I’m a UGC creator and marketing manager at Rathly in Orlando, FL. My expertise combines creative content production with marketing knowledge.

What is User-Generated Content and Why It Matters for Brands?

User-generated content is transforming how brands connect with their audiences. Whether it’s customer reviews, social media posts, or unboxing videos, UGC brings an authenticity that traditional marketing can't match. Today’s consumers trust real people over polished brand ads, making UGC a powerful tool for engagement and conversions.

Brands that use UGC see stronger relationships with their customers. It’s not just about word-of-mouth; it’s about social proof that directly impacts sales. 82% of consumers are likelier to purchase from a brand that uses UGC in its marketing initiatives. With digital landscapes becoming more competitive, integrating UGC isn’t optional—it’s necessary for brands looking to build credibility and drive real results.

What is User-Generated Content?

YouTube video: Natalia Lav UGC video content manager

User-generated content refers to any content—reviews, videos, testimonials, social media posts—created by consumers rather than brands. Unlike traditional marketing materials, UGC is authentic and driven by real customer experiences. It acts as modern word-of-mouth, influencing potential buyers by showcasing real people using a brand’s products or services.

Types of User-Generated Content

• Organic UGC – this is content shared naturally by customers without brand involvement. Think of someone posting a picture of their new sneakers on Instagram or leaving a glowing review online. Consumers trust this type of UGC the most since it’s genuine and unbiased.
• Paid UGC – unlike organic UGC, paid user-generated content involves compensation. Brands collaborate with UGC creators, who produce high-quality images, videos, or reviews. While not as spontaneous as organic UGC, it still feels more authentic than traditional ads and is often used in social media campaigns.

Both types of UGC help brands build trust, increase engagement, and boost conversions, making it an essential part of any modern marketing strategy.

Why UGC is Powerful for Brands?

User-generated content isn’t just another marketing tactic—it’s a game-changer for brands looking to build trust, drive sales, and engage their audience in a meaningful way. Consumers no longer rely solely on brand messaging; they want to see real people using and endorsing products before making a purchase. That’s where UGC shines.

Benefit

Fact #1

Fact #2

Trust and Authenticity

93% of marketers say UGC performs better than traditional branded content

86% of consumers trust UGC more than influencer content

Impact on Buying Decisions

55% of shoppers hesitate to buy a product if there’s no UGC available

Consumers find UGC 9.8x more impactful than influencer content when making a purchase

Higher Engagement

UGC increases engagement by 28% across marketing channels

50% of marketers incorporate UGC into email campaigns, increasing click-through rates by 78%

Cost-Effectiveness

81% of eCommerce marketers say UGC is more impactful than professional photos

Brands get high-quality content without production costs

Real-World UGC Success Stories

User-generated content isn't just a trend—it’s a proven strategy that helps brands connect with their audience and boost sales. Here are three powerful examples of how UGC has driven real results for top brands.

Nike’s UGC Campaign (#AirMaxMondays)

Link: https://www.instagram.com/explore/tags/airmaxmondays/

Nike tapped into the power of its community with #AirMaxMondays, encouraging customers to share their Air Max sneakers in action. By featuring user-submitted photos and videos across social media, Nike strengthened its brand loyalty and inspired potential buyers with authentic content. This campaign turned everyday customers into brand ambassadors, generating ongoing engagement without expensive ad spend.

GoPro’s UGC Strategy

Link: https://gopro.com/en/us/awards

GoPro built its brand on UGC. Instead of relying on traditional advertising, the company encourages users to capture their most thrilling moments using GoPro cameras. Their top-performing YouTube videos—all created by customers—have racked up over 400 million views combined. This strategy has helped GoPro position itself as the go-to brand for action-packed content while saving on production costs.

Peter Thomas Roth Skincare Viral Video

YouTube: Tik Tok Review | Peter Thomas Roth Instant FIRMx Eye

Sometimes, one piece of UGC can change everything. When a TikTok user shared a before-and-after video of Peter Thomas Roth’s eye cream, the post went viral, quickly amassing millions of views. The result? The product sold out in less than a week, achieving six months' worth of sales in just days. This showcases the sheer power of authentic customer endorsements over traditional marketing.

These success stories prove that UGC isn’t just an engagement tool—it’s a revenue driver that builds trust, creates excitement, and leads to real conversions.

How Can Brands Effectively Use UGC?

User-generated content is only as powerful as a brand’s ability to use it strategically. While customers naturally share their experiences, brands must create an environment that encourages, curates and amplifies UGC for maximum impact. Here’s how to make the most of it.

Encourage Customers to Share Content

Getting customers to create content starts with giving them a reason to do so.

• Run contests and giveaways where participants submit photos, videos, or testimonials.
• Create branded hashtags to make it easy for users to tag their posts.
• Engage directly by resharing UGC, showing customers that their content is valued.

Monitor and Curate UGC

Not all UGC is created equal, so brands must filter and highlight the best content.

• Track mentions across social media, review sites, and forums to find quality content.
• Ask permission before repurposing user content for ads, websites, or marketing campaigns.
• Use moderation tools to manage submissions and avoid irrelevant or low-quality posts.

Incorporate UGC Into Your Content

UGC shouldn’t be limited to one channel—it should be everywhere a brand interacts with its audience.

• Product pages – adding customer reviews and real-life photos can increase conversion rates.
• Social media & email marketing – featuring UGC in posts and newsletters enhances credibility.
• Paid ads – ads using UGC often outperform traditional ads by feeling more authentic and relatable.

When brands actively encourage, curate, and integrate UGC into their strategy, they tap into a content goldmine that drives trust, engagement, and sales—all while saving on production costs.

Future of UGC and Its Role in Marketing

User-generated content isn’t slowing down—it’s evolving. As consumers demand more authenticity and brands seek cost-effective ways to connect with their audience, UGC will continue shaping the future of marketing. Here’s what’s next.

Growing Demand for Authenticity

Consumers are getting smarter, and traditional ads no longer cut it. Shoppers want to see real people using products in real situations before purchasing. Brands that fail to embrace authentic content risk losing credibility and relevance.

Integration with AI and Automation

AI makes it easier for brands to collect, analyze, and repurpose UGC at scale. Advanced tools can now sift through thousands of customer reviews, photos, and videos to identify the best-performing content. AI-driven personalization will also allow brands to tailor UGC recommendations to individual shoppers, increasing engagement and conversions.

Expansion into Social Media

Social media is constantly shifting, and UGC is following the trend. TikTok, Instagram Reels, and live shopping events are becoming prime spaces for user-generated content. Brands that embrace short-form video and interactive content will have a competitive edge. Nearly 80% of Gen Z consumers have shared or are willing to share their purchases on social media, proving that the next wave of UGC is already here.

UGC will remain at the center of buyer engagement, trust, and brand growth. Companies that adapt and invest in user-driven storytelling will see the biggest wins in the years ahead.

Why Brands Can’t Ignore UGC?

User-generated content isn’t just a marketing tactic—it’s a necessity. Consumers trust real people more than polished brand messages, and UGC provides the authenticity that modern buyers demand. Brands that embrace it see higher engagement, stronger loyalty, and better conversions while saving on content creation costs.

But getting started is simple. Encourage your audience to share their experiences, showcase their content across platforms, and build a community-driven brand.

Author

Name: Natalia Lav

BIO: I’m a UGC creator and marketing manager at Rathly in Orlando, FL. My expertise combines creative content production with marketing knowledge. With experience from legal marketing to Amazon, I help brands build authentic connections through social media. I specialize in beauty and lifestyle content, creating engaging videos that resonate with target audiences and drive measurable results.

LinkedIn: https://www.linkedin.com/in/natlav/

Website: https://rathly.com/about-us/natlav/