A comprehensive UGC guide (with 5 best examples)
In This Article
User-generated content (UGC) is one of the most natural ways for brands to build real connections. When a user shares their experience with a product through text or real videos and images of the product in action, it builds up social proof for your brand.
At its core, UGC is powerful because it is authentic. When someone outside the brand—whether a customer or an advocate—shares their experience, it carries an element of trust that traditional marketing often lacks. People listen to other people, and it becomes a natural form of word-of-mouth.
UGC is not just about promoting a product; it is about making customers feel they are part of something meaningful. For brands focused on adding authenticity, UGC does more than just support marketing goals—it deepens the relationship between brand and customer, creating the kind of connection that keeps customers coming back.
Let’s learn more about it!
What is user-generated content?
UGC is content created by someone outside the brand that mentions or is related to the brand. This could be anything from a product review or a photo on social media to a video or blog post sharing a personal experience. UGC stands out because it’s authentic, coming from everyday people rather than the brand itself.
UGC carries a unique level of trust and authenticity that traditional marketing often can’t match. Statista says that 45 percent of shoppers research online before making a purchase, and many actively seek out feedback from real customers. In this context, UGC often has more influence than branded content because it offers an unfiltered view from a customer’s perspective.
UGC can take various forms: videos, photos, live streams, testimonials, blogs, reviews, or even podcasts. Let’s take the example of Crocs, a footwear brand, to understand what user-created content is:
Crocs’ #MyCrocsEra Campaign
The brand
- Crocs is the go-to for comfy and colorful footwear. Loved by all age groups, the brand’s signature clogs are easily personalized with fun Jibbitz charms, letting wearers show off their individuality.
What’s the campaign about?
- Crocs launched the #MyCrocsEra campaign to celebrate how fans style their shoes. Customers were invited to share their Crocs looks on social media with the hashtag, creating a colorful showcase of personal flair.
- This turned everyday customers into brand advocates while expanding the brand’s reach across Instagram, TikTok, and beyond.
What did it achieve?
- Massive engagement: Posts with #MyCrocsEra got over 5 million likes, comments, and shares across platforms.
- Growing community: Crocs’ Instagram audience surpassed 2 million followers, with TikTok gaining 1.5 million+ fans—a true testament to their loyal base.
- Stronger sales: The campaign led to a 12% bump in online sales, fueled by customers sharing their Crocs love and inspiring others to join in.
Why it worked?
- Authenticity: People love seeing real customers in action. These posts felt genuine, not like ads.
- Creative freedom: The campaign encouraged everyone to share their spin on styling Crocs, bringing out creativity from all corners.
- Community spirit: Fans felt connected as part of a global Crocs movement.
This campaign shows the magic of letting customers take the spotlight. Sharing real stories and styles creates excitement and encourages others to jump in too. When customers feel part of a community, it builds trust and encourages loyalty, which makes UGC a powerful tool for driving repeat purchases and long-term engagement.
Types of UGC: Organic vs. paid
Let’s explore the key differences between organic and paid UGC and focus on how each one can positively impact your brand:
| Aspect | Organic UGC | Paid UGC |
|---|---|---|
|
Definition |
Content created organically by users without incentives |
Content created in exchange for payment or perks |
|
Example |
Reviews, social media posts, and testimonials |
Sponsored posts, influencer collaborations, branded ads |
|
Audience connection |
Allows your audience to connect authentically with your brand and creates a sense of community, as people feel part of the brand story when they contribute content. |
Provides the opportunity to build a targeted connection with audiences that might not yet be familiar with your brand helping attract new audiences with a more specific, guided message. |
|
Content variety |
Brings in a variety of perspectives and experiences from real customers. |
Provides an opportunity for consistent, curated content that aligns with your campaign goals. |
|
Content longevity |
Organic UGC tends to have a long lifespan, especially on platforms like social media or customer review sites. It continuously gets discovered as users browse and interact. |
Paid UGC, when used strategically in ads or campaigns, can reach timely goals in a specific period. It’s ideal for achieving short-term objectives with immediate visibility. |
|
Real-time feedback |
Offers valuable insights by showcasing customer reactions and preferences helping you identify what resonates most with your audience. |
Provides measurable insights through campaign performance data, enabling you to test content effectiveness and fine-tune your strategy to better engage your target audience. |
|
Campaign flexibility |
Highly flexible, as it evolves naturally and adapts to trends and changes in customer interests without being tied to a fixed schedule. |
Flexible in planning and allows you to collaborate with influencers or content creators to align messaging and timing with your goals, events, or product launches. |
|
Cost control |
Involves minimal costs encouraging and motivating your community to engage and share. Also gives the chance to stretch your marketing budget. |
Requires investment, and gives you clear budget control. You can allocate funds for specific campaigns, monitor ROI, and adjust as needed to maximize impact. |
Why should you use UGC?
Let’s explore the specific ways UGC can benefit your brand and help you overcome some of the most common pain points:
1. Builds trust through real experiences
It can be tough to gain the trust of your new customers, especially when they have never heard of you before. Traditional advertising can come across as too polished and insincere. UGC provides real feedback from actual users with an authentic voice that is much more likely to resonate with potential buyers. When people see others share their experiences, they feel more comfortable making a purchase.
2. Saves time and resources
Creating fresh content regularly can become a burden. UGC allows you to use content that customers have already created, cutting down on the time and costs associated with content production.
3. Strengthens brand-community bonds
Building a community around your brand is a common challenge. Customers may feel disconnected if they don’t represent their voices. UGC helps to solve that by giving customers a seat at the table—their stories and experiences become part of your brand’s narrative.
4. Offers social proof that makes a difference
Social proof helps people feel confident about their choices. When they see others using and enjoying a product, it builds trust. UGC does this through real stories, photos, and user reviews. It shows what others love about the product and gives potential customers a reason to try it too.
5. Encourages higher engagement from your audience
When you feature UGC, it opens the door for others to share their experiences, creating a cycle of participation. People enjoy seeing their content shared, and that motivates them to interact more, leading to a community that keeps coming back for more.
5 greatest UGC examples of all times
1. Naturitas: Building confidence in health and wellness
Who: Naturitas, a company that specializes in wellness products like natural supplements and organic cosmetics.
What: Health and wellness shopping can feel confusing with so many choices. Naturitas addresses this pain point by featuring UGC on their website. Customers share their experiences, helpful tips, and creative ideas, making it easier for others to make informed decisions.
Result: This approach helps customers feel more confident in their purchases. Seeing real people use and enjoy the products builds trust and adds a personal touch to the shopping experience. It also fosters a sense of community, encouraging customers to return and engage with the brand.
2. Adobe: Empowering creators to be seen
Who: Adobe, the company known for software like Photoshop and Illustrator.
What: For many creatives, getting noticed can be a challenge. Adobe’s Art Maker Series addresses this by inviting users to share their work using Adobe software, tagged with the hashtag #AdobePerspective. The campaign encourages original creations and fosters a sense of community among designers.
Result: The campaign gives creatives a platform to showcase their skills while interacting with others in the community. It helps Adobe connect more deeply with its users, allowing them to feel recognized and valued. This leads to stronger engagement and loyalty to the brand.
3. Reddit: Uniting users through shared experiences
Who: Reddit, a platform where people share their ideas and thoughts on various topics.
What: Many users struggle to find a space where they feel truly understood. Reddit’s “Maybe Together We’ll” campaign uses content from its active communities to demonstrate how users come together to solve problems and share experiences.
Result: This campaign helps users feel more connected to the platform. It shows that Reddit’s strength lies in its supportive communities, where people work together to tackle challenges. This approach strengthens Reddit’s reputation and boosts engagement, as users feel more inclined to contribute to the conversations.
4. Lulus: Making online shopping more relatable
Who: Lulus, a fashion brand known for stylish women’s clothing.
What: One of the biggest challenges with online shopping is not knowing how an item will look or fit. Lulus addresses this by displaying user photos on product pages, allowing shoppers to see how the clothes look on real people, often with details like body type and size.
Result: Customers feel more assured in their purchasing decisions. When they see someone who looks like them in the same outfit, the shopping experience feels more personal and relatable. This leads to fewer returns and higher conversion rates because customers feel more confident about their choices.
5. REI: Providing real-life insights on outdoor gear
Who: REI, a retailer specializing in outdoor gear and apparel.
What: Shopping for outdoor gear can be difficult when you cannot see how it will perform in real conditions. REI’s “Get Ready With Me” video series addresses this by showing how real customers select and use their outdoor gear during activities like hiking.
Result: These authentic, user-generated videos give customers a clearer understanding of how the gear works in real-world settings. This approach connects the brand with its customers and encourages them to make confident purchases.
Expert tips to help you nail your UGC management
Finding the right balance between creativity and efficiency is no small task, especially when dealing with overwhelming user-created content across platforms. These tips help you cut through the noise, identify what truly resonates with your audience, and turn raw content into impactful stories for your brand:
- Choose hashtags that connect with your audience
Finding the right hashtags can feel overwhelming. Experiment with ideas that reflect your brand’s unique voice and track which ones attract the most attention. This approach helps you identify content that resonates with your audience.
- Focus on content that feels authentic
Not every piece of content will be the right fit for your campaigns, and that’s perfectly fine. Prioritize material that aligns naturally with your brand’s values and message, ensuring it feels genuine and relatable.
- Let data guide smarter decisions
Guesswork is frustrating and inefficient. Use analytics to understand how your audience interacts with your content and adjust your approach for better results.
- Keep things positive and safe
Inappropriate or off-brand content can harm your campaigns. Leverage tools like profanity detection to ensure the content you feature is friendly, welcoming, and aligned with your brand image.
- Make customer-generated content the heart of your campaigns
Product launches or seasonal sales become more engaging with real customer stories. Featuring user-generated content creates excitement, builds trust, and makes your campaigns more relatable.
- Find the right content without wasting time
Locating material that fits your brand can feel like searching for a needle in a haystack. Advanced search tools can help you quickly identify and select the most relevant content.
- Repurpose content to save time and stay consistent
Creating fresh content constantly can be resource-intensive. Repurposing existing customer stories allows you to maintain consistency and share meaningful narratives without starting from scratch.
Collect, moderate, and organize your UGC with Idukki
User-generated content is one of the easiest ways to connect with your audience and let their stories do the talking. Idukki makes it simple to gather authentic posts from platforms like Instagram, TikTok, LinkedIn, and TripAdvisor using unlimited hashtags to reach a wide audience.
With tools like sentiment analysis and profanity detection, you can filter content that fits your brand. The built-in management system helps you organize all UGC effortlessly. Detailed analytics show what resonates with your customers, and traffic-based pricing ensures flexibility as you grow.
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