What’s User Generated Content (UGC)? How It Helps Brands Grow

Whether it’s an unfiltered product review, a behind-the-scenes TikTok, or an influencer casually working a brand into their daily routine, user-generated content (UGC) feels organic in a way traditional advertising just can’t replicate. While it may seem effortless, there’s a strategy behind great UGC. Brands need to know how to encourage these reviews, while creators must strike a balance between authenticity and promotion. 

In this guide, we’ll break down what UGC is, why it works, and how both businesses and content creators can use it to their advantage.

What Does UGC Mean?

At its core, UGC refers to any form of content — such as videos, reviews, or blog posts — created by customers or influencers. It’s typically unscripted and based on people’s honest opinions, so viewers often see UGC as more authentic than traditional advertising methods. Shoppers may make UGC to celebrate their favorite products, or brands can hire social media personalities to review their items. Either way, their genuine perspectives can convince audiences to buy products featured in these reviews.

Why Is UGC Advertising Important?

Sharing UGC on social media is a good way to highlight genuine, customer-focused messages that feel relatable. Since this information comes from actual users instead of brands, it connects better with audiences and builds trust. That’s why companies put so much effort into UGC — it helps them grow their presence, create a sense of community, and sell their products in a natural and authentic way.

Types of UGC and Formats

There are two types of UCG content: Organic and paid.

Organic content refers to posts that customers share because they want to, not because they’re making money. These spontaneous reviews include personal stories and experiences about why the user likes a product or service. For example, a chef could show how sharp their favorite knife is by filming themselves slicing a tomato.

On the other hand, you can pay influencers with large followings to share their experiences with your brand. They’ll craft content that feels authentic but is designed to promote the company in exchange for payment or free products.

Either content type can take the following formats.

Videos

With videos, creators can showcase products in action, whether it’s an unboxing video, a tutorial, or a product review. This is the most common UGC format, as you can share it across multiple social media platforms to reach a large audience.

Reviews and Testimonials

Another influential type of UGC is customer feedback, like written reviews. This kind of content acts as social proof, showing potential buyers that others have had good encounters with the brand. 

Blogs and Articles

Many UGC creators share their experiences with products through blog posts or articles. These can be in-depth reviews, product comparisons, or how-to guides. Since blogs are often more detailed than social media posts, they help build a deeper connection with the audience.

5 Best Practices to Create Meaningful UGC 

Below are five best practices to help you craft posts that resonate.

For Brands

Credit The Original Creator 

Always acknowledge the original content creator when using UGC in your marketing campaigns. Whether you’re reposting an image, video, or blog, giving credit fosters goodwill and encourages future collaborations.

Set Goals and Monitor Analytics

By defining what you want to achieve — whether it’s increasing engagement, driving sales, or building brand awareness — you can track how successful your efforts are. Regularly reviewing your analytics helps you understand what’s working and adjust where needed to improve UGC performance. Several platforms help you do this, including social media sites’ built-in analytics dashboards and third-party apps like GA4.

Use Branded Hashtags

Branded hashtags make your user-generated social media campaigns more organized and discoverable. Encourage your audience to use your tags when they post content related to your product or service. Doing so makes it easier for others to find and engage with the post, helping build a community around your brand.

For Content Creators

Discuss Real Experiences

When creators share their authentic thoughts about a product or service, it fosters trust and encourages consumers to connect with the brand. Shoppers want to see how products fit into real life, so it’s important to avoid overly staged or forced UGC. 

Choose Brands With Similar Values

When a creator chooses to work with a brand that genuinely matches their personal interests, lifestyle, and values, their promotional posts blend seamlessly with what they already share. These partnerships feel more authentic, and this genuine connection builds trust with your followers.

Standout UGC Examples

If you’re looking for inspiration, here are some UGC campaigns that have made a lasting impact.

Emma Chamberlain and Louis Vuitton 

Influencer Emma Chamberlain worked with Louis Vuitton, sharing her experience with the brand in her own style on Instagram and YouTube. 

In one Harper’s BAZAAR video, Emma takes viewers on a day in Paris, showcasing coffee runs, exploring museums, and attending a fashion show. The campaign connected with people because it felt more like an authentic experience than a typical advertisement.

Zach King and Coca-Cola

Zach King’s collaboration with Coca-Cola is another strong example of UGC done right. Known for his creative, magic-infused short-form posts, Zach incorporated Coca-Cola products into his signature style using clever visual tricks and storytelling. 

In one video, he made it look like paintings came to life and handed him a bottle of Coca-Cola, blending a bit of surprise and fantasy into the ad. His ability to weave the product into entertaining scenarios made the campaign feel natural while showcasing the company in a fun, memorable way. 

Improve Your UGC Content With Captions

By understanding the importance of UCG and how to create it effectively, brands and creators alike can use this influential marketing strategy to drive trust, engagement, and growth. 

Tools like Captions can elevate your UGC. Our AI Ad Generator uses digital characters to share your brand’s messaging. Select from a huge cast of preexisting avatars, or clone yourself into the app so you’re always camera ready. Then, upload a link to your product page so the platform can analyze your website and generate a customized script. In minutes, you’ll have a series of polished videos you can share across platforms — no filming or post-production required. 

Try Captions today.

FAQ

What Does UGC Stand For? 

UGC stands for user-generated content. These posts can come in many forms and appear on social media channels and blogs. Whatever you’re creating, UGC builds an authentic narrative around a brand that traditional advertising can’t match.

What’s a UGC Creator? 

A UCG creator uploads photos, videos, or reviews on social media. Their posts feel personal and relatable, often helping brands authentically promote products. UGC creators can be everyday consumers, influencers, or brand ambassadors.

How Do I Use UGC on TikTok?

To use UGC on TikTok, find content from your followers or customers that aligns with your brand messaging, and repost it on your page. Always ask for permission and credit the creator by tagging them in your post. Add your own style with text or stickers, or use TikTok’s features like Duets or Stitches to remix the content.