How User-Generated Content Powers Modern Marketing

Why UGC in Marketing Matters

UGC in marketing is the modern word-of-mouth—real stories, real people, real results.

“92% of consumers trust user-generated content more than traditional advertising.” That’s not just a stat—it’s a wake-up call for every marketer, founder, and creator. In a world flooded with polished ads, it’s the raw, real voices of everyday people that drive trust and action. If you’re asking what is UGC marketing and how it can transform your brand, you’re in the right place.

New to user-generated content? Learn everything in our complete guide to UGC.

What Is UGC Marketing?

UGC marketing is the strategic use of content—photos, videos, reviews, testimonials, and more—created by real users, not brands. It’s about letting your customers, fans, and community do the talking for you. What is UGC in digital marketing? It’s the art of leveraging authentic, user-created content to build trust, drive engagement, and boost conversions.

Unlike influencer marketing (see UGC vs Influencer Marketing), UGC is organic. It’s the digital version of word-of-mouth, and it’s incredibly persuasive. User generated content marketing is about amplifying the voices of your community, not just broadcasting your own.

Want to know more about the basics? See What Is UGC? The Complete Guide to User-Generated Content.

Why UGC Works: The Trust Factor

Why does ugc in marketing outperform even the slickest ad campaigns? Because people trust people. According to Stackla, 80% of consumers say UGC is the most authentic form of content. When someone sees a peer sharing a real experience, it feels honest—unfiltered, unforced, and relatable.

Social proof is the secret sauce. When potential customers see others enjoying your product, they’re more likely to buy. UGC is the ultimate social proof.

Authenticity over perfection: Today’s audiences are savvy. They can spot a staged ad from a mile away. UGC, on the other hand, is raw and real. It’s the difference between a brand telling you “we’re great” and a friend saying “this changed my life.”

Want to see the full list of UGC advantages? Check out 10 Benefits of Using User-Generated Content in Your Campaigns.

Types of UGC in Marketing

UGC isn’t just one thing. It’s a spectrum of content, each with its own strengths. Here’s a breakdown:

• Social Media Posts: Photos, videos, and stories shared on Instagram, TikTok, Facebook, and more.
• Reviews & Testimonials: Written or video reviews on product pages, Google, or social media.
• Unboxing & Tutorial Videos: Real people opening and using your product.
• Community Forums & Q&A: User discussions, tips, and answers on platforms like Reddit or your own brand community.
• Podcasts & Audio Content: User-created podcasts or audio reviews.
• Employee-Generated Content: Stories and behind-the-scenes content from your own team.
• Brand Advocate Content: Superfans and loyal customers who share their love for your brand.

Curious about the creators and formats? Explore Who Creates UGC? Types of User-Generated Content Explained.

Benefits of UGC in Digital Marketing

What is user generated content marketing actually doing for brands? Here’s why it’s so effective:

• Credibility & Authenticity: UGC is real. This authenticity builds trust, which is the foundation of any successful marketing strategy.
• Cost-Effectiveness: Creating high-quality branded content is expensive. UGC is often free or low-cost.
• Virality & Reach: UGC has the potential to go viral, exponentially increasing your reach.
• SEO & Engagement: Fresh, relevant UGC improves your website’s SEO and boosts engagement metrics.
• Conversion Power: UGC acts as social proof, speeding up the buying process and increasing conversions.
• Community Building: UGC fosters a sense of belonging and loyalty.
• Valuable Feedback: UGC provides insights into what your customers love (or don’t).

For a deeper dive, see 10 Benefits of Using User-Generated Content in Your Campaigns.

How to Build a User Generated Content Marketing Strategy

Ready to put UGC to work? Here’s a step-by-step guide to building a user generated content strategy that delivers real results:

• Define Your Goals: Are you aiming for brand awareness, engagement, sales, or all of the above?
• Identify Your Audience & Platforms: Where does your audience hang out? Instagram, TikTok, LinkedIn, or your own website?
• Choose the Right UGC Types: Match your goals to the content type.
• Make It Easy to Participate: Lower the barriers. Create branded hashtags, run contests, or use tools like reallz to generate UGC ads in seconds.
• Incentivize & Recognize: Offer rewards, shoutouts, or features on your page.
• Curate & Moderate: Not all UGC will fit your brand. Curate the best, most on-brand content.
• Integrate UGC Across Channels: Feature UGC on your website, in ads, emails, and even offline campaigns.
• Measure & Optimize: Track engagement, conversions, and sentiment. Use analytics to refine your approach.

Want to see how UGC works on different platforms? Check out How to Use UGC on TikTok, Instagram, and Meta Ads.

Best Practices for UGC in Marketing

• Actively Encourage Sharing: Run challenges, create branded hashtags, and prompt users to share their experiences.
• Guide the Content: Be clear about what you want.
• Reward Participation: Feature user content, offer discounts, or run contests.
• Always Credit Creators: Tag users, mention them, and celebrate their contributions.
• Moderate & Curate: Set clear guidelines and use moderation tools.
• Leverage Technology: Use UGC management platforms or reallz to collect, curate, and display content.
• Integrate UGC Everywhere: Use it in ads, on product pages, in email campaigns, and even in-store displays.

Want to learn how to grab attention with UGC? See What Is a Hook in UGC? How to Grab Attention in 3 Seconds.

UGC in Action: Brand Examples

GoPro: Turning Customers into Ambassadors

GoPro’s entire marketing engine runs on UGC. By encouraging users to share their adventures with #GoPro, they’ve built a global community of creators. The result? 6,000+ GoPro videos uploaded daily, massive brand loyalty, and viral reach.

Doritos: #CrashtheSuperBowl

Doritos invited fans to create their own Super Bowl ads, with the winning spot airing during the big game. The result? Viral buzz, millions of views, and a sense of ownership among fans.

Yosemite Conservancy: Storytelling Through Photos

By inviting visitors to share their Yosemite stories and photos, the Conservancy built a library of authentic, emotional content.

Apartment Therapy: Community-Driven Inspiration

Apartment Therapy’s Instagram is filled with user-submitted home tours and design tips. Their #SmallCoolChallenge encourages followers to share their own spaces, building a vibrant, engaged community.

Want more inspiration? See 15 Powerful Examples of User-Generated Content in Action.

Risks, Moderation & Legal Considerations

• Get Permission: Always ask before using someone’s content in your marketing.
• Credit Creators: Never pass off UGC as your own.
• Moderate Content: Set clear guidelines and use moderation tools.
• Respect Privacy: If UGC features people, especially minors, get explicit permission.
• Manage Copyright: Ensure you have the rights to use any music, images, or other copyrighted material in UGC.

For more on why content moderation is crucial, see 10 Benefits of Using User-Generated Content in Your Campaigns.

Emerging Trends in UGC Marketing

• Short-Form Video: TikTok, Instagram Reels, and YouTube Shorts are dominating.
• Augmented Reality (AR) & Filters: Brands are creating AR filters for Instagram and Snapchat.
• Interactive Content: Polls, Q&As, and live streams are making UGC more participatory.
• AI-Generated UGC: Tools like reallz make it possible to generate UGC-style ads in seconds.
• Cross-Platform Campaigns: Challenges and campaigns now span multiple platforms.

Curious about the difference between UGC and influencer marketing? Read UGC vs Influencer Marketing: What’s the Difference?.

How to Get Started with UGC Marketing

• Audit Your Current Content: Where are you already getting UGC? Reviews, tagged photos, comments?
• Set a Clear Goal: What do you want to achieve?
• Pick Your Platform: Instagram for visuals, TikTok for video, your website for reviews.
• Create a Branded Hashtag: Make it catchy and easy to remember.
• Launch a Challenge or Contest: Give people a reason to participate.
• Use a Tool Like reallz: Want to create UGC-style ads instantly and affordably? reallz is an AI-powered UGC ad creator that lets you generate authentic content in seconds—no need to hire real creators or wait for submissions.
• Curate, Credit, and Share: Pick the best content, always credit the creator, and share it across all your channels.
• Measure and Optimize: Track what works. Use analytics to refine your approach and maximize results.

Want to see how UGC fits into the bigger picture? Read our complete guide to UGC.