My private social media is stuffed with 4 major issues: household, mates, meals, and UGC. And as I kind this, I hear the previous saying, “Uh, what’s UGC?”
For over a decade, I’ve been creating social media content material for manufacturers, often in change for complimentary merchandise, starting from skincare and make-up to spicy snacks and even water pitchers. That is an instance of UGC or user-generated content, which might be a particularly priceless technique for companies of every kind.
Don’t imagine me? Within the 2025 State of Marketing, user-generated content material was named one of many high three areas entrepreneurs plan on growing their funding this yr. Let’s dive into why and the way you should utilize it to your benefit.
Desk of Contents
What does UGC imply?
Person-generated content material (UGC) is content material initially created by prospects a few particular model or product that’s then used for advertising and marketing functions.
This content material can take any type (picture, video, assessment, testimonial, and so on.) and seem on quite a lot of platforms, although social media is the commonest right now. It’s often not one thing manufacturers pay for, however with the rise of content material creators and influencers and the confirmed effectiveness of UGC, this isn’t all the time the case anymore.
Sorts of UGC in Advertising and marketing
Social Media
My guess is social media is the kind of UGC you’re most aware of, even when you didn’t name it that title.
It’s the aesthetic product picture in your Instagram feed, the TikTok a few new restaurant, the cooking video reviewing a kitchen equipment, the YouTube tutorial on a brand new design app, and the evening routine Reel in your Discover tab.
It may be a video (like my restaurant spotlight beneath), picture (like my submit for Eddy’s ice cream above), and even feedback on a model’s content material.
Many shoppers speak about merchandise on social media just because they wish to, however manufacturers can encourage it by asking their audiences to make use of particular hashtags or tag their model, like Ulta Magnificence.
Nowadays, a whole lot of manufacturers may also collaborate with creators or influencers for “sponsored” or “gifted” user-generated content material. I’ve created numerous TikTok and Instagram posts for these kinds of campaigns.
Product Critiques
In keeping with a research by BrightLocal, round 98% of shoppers learn opinions earlier than making a purchase order.
I imply, take into consideration your Amazon purchasing. For those who’re something like me, you all the time examine these opinions earlier than including to cart. And let’s not neglect web sites like G2 (seen beneath), Yelp, Trustpilot, and TripAdvisor, simply to call just a few. Critiques are an extremely popular and powerful form of UGC.
Like social media UGC, many shoppers submit product opinions unprompted as a result of they wish to unfold the phrase about their expertise (good or unhealthy), however manufacturers may also solicit them by providing incentives/compensation to latest patrons or different members of their viewers.
I’ve additionally performed these campaigns, writing product opinions on retail websites like Sephora and Ulta and a few third-party product-discovery apps in change for complimentary merchandise.
Whereas product opinions might be nice social proof, there’s no assure they’ll be optimistic. In my expertise, manufacturers ask you to “give your sincere assessment,” and, personally, I don’t maintain again, however not everybody does.
Consumer trust within the authenticity of opinions is usually a main concern in UGC campaigns like these.
Testimonials
Testimonials, like product opinions, are a kind of UGC the place actual individuals share their expertise along with your services or products. The distinction right here is {that a} testimonial is all the time a suggestion.
Testimonials are additionally often discovered on a model’s personal web site (like on HubSpot’s beneath), not third events’ like most opinions. Some companies share or distribute testimonials in emails or social media as a part of their gross sales efforts, too.
Advantages of UGC
So why is UGC in advertising and marketing well worth the hype? Three huge causes come to thoughts.
Free or Low Value
In all probability essentially the most direct and interesting good thing about UGC is that manufacturers don’t must do a lot work. In the present day, everybody and anybody is creating content material and is often prepared to do it without cost or a lot lower than it will price manufacturers to do it themselves.
Good content material creation is labor-intensive, so getting another person to do it with little to no raise or price range is a large win.
Construct Consciousness
When actual individuals submit about you on their social media or third-party websites, it may possibly expose new audiences to your model or providing. In different phrases, it builds brand awareness.
Perhaps a few of your audience ignore model content material or by no means examine their discover feeds. In the event that they see a buddy or a creator they belief posting a few product on their very own platforms, it could get their consideration in a method content material printed instantly from a model by no means would.
Construct Belief
Along with being low effort, UGC is powerful social proof, or proof from fellow shoppers, that what you say or present about your product is true.
It’s no secret that lots of people don’t belief entrepreneurs and advertisers. They suppose we’ll say something to make a sale, so it speaks volumes when actual shoppers vouch for the claims.
Why is content material moderation essential for user-generated campaigns?
Even with its huge advantages, UGC isn’t easy or without its concerns.
When content material is being created externally about your model or providing, you don’t have management over the messaging or what the ultimate product appears like. This could result in points like destructive commentary, misinformation about your product, and even simply inauthentic content material — all of which may paint a nasty image of you to patrons.
Content material moderation will help navigate and decrease these points, however let’s unpack them a bit extra.
Adverse Commentary
Whenever you create content material in your model internally, you received’t bash it, proper? You’ll put your finest foot ahead and spotlight its finest qualities.
With UGC, particularly if created organically, with out collaboration along with your group, there’s no assure that it will occur. Actual persons are free to speak about any shortcomings, issues, or points they’ve along with your services or products. And, actually, that’s partially what your viewers likes about it. It’s unfiltered and candid.
In fact, you wish to imagine everybody will love and have the most effective expertise with you, but when they don’t, nothing stops individuals from together with that of their movies, posts, opinions, and so on.
Misinformation
With its unfiltered nature additionally comes the chance that creators might ship inaccurate info.
Nobody is aware of your product or enterprise higher than you. When somebody creates UGC, they converse from their perspective and will very nicely share one thing that isn’t true. I’m not saying that is performed maliciously, however there’s a very good likelihood they simply didn’t know.
For instance, if somebody stated the HubSpot can’t combine with PandaDoc. A fast look at our integration library will let you know that’s not true, but when somebody posts a video with out doing a lot analysis, they may misspeak.
Authenticity
Now, this challenge is exclusive to sponsored UGC. As I discussed, with natural user-generated content material, you’ll be able to’t management what individuals say or do, however if you sponsor or solicit the content material, it’s possible you’ll set up pointers about what you wish to be mentioned.
That is nice for you as a model however censors the content material and makes it a bit much less reliable and genuine. If a chunk is sponsored, how can your viewers know for certain that the opinion shared is true? Trendy shoppers have gotten extra conscious of this, which may actually influence how a lot they belief your model.
UGC Technique
Methods to Get UGC for Your Model
Listed here are some tried and true ideas you should utilize to gather user-generated content material in your model.
1. Create a hashtag.
Creating and selling a “branded” hashtag is probably going essentially the most well-known approach to encourage individuals to create UGC in your model.
Plus, it’s simple and establishes a pleasant, central place the place you and shoppers can see all of the content material. Individuals can search your hashtag and see what others like them have skilled or shared and in addition get their content material discovered.
It creates a way of group and gathers content material to unfold phrase of your model. REI’s #OptOutside is a superb instance of this:
The outside retailer highlights UGC utilizing its hashtag on its web site and social media.
2. Add an incentive.
Once more, many individuals submit UGC with out being requested, however when you’re not getting as a lot as you want, sweeten the cope with an incentive.
You might supply a reduction or freebie for posting a assessment. Or possibly you’ll give individuals the prospect to get reposted in your social media, like GoPro or iPhone.
Give your viewers a motive aside from “it will be good” to submit UGC, they usually’ll be more likely to take action.
3. Hyperlink it to a contest or giveaway.
One other sensible and thrilling approach to promote UGC is linking it to a contest or giveaway.
We already know incentives work, however reasonably than persistently giving one thing small away, you too can contemplate internet hosting a giveaway or contest for a big, costly prize, the place customers create content material to enter.
Nationwide Geographic did this for just a few years with its #WanderlustContest on Instagram. Within the marketing campaign, their viewers submitted authentic pictures utilizing the hashtag and have been entered to win a Nationwide Geographic Picture Expedition to Yosemite Nationwide Park.
4. Automate “the ask.”
Because of AI and automation, asking your audiences to submit content material is straightforward.
After individuals make a purchase order in your web site, for instance, you’ll be able to ship them an electronic mail asking them to submit UGC or embody the data of their order affirmation. If in case you have a bodily product, embody your hashtag and “ask” on the packing slip, like I do with my D2C model.
It’s also possible to use instruments like ManyChat to ship customers automated direct messages or social media responses along with your request.
5. Get your group concerned.
Whereas not “customers” or prospects per se, members of your group might be a few of your best content material creators and model advocates. In truth, this may be extraordinarily priceless relating to hiring and attracting expertise.
“Zappi workers are our model’s largest champions,” shares Roshni Patel, Director of Social Media at Zappi, calling investing in worker advocacy a no brainer.
“We’re launching an advocacy software to make sharing content material simple and enjoyable — full with ready-to-use visuals, contests to drive engagement or unfold model consciousness, and celebrating wins alongside the best way.”
“I’m additionally centered on educating and empowering our workers to construct their private manufacturers whereas sharing their genuine experiences. Our aim is to foster a tradition the place workers really feel assured utilizing their voices to share their genuine experiences on social media.”
Worker advocacy is one thing we use at HubSpot, utilizing our hashtag #hubspotlife and @hubspotlife deal with on Instagram.
6. Collaborate with related influencers.
69% of consumers belief info from influencers and their household and mates over manufacturers. Meaning teaming up with relevant influencers or creators in your house to provide UGC can do wonders in your attain and model consciousness.
However once more, don’t choose any outdated influencer. Be sure that they’re related to your providing and may converse authentically to its worth.
As we talked about, shoppers might be skeptical about sponsored or collaborative content material. They will’t be certain if the reward shared is real, however working with the correct influencers who’re trusted voices in your trade will help fight this.
Study extra about your choices for influencer marketing.
Professional tip: Lean into area of interest influencers. In keeping with the State of Marketing 2025, smaller influencers can supply manufacturers extra belief with their followers, entry to tight-knit communities, and extra affordability.
In truth, practically 45% of entrepreneurs reported seeing essentially the most success with micro-influencers, the biggest of any group, adopted by macro and nano-influencers. Mega-influencers (these with over one million) got here in final.
7. Discover platforms aside from social media.
Not all shoppers are energetic and even comfy utilizing social media. Figuring out this, give them choices. Ask for content material in your web site like testimonials or opinions on third-party websites. Social media could be the flashiest kind of user-generated content material, however that doesn’t imply the others don’t have worth.
8. Provide one thing uniquely share-worthy.
Above anything, one of the best ways to encourage UGC is to present your prospects one thing particular they need to share and speak about. Suppose restaurant plating that’s like paintings or one-of-a-kind personalised content material like Spotify Wrapped.
When prospects have a memorable expertise or be taught/see one thing fascinating, they wish to inform individuals about it. In case your model can create these, the UGC will come naturally.
Examples of UGC
Now that you realize some savvy methods to generate person content material, listed below are some examples of manufacturers already doing it nicely. Try much more right here: 10 User-Generated Content Campaigns That Actually Worked [+Expert Insights]
1. Liquid Loss of life: #MurderYourThirst
Liquid Death needs to be one of many coolest water manufacturers on the market, and it’s not as a result of the product is exclusive — I imply, it’s water, in spite of everything.
The model provides its prospects that distinctive, shareworthy expertise and tradition they wish to share and, in flip, has banked on nice UGC.
The corporate encourages its fan base to share content material utilizing #MurderYourThirst and #DeathToPlastic (because the product is available in recyclable aluminum cans) on Instagram and often reshares some to its feed.
It’s easy, however efficient.
2. Dunkin: Charlie D’Melio Collaboration
In 2021, Dunkin Donuts collaborated with Charli D’amelio to extend app downloads and recognition amongst youthful shoppers.
D’amelio is a well-liked Gen Z influencer who’s continuously seen ingesting Dunkin’s iced espresso in her movies (aka creating UGC content material with out even being requested).
Being attentive to this, the restaurant teamed up with D’amelio, launching a drink named after her that her 143 million TikTok followers have been desirous to strive. The app’s obtain increased by 57% when Dunkin Donuts launched the drink and impressed hundreds of extra UGC posts on social media.
3. Specific: Product Critiques
Specific does an incredible job producing and showcasing product opinions on its retail web site. Each product has intensive opinions full with a numerical score, images, in addition to particulars on match, high quality, and luxury.
How do they supply these opinions? Specific emails prospects after their purchases, asking them to share their ideas on the web site. It additionally incentivizes reviewing for its “Insider” members, providing reward factors and money as a thanks.
Flip your prospects into advocates.
Person-generated content material isn‘t only a development—it’s a strong technique that builds belief, amplifies model consciousness, and drives engagement at a fraction of the price of conventional advertising and marketing. Whether or not by means of social media posts, product opinions, or testimonials, UGC permits actual prospects to change into your most genuine model advocates.
As UGC continues to form advertising and marketing methods in 2025 and past, one factor is obvious: essentially the most influential voices in your model story aren’t essentially your individual — they’re your prospects.
