Who Creates UGC? Types of User-Generated Content Explained

UGC is the heartbeat of modern marketing—created by real people, for real impact.

“People trust people, not brands.” That’s the new golden rule of digital marketing. Here’s a stat to make you pause: 84% of online consumers trust user reviews as much as recommendations from friends or family. In a world overflowing with polished ads, what really moves the needle? Real people, real stories, real content. That’s the power of UGC—User-Generated Content.

But who creates UGC? What are UGC creators, and why are they suddenly the hottest commodity in marketing? If you’re a business, a marketer, or just someone curious about the creator economy, this guide will break down the types of user-generated content, who’s behind it, and how you can harness its power—whether you want to create, curate, or convert.

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

What is UGC?

User-Generated Content (UGC) is any content—videos, photos, reviews, testimonials, blog posts, and more—created by people rather than brands. It’s the digital word-of-mouth. UGC is what happens when a customer snaps a selfie with your product, posts a review, or records a quick “unboxing” video.

UGC isn’t just random content. It’s the heartbeat of modern marketing. It’s authentic, relatable, and trusted. And it’s everywhere: Instagram, TikTok, YouTube, blogs, forums, and even in your inbox.

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

Who Creates UGC?

Let’s get straight to the heart of the matter: Who creates UGC? The answer is both simple and surprisingly complex.

Everyday Consumers

Anyone who buys, uses, or interacts with a product or service can create UGC. That’s the beauty of it. You don’t need a blue checkmark or a million followers. You just need a voice, a camera, or a keyboard.

Passionate Fans

Some UGC comes from superfans—people who genuinely love a brand and want to share their experience. Their content is often spontaneous, heartfelt, and incredibly persuasive.

Paid UGC Creators

Here’s where things get interesting. Brands are now hiring people specifically to create UGC-style content. These are the new wave of UGC creators—not always influencers, but skilled at making content that feels real, raw, and trustworthy.

Micro-Influencers

Micro-influencers (think: 1,000–50,000 followers) are often the sweet spot for UGC. They have tight-knit communities and high engagement. Their content feels like a recommendation from a friend, not a sales pitch.

Employees and Partners

Sometimes, UGC comes from within. Employees, partners, and even suppliers can create behind-the-scenes content, tutorials, or testimonials that add a human touch to your brand.

What Are UGC Creators?

So, what are UGC creators exactly? Let’s clear up the confusion.

A UGC creator is someone who produces content—videos, photos, reviews, or stories—about a brand, product, or service, usually for commercial use. But here’s the twist: UGC creators don’t need to be influencers. They don’t need a massive following. They just need to create content that feels authentic and relatable.

UGC Creators vs. Influencers

• Influencers: Paid for their reach and influence. They promote products to their audience, often with a clear “ad” label.
• UGC Creators: Paid (or sometimes unpaid) for their content creation skills. Their content is used by brands on the brand’s own channels, not necessarily on the creator’s.

Key takeaway: UGC creators are the secret weapon for brands who want content that looks and feels like it came from a real customer—even if it was commissioned.

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

Types of User-Generated Content

Let’s get practical. What are the main types of user-generated content you’ll see out there? And how do they work for brands and creators alike?

• UGC Videos: Short, punchy, and often shot on a phone. Includes product reviews, unboxing, tutorials, before-and-after, vlogs, and hauls.
• Photos: Selfies, product shots, “in the wild” images.
• Written Reviews: On e-commerce sites, Google, Yelp, or social media.
• Testimonials: Short quotes or longer stories about a product experience.
• Comments and Forum Posts: Discussions, Q&As, or recommendations.
• Blog Posts: In-depth reviews, tutorials, or personal stories.
• Memes and GIFs: Fun, shareable content that spreads fast.

See more real-world inspiration in 15 Powerful Examples of User-Generated Content in Action.

What Are UGC Videos?

UGC videos are the gold standard. They’re everywhere—Instagram Reels, TikTok, YouTube Shorts, Facebook Stories. But what are UGC videos, really? They’re short, authentic, and often shot on a phone. They might be:

• Product reviews: Honest opinions, pros and cons, and real-life results.
• Unboxing: The thrill of opening a new product, sharing first impressions.
• Tutorials: Step-by-step guides, “how to use” demos, or creative hacks.
• Before-and-after: Transformations, makeovers, or progress stories.
• Vlogs: A day in the life, with your product naturally woven in.
• Hauls: Showcasing a collection of products, often with quick takes and reactions.

Why do UGC videos work? Because they’re real. They’re not overproduced. They show the product in action, in real life, by real people.

Want to see how UGC videos drive results? Check How to Use UGC on TikTok, Instagram, and Meta Ads.

UGC Without Showing Face

Not everyone wants to be on camera. That’s where UGC without showing face comes in. This type of content is perfect for camera-shy creators or brands in sensitive niches.

• Hands-only tutorials: Think cooking, crafting, or tech demos.
• Voiceover reviews: Narrating over product shots or screen recordings.
• POV (point-of-view) videos: Filming from the user’s perspective.
• Unboxing with hands: The focus is on the product, not the person.

This approach opens the door for more creators and more content. It’s also a great way for brands to get a variety of UGC styles.

See why creators choose faceless formats in Who Creates UGC? and How to Use UGC on TikTok, Instagram, and Meta Ads.

Why UGC Creators Matter

Why are UGC creators so sought after? The answer is trust, relatability, and ROI.

• Trust and Authenticity: People trust people. UGC creators bring a level of authenticity that brands can’t fake. According to Nielsen, 88% of people trust recommendations from others over branded messages.
• Relatability: UGC creators often have a strong connection with their audience. Their content feels like advice from a friend, not a sales pitch.
• Niche Expertise: Many UGC creators specialize in specific niches—beauty, fitness, tech, parenting, and more. Brands can tap into this expertise to reach highly targeted audiences.
• Built-In Audiences: Even if a UGC creator doesn’t have a huge following, their content can still reach engaged, relevant viewers. And when brands share UGC on their own channels, it acts as instant social proof.
• Cost-Effectiveness: Hiring a UGC creator is often much cheaper than running a full-scale ad campaign or working with celebrity influencers.
• Virality: UGC has the potential to go viral. A single video or review can spread across platforms, reaching thousands—or millions—of potential customers.

Explore more in 10 Benefits of Using User-Generated Content in Your Campaigns.

How to Become a UGC Creator

1. Pick Your Niche: Start with what you love. Are you passionate about skincare, tech gadgets, home decor, or fitness? Your content will be more authentic (and fun) if you genuinely care about the topic.
2. Understand Your Audience: Who are you speaking to? What do they care about? What problems can you help them solve?
3. Build Your Portfolio: You don’t need a massive following, but you do need examples of your work. Create sample videos, photos, or reviews—even if they’re just for practice.
4. Stay Consistent: Post regularly. Consistency builds trust and keeps you top-of-mind for both brands and followers.
5. Engage and Innovate: Reply to comments, ask questions, and try new formats. Don’t be afraid to experiment—some of the best UGC comes from creative risks.
6. Reach Out to Brands: Don’t wait for brands to find you. Pitch yourself! Show them your portfolio, explain your style, and suggest how you can help.
7. Use UGC Platforms: Sign up for platforms that connect UGC creators with brands. These marketplaces make it easy to find gigs and build your reputation.
8. Keep Learning: Stay on top of trends, new platforms, and best practices. The UGC world moves fast—so should you.

For a step-by-step guide, see What Is UGC? The Complete Guide to User-Generated Content.

How Brands Can Encourage UGC

• Make It Easy: Lower the barriers. Create clear calls-to-action (“Share your story with #MyBrandStory”), offer templates, or run contests.
• Incentivize Participation: Offer rewards—discounts, features, or even just recognition. People love to be seen and appreciated.
• Engage and Amplify: Share UGC on your own channels. Tag and thank creators. The more you celebrate your community, the more they’ll create for you.
• Build Community: Foster a sense of belonging. Create brand ambassador programs, private groups, or exclusive events for your top creators.
• Use the Right Tools: Want to create UGC content at scale, without the hassle? Tools like reallz let you generate AI-powered UGC ads in seconds—no need to chase down creators or wait for submissions. It’s fast, affordable, and always on-brand.

For more on UGC in marketing, see How User-Generated Content Powers Modern Marketing.

Best Practices for Using UGC

• Always Get Permission: Before sharing someone’s content, ask for their consent. It’s not just polite—it’s the law in many places.
• Credit the Creator: Tag them, mention them, and thank them. Recognition goes a long way.
• Add Context: When you share UGC, add a caption that highlights the product, shares a tip, or tells a story. Make it easy for viewers to connect the dots.
• Engage With Comments: Don’t just post and ghost. Reply to comments, answer questions, and keep the conversation going.
• Repurpose Across Channels: UGC isn’t just for social media. Use it in emails, on your website, in ads, and even in-store displays.
• Measure and Optimize: Track what works. Which types of UGC drive the most engagement, clicks, or sales? Double down on what moves the needle.

See 10 Benefits of Using User-Generated Content in Your Campaigns for more actionable tips.

The Future of UGC: AI, Automation, and Tools

The UGC landscape is evolving—fast. AI-powered tools like reallz are changing the game, letting brands create UGC-style ads in seconds, for a fraction of the cost of traditional creators.

• Speed: Generate content instantly, no waiting for submissions.
• Cost: Way cheaper than hiring real creators for every campaign.
• Scalability: Need 100 videos? No problem.
• Customization: Tailor content to your brand, audience, and goals.

reallz is leading the charge, making it easy for anyone—business or individual—to create high-quality UGC content without breaking the bank. If you want to stay ahead of the curve, it’s time to add AI-powered UGC to your toolkit.

FAQs

• What are the benefits of UGC for marketing?
  UGC increases engagement, boosts conversions, and builds trust. It’s cost-effective, creates community, and provides fresh, relevant content for your campaigns.
• Is permission required for using UGC?
  Absolutely. Always get explicit consent before using someone’s content, especially if it features their image or voice.
• How can I encourage UGC from my audience?
  Ask open-ended questions, run contests, offer incentives, and showcase user content on your platforms. Make your audience feel seen and valued.
• What are UGC videos?
  UGC videos are short, authentic clips created by real users—showing products in action, sharing reviews, or offering tips. They’re the most engaging form of UGC.
• Can I create UGC without showing my face?
  Yes! Hands-only tutorials, voiceovers, POV shots, and product demos are all great ways to create UGC without being on camera.
• What are the main types of user-generated content?
  Videos, photos, reviews, testimonials, blog posts, comments, memes, and more. The possibilities are endless.