Other user-generated posts
• Your website
• Your physical location
• Your product packaging

UGC strategy goes beyond understanding the types of content you need from your customers. You also need to align your UGC campaign with broader social media goals.

For example, are you looking to increase brand awareness or drive more conversions (or both)?

Measure the success of your campaigns using a tool like Hootsuite Analytics or a social listening tool such as Hootsuite Insights to understand brand sentiment and trust.

Ready to start displaying authentic user-generated content across your social channels? Use Hootsuite to publish and schedule posts, find relevant conversions, engage the audience, measure results, and more. Try it free today.

With files from Chloe West .

Do it better with Hootsuite , the all-in-one social media tool. Stay on top of things, grow, and beat the competition.

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Claire Beveridge is a freelance writer, strategist, and editor. Over the past decade, Claire has leaned on her experience in content marketing and social media to help scale B2B and B2C businesses across North America and Europe — including work with Crunch, Lumen5, Method + Metric SEO Agency, and Quietly.

Currently, Claire runs a small marketing studio on the west coast of Canada whose clients include Hootsuite, ConvertKit, Superpath, and Graphite. She specializes in creating editorial assets that educate, entertain, and convert customers.

Claire spends her free time cooking, watching soccer, and spending time with her family.

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User-generated content (UGC): what it is and why it matters for your brand

Written by by Kiran Shahid

Published on  November 28, 2023

Reading time  13 minutes

You’re scrolling through Instagram, and suddenly you see it—a photo of a friend sporting the latest sneakers, captioned with pure excitement. That, right there, is user-generated content (UGC), the authentic snapshot of everyday brand love that’s become the heartbeat of social media marketing. Because let’s face it, we all trust a friend’s recommendation over a polished ad.

In this guide, we’ll dive into the what, why and how of UGC, so you can use all types of media content like candid snapshots, rave reviews and spontaneous videos to boost your brand’s relatability.

What is user-generated content?

User-generated content is unpaid or unsponsored content your customers create related to your brand—think reviews, photos, videos and even social posts. It’s real, it’s authentic and it’s priceless for your credibility.

Encouraging and featuring UGC on your social accounts shows that people are loyal to your brand. Sharing and resharing UGC multiplies a content asset’s reach and attracts more eyeballs toward your brand.

For example, Growth Marketing Manager at Biteable, Haily Moulton (@hailymoulton), created a reel on how to use AI as a social media manager.

She discusses people’s burning questions regarding AI. Haily is also a Sprout Ambassador who swears by our all-in-one social media tool. By reposting her reel, Haily gets new eyes on her video and we get valuable content.

Types of UGC

UGC comes in all shapes and sizes. Customers can feature your brand in multiple ways, including:

Customer reviews and testimonials

Users showcase their love for your brand through posts and stories.

Project management tool Trello, for example, reposted this Tweet from Tony Lango, the world’s first Engagement Relationship Manager (ERM):

https://www.instagram.com/p/Cx5uUFnsL_8/?igshid=MXF3cGQ1cWw3MzZkOA%3D%3D

Posts like Tony’s are personal endorsements on platforms like Instagram and X (previously known as Twitter). This content generates positive buzz and attracts lots of attention to your brand.

Photos of your brand or products by customers add credibility and social proof. They also have the potential to attract new customers who want to see your product in action.

Gymshark’s Insta feed, for example, is full of fitness influencers posting high-quality photos of themselves wearing the brand’s activewear.

Regular UGC showcases the products in use and highlights the influencer’s loyalty and trust in the brand.

Your audience posts videos using your product. It’s like digital word-of-mouth. Benefit, for example, reposted this TikTok from makeup artist Colleen (@colleen.makeupp).

@benefitcosmetics Comment in emojis your aesthetic: pumpkin or strawberry? 💬🎃🧡🍓💌🧺⁠ ⁠ 👩‍🎨: @colleen.makeupp ⁠ ⁠ #benefitcosmetics #strawberrymakeup #pumpkinspice ♬ Pretty (Sped Up) – MEYY

This timely Halloween makeup post using Benefit’s products is a great example of UGC that showcases the brand’s products in action. It also highlights the creativity and talent of their customers, making it relatable and aspirational for other potential customers.

Sometimes, your customers write detailed experiences or stories about your products on their blogs.

Hostinger, for example, featured Grammarly as the best grammar assistant in its roundup article.

Grammarly can then reshare this blog, feature a snippet from the review or collaborate with the blogger for future content. Collaborations build a positive relationship and expose Grammarly to new audiences through the blogger’s followers.

Comments are a treasure trove of opinions and insights. Glassdoor created this Facebook post from existing responses in its Interview Tips Bowl, a social media series featuring interview tips from its audience.

These comments have a twofold effect: they show other users actively engage with your brand and also give valuable audience insights.

Why user-generated content is good for your brand

UGC turns your customers into your biggest fans and your most authentic spokespeople. Here’s how it impacts your brand:

Provides a consistent source of inspiration

Struggling with content ideas? You’re not alone—29% of marketers, per the Content Benchmarks Report, feel that pinch. Luckily, UGC is a goldmine for inspiration. It hands you a content bank brimming with customer posts, reviews and stories.

Here’s why a rich content bank is important: The Sprout Social Index ™ 2023 shows that 68% of consumers follow a brand on social to stay informed about new products or services.

Staying visible means staying on top-of-mind. Plus, UGC is original. The same research highlights that 38% of customers believe the most memorable brands prioritize original content over following trending topics.

A consistent and regular social presence keeps your brand top-of-mind. Each customer interaction is a potential post that keeps your feed active and your audience engaged.

Builds social proof and drives purchase intent

User-generated content turns customers into your most credible salespeople—every photo, review or testimonial is an authentic endorsement. And here’s why that matters: people trust people.

When they see others—real users, not actors—enjoying your product, it’s like a recommendation from someone they know. Social proof uses the ‘follow the herd’ instinct people have. If everyone’s buying this, it must be good, right?

This kind of validation makes potential customers feel more comfortable and confident in their decision to choose you. It’s the reassurance they need to take the leap from interested to invested.

Now, consider this—the Content Benchmark report also shows 26% of consumers find UGC the most engaging type of content in their social feeds. That’s a quarter of your audience that doesn’t just scroll past UGC—they stop, they look, they engage. Why? Because it speaks to them on a personal level. It’s relatable and, therefore, more believable.

Generates brand awareness

UGC puts your brand on the radars of new audiences. Every share, tag and mention extends your reach and spreads your brand’s message.

Brand awareness is the first step in the marketing funnel. Familiarity breeds trust—when people recognize your brand, they’re more likely to consider you when they’re ready to buy.

Each user’s content is a personal shout-out to your brand, and their followers are all ears. It’s a network effect—every post introduces your brand to a new circle. And because it’s coming from someone they trust, it makes a lasting impression.

Creates authenticity

UGC puts your brand on the map in a way that feels organic, not intrusive. It’s shared by real people in real-time, giving it an authenticity that paid ads just can’t match.

Our research highlights an obvious gap in brand content—consumers don’t see enough authentic, non-promotional content on social media. Even when they work with influencers, our research shows that 62% of marketers encourage influencers to share their real experiences, while 50% choose influencers who are genuine fans of their product.

There’s an opportunity for brands to bridge this gap and curate content that resonates on a personal level and builds trust.

When you showcase UGC, you’re not just adding content to your feed—you’re building a community around your brand. You’re telling your customers, “We see you, we hear you and we value what you have to say.” This recognition motivates them to engage more and even contribute their own content.

Builds brand loyalty

When you actively showcase user content, you acknowledge and celebrate your customers. It makes people feel connected to your brand and feel like they’re a part of something.

You notice your customers and they’ll stick around— 1 in 5 consumers will happily spend 50% more on brands they trust.

Every piece of UGC is a chance to boost that trust and build brand loyalty. Your most loyal customers are your biggest cheerleaders. Actively building a relationship with them and acknowledging their efforts encourages them to invest more in your brand—with money and more user-generated content.

3 real user-generated content examples

These three UGC strategies show how brands can use real customer content to drive engagement and authenticity and build brand loyalty.

1. Nutrisense

Health and technology company Nutrisense provides personalized nutrition advice based on continuous glucose monitoring (CGM) data. Users wear a CGM device that tracks their blood glucose levels in real-time, providing insights into how their body responds to different foods.

Nutrisense’s platform analyzes this data and pairs users with registered dietitians to optimize metabolic health, improve diet and support weight loss.

In July 2021, Nutrisense had about 25,000 followers across its social media profiles. The brand wanted to amplify its presence so it started creating UGC and paired it with Sprout’s insights.

Sprout’s reports highlighted the kind of content that resonated with its target audience. By the end of 2022, Nutrisense’s social media engagement grew by 45% and their community had expanded to more than 130,000—an increase of 469%.

2. Taylor Swift

Taylor Swift isn’t just a music superstar—she’s a master at making fans the heart of her brand. Instagram account, Taylor Nation, is a part of Taylor’s PR and marketing muscle and acts as her official fan club too. The account pumps life into user-generated content campaigns that fans absolutely adore.

For the “TS The Eras Tour,” Taylor Nation called on fans to post their tour outfits using #TSTheErasTour. Fans went all out—they showcased their Swift-inspired looks, complete with glitter and friendship bracelets.

https://www.instagram.com/p/CvTIdQMJgwG/?igshid=MTRhZmU1ODE2NA%3D%3D

But Taylor Nation didn’t stop there—they reposted their favorite picture. Fans got to be the stars, and it happened in every city on the tour.

UGC is one trick in a detailed customer marketing strategy in how Taylor and her team create a tight-knit community. Fans don’t just buy a ticket—they buy into a shared story and a collective experience.

3. Wahl Professional

Wahl Professional specializes in the production and sale of professional grooming equipment, including hair clippers and trimmers. Professional barbers and stylists trust Wahl for its durable, reliable and precise tools.

Wahl has been around for 97 years. It needed a fresh strategy to target and appeal to a new generation of customers.

Since June 2015, Wahl’s pivoted its approach to active engagement and used Sprout Social to manage and monitor conversations across multiple Instagram accounts, particularly @wahlpro. This shift led to a curated strategy of sharing UGC content.

Wahl’s target audience—a vibrant community of stylists and barbers—was already sharing their work with the hashtags #Wahl and #WahlPro.

Wahl monitored these Brand Keywords with Sprout and transformed its social feed into a showcase of professional talent and authentic user experiences.

In less than a year, @wahlpro increased its engagement on Instagram by 4,307% and grew its followers by 84,788 with Sprout.

5 tips to help you add UGC to your content strategy

Adding UGC isn’t just hitting the reshare button now and then. It’s about listening to what your customers are sharing, and weaving it into your brand’s narrative in a way that feels seamless and authentic.

Here are some tips to help you make UGC a cornerstone of your content strategy .

1. Find and repost UGC on relevant social platforms

You need to know where your audience lives on social media and where potential advocates have the most influence. For example: Instagram is naturally great for sharing visuals, but reference the data to double-check if that’s the network where your target audience lives.

Consider your audience and goals when choosing a social network. Select the right network and create a social environment to deliver content and engage with customers to nurture long-term relationships.

At the same time, identify what types of UGC perform best on each network and how to present them based on each app’s culture.

• Facebook: Use Facebook to share full video content and stories that boost engagement (and possibly go viral). Facebook’s algorithm is tough for organic reach, but don’t rule out posting user-generated content on ads.
• X : Despite the smaller character count , X is a great platform for image-sharing. If you host events, consider using this space to create a live X feed for real-time coverage and easily capture UGC to reshare. Using X this way is a great opportunity to capitalize on hashtags.
• Instagram : As the mecca of visual sharing, Instagram is the go-to for UGC. It’s critical to know how to repost on Instagram , use Instagram Explore and find content through hashtags . Seeing products in action makes Instagram the spot for brands to get creative and connect with those who support your business. Reposting Story mentions (maybe even making a Highlight for them) is a great low-lift way to show off your customer UGC. The user may even repost the repost, leading more of their following to your page.
• TikTok : There’s no shortage of UGC on TikTok, and it’s not hard to find. TikTok’s culture is all about authentic, scrappy videos, rather than refined reviews or stories. Engage with a customer in the comments of their video, ask permission to share and credit properly on your own page.
• LinkedIn : This is the world’s largest social network for professionals, so vet any UGC you share here and make sure it’s relevant to your brand’s goals. This isn’t the spot to repost just any user’s content. Instead, use LinkedIn to promote above and beyond user-generated content that aligns with your brand in a professional sense.

And then, bring it all together with Sprout. Centralize posting on one platform and create a single source of truth. With analytics, posting features, and content calendars under one roof, executing your UGC strategy requires only a fraction of your time.

2. Always ask permission and credit creators

When you spot a gem—a user post that just nails it—you’re halfway to great UGC. But before you hit ‘Share,’ ask for permission. It’s about respect and legality. You don’t want to be the brand that gets called out for taking someone’s creativity for free.

Send a quick message—it can be as simple as, “Hey, we love your post! Can we feature it on our page with credit to you?”

A simple “Photo by @username” or even a tag in the caption (like how skincare brand La Roche Posay does it) is enough.

It shows respect and keeps things transparent. Plus, it builds a sense of community. When creators see you treating others well, they might want you to feature them, too. Tagging the creator might even give you a boost. Their followers see it, and you potentially have new eyes on your brand.

Take the gratitude a step further. A DM saying “Thanks!” can turn a one-time poster into a brand ally. Relationship-building makes UGC a permanent part of your content strategy.

3. Use employee advocacy to amplify UGC

Turn your team into brand ambassadors with employee ad vocacy . Encourage them to share and engage with user-generated content on their personal channels.

When employees share UGC, it does two things: it amplifies the reach and puts a human face to your brand. A post from a person rather than a brand page often gets more traction, feels more genuine and can spread like wildfire.

Start by creating a culture where sharing is celebrated. Offer guidelines, sure, but don’t micromanage. You want authenticity, not a copy-paste vibe.

Instead, offer templates. Templates give employees a headstart and make them more likely to post. Our report shows that 72% of engaged users would post about their company if content was written for them.

Pro tip: make it fun. Throw in a monthly contest or highlight the best employee-shared UGC. Make your team feel like they’re part of the brand’s story.

And lastly, track your progress. Use employee advocacy tools like Sprout Social to identify and distribute content that resonates most, increase employee participation with curated content and increase social ROI.

An employee advocacy strategy that covers all bases turns your workforce into a powerhouse of authentic brand promotion  

4. Monitor the impact of UGC with a dedicated tool

To bring it all home, if you want your UGC strategy to work, you have to measure. No matter what your goals, benchmarking is a must.

According to The 2023 State of Social Media report , 91% of marketers agree data from social enables them to better their target audience. This finding emphasizes the crucial role good reporting plays in a UGC strategy.

With Sprout Social, you have social analytics tools to track your overall engagement with UGC.

Whether you’re posting to Facebook, Twitter, LinkedIn or Instagram, access detailed audience reports that reveal which content is driving the most engagement and growth on your profiles.  

Using our social listening t ools , analyze your social data to understand the content and conversations happening around your brand.

Insights on what others are tagging you in are quite useful to your brand’s UGC strategy, too. Sprout’s tag report pinpoints how well your UGC is doing compared to your campaign imagery. Use this data to allocate budgets to different creative assets based on how engaging it is.

Whether it’s contextual analysis of keywords, hashtags or customer experiences, these powerful social tools let you measure your efforts and uncover new opportunities to source and share user-generated content.

5. Check music copyright

When adding UGC to your content mix, check the music copyright . It’s easy to get caught up in the visuals and forget that tunes need clearance too. If there’s music in any user-submitted videos, make sure it’s all above board.

And here’s why—it’s not just about following the law (which you should). It’s also about respecting creators’ rights. That song in the background? It’s someone’s art and they deserve credit (and maybe royalties).

Before you repost that catchy customer review or that dance-off video featuring your product, check if the music is licensed for commercial use.

Sometimes, it’s as easy as reaching out to the artist. Other times, you might need to swap the track with royalty-free options. Bottom line—clear those tunes. It’ll save you a headache and keep your brand on the right side of copyright law.

Add the power of UGC to your workflow

UGC is that secret sauce you need to add authentic flavor to your brand’s social presence. But it isn’t just a one-off strategy. It’s a steady conversation.

Make UGC a cornerstone of your social strategy. Keep asking for that content, keep crediting those creators and keep that content flowing. And manage it all with Sprout Social.

Sprout keeps a pulse on the UGC that resonates with your audience, helping you track, curate and showcase the content that tells your brand’s story through the eyes of your customers.

Want to see how it fits into your workflow? Try it out today and see how it streamlines your UGC strategy.

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UGC Content 101: A Comprehensive Introduction

User-generated content (UGC) is winning the trust battle against traditional advertising, with 92% of consumers preferring the authenticity of user-created moments over polished ads. 

This shift is more than a trend; it’s a clear signal that customer’s genuine experiences are one of the most influential factors in brand success. Campaigns with UGC are seeing a 29% boost in web conversions , proving that the real stories from real people are not just more relatable but also more effective.

What is User-Generated Content?

User-generated content (UGC) is any content made by people (customer lookalikes) rather than the brand itself. This includes Instagram stories about new purchases, tweets complimenting customer service, or blog posts sharing product experiences. UGC is genuine content created by individuals about their experiences with a brand. This content normally offers a real and authentic perspective amidst traditional corporate advertising.

Who Creates User-Generated Content?

User-generated content (UGC) is created by different groups of individuals who engage with and support a brand in various ways. Understanding who these contributors are can help you tailor your outreach and foster more meaningful interactions.

• Customers: These are the people who use your products and take to platforms like TikTok or Instagram to share their genuine experiences, from unboxing videos to glowing reviews.
• Brand loyalists: Dedicated fans of your brand, these individuals often create content that showcases their deep affinity for your products. They’re a powerful force for word-of-mouth marketing and can be specifically targeted for UGC campaigns.
• Social media followers: This group may include both customers and fans who interact with your brand online. Their likes, shares, and comments extend your reach and visibility, making them an important part of the UGC ecosystem.
• UGC creators: These are creators who specialize in making sponsored content that looks and feels like genuine customer posts. This content is typically used directly on a brand’s channels. Their content authentically showcases products without the need for personal profile exposure, which differentiates them from traditional influencers.

By recognizing and engaging with these key players, you can amplify their presence and build a community around authentic and relatable content.

Types of User-Generated Content

User-generated content (UGC) is a powerful way for your audience to share their love for your brand. Each type offers unique benefits and opportunities for engagement. 

Here’s a quick guide:

By leveraging different types of user-generated content, you can develop a winning strategy for your brand to boost authenticity and stand out in the market.

Benefits of User-Generated Content

User-generated content (UGC) offers a treasure trove of benefits for brands looking to elevate their digital presence. Let’s explore these benefits.

• Cost-effectiveness

User-generated content (UGC) is a powerhouse for enhancing marketing ROI, eliminating the steep costs associated with professional content creation and high-profile influencer partnerships. By leveraging content from your own audience, the direct investment drops dramatically, while the authenticity of these customer endorsements significantly lifts engagement and conversion rates.

UGC campaigns generally see a notable uptick in performance, which highlights the dual benefit of UGC: substantial cost savings paired with an impressive return on investment.

Although not every piece of user-generated content (UGC) will catch fire on the internet, the potential for virality always exists. A standout example is the collaboration between Warner Bros. and PhotoRoom for their Barbie Selfie campaign , which saw UGC skyrocket in popularity. This campaign illustrates how creative and engaging UGC can resonate with a wide audience, achieving widespread visibility and engagement.

• Brand loyalty 

Inviting customers to create content for your brand turns them from mere buyers into active members of your brand story, fostering a deep sense of community and loyalty. This engagement can drive repeat business and encourage advocacy, which is a crucial profit booster. PwC’s Customer Loyalty Survey highlights that 52% of people demonstrate their loyalty by recommending brands to others.

Furthermore, it enhances community engagement and strengthens brand loyalty through meaningful interaction.

• Social proof

Trust in personal recommendations significantly outweighs that of traditional advertising. In fact, more than 50% of millennials report that their purchasing decisions are heavily influenced by recommendations from friends and family. 

User-generated content (UGC) plays a critical role in influencing purchasing decisions by offering social proof of your brand’s value. Seeing positive experiences shared by others reassures potential customers about the quality and reliability of your products or services. This kind of social proof is especially important for those considering your brand for the first time. 

• Authenticity

User-generated content (UGC) carries a hallmark of authenticity that traditional sales and marketing materials struggle to match. According to research from the e-commerce personalization platform Nosto , individuals are three times more likely to perceive UGC as authentic. This is a sentiment echoed by 88% of consumers who prioritize authenticity when choosing brands to support. 

Moreover, the value of authenticity extends beyond consumer preferences and resonates deeply within the marketing community. 60% of marketers acknowledge that authenticity and quality are indispensable for successful content, positioning UGC in a league of its own. By offering unvarnished insights and experiences from customers, UGC bridges the gap between your brand and your audiences. This fosters a deeper, more meaningful connection that polished campaigns cannot replicate.

• Adaptability and flexibility

User-generated content (UGC) goes beyond just social media; it’s flexible and can be used across different marketing channels. This makes UGC a powerful addition that fits perfectly into email campaigns, landing pages, and more. This helps create a unified and engaging experience for customers across all brand interactions.

For example, adding customer photos or reviews to emails sent to people who’ve left items in their cart can encourage them to complete their purchases. Also, putting this kind of content on important website pages improves the site and helps convince more visitors to buy by showing them real customer satisfaction.

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UGC Content Best Practice Tips

Harnessing the power of user-generated content (UGC) effectively requires more than just hoping your customers will share their experiences. A proactive and strategic approach is required to create quality UGC content. Here are some best practices to consider:

• Actively encourage sharing

A notable statistic from Tintup suggests that 50% of consumers are more inclined to create content if brands provide some guidance. This can be achieved through:

• Initiating trends, challenges, or contests: Create compelling campaigns that invite participation. This will energize your audience and generate buzz around your brand.
• Creating and promoting a brand hashtag: A unique hashtag can serve as a rallying point for your community, making it easier to find and share content.
• Embedding UGC prompts: Integrate prompts for user-generated content on your website or app, making the process of sharing seamless and straightforward for users.
• Give respect and recognition to UGC creators

Treating user-generated content with respect and recognizing the efforts of your contributors is crucial for a successful UGC strategy. Here’s how you can honor their contributions:

• Always request permission: Before using customer-generated content in your marketing, ensure you have their consent. This respects their rights and fosters trust.
• Credit the original creator: Acknowledging the creator not only shows respect but also encourages others by highlighting that their contributions are valued.
• Reward Participation: Recognition can be a powerful motivator. From featuring content on your channels to offering incentives like discounts or exclusive access, rewards can boost participation. 
• Guide and align UGC with your brand

Aligning user-generated content with your brand’s vision and goals is key to maximizing its impact. Here are steps to ensure UGC works in harmony with your brand strategy:

• Be clear about what you’re looking for: Specify the type of content you’re interested in. Whether it’s photos, videos, or reviews, clear communication helps ensure that the UGC aligns with your brand’s needs and goals.
• Set strategic objectives: Define what success looks like for your UGC campaign. Are you aiming to increase brand awareness, drive sales, or boost engagement? Setting clear goals helps in measuring effectiveness and guides your strategy.
• Curate for brand alignment: Not all user-generated content will fit your brand’s image or message. Curating content ensures consistency and alignment with your brand identity.
• Regular monitoring and moderation: Keep an eye on the content being shared to ensure it’s appropriate and in line with your brand values. Regular moderation helps maintain a positive and welcoming community.
• Leverage analytics for insights: Utilizing analytics tools can provide valuable insights into how your UGC is performing. These insights can inform future strategies, helping you refine and improve your approach to maximize impact.

Implementing these best practices can elevate your brand’s user-generated content strategy, making it a more effective tool for engagement, growth, and community building.

Tools and Platforms for Managing UGC Content

Effectively managing user-generated content (UGC) requires the right set of tools and platforms. These not only streamline the process of collecting and sharing UGC but also ensure that your efforts align with your brand’s goals. Here’s an overview of the essential types of tools you’ll need to manage UGC effectively:

• Social media management tools

Social media management platforms allow you to schedule posts, engage with your audience, and monitor mentions of your brand across multiple social networks. These tools can be incredibly helpful in identifying and reposting UGC, facilitating a more dynamic interaction with your audience.

• Content curation and aggregation platforms

There are tools that specialize in curating and aggregating content from various sources, including social media, blogs, and websites. They help brands find high-quality UGC relevant to their audience. These platforms often come with features that allow you to organize, tag, and display curated content on your website or social media channels, making it easier to showcase authentic customer stories.

• Analytics and engagement tracking tools

Understanding the impact of UGC on your brand is crucial. Analytics platforms provide insights into how users interact with your content. They track metrics such as engagement rates, reach, and conversions, helping you measure the effectiveness of UGC in your marketing strategy and adjust your approach accordingly.

• Legal and copyright management tools

Managing the legal aspects of UGC is vital to protect your brand and respect the rights of content creators. There are tools that help identify and manage copyright claims. Additionally, there are platforms that offer services to monitor and protect visual content across the web, ensuring that you have the necessary permissions to use UGC and are compliant with copyright laws.

Using these tools in your strategy can improve how you gather, share, and use real customer content. They help manage everything more efficiently, from finding content to following the law and checking performance.

UGC Case Studies and Success Stories

The strategic use of user-generated content (UGC) has propelled numerous brands to new heights of engagement, authenticity, and visibility. Here are notable examples of brands that have harnessed the power of UGC, the outcomes of their campaigns, and the valuable lessons learned from their experiences.

• GoPro: Harnessing the power of adventure

Campaign Overview: GoPro encouraged its users to share their adventure videos shot with its cameras, using the hashtag #GoPro.

Outcomes: This approach flooded social media with thrilling content, showcasing the camera’s durability and quality, effectively turning every user into a brand ambassador. The campaign significantly boosted GoPro’s brand visibility and sales, with many videos going viral.

Lessons Learned: GoPro’s success underscored the importance of aligning UGC with brand identity. By leveraging content that naturally fits the brand’s adventurous spirit, GoPro strengthened its community and enhanced its market position.

• Starbucks: The white cup contest

Campaign Overview: Starbucks invited customers to doodle on their white cups and share their creations on social media. The winning design was turned into a limited-edition Starbucks cup.

Outcomes: The campaign generated widespread participation and buzz, showcasing Starbucks’ commitment to customer creativity and engagement. It not only increased foot traffic but also strengthened the emotional connection between the brand and its customers.

Lessons Learned: The White Cup Contest demonstrated the value of interactive UGC campaigns in fostering a creative community around a brand. It highlighted how giving customers a platform to express themselves can enhance brand loyalty and engagement.

• Airbnb: Building a community of travelers

Campaign Overview: Airbnb’s UGC strategy involves encouraging guests to share their travel experiences and accommodations through photos and stories using specific hashtags.

Outcomes: This approach has filled Airbnb’s social media feeds with authentic, relatable content that resonates with the wanderlust of its audience, driving bookings and building a strong community of travel enthusiasts.

Lessons Learned: Airbnb’s effective use of UGC reinforces the idea that authenticity drives engagement. By showcasing real experiences from diverse locations around the world, Airbnb has solidified its reputation as a platform that connects people through unique travel experiences.

By examining these case studies, brands can glean insights into the power of UGC and how it can be effectively leveraged to achieve marketing objectives, deepen customer relationships, and drive brand growth.

Emerging Trends in UGC Content

The realms of Augmented Reality (AR) and Virtual Reality (VR) are set to deeply integrate with UGC, transforming user interaction with brands. Imagine virtually trying on outfits or exploring holiday destinations in immersive 360-degree environments. This evolution will elevate the richness and engagement of user contributions. 

Additionally, Artificial Intelligence (AI) is expected to influence UGC creation, assisting users in crafting higher-quality content through suggestions, automated captions, or even generating new content based on historical interactions. This development could democratize content creation, making it accessible to a broader audience.

User-generated content (UGC) is crucial for building genuine brand-consumer relationships, enhancing brand loyalty, and providing an efficient content strategy. To integrate UGC into your marketing strategy, begin by auditing your current use of UGC to pinpoint improvement areas. Then, develop a strategy for encouraging, collecting, and integrating UGC into your marketing efforts.

By streamlining this process, you will be able to use UGC to deepen customer engagement and strengthen your brand’s digital presence.

Frequently Asked Questions

• Why is user-generated content important?

User-generated content (UGC) is key for brands today because it brings realness and trust into the picture, something traditional ads can’t offer. UGC comes directly from customers sharing their experiences through stories, photos, and reviews. This kind of content is more relatable and trustworthy because it’s created by actual users, not the brand itself.

• What are the risks associated with UGC, and how can they be mitigated?  

Risks include inappropriate content, negative feedback, or misuse of your products in user content. Mitigation strategies involve setting clear community guidelines, actively monitoring submissions, and promptly addressing any issues. Implementing a moderation system or approval process before UGC goes live can also help manage these risks.

• Can UGC impact SEO (Search Engine Optimization)?  

Yes, UGC can positively impact SEO. Reviews, comments, and other forms of UGC add fresh, relevant content to your website, which search engines value. UGC also increases the number of keywords present on your page, potentially improving your rankings. Additionally, engaging UGC can increase dwell time and reduce bounce rates, further signaling to search engines that your content is valuable.

• How can brands measure the success of their UGC strategy?  

Analytics tools and social listening platforms offer insights into how UGC performs and impacts brand metrics. You can track engagement rates, the volume of UGC, conversion rates from UGC campaigns, and changes in brand sentiment.

• Is there a way to automate the collection and display of UGC?  

Yes, there are platforms that specialize in automating UGC collection and integration across marketing channels. These tools can aggregate UGC from various sources, apply filters or moderation, and display the content on websites, in email campaigns, or within digital ads, streamlining the process and ensuring a consistent supply of authentic content.

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UGC Guide: What is User-Generated Content?

May 10, 2022

10 min. read

In the current climate, customers favor authenticity and transparency and are steering away from traditional marketing messages. Enter user-generated content (UGC), the latest darling of the marketing world.

Why all the hype around UGC? It’s simple: Content created by users highlights your brand in unique ways. It appears more authentic because it’s coming from your customers, not your brand. It’s instant social proof!

To add to its appeal, a survey found that more than 80% of consumers claim that UGC influences their buying decisions more than promotional content made by brands or even search results.

Here’s what you need to know about user-generated content — including a definition — and how to apply it to your brand marketing.

Table of Contents:

UGC Meaning: What is user-generated content?

Why is ugc so important the benefits of user-generated content, why does user-generated content work, why is content moderation important for user-generated campaigns, how to get user-generated content.

Let’s start with the basics: UGC stands for user-generated content. Sometimes it's also called third-party content or consumer-generated content.

So what exactly is UGC? Well, it is what it sounds like: content about your brand that is created by your customers, not your company.

A more thorough user-generated content definition is: the collection of text, images, videos, customer reviews, product reviews, blog posts, social media posts, or other content created by people, not brands. See our article on User-Generated Content Examples for more context.

Sometimes, your customers will generate a piece of brand-related content just because they want to. And sometimes, you might plant the bug in their ears by asking them to share a photo or other content.

For instance, your clothing boutique shoppers might snap a photo of their new outfit and upload it to Instagram with a branded hashtag (or some other relevant hashtag). Or, one of your subscription box customers might record an unboxing video to share with their friends or upload to YouTube. Boom – that's user-generated content marketing .

Brands go crazy over UGC, and for good reason. First and foremost, it’s one of the surest signs of approval. Imagine a customer loves your product or brand so much that they took it upon themselves to create some UGC posts about it and then shared them on their social networks. That’s true love!

But aside from the warm, fuzzy feeling it gives brand experts and marketers, there are tons of benefits and opportunities that come from UGC marketing. Here's why it should be part of your content marketing strategy .

Build authenticity in your brand

It bears repeating: User-generated content appears more authentic because it comes from “real” people. Yes, you as a brand expert, marketer, or social media guru are also a real person. But you’re being paid to create brand-generated content.

Consumer content creation happens just because customers like it, even though they have nothing to really gain from it. It sends a powerful message to other users. It’s next-level word-of-mouth marketing and a testament that other people love and trust your brand.

In general, content marketers agree that quality and authenticity are hallmarks of good content marketing campaigns. Audiences are quick to point out fake reviews and UGC that appears to be staged, both of which can kill your brand's reputation. To truly reap the benefits of user-created content, it needs to come from your customers organically.

Establish brand loyalty

Engagement is a pillar of brand loyalty. When your customers actively engage with your brand, they’re more likely to remember you when they need something you offer.

This content strategy works for just about any industry or use case, including  higher education ,  retail and e-commerce , hospitality, and any type of  social media marketing .

Creating different kinds of content is an easy and effective way to engage your customers in a fun way. They essentially become a stakeholder in your brand and can participate in its success. Not to mention, engaged customers tend to spend more with the brands they support and are 59% more likely to choose that brand vs a competitor .

And when brands share their user-generated content on their own branded channels, customers feel seen, heard, and appreciated. The corporate walls come tumbling down and brands can show they’re listening to their customers.

Earn buyer trust

In 2015, the American Association of Advertising Agencies made an alarming discovery: 96% of consumers don’t trust ads (especially Millennials). But it’s not without reason. The world (especially the advertising world) is full of misinformation , and it’s not always easy to sniff out fake news from the real deal. As a result, more consumers are increasingly dubious about marketing claims.

UGC marketing is key to helping to earn buyer trust for the long-term. Because content comes from customers, not the brand itself, it’s automatically seen as more honest and truthful. Because let’s face it: If you have a bad experience, you’re not likely to advocate for a brand or product.

That’s why many marketers consider user-generated content marketing to be akin to word-of-mouth. It’s like getting an honest recommendation from a family member or friend. It offers instant brand awareness. And since research shows that 90% of people are more likely to trust a recommended brand (even if that recommendation comes from an internet stranger), user-generated content campaigns have a strong chance of making the right impression.

Influence buying decisions

The benefits of UGC are strongest when they result in real buying decisions. That’s why many content marketers rely on it at the bottom stages of the sales funnel.

For starters, user content is a form of social proof that other people have bought a product or service and like it enough to share their experience with others. With e-commerce scams on the rise (e.g., fake online stores, fake products, misleading products and descriptions, etc.), potential customers are wary about who they purchase from.

People trust that UGC doesn’t use any fancy lighting or camera tricks that make a product seem like something it isn’t. They get a better idea of what a product actually looks like or how it works, which can tip the scales in your favor.

Reduce your own content marketing expenses

One of the biggest bottom-line advantages to UGC is the cost-effectiveness — it’s pretty much free advertising!

Organic user-generated content is super cost-effective. You invest very little other than your time — time spent searching for, vetting, and publishing the content on your own channels. This is a huge benefit as the costs of content marketing continue to climb. Currently, cost-per-click ads are up 50%  year-over-year and are only getting more expensive.

And even though 68% of content marketers say their budgets are increasing , their time and people resources are expected to remain fairly flat. Ultimately, this means that content creators will be expected to create more and better content and increase results without having the additional resources to do so. UGC can help to fill in these gaps without taking a huge investment of time or money.

What’s more, free or cheap user-created content is the next best thing to influencer marketing. Hiring an influencer can cost hundreds, thousands, or even tens of thousands of dollars, depending on their level of influence. It also takes much more involvement on your part to manage, find, vet, and collaborate with influencers.

Comparatively, the cost of asking your loyal fans to post pictures of themselves enjoying your product is minimal. There’s no need to partner with an expensive agency, since this is something so simple you can do it in-house. You might invest in a user-generated content platform or social media management tools like the Meltwater social media management suite to help you manage the process, but other than that, you don’t need to invest much into your UGC strategy.

Data shows that consumers find user-generated content to be nearly 10 times more impactful than influencer content. Nearly 8 in 10 shoppers say that it influences purchasing decisions, while 31% believe UGC is more memorable than traditional advertising.

But why exactly does user-generated content work so well? There’s no single right answer here, but its impact stems from how it builds deeper connections with an audience.

Because user content is seen as more honest, authentic, and trustworthy, people start to associate those traits with your brand, too. UGC is an extension of your in-house branding efforts and should therefore support your brand’s core values and image.

Your fans are creating content of their own volition, but you still have a brand to uphold and protect. That’s why not all user-generated content should automatically be considered helpful. Since people can create just about any type of content they wish (see Lil Nas X and the Nike Satan shoes , for example), there needs to be some form of moderation process to ensure the content is high-quality, on-brand, and won't damage your brand reputation.

So bottom line: Yes, user-generated content is a great way to boost brand authenticity, build deeper connections, and create customer loyalty. But these outcomes aren’t always automatic. The more you understand the mechanics and dynamics of user-created content, the better positioned you’ll be to reap the rewards.

Now that you know the user-generated content meaning, the benefits of user-generated content, and why UGC works so well, your next objective is to put UGC to work for you. How do you get UGC content, anyway? There are two clear paths here.

1. Ask for customer content directly

The first option is to proactively reach out to your customers to see if they would create some content on your behalf. You might send an email blast asking recent shoppers to tag you in an IG post or TikTok, for example.

2. Use UGC platforms

The second option is to enlist the help of a UGC platform to find content that’s already been created by your loyal fans. Meltwater’s social media monitoring suite serves as a centralized UGC platform, helping you quickly find content and brand mentions, connect with fans, and engage your online community from a single platform. Plus, our automated alerts and reporting tools help you spot PR crises well before they escalate.

Not only do Meltwater's solutions save you time by automatically aggregating content on your behalf, they also let you instantly share content across all your channels, including web pages, social media channels, digital signage, emails, ads, and more. You can even gamify the UGC sourcing process to encourage more users to contribute their content and expand your impact. Get real-time insights from your marketing efforts and watch every UGC campaign come to life.

See how Meltwater solutions supercharge your UGC strategy – get a demo today!

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10 user-generated content examples and why they work

September 11, 2023

As the leaders in user-generated content (UGC), we frequently get to see some of the finest examples from the top-in-class brands around. So if you’re looking to get started with UGC, or want to take your UGC strategy to another level, we’ve compiled a selection of the best UGC examples we’ve seen, and why they work so well.

Types of user-generated content

• Best examples of user-generated content

Turn customers into brand ambassadors with user-generated content

A brand is essentially faceless. It shows no emotions, has no lived experiences, and lacks facial expressions. Every element that makes humans connect isn’t there — and if there’s no connection, there’s no trust. So it’s not surprising that 88% of shoppers trust recommendations from people they know more than any brand-owned channel.

But brands can’t just go out and tap every member of their potential customers’ network to get the word-of-mouth wheels spinning. What they can do is lean into user-generated content (UGC) to infuse their marketing with the kind of authenticity and trust that word-of-mouth inspires.

UGC refers to content — photos, video, text, etc. — that’s created and published by unpaid contributors. And it’s a big win for brands. When consumers post about a brand on social media, they influence their followers’ buying decisions. According to our Shopper Experience Index, 69% of shoppers have been inspired by social media to make a purchase.

There’s multiple different examples of user-generated content, as you’re about to see, coming in different styles, types, and formats. The most common types of UGC are:

• Product ratings and reviews
• Social media content
• Customer testimonials
• Live streams

Best user-generated content examples

Let’s take a look at our favorite user-generated content examples and explore why UGC marketing is so effective in each scenario, and which approach is best for your brand.

1. IconicLondon: Make UGC shoppable

Makeup brand Iconic London has relied on UGC to build consumer trust since it first arrived on the scene. The brand’s website and Instagram account are populated with visual content from real users who love Iconic London’s products.

“As a niche brand, we exist because when people experience our formulas, they love them and want to talk about them,” explains Eleanor Assa , CMO at Iconic London.

The brand doesn’t just sit on the wealth of UGC their customers provide. Iconic London knows that their audience enjoys shopping in a social environment, so they upped the ante with social commerce tools: Bazaarvoice’s Galleries and Like2Buy. Shoppers can see Iconic London’s products in action via UGC and buy those that snag their attention without experiencing friction in their journey.

Iconic London’s bet on UGC is paying off. Within 12 months of implementing social tools across their website and Instagram, they saw a 126% lift in conversion rate, and an 11% lift in average order value .

Why it works    

This kind of imagery enables shoppers to more easily picture how the products look and perform because they can see real people — not just models — wearing and enjoying Iconic London’s makeup.

Instead of just inspiring potential customers, Iconic London goes the extra mile and empowers them to take action. With social commerce tools such as Like2Buy , shoppers can purchase directly from the makeup looks they want to recreate in just a few clicks.

2. Doritos: Provide content creation tools

To keep users engaged with its brand, Doritos launched Doritos Legion of Creators , a site where users can create branded images and videos that Doritos shares on its social media accounts.

Fans have created everything from snack-centric weather forecasts to pictures of themselves lounging in piles of nacho chips. Doritos keeps users engaged on the site with public challenges, such as its “oddly satisfying challenge,” which invites creators to make “hypnotizing” videos for a chance to be featured in its Instagram Stories.

And the fan-made content, such as above, receives thousands of likes and comments.

Why it works

The content from this campaign is outrageous and funny, so it’s no surprise that it drives a lot of engagement.

But Doritos isn’t just sharing photos of people enjoying its product with its Legions of the Bold campaign. It’s actually driving users to its website and providing them with tools to create one-of-a-kind content. And giving fans the opportunity to create their own works of art makes consumers feel connected to the brand.

In other words, it’s nacho average UGC campaign. (Sorry!)

3. GoPro: Generate a steady source of UGC

GoPro has long been synonymous with adventure and sky-high doses of adrenaline. The brand’s social media content is almost entirely made up of visuals captured by real users that represent GoPro’s essence down to a T. So much UGC is produced that you might wonder how the brand is able to get their hands on all of it. 

How did GoPro crack the UGC code? They generated a steady source of it with GoPro Awards — challenges that incentivize users to get their GoPros out, snap some cools visuals, and be rewarded in return.

The trick here is to keep things fresh. Some challenges are as easy as becoming picture of the day, while others encourage users to capture their best moments in the snow or showcase how they’re changing the world for the better. 

GoPro’s crown jewel is their Million Dollar Challenge . Since 2018, the company has encouraged customers to purchase the newest GoPro model (hello, revenue!) and use it to capture “life’s epic moments.” The latest edition awarded 55 creators a share of the $1 million — that’s $18,181.81 for the lucky winners and a thousands of examples of UGC for GoPro to spread across social media.

Getting customers to actually produce UGC is one of the biggest barriers for brands who want to implement this strategy. GoPro found a perfect way around it with their daily and seasonal Awards, incentivizing users to get their cameras out for the chance to be seen by millions of people ( 20+ million on Instagram alone ) and even get money rewards in return.

4. Parachute: Think outside social media

Direct to consumer bedding and bath brand Parachute encourages their audience to use the hashtag #MyParachuteHome in content featuring the company’s products. Parachute then repurposes customers’ photos in promotional content, not just social media posts.

For example, the brand uses UGC in retargeting ads, illustrating how real consumers use Parachute products. These ads, such as the right-hand one below, generated a 35% higher click-through rate and a 60% lower cost-per-click than ads that don’t feature UGC like the left-hand one below.

But Parachute doesn’t limit itself to implementing UGC in digital campaigns. The company also features UGC content on an insert card, enclosed in order boxes, that showcases how other buyers have made Parachute products a part of their home — and no doubt inspires consumers to snap some pics of their own and make another purchase.

Many brands overlook opportunities to use UGC outside of organic social posts. Parachute, however, shows the value in repurposing this content and featuring it in ads, inserts, email campaigns, and more. This strategy is in line with current shopping habits, as 40% of shoppers say UGC makes them more likely to buy a product from an ad. 

5. LEGO: Turn users into product development mavens

What if we told you that UGC is not only a powerful vehicle to build consumer trust but also a potential goldmine for product development? That’s what LEGO, an iconic childhood (and adulthood, to be honest!) staple, has figured out.

The brand has a solid brand community in LEGO Ideas, where customers can participate in activities and challenges ranging from “celebrate Japanese culture” to “100 years of fairy tales” (using legos, of course).

But LEGO’s most impressive launch yet is Product Ideas . The campaign empowers users to design a completely new LEGO set with their existing pieces for the chance of seeing it become an actual, official product.

It’s an opportunity for many to turn childhood dreams into a reality, work with LEGO designers, and share their creative verve with fellow LEGO enthusiasts on social media.

LEGO is offering the ultimate reward to contestants who are fans of the brand. There’s an extraordinary incentive for people to share their creations and generate a ton of buzz around them that leads to invaluable UGC for the brand. And LEGO also gets new product ideas, voted for by users that want to buy them, out of the deal. It’s a win-win-win situation.

6. Glossier: Foster a community that wants to share

Here we have a great example of how user-generated content makes your brand authentic and relatable. Beauty brand Glossier drives engagement with its social content by encouraging customers to get vulnerable and share their selfies. It does this by posting customer stories that are often heartwarming, as well as numerous photos of people using Glossier products. 

The beauty brand relies more on customer-submitted imagery than it does on models and product shots. Users eagerly take to social media to post photos of themselves using and wearing Glossier products.

For example, when the brand launched its Mega Greens Galaxy Mask, thousands of users shared selfies of themselves in the mask with the hashtag #maskforce, which Glossier reposted on its own social accounts like above.

Getting recognition is one of the key reasons we post on social media, so UGC gives followers the chance to step into the spotlight. And Glossier does this with compassion and flair.

The #maskforce selfies are unique, feminine, often humorous, and 100% real, making them right on-brand for Glossier. The company aims to make, “every single woman an influencer,” according to founder Emily Weiss . And Glossier’s example of sharing user-generated content does exactly that, giving every user a chance to be the face of the brand.

7. LeCol: Combine authentic visual content with reviews

The concept of user-generated content is closely associated with visuals. And visuals are important when the goal is to showcase products being used by real people. But there’s another dimension to UGC that matters just as much for brands that want to inspire that sweet, profitable trust: ratings and reviews . 

What happens when brands combine visual and written UGC? They get themselves a winning combo. Case in point: Le Col, a high-end sporting gear brand whose number one challenge is convincing first-time customers that the premium prices are worth it. To drive this point home, Le Col integrated product galleries with customer reviews .

According to Andrew Longley , Head of Digital at Le Col, “customers who engage with our gallery are five times more likely to convert.” Le Col’s average order value for products with reviews increased by 13% .

LeCol recognizes the importance of every type of UGC. By combining the power of visuals, where their products are the star, and written reviews, with detailed accounts of first-hand experiences, they double their chances of gaining first-time buyers’ trust.

8. La Croix: Curate a branded look

The social media accounts of sparkling water La Croix are filled with user-generated content. From fan art to photos of young adults — its target demographic — posing with their favorite flavors, La Croix populates its feeds with content created by people who clearly love its product.

And although the content comes from a variety of creators, La Croix manages to maintain a consistently branded look. Scroll through its Instagram page and you’ll see bright colors, sunny landscapes, and smiling faces again and again.

La Croix accomplishes this in part by hosting giveaways of branded merchandise, such as the shirt featured above, and by providing interactive displays that its fans want to engage with.

Consistent branding is important, even where UGC is concerned. Imagine your best friend of 20 years shows up at your door and suddenly switches their demeanor, style, and even their accent. It’d be jarring, and the same goes for branding. 

By maintaining consistency, La Croix ensures that its personality and voice remain recognizable and trustworthy to the audience. The brand integrates UGC in a way that complements the existing narrative, ensuring that the core message and essence remain unaltered and authentic.

9. Aerie: Be inclusive

This lingerie and swim brand invites customers of all ages and sizes to wear its designs. Back in 2014, Aerie even famously pledged to stop retouching photos and encouraged its audience to do the same.

To promote this message, generate UGC, and bolster its social responsibility efforts, the brand partnered with the National Eating Disorders Association for several years in a row. Aerie donated $1 to the NEDA for every unedited swimsuit photo an Instagram user posted with the hashtag #AerieReal.

This inclusive campaign allows consumers to see real, unedited images of people wearing the products. It encourages body positivity among participants and has a charitable angle that modern consumers expect of brands. Consumers are more likely to share UGC when they feel accepted and celebrated by an inclusive brand , like Aerie, so the campaign fosters a positive loop of engagement.

10. Sephora: Create a unique space for users to share their experiences

A powerhouse in the beauty industry, Sephora has embraced UGC by establishing their Beauty Insider Community , a digital platform where makeup enthusiasts, skincare lovers, and beauty aficionados come together to discuss, review, and showcase their favorite products. 

Instead of relying solely on influencer posts or ads, Sephora has given voice to its community members, allowing them to upload pictures, share experiences, and engage in discussions. The platform not only showcases how products look on a diverse range of skin tones and types but also offers tutorials, Q&A sessions, and personal stories, providing potential buyers with genuine feedback and inspiration. 

Why it works 

Beauty is deeply personal. So what better way to showcase products than through the diverse experiences and looks of real users? The Beauty Insider Community offers a sense of authenticity and inclusivity that standard ads often miss. 

It’s about connection, community, and shared passion. With this dedicated space, Sephora empowers its customers to share their UGC and also inspire and be inspired, turning each interaction into potential sales for the brand. 

These examples of user-generated content illustrate how you can empower customers to do word-of-mouth marketing on your brand’s behalf. But in order to take advantage of UGC marketing, brands must provide consumers with opportunities to share their creations.

Invite customers to post content with a specific hashtag, share user photos on social accounts, or add an on-site shoppable gallery. Brands can also create opportunities for fans to interact with branded merchandise, or direct users on site to make original content.

By making user-generated content an integral part of your marketing efforts , you’re giving potential buyers an authentic look at what your customers think of you rather than simply providing them with your brand’s perspective.

Watch our on-demand masterclass below as we talk through more user-generated content examples and how to use them to build your own UGC strategy.

Victoria Zenns

Global Web Content Manager

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• Internet ›

Social Media & User-Generated Content

User-generated content - Statistics & Facts

What are internet users talking about, online video is taking center stage, good news for online gamers, time for a selfie, how much do we rely on online reviews, key insights.

Detailed statistics

Worldwide digital population 2024

Global social network penetration 2019-2028

Editor’s Picks Current statistics on this topic

Most common social media activities in the U.S. 2024

Highest trending global topics on social media 2022

Media usage in an online minute 2023

Further recommended statistics

• Basic Statistic Worldwide digital population 2024
• Premium Statistic Number of global social network users 2017-2028
• Premium Statistic Global social network penetration 2019-2028
• Premium Statistic Most used social media platforms by type in the U.S. 2023
• Premium Statistic Most common social media activities in the U.S. 2024
• Basic Statistic Media usage in an online minute 2023

Number of internet and social media users worldwide as of July 2024 (in billions)

Number of global social network users 2017-2028

Number of social media users worldwide from 2017 to 2028 (in billions)

Social network penetration worldwide from 2019 to 2028

Most used social media platforms by type in the U.S. 2023

Most used social media platforms by type in the U.S. as of December 2023

Most common social media activities in the U.S. as of June 2024

Media usage in an internet minute as of December 2023

Online conversations

• Basic Statistic Highest trending global topics on social media 2022
• Basic Statistic Facebook and Instagram: global sustainability conversation trends 2022-2023
• Basic Statistic Facebook and Instagram: global internet and technology conversation trends 2022-2023
• Basic Statistic Facebook and Instagram: cultural conversation trends 2022-2023
• Basic Statistic Facebook and Instagram: beauty and body positive conversation trends 2022-2023
• Premium Statistic Discord: most popular servers for global users 2024, by number of members
• Basic Statistic Discord: most popular gaming servers for global users 2024, by number of members
• Premium Statistic Reddit: leading AMAs by number of upvotes 2022
• Basic Statistic Reddit: leading posts by number of upvotes 2022
• Premium Statistic Discussions by influential accounts on alternative social media platforms 2022

Most mentioned events across social media platforms worldwide in 2022 (in millions)

Facebook and Instagram: global sustainability conversation trends 2022-2023

Year-on-year growth of water, lifestyle, and energy related conversations on Facebook and Instagram worldwide from 2022 to 2023

Facebook and Instagram: global internet and technology conversation trends 2022-2023

Year-on-year growth of internet and technology related conversations on Facebook and Instagram worldwide from 2022 to 2023

Facebook and Instagram: cultural conversation trends 2022-2023

Year-on-year growth of culture related conversations on Facebook and Instagram worldwide from 2022 to 2023

Facebook and Instagram: beauty and body positive conversation trends 2022-2023

Year-on-year growth of beauty and body positive related conversations on Facebook and Instagram worldwide from 2022 to 2023

Discord: most popular servers for global users 2024, by number of members

Leading Discord servers among users worldwide as of April 2024, by number of members

Discord: most popular gaming servers for global users 2024, by number of members

Leading Discord gaming servers among users worldwide as of April 2024, by number of members

Reddit: leading AMAs by number of upvotes 2022

Leading AMA ("Ask Me Anything") posts on Reddit worldwide in 2022, by number of upvotes (in 1,000s)

Reddit: leading posts by number of upvotes 2022

Leading posts on Reddit worldwide in 2022, by number of upvotes (in 1,000s)

Discussions by influential accounts on alternative social media platforms 2022

Share of prominent active accounts on alternative social media platforms that posted about selected topics in June 2022

• Basic Statistic Most liked TikTok videos of all time 2023
• Premium Statistic TikTok: number of views per video 2023, by account type
• Premium Statistic TikTok: most viewed European cities 2023, by number of views per inhabitant
• Premium Statistic TikTok: most viewed European cities 2023, by number of views
• Basic Statistic TikTok: distribution of videos removed worldwide Q1 2023, by reason
• Premium Statistic Hours of video uploaded to YouTube every minute 2007-2022
• Basic Statistic YouTube Shorts: global logged in monthly users 2022-2023

Most liked TikTok videos of all time 2023

Most popular TikTok videos based on total global likes as of March 2023 (in billions)

TikTok: number of views per video 2023, by account type

Average number of views per video posted on social video app TikTok from March 2023 to August 2023, by account type

TikTok: most viewed European cities 2023, by number of views per inhabitant

Most popular videos of European cities on TikTok as of April 2023, by number of views per inhabitant (in thousands)

TikTok: most viewed European cities 2023, by number of views

Most popular videos of European cities on TikTok as of April 2023, by number of views (in billions)

TikTok: distribution of videos removed worldwide Q1 2023, by reason

Distribution of videos removed from TikTok worldwide in 1st quarter 2023, by reason

Hours of video uploaded to YouTube every minute 2007-2022

Hours of video uploaded to YouTube every minute as of February 2022

YouTube Shorts: global logged in monthly users 2022-2023

YouTube Shorts global monthly active usage in 2022 and 2023 (in billions)

Gaming video content (GVC)

• Premium Statistic Active streamers on Twitch worldwide 2024
• Premium Statistic Total hours watched of most popular streamers on Twitch 2024
• Premium Statistic Number of minutes spent watching Twitch content worldwide 2012-2023
• Premium Statistic YouTube: most subscribed gaming channels 2024
• Basic Statistic Leading YouTube Gaming streamers 2024, based on hours watched

Active streamers on Twitch worldwide 2024

Number of active streamers on Twitch worldwide from January 2018 to April 2024 (in millions)

Total hours watched of most popular streamers on Twitch 2024

Most popular streamers on Twitch worldwide in May 2024, by total hours watched (in millions)

Number of minutes spent watching Twitch content worldwide 2012-2023

Number of minutes spent watching content on Twitch worldwide from 2012 to 2023 YTD (in billions)

YouTube: most subscribed gaming channels 2024

Most popular YouTube gaming channels as of August 2024, ranked by number of subscribers (in millions)

Leading YouTube Gaming streamers 2024, based on hours watched

Leading YouTube Gaming streamers during June 2024, based on hours watched (in millions)

Photos and selfies

• Basic Statistic Selected social video and photo app global downloads 2020-2023
• Basic Statistic Most downloaded photo and video editor apps in the U.S. 2024
• Basic Statistic Instagram accounts with the most followers worldwide 2024
• Basic Statistic Instagram: most popular posts as of 2024
• Basic Statistic Instagram: favorite types of posts for global users 2023
• Premium Statistic U.S. BeReal users opinion on the app authenticity 2022
• Basic Statistic U.S. adults: number of photographs online 2022
• Premium Statistic UK: online footprint of social network users 2022

Selected social video and photo app global downloads 2020-2023

Selected social media apps downloads worldwide from January 2020 to April 2023 (in billions)

Most downloaded photo and video editor apps in the U.S. 2024

Leading photo and video editor apps in the United States in July 2024, by downloads

Instagram accounts with the most followers worldwide 2024

Instagram accounts with the most followers worldwide as of April 2024 (in millions)

Instagram: most popular posts as of 2024

Most popular posts on Instagram as of April 2024, by number of likes (in millions)

Instagram: favorite types of posts for global users 2023

Preferred types of content on Instagram according to users worldwide as of April 2023

U.S. BeReal users opinion on the app authenticity 2022

Share of BeReal users in the United States who believe the app is an authentic social media as of July 2022

U.S. adults: number of photographs online 2022

Adults in the United States on how many photographs of them are online as of December 2022

UK: online footprint of social network users 2022

Average lifetime online footprint of social media users in the United Kingdom as of July 2022

Online reviews

• Premium Statistic Sources of information about products in the U.S. 2024
• Premium Statistic Attitudes towards online shopping in the U.S. 2024
• Premium Statistic Sources of inspiration for new products in the U.S. 2024
• Premium Statistic Frequency of reading local businesses online reviews in the U.S. 2023
• Premium Statistic Number of user reviews and ratings on Tripadvisor worldwide 2014-2023
• Premium Statistic Number of reviews of best-selling beauty & personal care products on Amazon 2024
• Premium Statistic Online beauty shoppers who read reviews in the U.S. 2023
• Premium Statistic Most helpful webpage product details when shopping for beauty online in the U.S. 2024

Sources of information about products in the U.S. 2024

Sources of information about products in the U.S. as of June 2024

Attitudes towards online shopping in the U.S. 2024

Attitudes towards online shopping in the U.S. as of June 2024

Sources of inspiration for new products in the U.S. 2024

Sources of inspiration for new products in the U.S. as of June 2024

Frequency of reading local businesses online reviews in the U.S. 2023

Frequency of reading online reviews of local businesses according to consumers in the United States as of January 2023

Number of user reviews and ratings on Tripadvisor worldwide 2014-2023

Total number of user reviews and ratings on Tripadvisor worldwide from 2014 to 2023 (in millions)

Number of reviews of best-selling beauty & personal care products on Amazon 2024

Best-selling beauty and personal care products on Amazon in 2nd quarter 2024, by number of reviews (in thousands)

Online beauty shoppers who read reviews in the U.S. 2023

Share of beauty shoppers who read reviews while shopping online in the United States in 2023

Most helpful webpage product details when shopping for beauty online in the U.S. 2024

Most important website product details when deciding to purchase beauty products online in the United States in 2024

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