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Let’s say you want to buy a new mattress.
You go online, you type what you’re looking for into the search bar, and instantly, you’re swarmed by ads coming in from all sides.
Sigh.
So, you take it to social media to see what other people recommend. Now – be honest – who do you trust more:
a) a mattress company saying they’re the absolute best with their gel foam, Euro top, and other jargon, or
b) a regular person posting about how they just got the best sleep of their life thanks to getting a new mattress?
Exactly.
What you’ve just seen (and what has likely influenced your buying decision) was an example of UGC ads. If you want to get into the game with your brand, too, keep reading, and we’ll tell you all about it!
User-generated content (UGC) refers to any kind of media created by social media users that promotes a brand.
This can include posts like photos, videos, Tweets, and even longer written pieces. Brands often use UGC in their marketing strategies, sometimes even designing campaigns specifically to encourage it.
Take Starbucks’ Red Cup Contest, for instance. The coffee giant invited customers to share creative photos of their iconic red cups during the holiday season. They curated the entries, picked winners, and rewarded them with prizes. The goal? To generate UGC and boost brand awareness.
Another example is BMW’s #BMWRepost on Instagram. They encourage customers to share photos of their cars, giving shout-outs to the best ones. This approach not only highlights happy customers but also subtly promotes the brand, enticing potential buyers.
It’s a win-win for both the brand and its audience.
Brands can partner with creators to source UGC. These collaborations often involve paying creators or providing them with free products in exchange for content. Working with creators in your niche is especially effective – they know how to produce content that drives results and already have an engaged audience you can tap into.
But how do you decide which UGC is worth using in your ads?
The simplest answer is something we already mentioned: people trust content from other consumers way more than they trust content directly from brands.
So, making sure your UGC is top-notch is extremely important. But what exactly qualifies as high-quality UGC?
Here’s the checklist:
With people watching an average of 19 hours of online video weekly (according to Wyzowl), your content needs to stand out. High-definition videos will encourage viewers to watch and share.
Background noise? Wind? Honking horns? These are all dealbreakers.
Make sure creators record in a quiet space to avoid audio distractions that can ruin the message.
If you don’t grab the audience’s attention in the first few seconds, they won’t even watch the ad. So, don’t be afraid to get a little cheeky with this.
https://www.tiktok.com/@vanilla_swirlxx/video/7352734915311586565?q=skincare&t=1736875511057
People connect with people. Seeing the creator’s face builds trust and authenticity, making the content more relatable and convincing. There are some exceptions – such as ASMR videos, for example – but they still shouldn’t be posted on a completely faceless account.
Good lighting looks professional, yes, but it’s still a must, even if you’re going for a more raw vibe.
Today’s audiences can spot fake or overly polished content from a mile away. Honest, genuine information resonates far better than anything that feels staged. So, don’t micromanage your influencer’s tone – leave the ‘U’ in UGC.
https://www.tiktok.com/@skincarestan/video/7439350267314736416?q=skincare&t=1736875511057
The product should be visible but not scream “sales pitch.” Balance is key here; you can still highlight the product naturally while keeping the focus on the story or content.
People love a good story, especially one that addresses a problem or evokes emotion. A well-told story pulls in viewers, builds interest, and drives engagement – even if people don’t want to comment on the product, they’ll comment on the story.
It’s hard to talk about great UGC without also mentioning what to avoid. So, after we’ve covered the do’s, let’s go over the don’ts.
Here’s what makes UGC flop:
Blurry, low-resolution videos aren’t just visually unappealing – they can make your brand look unprofessional. Worse yet, viewers might miss important product details.
Filters can enhance visuals, but when overdone or poorly applied, they can make the content look messy or artificial. A blurry, filter-heavy image can turn viewers away.
Authenticity is key. If the creator’s opinion feels fake or overly rehearsed, the content loses its genuine appeal and starts looking like a sales pitch.
Just like good lighting can make the video look professional, poor lighting can ruin its quality. It can obscure details and make the video look amateurish, which is something you definitely want to avoid.
Variety keeps viewers engaged. Content filmed from just one angle can feel static and boring, which makes it hard to hold attention.
Although these platforms are great for sharing, their in-app recording features often result in pixelated, low-quality videos that aren’t ideal for professional campaigns.
So, even if you or your creators don’t have access to professional equipment, an iPhone camera will do.
UGC should feel fresh and relevant. Dated visuals or trends can make your brand appear out of touch unless the content is intentionally time-sensitive. Keep your finger on the pulse and use trending sounds and hashtags while they’re in their prime.
Shadows can create flickers or uneven lighting that distract from the content and make it hard to watch. This goes hand in hand with good lighting – the best way to avoid issues is to invest in a ring light.
Messy or distracting backgrounds make it difficult for viewers to focus on the message. Keep the backdrop simple, clean, and quiet.
Nothing kills engagement faster than bad sound. Whether it’s background noise or unclear audio, viewers need to hear the message loud and clear. If you want to add music to your video, make sure the creator’s voice is louder and clearer than it.
User-generated content is a great tool that can be used at every stage of the customer journey – from building awareness to influencing decisions.
But… Why? What makes UGC so special?
Here’s what:
When people shop, whether online or in-store, they want reassurance they’re making the right choice.
And how do they get that confidence online? By looking at reviews, recommendations, or testimonials – essentially, UGC.
About 80% of Americans rely on social proof, like referrals, before making a purchase. Sharing happy customer experiences on your social media pages builds credibility and can heavily influence buying decisions.
It’s every marketer’s goal to create content that drives likes, shares, and comments, and UGC delivers exactly that.
In fact, Forbes reports that over 86% of companies include UGC in their strategies, and Shopify found that UGC ads get 4x higher click-through rates and a 50% lower cost-per-click compared to standard ads.
UGC acts as a bridge between brands and their audience because it’s based on genuine connections.
How this works is simple: people trust other people like friends, family, and relatable micro-creators more than traditional media.
More than 50% of millennials rely on recommendations from people they know before making a purchase. Working with smaller creators (under 100,000 followers) can drive results because their content feels authentic and relatable rather than like a sales pitch.
UGC isn’t limited to social media campaigns. You can repurpose it for email marketing, web content, traditional ads, or even word-of-mouth promotions.
In short, it’s adaptable to virtually any marketing channel.
Ad campaigns can be pricey, especially when working with high-profile influencers or producing polished studio content.
UGC is a budget-friendly alternative. Content created by micro-creators is often
more affordable and authentic. Plus, there are specialized UGC platforms that let you source UGC from existing customers, saving both time and money.
Keeping up with the demand for fresh, engaging content can feel overwhelming, especially when you want to keep your posting schedule consistent.
When you work with UGC creators, you get access to new perspectives and a wider range of ideas.
UGC is perfect for A/B testing because it lets you experiment with different angles, hooks, and calls-to-action to see what works and what doesn’t.
Unlike content from polished campaigns or major influencers, UGC is easier to tweak, making it perfect for fine-tuning your ad strategy and saving both time and money.
So, if we’ve managed to convince you that UGC is the missing piece in your marketing strategy, don’t worry! The next section covers how to start creating or sourcing it!
Jumping into UGC can feel overwhelming, we know. But there are a few simple ways to kick things off.
Here are three proven approaches to creating or sourcing UGC:
Agencies specializing in UGC can streamline the entire process for you. They handle:
Your existing customers are often a goldmine for UGC. Here’s what you can do:
A great example is PLANTMADE, whose homepage and Instagram feed showcase UGC from real customers.
Much like everything else, working with your customers to source UGC has its pros and cons. Let’s take a look at how this approach looks when you weigh them out.
Pros:
Cons:
So, the decision is up to you – if you have time to edit & organize but lack resources, this is your best option.
But, if you’re aiming for both quality and quantity without much input required from your end, creator marketplaces are worth checking out.
Here’s what you stand to gain:
Finally, let’s talk about how you use all that stuff we talked about here to make your next strategy pop off.
Creating effective UGC requires careful planning and coordination, but it doesn’t have to be complicated.
We broke it down into three simple steps:
Your first step is to make a clear, detailed brief for your creators. This brief will let your creators understand the content you need and how they can deliver it.
This is an important step because it aligns your expectations, helps content stay on track, and reduces the need for revisions.
A good creative brief should include the following:
Pro Tip: Make sure that there’s a balance between providing guidance and giving creators the freedom to stick to their usual style – this is what gets you that authenticity UGC is known for.
Once your brief is ready, it's time to select the creators who will bring your campaign to life. This can be done in one of the three ways we mentioned above.
Pro Tip: Be responsive and available to answer any questions the creators have. The more information you share, the better the outcome.
After reviewing the content from the creators, it's time to approve it and move forward with your campaign. However, there’s more you can do to ensure long-term collaborations.
For example, you can ask them for feedback on any part of the process. This includes the brief, the production, the feedback loop, and the incentive program. Additionally, you can ask them how likely they are to work with you in the future.
And, of course – don’t forget to thank your UGC creators. Adding a human touch goes a long way.
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