%20(1).png)
UGC continues to be the winning format in 2025 with all our clients stating that their best performing creatives are, you guessed it - UGC which we deliver through influencer marketing.
With 70% of consumers trusting UGC over traditional brand advertisements and Adweek reporting that UGC results in 29% higher conversions, not using UGC might be costing your brand a lot of sales.
How to effectively incorporate UGC into your digital marketing operations, strategies and tactics to maximise your ROI including case studies all of this will be covered in this guide. So make sure to continue reading!
In the case you are new to UGC let’s start with a quick explanation on what UGC actually is. UGC stands for user generated content. It refers to any content - such as photos, videos, reviews, testimonials, or social media posts - created by real customers rather than brands.
It showcases authentic experiences, opinions, and interactions with a product or service, making it more relatable and trustworthy to potential buyers. UGC can be organic, where users voluntarily share content, or incentivized, where brands encourage participation through campaigns, contests, or rewards or by working with influencers.
UGC has become a key strategy for brands that are looking to engage with their audience in a more authentic way. While social media is the most common type of UGC content, there are other ways brands can also work with UGC creators:
Social media platforms like Instagram, YouTube and TikTok have become the main sources of UGC. Users can share photos, videos, and posts related to their lifestyle, products and experiences with brands. This type of content, which is organically created, is used by brands to increase their reach and engagement.
Client reviews are also another popular type of UGC. User testimonials serve as a genuine recommendation that helps others know the quality of a product or service. Statistics indicate that 92% of online shoppers consider reviews when making purchasing decisions. This type of content is essential to increase credibility and build trust in the brand.
Platforms like YouTube and Instagram have become primary sources of user-generated video content. Videos such as unboxing videos, where users show the products and how they use them, are extremely popular. This type of content can generate an emotional connection with the audience and increase the desire to purchase the products presented.
Blogs are also an important type of UGC. Bloggers, especially in the fashion and beauty niche, create content where they promote products or services, often through tutorials or detailed reviews. This content allows brands to reach specific audiences in an authentic and effective way.
Hashtag campaigns are promotional events where brands encourage users to share content using a specific hashtag. A great example of this is Coca-Cola’s #ShareACoke campaign. These types of campaigns are effective in increasing audience engagement and sharing unique content that helps brands create a community.
Case studies are detailed investigations about a particular product or service, prepared by the users themselves. When customers describe in detail the pros and cons of a product, brands can use this content to attract new customers and offer a realistic view of what consumers think about their products or services.
Surveys allow brands to collect opinions and comments from users on specific product or service features. This type of content can be used in the form of graphics, infographics, or statistics on brands' websites, providing valuable information that can attract new customers and improve relationships with existing users.
It is no coincidence that influencer marketing & paid social are blended together so often. UGC from customers or influencers consistently show better performance compared to branded ads.
Snapchat research shows creator-led ads hold viewers' attention 12% longer and playtime was 8% longer. We see the same results for accounts we manage for our clients as well as when talking to the agencies or in house media buyers our clients use.
Out of 15 clients we asked all 15 stated that their influencer generated UGC creatives performed best on key KPIs such as CPMs, CTRs and conversions.
The reason UGC performs so well is due to trust. Especially if a brand doesn’t have strong brand awareness already consumers feel more confident to place an order based on a recommendation.
We all know it coming up with consistent new creatives is expensive. UGC provides brands with a steady stream of fresh, relevant content without the high costs of production.
Since UGC is created by consumers, brands have limited control over the quality, messaging, and consistency of the content, which may not always align with brand guidelines.
We already explained briefly how UGC and creator ads positively impact ROI. In a research conducted by Snapchat 12,000 social media users across 5 markets (US, UK, CA, FR, KSA) were shown only branded ads (control group) and a combination of branded and creator ads (test group). The research showed significant impact on both top of funnel as well as mid and bottom of the funnel metrics.
Besides the 12% longer viewer attention and increased playtime of 8%, the test group which were shown both branded and creator led UGC ads also showed a 35% increase in brand recall.
After the research participants were shown the ads they visited online marketplaces in order to get further insights into the shopping behaviour. The test group which also saw creator led UGC ads had a significant uplift in product page views (+6%) as well as conversions (+8%).
Based on our experience as well as talking to some of our agency partners and in house media buyers of clients a combination of both creator led UGC as well as high quality branded ads seem to work best.
Experiment with the split but starting with a 50/50 divide between creator led and more organic UGC and HQ branded ads is a good start then balance out by testing higher weightage on either side and see how your overall KPIs involve.
For your UGC creatives what is extremely important is that you consistently rotate your creatives to avoid audience fatigue and to start identifying patterns in what type of creatives work well to double down on those.
We have seen significant difference in the performance of UGC creatives but some general rules on what works well are:
If you are curious to learn how to implement all of this and access our free templates to contact influencers for HQ UGC creation or ask for usage rights if the influencer already created a good piece of content continue reading as we will cover all of this in the chapter after UGC for organic social.
What is even better is if you run your ads through the account of the influencer. This is called influencer whitelisting and will further improve your marketing ROI. To do this upload the UGC creative into your business manager and partner with an influencer to run ads through their account. Access our full guide on how to partner with creators for whitelisting here.
For the same reasons UGC leads to improved performance for paid ads, it will also improve your reach, engagement and overall marketing impact on your organic social media strategy.
Unlike paid social, organic reposting is typically more casual and you don’t always have to negotiate usage rights. Obviously if this is company policy you should but what we frequently do with clients for organic reposts is to simply tag the creator, give them credit and show that you are supporting them.
We have reposted thousands of creator UGC organically this way and never had an influencer complaining or requesting to take down the content.
The main reason for this is because you are targeting the same audience as the influencer. Make sure to tagg the influencer and CTA your audience to follow them. This will additionally help you to increase your relationship with the influencer which can in turn lead to additional posts and exposure.
Below is an example on how to do this:
Now that we learned all of the benefits and how great UGC is, let's get to the most important part: how to implement all of this for your business.
For D2C we recommend a combination of a gifting & affiliate campaign as well as working with targeted UGC creators using creative guidance.
In short a gifting an affiliate campaign is where you offer free products & affiliate in return for a post (without fixed payments). We recommend having an active program of 20 - 50 influencers per month.
This will create your content machine providing you with constant deliverables of new creatives you could choose from. The majority of the creatives won’t be useful to boost but the top 5% of these creatives are amazing. The best part is, as you didn’t provide any guidance on these posts, creators come up with all sorts of creative ideas which will surprise you and boost your performance in unexpected ways.
Read our ultimate guide on implementing an influencer gifting campaign here.
This is where we work with a select few typically 2-3 creators from which we know that they specialize in creating HQ UGC.
We work with a creative brief which we set up together with the client but typically follow a format which we know converts well. These include elements like starting with a good hook (providing examples to the influencer), asking to review the product and highlight certain USPs and benefits then ending with a strong CTA.
You can access our outreach templates which we use to partner with UGC creators here.
If you are looking for an influencer marketing platform or an agency to partner with to have someone manage this for you end to end schedule a call with one of our experts here.
Below are some of the tools you can use to automatically collect UGC.
With Influencer Hero you can manage your entire influencer program including your gifting & affiliate campaigns in one centralized platform. Including search & discovery, automated outreach, Ai powered CRM, reporting and most importantly a detailed UGC library where you can download all your assets.
%20(1).png)
Brands know that user-generated content (UGC) is a powerful tool for building trust and engagement. However, a common mistake is trying to simulate UGC with ads disguised as authentic content, which can generate skepticism among consumers and damage brand credibility. 78% of buyers say they can tell when a brand is trying to sell them something directly.
Nike constantly shares content of professional and amateur athletes using its products in real situations. Instead of using a commercial script, they allow athletes to share their experience without censorship, which reinforces the authenticity of their brand.
Social media is one of the most powerful ways to share user-generated content (UGC), but it shouldn't be the only channel. Diversifying the formats and platforms on which you present UGC not only reinforces your brand values and perception, but also helps you reach different audience segments.
Rare beauty, not only shares user-generated content on Instagram, but it also integrates it into its website. By doing so, they reinforce their message that their community is at the center of the brand.
User-generated content (UGC) is a powerful tool for marketing, but you can't assume that any public content is free to use. You should always ask permission before reusing UGC in marketing materials, landing pages, newsletters, or on your website.
Once you receive permission, don't forget to mention and tag the creator in the post. Not only is this an ethical practice, but it also shows appreciation and strengthens your relationship with your community.
If you're looking to repurpose content from customers or influencers, check out our templates for requesting permission.
For a UGC campaign to be successful, it's critical that customers know exactly what to do and how to participate. A clear and engaging Call to Action (CTA) will tell them how to share their experiences, whether with a specific hashtag, tagging the brand, or sending content directly.
Here are some effective strategies to encourage UGC creation:
It's not enough for users to create content about your brand; you should interact with them and highlight them to strengthen the relationship with your audience and encourage more contributions. The key is to recognize and amplify your content.
A great example of this is Bershka, which engages with users by commenting on and reposting their content, encouraging them to tag the brand in their posts.
Where should you use UGC? The answer to this is everywhere where possible. The more you utilize your UGC the better. Increasing social proof, authenticity and trust will propel your brand to the next level. Below is an overview of all the places where you should leverage UGC.
Snapchat research shows creator-led ads hold viewers' attention 12% longer and drive higher conversions compared to traditional brand ads (Source: Snapchat).
An estimated 90% of consumers say UGC holds more influence over their buying decisions than promotional emails and even search engine results (Source: Hubspot).
60% of consumers believe UGC is the most authentic form of content (Source: Hubspot).
26% of consumers find UGC to be the most engaging type of content in their social media feeds (Source: Sprout Social)
87% of businesses say UGC increases their sales, while 92% say it increases brand awareness (Source: Hubspot).
Consumer Trust: Consumers are 2.4 times more likely to say UGC is authentic compared to brand-created content (Source: Hubspot).
During these past years, there’s been an increase in the use of AI to create UGC content. AI UGC consists of the creation of content, like images, videos, or even text, generated by AI tools that simulate human creativity. These tools, as image and text generators, allow brands to quickly create content.
However, while AI offers an innovative way to create UGC content it also comes with its challenges. One of the major problems is the lack of authenticity. UGC has become widely popular for being genuine and spontaneous, offering a real connection between brands and consumers.
When content is generated with AI, there’s the risk that this content is perceived as artificial or manipulated, leading to harm to the trust of consumers. This creates a paradox: although AI can help create content more efficiently, it could also dilute the human element that has been fundamental to the success of UGC.
Incorporating User-Generated Content (UGC) into your marketing strategy is essential for success in today's digital landscape. UGC enhances brand authenticity, fosters consumer trust, and significantly boosts engagement and conversion rates. By leveraging genuine content from real users, brands can connect more deeply with their audience, leading to increased brand loyalty and sales. Embracing UGC not only enriches your marketing efforts but also positions your brand to thrive in an increasingly user-centric market.
Brands can motivate customers to generate UGC by launching campaigns, contests, or rewards programs that encourage sharing experiences. Engaging with customers on social media and featuring their content can also foster more UGC.
A notable example is Coca-Cola's "Share a Coke" campaign, where customers were encouraged to share photos with personalized Coke bottles, leading to increased engagement and sales. Airbnb also launched a successful UGC campaign called #OneLessStranger which encouraged travelers to perform small acts of kindness and share them on social media. The campaign promoted positive human connection and drove significant awareness. Similarly, Starbuck’s #RedCupContest, invited customers to post photos of their holiday-themed cups, with the chance to win prizes. This campaign saw high levels of user engagement and contributed to the brand's festive marketing efforts.
UGC can enhance SEO by providing fresh, relevant content that search engines favor. Customer reviews, testimonials, and other UGC can improve keyword rankings and drive organic traffic.
Brands must ensure they have explicit permission from users before using their content. It's essential to respect copyright laws and consider privacy concerns to avoid legal issues.
Implementing clear guidelines for content submission and using moderation tools can help filter inappropriate or off-brand content. Regular monitoring and engaging with users can also maintain a positive brand image.
Schedule a Demo with one of our media experts below.
.png)
