What Is UGC? The Complete Guide to User-Generated Content

What Is UGC? User-Generated Content Defined

UGC is the authentic voice of your community—photos, videos, reviews, and more, all created by real users.

What does UGC mean? UGC stands for User-Generated Content. It’s any content—photos, videos, reviews, testimonials, blog posts, and more—created by people, not brands. If you’ve ever posted a product review, shared a photo of your favorite coffee, or made an unboxing video, you’ve created UGC.

User-generated content definition: Any form of content created and published by users about a brand, product, or service. It’s the digital word-of-mouth that powers trust and community online.

Why does UGC matter? Because people trust people. UGC is the most authentic, relatable, and persuasive content you can share. It’s the heartbeat of modern marketing and community building.

Why UGC Matters: The Power of Authenticity

85% of consumers say UGC is more influential than brand-created content. Why? Because it’s real. When a customer shares their experience, it’s genuine social proof—far more persuasive than any ad.

UGC builds trust and loyalty. When you feature real people and their stories, you invite your audience to join a community, not just buy a product. That sense of belonging drives repeat business and advocacy.

Want to see how UGC powers modern marketing? Check out How User-Generated Content Powers Modern Marketing and 10 Benefits of Using User-Generated Content in Your Campaigns for actionable strategies and real-world results.

Types of User-Generated Content

UGC comes in many forms. Here are the most common:

• Reviews & Testimonials: Written feedback, star ratings, or video testimonials on your site or social media.
• Photos & Videos: Customers sharing your product in action, unboxing videos, or creative TikToks.
• Social Media Posts: Tweets, Instagram stories, Facebook posts—if it mentions your brand and comes from a real user, it’s UGC.
• Blog Posts & Articles: In-depth reviews or “how I use this” stories from your fans.
• Q&A & Forums: Community-driven answers, tips, and discussions about your brand.
• Employee-Generated Content: Behind-the-scenes photos or staff testimonials that humanize your brand.

Curious about the creators behind UGC? Explore Who Creates UGC? Types of User-Generated Content Explained for a deep dive into UGC creators, video formats, and more.

What Is UGC in Social Media?

Social media is the Code Playground for UGC. What is UGC in social media? It’s the Instagram post of a customer wearing your shirt, the TikTok review of your gadget, or the Facebook story about your service.

Why is UGC so powerful on social platforms? Because it’s shareable, discoverable, and feels real. UGC turns your customers into advocates, spreading your message far beyond your own followers.

Want to master UGC on TikTok, Instagram, and Meta Ads? Don’t miss How to Use UGC on TikTok, Instagram, and Meta Ads for platform-specific tips and examples.

What Are UGC Ads? Meaning, Examples, and Impact

What is UGC ads? UGC ads are advertisements that feature user-generated content—photos, videos, or testimonials created by real customers. Instead of polished, scripted commercials, you’re showing real people and real experiences.

Why use UGC ads? They deliver 4x higher click-through rates and 50% lower cost-per-click than traditional ads. UGC ads are authentic, relatable, and drive real results.

• A skincare brand featuring a customer’s before-and-after photo in a Facebook ad
• A tech company using a user’s unboxing video in an Instagram story
• A restaurant sharing a customer’s TikTok review as a paid ad

Want to see more? Explore 15 Powerful Examples of User-Generated Content in Action for inspiration.

Pro tip: With tools like reallz, you can create UGC ads in seconds—no need to hire expensive creators or wait for submissions.

How to Encourage and Collect UGC

• Ask directly: 50% of consumers wish brands would guide them in creating content. Be specific about what you want.
• Create hashtags and challenges: Launch a branded hashtag or a fun challenge to spark participation.
• Run contests and giveaways: Offer rewards for the best photo, video, or story.
• Feature UGC everywhere: Showcase user content on your website, social media, emails, and ads.
• Use UGC tools: Platforms like reallz let you generate authentic UGC content in seconds, at a fraction of the cost.

Want to learn more about UGC hooks and engagement? Check out What Is a Hook in UGC? How to Grab Attention in 3 Seconds for actionable tips.

Best Practices: Using UGC Safely and Effectively

• Always get permission: Never use someone’s content without their explicit consent.
• Credit the creator: Tag or mention the original creator to build goodwill.
• Be clear about what you want: The more specific you are, the better the results.
• Moderate and curate: Review submissions for quality and brand alignment.
• Stay authentic: Don’t fake UGC or overly edit submissions.
• Mind the legal stuff: Respect copyright, privacy, and platform terms of service.

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

Case Studies: UGC That Changed the Game

CeraVe

A skincare influencer’s unsponsored TikTok review sent CeraVe’s products flying off shelves. UGC drove a 128% spike in earned media value.

GoPro

GoPro’s YouTube channel is powered by UGC. Their top three customer-filmed videos have over 400 million views combined.

Coca-Cola’s “Share a Coke”

By encouraging customers to share photos with personalized bottles, Coca-Cola created a viral UGC campaign that drove massive engagement and sales.

Airbnb’s “Night At” Contest

Airbnb asked users to share their dream stays, then featured the best entries—resulting in explosive brand awareness and a flood of creative content.

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

The Future of UGC: Trends and Tools

• Paid UGC creators: Brands are hiring everyday people—not just influencers—to create authentic content.
• AI-powered UGC creation: Tools like reallz let you generate UGC ads in seconds, scaling authentic content fast.
• UGC in every channel: From social media to email, landing pages to ads, UGC is everywhere.
• Deeper community engagement: The brands that win are the ones that make their customers feel seen, heard, and valued.

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

FAQs: User-Generated Content

• What does UGC mean?
  UGC stands for User-Generated Content—content created by users, not brands.
• What is UGC in social media?
  Any post, photo, video, or review about your brand, created and shared by real users on platforms like Instagram, TikTok, or Facebook.
• What are UGC ads?
  Ads that feature user-generated content—real customer photos, videos, or testimonials—instead of brand-created content.
• How do I get more UGC?
  Ask your audience, create challenges, use hashtags, run contests, and feature the best submissions. Or use a tool like reallz to generate UGC content instantly.
• Is UGC really more effective than traditional ads?
  Absolutely. UGC ads have higher engagement, lower costs, and build more trust than traditional brand ads.

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