What Is User Generated Content and How to Use It

Let’s cut through the jargon. User-generated content (UGC) is simply any kind of content—think photos, videos, reviews, or social media posts—created by real customers and fans, not by the brand itself.

Think of it as the modern-day version of word-of-mouth recommendations. It's the digital equivalent of a trusted friend raving about a new product they just bought.

The Power of Authentic Customer Stories

Instead of a friend just telling you about a cool new gadget, they’re now posting an unboxing video on TikTok or sharing a mirror selfie on Instagram wearing your brand. That raw, unpaid excitement is the magic of UGC. It’s genuine, it's relatable, and it cuts through the noise of polished ads that today’s savvy consumers have learned to ignore.

This shift from brand-led messaging to customer-led stories is a huge deal. It’s fundamentally changing how people discover and decide to trust new products.

The real power of UGC is its built-in credibility. It’s powerful social proof that shows potential buyers that people just like them are buying, using, and loving your products in their actual, everyday lives.

From Niche Tactic to Market Force

What started as a small part of the marketing playbook has absolutely exploded. Now, it's a core strategy for smart brands everywhere. Why the massive growth? It's simple: consumers overwhelmingly prefer authentic content, and brands need to build deeper, more meaningful relationships to stand out.

The numbers don't lie. The user-generated content market was valued at over $7.6 billion in 2025, a massive 69% jump from just the year before. You can discover more insights about UGC market growth to see just how big this trend has become.

This image breaks down the most common forms UGC takes.

As you can see, UGC isn't just one thing. It's a mix of text, images, and video, giving brands an incredible well of authentic material to pull from for their campaigns.

Branded Content vs User Generated Content at a Glance

To really get a feel for what makes UGC so different, it helps to see it side-by-side with traditional branded content. One is polished and controlled; the other is raw and community-driven.

This table makes the distinction crystal clear. While branded content will always have its place for official announcements and high-level campaigns, UGC is what builds the day-to-day trust and connection that modern brands need to thrive.

Why UGC Is a Game Changer for Modern Brands

So, what's all the buzz around user-generated content? It really just comes down to one thing: trust.

Modern shoppers have seen it all. They're tired of the same old glossy, impersonal ads and can spot a sales pitch from a mile away. What they actually want is authenticity, and there’s nothing more authentic than seeing real people using and loving a product in their everyday lives.

This shift has a massive ripple effect. When someone sees content from a peer—not a brand—it works as powerful social proof. In fact, research shows that a whopping 80% of consumers say UGC has a big impact on what they decide to buy. That’s far more persuasive than anything a brand can say about itself.

The Strategic Impact of Authentic Content

UGC isn’t just about collecting a few extra photos for your feed. It’s a genuine strategic asset that can directly boost your bottom line.

By showing your products in real-world situations, UGC helps potential buyers see exactly how that item could fit into their own lives. A professional photoshoot shows how a product can look under perfect lighting. UGC shows how it actually looks on a Tuesday morning. That relatability is what turns a casual browser into a confident buyer.

The real magic of UGC is its power to build an authentic community. It turns customers from one-time buyers into active participants and genuine advocates for your brand.

Plus, it creates a never-ending pipeline of marketing material. Instead of shelling out for expensive photoshoots, you get a constantly refreshing library of high-quality, relatable content from the people who know your products best: your actual customers.

For a deeper look into the strategy, check out this guide on leveraging user-generated content for brand growth.

It’s More Than Content—It’s Credibility

At the end of the day, using UGC is about much more than just filling up your content calendar. It’s a direct path to building stronger relationships with your customers and earning unshakable brand credibility.

While plenty of platforms try to be "all-in-one" solutions, they usually end up doing 10 things poorly instead of one thing really well. We believe that focusing on a single, powerful strategy is what gets real results.

By zeroing in on a specific, high-impact area like influencer gifting, a brand can spark the most genuine UGC possible. This focused approach builds a foundation of trust that those bloated, "end-to-end" tools simply can't match.

The Most Powerful Types of UGC You Should Know

Not all UGC is created equal. While any genuine mention from a customer is a win, different formats play different roles in building up your brand. Getting a handle on these types is key to understanding what makes user-generated content truly effective.

Think of it like building a house. You need a solid foundation, strong walls, and great curb appeal. Each type of UGC serves a specific and crucial role in building brand trust and, ultimately, driving sales.

Customer Reviews: The Foundation of Trust

Customer reviews are the bedrock of your UGC strategy. It’s almost always the first thing a potential buyer looks for—it’s direct, unfiltered social proof. A healthy collection of positive reviews on your product pages can squash purchase anxiety and build instant credibility.

This type of UGC gets right to the heart of every shopper's biggest question: "Is this actually worth my money?"

• Social Proof: Reviews are hard evidence that real people have bought and used your product.

• Trust Building: They offer unbiased feedback that shoppers trust way more than polished brand messaging.

• Conversion Driver: A page full of strong reviews is one of the fastest ways to get someone to hit "add to cart."

Visual UGC: Driving Desire and Action

While reviews build trust, visual UGC—photos and videos—creates desire. Seeing a product in a real-world setting makes it infinitely more relatable and appealing than a sterile studio shot. This is where you see the magic of different video formats come to life.

Unboxing videos capture that raw excitement of getting something new. They put your packaging and the initial customer experience on full display in a way that feels genuine and thrilling.

Instagram and TikTok videos are perfect for showing off how your product is actually used. A customer demonstrating how they style your jacket or apply your face serum becomes an authentic tutorial that helps others imagine the product in their own lives.

By filling your product galleries and social feeds with this kind of visual UGC, you create a living, breathing lookbook. It shows your products in action, turning passive browsers into active buyers. You're showing, not just telling, why your product is a must-have.

How Influencer Gifting Generates Authentic UGC

Many marketing platforms try to be everything to everyone. They promise you an “all-in-one” suite of tools that solves every problem, but this approach usually means they do ten things poorly instead of one thing really well.

When your goal is getting authentic UGC, a focused strategy makes all the difference.

We believe the most powerful way to generate genuine, user-generated content is through strategic influencer gifting. Because we focus only on perfecting this one craft, we help brands build a level of excitement and brand love that broad, unfocused "end-to-end" tools just can't touch. We do gifting better than anyone else.

Building Relationships, Not Transactions

The idea is simple: when you send a thoughtful gift with zero strings attached, you're not buying a post—you're starting a relationship. It's a move that respects a creator's independence and shows you actually value their voice, not just their follower count.

This small shift changes everything.

Instead of just checking a box on a contract, creators are genuinely inspired to share their experience because they actually love what you sent them. The content that flows from this is far more credible, engaging, and impactful than any paid ad could ever be. It’s the difference between a real recommendation and a sales pitch.

To see how this works in practice, check out our guide on product seeding vs. influencer gifting to figure out which strategy fits your goals.

The magic of gifting lies in its authenticity. It’s a no-pressure interaction that allows creators the freedom to produce content that feels true to their personal brand, which is exactly what their audience wants to see.

This process naturally leads to high-quality UGC that feels less like marketing and more like a trusted friend sharing something they’re excited about. It’s an approach built on mutual respect, creating brand advocates who are genuinely happy to be part of your story.

Why a Focused Gifting Strategy Wins

Specializing in only one thing—gifting—creates a much more refined and effective process. Instead of getting bogged down in a complex "all-in-one" platform that does 10 things mediocrely, you can laser-focus on what truly matters for generating amazing UGC:

• Genuine Excitement: Gifting sparks real, unscripted reactions that paid campaigns always struggle to imitate.

• Creative Freedom: Creators get to show off your product in their own unique style, leading to diverse and relatable content that really connects.

• Long-Term Advocacy: A great gifting experience can easily turn a one-off mention into a lasting brand partnership.

Ultimately, a well-run gifting strategy doesn't just get you a folder full of content; it builds a community of influential supporters who are actually invested in seeing your brand succeed.

Practical Ways To Encourage High-Quality UGC

So, how do you get your audience to create killer content for you? It starts by making them feel like they're part of your brand's inner circle. Don't just sit back and hope for posts to trickle in—get out there and actively spark that creativity.

One of the easiest wins is launching a branded hashtag campaign. A short, snappy hashtag acts like a digital rallying cry, giving your community one central place to share their stuff and making it a breeze for you to find and feature it later.

Make It Simple and Worth Their While

If you want amazing content, your request needs to be crystal clear and genuinely exciting. Running a contest or giveaway is a classic for a reason. It gives people a direct incentive to get creative and often leads to a massive wave of high-quality posts.

But you don't always need a splashy prize. Sometimes, the best reward is recognition. Simply featuring top-notch customer content on your official social channels or website can be a huge motivator. It's a public shout-out that celebrates your customers and signals to everyone else that you're paying attention.

• Launch a clear hashtag: Think of something unique and memorable, like #BrandInTheWild.

• Run creative contests: Offer a prize for the most creative photo or video that puts your product in the spotlight.

• Feature customers prominently: Create a dedicated Instagram Story Highlight or a UGC gallery on your website.

The secret sauce is making your community feel seen and celebrated. When customers know their content might actually get featured, they're far more likely to put in that extra effort to create something truly special.

Set Clear Guidelines Without Killing the Vibe

A little guidance can go a long way in boosting the quality of what people submit. You can create a simple brief suggesting themes, styles, or even specific products you'd love to see. This helps steer the content in a direction that aligns with your brand's aesthetic. For a more structured approach, you can learn more about how to create an influencer PR package that inspires incredible content.

This is especially critical on platforms like TikTok, where UGC is king, driving around 60% of all brand engagement. Think about that—videos from real users are 22% more likely to trend than a brand's own polished content. It's proof that audiences are hungry for authenticity. If you want a closer look at the mechanics, checking out insights into managing top creators can offer a ton of value.

Your goal is to provide a creative sandbox, not a rigid rulebook. This approach turns passive followers into active brand advocates who are genuinely excited to help tell your story.

Common Questions About User Generated Content

Diving into user-generated content can bring up a handful of practical questions. As you start weaving real customer stories into your marketing, it's totally normal to wonder about the right way to handle permissions, creator relationships, and even the occasional negative comment.

Getting these things right is the key to building a UGC strategy that works and respects your community. Let's break down some of the most common questions brands have.

Do I Need Permission to Use User Generated Content?

Yes, 100%. You should always get clear, explicit permission from the original creator before you use their content anywhere in your marketing.

This isn't just about avoiding legal trouble with copyright—it's about showing respect. These are your biggest fans, and asking for permission strengthens that relationship. A quick, friendly DM or email is usually all it takes. For bigger campaigns, you might want a more formal usage rights agreement just so everyone's on the same page.

How Is UGC Different From Influencer Marketing?

The biggest difference comes down to the relationship and whether money changes hands. Traditional influencer marketing is usually a paid deal. A brand pays a creator for a specific promotion, complete with contracts and creative briefs.

UGC, on the other hand, is often created organically by fans who just love your product, with no expectation of getting paid.

Influencer gifting sits right in the sweet spot between these two worlds. It helps spark authentic content from creators but dodges the transactional feel of a paid ad. This is a subtle but important distinction. Many "all-in-one" platforms try to manage every part of marketing and end up doing none of it well. Because we focus on just one thing—gifting—we are able to do it really, really well, preserving the raw trust that makes UGC so powerful.

If you're curious, you can learn more in our guide on how to find micro influencers who are perfect for this kind of campaign.

How Should My Brand Handle Negative UGC?

Seeing a critical review pop up can feel like a gut punch, but it’s actually a golden opportunity. The absolute worst thing you can do is ignore or delete it. Instead, jump on it—respond publicly, professionally, and quickly.

Addressing feedback head-on shows you're listening, you care about the customer experience, and you're committed to making things right. When you handle it well, a thoughtful response can build more trust than a dozen glowing reviews.

Where Should I Display User Generated Content?

For the biggest impact, you want to sprinkle UGC across the entire customer journey. Don't just stick it on one social media channel and call it a day.

• Product Pages: This is a no-brainer. Add customer photos and reviews right where people are making buying decisions. It's powerful social proof.

• Website Galleries: Create a dedicated spot on your homepage or a separate page to show off a curated feed of your best customer content.

• Social Media Feeds: Regularly share and repost UGC on your own profiles. It builds community and shows your products in real-life situations.

• Email and Ads: Drop compelling UGC into your email newsletters and ad creative. It boosts authenticity and can seriously increase your click-through rates.