User-Generated Content (UGC) Marketing: What It Is and How to Use It
User-generated content turns your customers into your best marketers. Here's why UGC works, the forms it takes, examples from GoPro and e.l.f., and how to build a campaign around it.
In this article
User-generated content (UGC) marketing has become one of the most popular strategies in digital marketing. UGC is content created and shared by people, usually customers, on platforms such as Instagram, TikTok, Facebook and X, rather than by the brand itself.
UGC campaigns encourage people to share their experiences with a brand, which the brand then uses to promote itself. The result is broader reach and greater credibility, because it provides social proof that real people enjoy and endorse the product.
A brand might launch a hashtag challenge or contest that invites customers to post about it, then collect and reshare the best content across its social channels and website. That creates a cycle in which customers create content, the brand features it, and more customers are inspired to join in. UGC is closely related to influencer marketing, where creators are paid to promote a brand, but true UGC comes from everyday customers sharing genuinely.
What is user-generated content?
User-generated content is any content created by customers or fans, rather than the brand, that a business can use in its marketing. It includes customer photos and videos on social media, product reviews and ratings, testimonials, blog posts and unboxing videos. Companies use UGC to attract new customers and spark interest in what they offer.
Why user-generated content matters
UGC makes your content strategy more authentic and relatable. Brands use it to showcase products in a more natural, interactive way, which boosts engagement and loyalty. Because it comes from real experiences and opinions, it builds trust and gives shoppers confidence to buy. And sharing it across several channels helps you reach an even wider audience. Here's why it's so effective.
UGC is credible
People don't want polished, perfect messages from brands. They want something that feels real. Most of us trust another person's opinion far more than what a company says about itself, and we relate more easily to everyday people than to corporate messaging that can seem staged.
UGC builds brand loyalty
UGC lets customers take part in a brand's story rather than just watch it. Featuring their content strengthens the bond between people and the brand, sparks conversations, and grows a community of loyal supporters.
UGC is cost-effective
Instead of spending heavily on producing every piece of content, brands can source content from customers who are already passionate about them. That saves time and money, and helps brands with limited budgets keep a steady flow of fresh content. Many travel, fashion and lifestyle brands now rely on customer photos for a large share of their visuals.
UGC is a trust signal
Many people are sceptical of ads and marketing claims. Content from real customers acts like a recommendation from a friend, and people increasingly rely on reviews and posts from their peers when deciding what to buy. Featuring UGC shows that your brand has nothing to hide.
UGC is flexible
UGC works far beyond social media. Customer photos can make marketing emails more persuasive, boost conversions on product and landing pages, and appear in ads, on packaging and in stores. Some fashion brands have created whole pages of customer photos to show how products look on real people, not just models.
Types of user-generated content
Images
Photos shared on Instagram, Facebook, Pinterest and other platforms are the most common form of UGC. Seeing real people using a product makes others more interested in it.
Videos
Video UGC grabs attention, helps people understand your brand and offers an authentic behind-the-scenes look. Unboxing videos, tutorials, reviews and short-form clips on TikTok, Instagram Reels and YouTube Shorts are great ways to engage potential customers and build interest.
Reviews and ratings
Customer reviews and star ratings, whether on your website, Google, Amazon or review sites, are among the most influential forms of UGC. Shoppers routinely check them before they buy.
Blog posts
People with expertise in an area often write about the products they use, whether you've asked them to or not. Independent blog reviews are common in travel, tech, fashion, food and many other categories, and can carry a lot of weight.
Examples of brands using UGC well
GoPro
GoPro's cameras are built for capturing adventures, and its customers do the rest. The brand features customer footage across its YouTube channel and social media, creating a huge library of authentic content. It keeps creativity flowing with initiatives such as the GoPro Awards, which reward customers for their best photos and videos.
CeraVe
CeraVe's popularity surged when skincare creators on TikTok and YouTube, most famously Hyram Yarbro, began recommending its products. Much of this enthusiasm was organic rather than paid, and it introduced the brand to a whole new generation. It's a powerful example of how genuine word of mouth on social media can transform a brand's fortunes.
e.l.f. Cosmetics
e.l.f. Cosmetics commissioned an original song, "Eyes. Lips. Face.", and launched it as a TikTok challenge. It took off, inspiring a huge number of user-generated videos and showing how a fun, music-led challenge can unleash creativity on a massive scale.
Urban Outfitters
Urban Outfitters encourages customers to share their looks with the hashtag #UOCommunity and features their photos and stories. This brings customers together and encourages conversation, collaboration and creativity.
Strategies for a successful UGC campaign
Ask customers to share
Invite customers to share their experiences, and make it easy with clear prompts and suggestions. Spread the word everywhere: on social media, your website, in stores, in emails and even on packaging. Contests and challenges are powerful ways to get people involved, and a branded hashtag makes it easy to find and collect submissions. Be specific about the kind of content you'd like to see, then let your customers' creativity shine.
Set clear goals
Decide how UGC fits into your wider marketing plan. Do you want to raise brand awareness, increase sales or both? Review your social media strategy and make sure the content you ask for supports your goals, then tell people what kinds of posts you're most likely to feature.
Always ask permission
Never repost someone's content without asking. It can damage relationships and create copyright problems. Ask for permission, credit the creator and, where you plan to use content in ads or on your website, get clear consent for that use. Asking shows respect for their work and often makes them even more excited to share.
Be consistent
Social proof is self-reinforcing: when people see others posting about your brand, they're more likely to join in. Keep campaigns, hashtags and features running regularly to build a steady flow of content, and repurpose the best submissions in ads, web pages and emails (with permission).
Prioritise quality and relevance
The quality and relevance of UGC varies. Curate carefully so only on-brand, appropriate content is featured. A social media aggregator or UGC platform with moderation tools can help you find relevant posts and filter out irrelevant or duplicate material.
Be transparent about incentives
If you reward people for posting, through prizes, discounts or free products, make sure they disclose it. Honest disclosure protects your brand and keeps the trust that makes UGC valuable in the first place.
Conclusion
User-generated content marketing harnesses the power of your customers' voices. It increases engagement, strengthens loyalty, saves money and builds the kind of trust that no advert can buy. Use it across your marketing channels as part of a wider content strategy, encourage it with challenges, contests and features, and always treat creators with respect. Done well, UGC helps you build stronger relationships with your audience and drive measurable results.
