What Is User Generated Content (UGC) and Why It Works in Marketing

Think about the last time you bought something online. Did you click on a polished ad, or did you scroll through reviews and videos from real people first? Chances are, it was the latter. That’s the power of user-generated content, or UGC.

But what is user generated content exactly?

Why does it work so well?

And how can you use it across your funnel?

This blog breaks it down clearly. We’ll define UGC, show real examples, explain how UGC works in performance campaigns, and share best practices so your brand can use it with purpose, not guesswork.

Let’s start with the basics.

What Is User Generated Content (UGC)?

user generated content is any form of content created by real people, not by brands. It includes videos, testimonials, reviews, social media posts, and unboxings shared by customers, creators, or fans.

This content often looks raw and simple, shot on a phone, filmed in a bedroom, or spoken casually, but that’s what makes it powerful. It feels real.

When people ask, "What does UGC stand for?" the answer is simple: UGC = user generated Content.

It’s not the same as influencer marketing, where you pay someone with a big following to promote your product. With UGC, the focus is on relatable, honest, and often low-production content that feels native to social platforms.

What Is UGC in Marketing?

In marketing, UGC refers to using customer-made or creator-made content to promote your brand. Brands now include this in their paid ads, landing pages, product pages, and email flows.

If you’re still wondering what is UGC used for, it’s for building trust, increasing engagement, and improving conversions without looking like an ad.

Why UGC Works

Why does UGC work so well? Because it’s real. It doesn’t feel like a polished ad. It feels like advice from a friend.

Here’s what makes UGC effective:

• It builds trust fast. People believe real stories and reviews more than scripted marketing.
  
  
• It blends in. On platforms like TikTok or Instagram, UGC looks like regular content, so people are more likely to engage.
  
  
• It drives engagement. Native-feeling videos get more comments, likes, and shares.
  
  
• It improves ROI. UGC-based ads often outperform branded creatives. One report even found they get 4x higher click-through rates than traditional ads.
  
  

If you’ve ever bought something after watching a relatable TikTok or Reel, you’ve seen UGC in action.

UGC Branding in Digital Marketing

UGC is not just for top-of-funnel. It plays a big role in how people see and remember your brand.

When you include UGC in your brand touchpoints, product pages, thank-you emails, and retargeting ads, you show that real people use and love what you offer.

Whether you're a new brand or a growing one, UGC helps you:

• Show variety (different users, skin tones, voices, styles)
• Build social proof
• Make your brand feel modern and people-first
• Let customers be part of your brand story

When people ask, "How does UGC help with branding?" the answer is simple: it makes your brand feel human.

What Types of UGC Work Best?

Not all user generated content performs the same. Some types work better at specific stages of the funnel. Here’s a breakdown of high-performing UGC formats:

Customer Reviews and Testimonials

Simple clips of people sharing their experience with your product. Great for retargeting ads, email flows, and PDPs.

Social Media Posts

Organic content shared by happy customers. Screenshots or reposts work well for social proof. Best for Instagram Stories or website sliders.

Video Content

Short-form videos (10–60 seconds) are gold for top-of-funnel awareness. Think Reels, TikToks, and Shorts. Product demos, unboxings, or "before and after" clips grab attention fast.

Unboxing and Reaction Videos

Perfect for e-commerce and D2C brands. They show what customers get and how they react when opening your product.

These types of content feel low-effort but deliver high value. If you're wondering what is UGC in marketing, this is it in action.

User generated Content Examples from Real Brands

The best way to understand how UGC works is to see it in action. Let’s look at a few brands using UGC effectively across different channels.

1. Glossier

Glossier built its brand with UGC from day one. Its Instagram feed is full of reposted customer photos. Real people using real products became its most powerful form of social proof.

2. Gymshark

Gymshark encourages followers to post workouts with branded hashtags. These posts get featured on their social accounts. It’s a perfect example of UGC in social media, building both community and brand awareness.

3. Airbnb

Their site and ads feature stories, photos, and videos from guests. It adds trust and personality to each listing and helps new users feel more at home.

4. Fenty Beauty

Fenty reposts makeup looks from customers and influencers of all skin tones. This shows product range and boosts ugc branding by making inclusivity a visible priority.

5. GoPro

Nearly all of GoPro’s marketing is built on UGC. Their users share action videos filmed with GoPro cameras, creating an endless stream of authentic, branded content.

These user generated content examples show how flexible and powerful UGC can be. Whether your goal is to build trust, create volume, or reduce production costs, UGC helps you scale your message through real voices.

Best Practices for Using UGC in Your Marketing Strategy

Now that you know what UGC is and how it works, here’s how to use it well.

Start Small and Test

You don’t need 100 videos to start. Start with just 3 to 5 UGC-style videos or images. Use them in your ads, emails, or social posts and compare how they perform against your regular creative. Testing early gives you useful insights without a big upfront investment.

Focus on What Resonates

Keep an eye on what your audience responds to. Is it a specific creator’s tone? A casual review? A fun unboxing video? Once you spot the patterns, create more content that fits. This makes your process more efficient and your output more effective.

Partner with Micro-Influencers

You don’t need big-name influencers. Micro-creators with 2,000 to 50,000 followers often have stronger engagement and come across as more relatable. They also tend to be more affordable and easier to work with.

Encourage Branded Hashtags and Challenges

Make it easy for your audience to join in. Launch a simple hashtag campaign or challenge that invites people to share photos or videos. This not only helps collect UGC but also builds a sense of community around your brand.

Keep It Real, Not Perfect

The best UGC feels natural. Don’t over-script or over-edit. Let creators talk in their own way, using simple setups that feel like real life. Polished content can look fake. Raw, honest clips connect better and build more trust.

Align With Paid Media

Work closely with your performance marketing team so the UGC you produce supports your ad campaigns and targets the right part of the funnel. When your content aligns with goals and targeting, it performs better and drives actual results.

Refresh Often

UGC can fatigue just like any other creative. People scroll fast and notice repeats. Plan for fresh content every few weeks. Rotate creators, styles, and formats so your ads and posts stay relevant. Have a UGC services partner who delivers content regularly so you never go dry.

The Future of UGC in Social Media and Branding

UGC isn’t a trend. It’s the new standard. As social platforms continue to favor short-form, native-looking content, UGC will only grow more valuable.

In the next few years, we’ll see:

• More brands acting like social media marketing creators
• Customer voices replacing scripted product videos
• UGC becoming a core part of brand identity
• AI helping brands organize and scale UGC libraries
• Higher ROAS for ads using creator-style content

If you’re not using UGC now, you’re behind. But it’s easy to start. And once you do, you’ll see just how fast UGC works across channels.