What is User-Generated Content (UGC) and How You Can Make Use of UGC in Your Marketing

What is User-Generated Content (UGC) and How You Can Make Use of UGC in Your Marketing

In the ever-evolving landscape of digital marketing, brands and agencies are constantly seeking innovative ways to engage their audience and build authentic connections. One powerful tool that has gained immense popularity in recent years is User-Generated Content (UGC). UGC refers to any form of content, such as photos, videos, reviews, and social media posts, that is created and shared by consumers or users rather than the brand itself. In this blog post, we will explore the meaning of UGC, its importance, provide examples, and discuss how you can effectively leverage UGC in your marketing strategy using the StarNgage influencer marketplace.

What is User-Generated Content (UGC)?

User-Generated Content, often abbreviated as UGC, is a collective term for content produced by consumers, fans, or followers of a brand, product, or service. This content is voluntarily created and shared on various platforms, including social media, blogs, forums, and review sites. Unlike traditional marketing content generated by brands, UGC is more organic and authentic, offering a glimpse into the real experiences and perspectives of customers.

Why is UGC Important?

The importance of UGC in marketing cannot be overstated. Here are some compelling reasons why you should pay attention to user-generated content:

  • Builds Trust and Credibility: Consumers are more likely to trust their peers' opinions and experiences over brand-sponsored content. UGC serves as social proof, validating the authenticity and quality of your brand. In fact, a survey done by EnTribe shows that 84% of consumers are more likely to trust a brand’s marketing campaign if it features user-generated content. 
  • Boosts Engagement and Reach: UGC tends to receive higher engagement rates compared to brand-created content. When users share UGC, it expands the reach of your message to a wider audience, increasing brand visibility.
  • Cost-Effective Marketing: Creating original, high-quality content can be expensive and time-consuming. UGC, on the other hand, is essentially free content that you can leverage in your marketing efforts.
  • Enhances Brand Storytelling: User-generated content often provides unique and diverse perspectives, enriching your brand's storytelling by showcasing real-life experiences of your products or services. According to Search Logistics, UGC is considered 35% more memorable than traditional content created by brands themselves.
  • Encourages Community Building: By involving customers in content creation, you foster a sense of community and loyalty around your brand.

Who can Create UGC?

User-generated content (UGC) can be created by anyone who has a connection to your brand, product, or service. Here are some key groups of people who commonly generate UGC:

  • Customers: Your existing customers are a valuable source of UGC. They can create content in the form of reviews, testimonials, social media posts, unboxing videos, and more. Customers often share their experiences, showcase how they use your products, or provide feedback on their interactions with your brand.
  • Fans and Followers: People who are passionate about your brand, influencers who support your products or services, and followers on social media can create UGC. They may share posts, photos, videos, or stories that express their love for your brand or demonstrate how they incorporate your offerings into their daily lives.
  • Employees: Your own employees can also contribute to UGC. They can share behind-the-scenes content, provide insights into the company culture, or showcase their expertise in relation to your brand. Employee-generated content can be a powerful way to humanise your brand and create a sense of authenticity.
  • Community Members: UGC can come from members of online communities or forums related to your industry or niche. These individuals may share their experiences, knowledge, or opinions about your brand, products, or services within these communities.
  • Influencers or Content Creators: Influencers or content creators are often seen as a valuable source of UGC due to their ability to reach and engage with their dedicated followers. Influencers have a strong online presence and are skilled at creating authentic and compelling content that resonates with their audience.

It's important to note that anyone who interacts with your brand has the potential to create UGC. By fostering a positive and engaging brand experience, you can encourage more individuals to contribute their content and become advocates for your brand.

Examples of UGC

UGC comes in various forms and can be found across multiple platforms. Some popular examples of UGC include:

Glossier uses UGC on social media

(Source: Glossier)


  • Customer Reviews and Testimonials: Reviews and testimonials shared on websites, social media, or review platforms, expressing satisfaction or feedback about a product or service. 
  • Social Media Posts: Customers sharing their experiences through images, videos, or captions related to your brand, often using branded hashtags. Glossier, for instance, has incorporated the UGC created by the customers in its social media posts to elevate the brand trustworthiness.
  • Unboxing Videos: Videos where customers showcase the process of unpacking and trying out products they've purchased from your brand.
  • User-Created Content Contests: Running contests that encourage users to create and submit content related to your brand for a chance to win prizes.

How to Make the Most of UGC in Your Marketing

To harness the power of UGC effectively, follow these tips:

  • Create Clear Guidelines: Encourage users to create content that aligns with your brand's values and image by providing guidelines and examples including the branded or campaign-specific hashtag that the audience should insert in their contents. 
  • Specify Rewards or Perks: Consider to highlight the rewards or perks that the social media users can get to motivate them to create more UGCs featuring your brand. For example, Trip.com has encouraged its customers to create authentic image or photo posts on the app by giving out coins that they can redeem for more discounts in their next trips.
  • Use an Influencer Marketplace: Influencer marketing platforms like StarNgage offer a vast network of influencers who can create authentic UGC for your brand, ensuring a wider reach and engagement. Simply create a campaign on StarNgage to recruit influencers or content creators to try out your products and create UGC if they enjoy using the products. By partnering with influencers who have expertise and a genuine interest in your industry or niche, you can tap into their creativity and audience trust, resulting in UGC that reflects positive sentiments and influences the purchasing decisions of their followers. Influencers play a crucial role in amplifying UGC and expanding its reach to a wider audience, making them an excellent resource for brands looking to incorporate UGC into their marketing strategies.
  • Feature UGC on Your Website and Social Media: Showcase user-generated content prominently on your website and social media channels to inspire others to contribute and engage with your brand.
  • Engage and Repost: Interact with users who create UGC, show appreciation, and repost their content, giving credit to the creators.
  • Track Performance: Measure the impact of UGC on your marketing efforts to understand what type of content resonates best with your audience. To track the UGC content performance, use StarNgage Pro hashtag tracker and tag tracker to find out which customers have featured your brand on social media. You can reach out to them to convince them to become your brand ambassadors if their UGCs are performing well. This will surely reduce your marketing cost as they are your long-time customers who have been well-acquainted with your brand.

Case Studies/Success Stories of UGCs in Action

Several brands have successfully leveraged user-generated content (UGC) in their marketing strategies. Here are a few examples of brands that have effectively utilized UGC to enhance their campaigns and engage with their audience:

Starbucks UGC

(Source: Starbucks)


  • Starbucks: Starbucks has launched numerous UGC campaigns, such as the "White Cup Contest" where customers were invited to decorate their Starbucks cups and share their designs on social media. They selected winning designs and even produced limited edition cups featuring customer-created artwork.

Go Pro UGC

(Source: GoPro)


  • GoPro: GoPro, the action camera brand, encourages its customers to share their exciting and adventurous moments captured with their cameras. They showcase user-submitted photos and videos on their website and social media channels, creating a strong community of GoPro enthusiasts and inspiring others to share their experiences.

Apple UGC

(Source: Apple)


  • Apple: Apple has embraced UGC through its "Shot on iPhone" campaign. They encourage users to capture stunning photos and videos using their iPhones and share them with the hashtag #ShotoniPhone. Apple then selects outstanding submissions to showcase in their marketing materials, highlighting the quality and capabilities of their devices.

Airbnb UGC

(Source: Airbnb)


  • Airbnb: Airbnb utilizes UGC by featuring user-submitted photos of unique and beautiful accommodations on their website. This UGC showcases the diverse properties available on the platform and helps potential guests visualize their travel experiences.

These are just a few examples of brands that have successfully incorporated UGC into their marketing strategies. By encouraging their customers to share their experiences, these brands have fostered a sense of community, authenticity, and engagement, resulting in increased brand loyalty and awareness.

In a Nutshell

User-Generated Content is a powerful marketing tool that can significantly enhance your brand's credibility, engagement, and reach. By leveraging UGC from platforms like StarNgage, you can tap into the authentic voices of your customers, fostering a stronger sense of community and trust around your brand. Embrace the potential of UGC in your marketing strategy, and watch as your brand flourishes in the digital landscape. If you need further guidance on getting started with UGC, feel free to reach out to us for expert advice! 

  • ugc
  • user-generated content
  • what is ugc

Vinsy is the product marketing manager at StarNgage with years of experience in project management and influencer marketing. Thanks to project management she has a thorough understanding of the digital marketing landscape and importantly the role influencer marketing plays alongside, or as a support to, other marketing tactics such as content marketing and social media marketing. With her expertise, she can come out with ideas of an influencer campaign that aligns with your brand and resonates with your target audience.