Brands have never had more ways to shout about themselves, but when it comes down to it, people trust other people more than they trust you.
So let’s take a closer look at why User-Generated Content (UGC) matters and how brands can use it.
What is UGC?
UGC is any content created by your customers rather than your brand. It could be a customer tagging your product in their social post, a five-star review on Trustpilot, or those infamous TikTok unboxing moments that are done with dramatic flair.
In short, it’s content your fans make for you – free, authentic, and often more engaging than anything you’d push out yourself.
Why UGC works
People are a sceptical bunch. They know when they’re being sold to. UGC helps get around this problem because it comes from real people who aren’t invested in your business. Here’s some food for thought:
90% of consumers say authenticity is key when deciding which brands they like.
79% of people say UGC highly impacts their purchasing decisions.
Would you trust an ad that says “our coffee is the best,” or a fellow caffeine addict who’s always raving about their favourite coffee pods? Thought so.
Brands doing it well
A few examples to inspire:
GoPro built its empire on UGC, turning customer videos into global campaigns. Who needs actors when adrenaline junkies are already filming backflips?
Starbucks Red Cup Day campaign invites customers to share photos of their holiday cups – generating thousands of posts (and a lot of caffeine).
Lush reposts customer snaps of their products and always tags the creator, with reviews that double as marketing gold.
How to encourage UGC
Here are some top tips to help get UGC flowing (without sounding desperate!):
Create a branded hashtag – make it easy for people to join in.
Run a contest or challenge – people love showing off, so give them a reason.
Engage with UGC – share it, comment on it, make your customers feel like part of the brand.
Spotlight your superfans – everyone wants their 15 minutes of fame.
It’s not just a “nice to have”
User-Generated Content gives your brand authenticity, reach, and relatability.
So make the most of the imperfect, sometimes hilarious, but always heartfelt content your customers are already making. Because sometimes, the best brand stories are the ones that don’t come from you.
