User Generated Content (UGC) refers to any content—text, images, videos, reviews, or social posts—created and shared by customers or users of a brand, rather than the brand itself. It’s the digital version of word-of-mouth, and in today’s content-saturated world, it’s gold.
From Instagram posts about your product to YouTube reviews and testimonials, UGC serves as authentic social proof that builds trust and drives engagement like nothing else.
Advantages of User Generated Content
Wondering why major brands are investing in UGC? Here’s why:
1. Builds Trust and Credibility
Customers trust real people over polished brand ads. UGC comes from everyday users, making it more relatable and believable. According to Nielsen, 92% of consumers trust UGC more than traditional ads.
2. Boosts Engagement
UGC invites interaction. When customers create content around your brand, they’re not just buying—they’re bonding. It encourages likes, shares, and comments across platforms.
3. Cost-Effective Marketing
You’re not creating the content—your customers are. That saves you both time and money while fueling your marketing efforts with fresh, authentic material.
4. Improves SEO and Conversion Rates
UGC boosts time-on-site, brings in fresh content, and improves search visibility. Product reviews and testimonials also increase conversion rates by reassuring potential buyers.
5. Scales Social Proof
The more people see others using your product, the more likely they are to jump on board. This social validation drives purchase decisions, especially on social platforms.
Examples of User Generated Content
UGC isn’t limited to just reviews. Here are real-world user generated content examples that brands use successfully:
- Product reviews and testimonials on websites or platforms like Trustpilot
- Instagram user-generated content where customers tag your brand in their posts
- Unboxing videos or tutorials on YouTube featuring your product
- Blog posts from users talking about how your service helped them
- Comments, memes, or creative remixes using your brand assets
- Hashtag campaigns like Coca-Cola’s #ShareACoke or GoPro’s customer-shot videos
Pro Tip: Always ask for permission or create clear UGC terms to avoid legal issues when resharing.
User Generated Content Platforms
To scale and manage UGC campaigns, brands often turn to user generated content platforms. These tools help you curate, collect, and publish content created by users.
Here are some top UGC platforms:
- TINT: Used by brands like Marriott and Nestlé, TINT curates UGC across social media and helps you display it on your website or during events.
- Yotpo: Perfect for e-commerce businesses, Yotpo collects reviews, photos, and Q&As from your customers to enhance product pages and boost sales.
- Bazaarvoice: Focuses on ratings and reviews, helping brands collect authentic UGC at scale and display it across shopping platforms and websites.
- Stackla (now part of Nosto): AI-driven content curation platform that helps brands discover and publish the most relevant and on-brand UGC.
FAQs about User Generated Content
What is user generated content in marketing?
User generated content marketing involves leveraging content created by your customers—such as photos, reviews, or videos—to promote your brand. It’s a powerful strategy because it adds authenticity and builds trust with potential buyers.
How does user generated content work?
UGC works by encouraging customers to share their experiences. Brands often prompt this through hashtags, contests, or incentives. Once shared, this content can be repurposed on websites, emails, ads, or social media—acting as organic, trust-building marketing.
How can I leverage user-generated content to boost engagement?
- Run hashtag campaigns on Instagram or TikTok
- Feature UGC in newsletters and email marketing
- Reshare user content (with permission) on your brand’s social channels
- Host contests encouraging customers to submit photos or videos
Why is content moderation important for user generated campaigns?
Not all UGC is good. Without moderation, inappropriate or off-brand content can slip through. That’s why using moderation tools or UGC platforms is key to maintaining brand integrity while staying legally compliant.