My private social media is stuffed with 4 foremost issues: household, mates, meals, and UGC. And as I sort this, I hear the previous saying, “Uh, what’s UGC?”
For over a decade, I’ve been creating social media content material for manufacturers, normally 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 material, which might be an especially precious technique for companies of every kind.
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Don’t consider me? Within the 2025 State of Advertising, 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 need to use it to your benefit.
Desk of Contents
What does UGC imply?
Person-generated content material (UGC) is content material initially created by prospects a couple of particular model or product that’s then used for advertising functions.
This content material can take any kind (picture, video, evaluation, testimonial, and so forth.) and seem on a wide range of platforms, although social media is the most typical in the present day. It’s normally 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.
Varieties of UGC in Advertising
Social Media
My guess is social media is the kind of UGC you’re most accustomed to, even in the event you didn’t name it that identify.
It’s the aesthetic product photograph in your Instagram feed, the TikTok a couple of new restaurant, the cooking video reviewing a kitchen equipment, the YouTube tutorial on a brand new design app, and the night time routine Reel in your Discover tab.
It may be a video (like my restaurant spotlight under), picture (like my put up for Eddy’s ice cream above), and even feedback on a model’s content material.
Many shoppers discuss 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.
Lately, quite a lot of manufacturers can even collaborate with creators or influencers for “sponsored” or “gifted” user-generated content material. I’ve created numerous TikTok and Instagram posts for all these campaigns.
Product Evaluations
In accordance with a research by BrightLocal, round 98% of shoppers learn opinions earlier than making a purchase order.
I imply, take into consideration your Amazon procuring. Should you’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 under), Yelp, Trustpilot, and TripAdvisor, simply to call a couple of. Evaluations are an especially in style and highly effective type of UGC.
Like social media UGC, many shoppers put up product opinions unprompted as a result of they wish to unfold the phrase about their expertise (good or unhealthy), however manufacturers also can solicit them by providing incentives/compensation to current consumers or different members of their viewers.
I’ve additionally executed 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 trustworthy evaluation,” and, personally, I don’t maintain again, however not everybody does.
Shopper belief within the authenticity of opinions generally is 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 advice.
Testimonials are additionally normally discovered on a model’s personal web site (like on HubSpot’s under), 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 well worth the hype? Three massive causes come to thoughts.
Free or Low Price
In all probability probably the most direct and interesting advantage of UGC is that manufacturers don’t must do a lot work. As we speak, everybody and anybody is creating content material and is normally keen to do it at no cost or a lot lower than it might value 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 finances is a large win.
Construct Consciousness
When actual individuals put up about you on their social media or third-party websites, it could possibly expose new audiences to your model or providing. In different phrases, it builds model consciousness.
Possibly a few of your target market ignore model content material or by no means examine their discover feeds. In the event that they see a good friend or a creator they belief posting a couple of product on their very own platforms, it could get their consideration in a approach content material revealed instantly from a model by no means would.
Construct Belief
Along with being low effort, UGC is robust 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 assume 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 massive advantages, UGC isn’t straightforward or with out its issues.
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 to be like like. This could result in points like damaging commentary, misinformation about your product, and even simply inauthentic content material — all of which might paint a foul image of you to consumers.
Content material moderation can assist navigate and decrease these points, however let’s unpack them a bit extra.
Detrimental Commentary
Once you create content material to 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 this can occur. Actual persons are free to speak about any shortcomings, issues, or points they’ve along with your services or products. And, truthfully, that’s partially what your viewers likes about it. It’s unfiltered and candid.
In fact, you wish to consider 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 forth.
Misinformation
With its unfiltered nature additionally comes the danger 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 executed maliciously, however there’s 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 problem is exclusive to sponsored UGC. As I discussed, with natural user-generated content material, you possibly can’t management what individuals say or do, however if you sponsor or solicit the content material, you might 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 bit is sponsored, how can your viewers know for certain that the opinion shared is true? Fashionable shoppers have gotten extra conscious of this, which might definitely affect how a lot they belief your model.
UGC Technique
Find out how to Get UGC for Your Model
Listed below are some tried and true suggestions you need to use to gather user-generated content material to your model.
1. Create a hashtag.
Creating and selling a “branded” hashtag is probably going probably the most well-known method to encourage individuals to create UGC to your model.
Plus, it’s straightforward 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 likewise 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 good instance of this:
The out of doors retailer highlights UGC utilizing its hashtag on its web site and social media.
2. Add an incentive.
Once more, many individuals put up UGC with out being requested, however in the event you’re not getting as a lot as you want, sweeten the take care of an incentive.
You could provide a reduction or freebie for posting a evaluation. Or possibly you’ll give individuals the prospect to get reposted in your social media, like GoPro or iPhone.
Give your viewers a purpose apart from “it might be good” to put up UGC, and so they’ll be more likely to take action.
3. Hyperlink it to a contest or giveaway.
One other sensible and thrilling method to promote UGC is linking it to a contest or giveaway.
We already know incentives work, however quite than constantly giving one thing small away, you may as well think about internet hosting a giveaway or contest for a big, costly prize, the place customers create content material to enter.
Nationwide Geographic did this for a couple of years with its #WanderlustContest on Instagram. Within the marketing campaign, their viewers submitted authentic pictures utilizing the hashtag and had been entered to win a Nationwide Geographic Photograph Expedition to Yosemite Nationwide Park.
4. Automate “the ask.”
Due to AI and automation, asking your audiences to put up content material is simple.
After individuals make a purchase order in your web site, for instance, you possibly can ship them an electronic mail asking them to put up UGC or embody the data of their order affirmation. When you’ve got a bodily product, embody your hashtag and “ask” on the packing slip, like I do with my D2C model.
You may also 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 handiest content material creators and model advocates. In reality, this may be extraordinarily precious on the subject of 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 straightforward and enjoyable — full with ready-to-use visuals, contests to drive engagement or unfold model consciousness, and celebrating wins alongside the way in which.”
“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 shoppers belief info from influencers and their household and mates over manufacturers. Which means teaming up with related influencers or creators in your area to supply UGC can do wonders to your attain and model consciousness.
However once more, don’t decide any previous influencer. Make 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’ll’t ensure if the reward shared is real, however working with the precise influencers who’re trusted voices in your trade can assist fight this.
Be taught extra about your choices for influencer advertising.
Professional tip: Lean into area of interest influencers. In accordance with the State of Advertising 2025, smaller influencers can provide manufacturers extra belief with their followers, entry to tight-knit communities, and extra affordability.
In reality, practically 45% of entrepreneurs reported seeing probably the most success with micro-influencers, the biggest of any group, adopted by macro and nano-influencers. Mega-influencers (these with over 1,000,000) got here in final.
7. Discover platforms apart from social media.
Not all shoppers are energetic and even snug utilizing social media. Figuring out this, give them choices. Ask for content material to your web site like testimonials or opinions on third-party websites. Social media may be the flashiest sort of user-generated content material, however that doesn’t imply the others don’t have worth.
8. Provide one thing uniquely share-worthy.
Above the rest, the easiest way to encourage UGC is to present your prospects one thing particular they need to share and discuss. 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 study/see one thing attention-grabbing, 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 already know some savvy methods to generate consumer content material, listed here are some examples of manufacturers already doing it nicely. Take a look at much more right here: 10 Person-Generated Content material Campaigns That Really Labored [+Expert Insights]
1. Liquid Loss of life: #MurderYourThirst
Liquid Loss of life 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 any case.
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 usually 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 ceaselessly seen consuming Dunkin’s iced espresso in her movies (aka creating UGC content material with out even being requested).
Paying attention to this, the restaurant teamed up with D’amelio, launching a drink named after her that her 143 million TikTok followers had been desirous to strive. The app’s obtain elevated by 57% when Dunkin Donuts launched the drink and impressed 1000’s of extra UGC posts on social media.
3. Specific: Product Evaluations
Specific does an amazing job producing and showcasing product opinions on its retail web site. Each product has in depth opinions full with a numerical ranking, photographs, 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. Whether or not via social media posts, product opinions, or testimonials, UGC permits actual prospects to turn out to be your most genuine model advocates.
As UGC continues to form advertising methods in 2025 and past, one factor is obvious: probably the most influential voices in your model story aren’t essentially your personal — they’re your prospects.
