My private social media is filled with 4 foremost issues: household, associates, 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 alternate 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 a particularly beneficial technique for companies of all types.
Don’t consider me? Within the 2025 State of Advertising, user-generated content material was named one of many prime 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?
Consumer-generated content material (UGC) is content material initially created by clients a couple of particular model or product that’s then used for advertising functions.
This content material can take any kind (picture, video, overview, testimonial, and so on.) and seem on a wide range of platforms, although social media is the commonest at the moment. 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.
Sorts of UGC in Advertising
Social Media
My guess is social media is the kind of UGC you’re most accustomed to, even if you happen to didn’t name it that title.
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 Edy’s ice cream above), and even feedback on a model’s content material.
Many customers discuss merchandise on social media just because they need to, however manufacturers can encourage it by asking their audiences to make use of particular hashtags or tag their model, like Ulta Magnificence.
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Nowadays, lots 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 a lot of these campaigns.
Product Evaluations
Based on a examine by BrightLocal, round 98% of customers learn critiques earlier than making a purchase order.
I imply, take into consideration your Amazon buying. For those who’re something like me, you all the time test these critiques 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 a particularly common and highly effective type of UGC.
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Like social media UGC, many customers put up product critiques unprompted as a result of they need 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 carried out these campaigns, writing product critiques on retail websites like Sephora and Ulta and a few third-party product-discovery apps in alternate for complimentary merchandise.
Whereas product critiques might be nice social proof, there’s no assure they’ll be optimistic. In my expertise, manufacturers ask you to “give your sincere overview,” and, personally, I don’t maintain again, however not everybody does.
Client belief within the authenticity of critiques could be a main concern in UGC campaigns like these.
Testimonials
Testimonials, like product critiques, are a kind of UGC the place actual folks share their expertise together 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 critiques. Some companies share or distribute testimonials in emails or social media as a part of their gross sales efforts, too.
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Advantages of UGC
So why is UGC in advertising definitely worth the hype? Three massive causes come to thoughts.
Free or Low Value
In all probability probably the most direct and interesting advantage of UGC is that manufacturers don’t must do a lot work. Immediately, everybody and anybody is creating content material and is normally keen to do it at no cost or a lot lower than it could 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 folks 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 test their discover feeds. In the event that they see a buddy 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 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 customers, 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 customers vouch for the claims.
Why is content material moderation necessary 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 seems like. This will result in points like unfavourable 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 might help navigate and decrease these points, however let’s unpack them a bit extra.
Adverse Commentary
Once you create content material in your model internally, you gained’t bash it, proper? You’ll put your greatest foot ahead and spotlight its greatest qualities.
With UGC, particularly if created organically, with out collaboration together with your crew, there’s no assure that this may occur. Actual persons are free to speak about any shortcomings, issues, or points they’ve together with your services or products. And, truthfully, that’s partially what your viewers likes about it. It’s unfiltered and candid.
After all, you need to consider everybody will love and have one of the best expertise with you, but when they don’t, nothing stops folks from together with that of their movies, posts, critiques, and so on.
Misinformation
With its unfiltered nature additionally comes the danger that creators may ship inaccurate data.
Nobody is aware of your product or enterprise higher than you. When somebody creates UGC, they communicate from their perspective and will very nicely share one thing that’s not true. I’m not saying that is carried out maliciously, however there’s a great likelihood they simply didn’t know.
For instance, if somebody mentioned the HubSpot can’t combine with PandaDoc. A fast look at our integration library will inform you that’s not true, but when somebody posts a video with out doing a lot analysis, they might 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 folks say or do, however while you sponsor or solicit the content material, chances are you’ll set up tips about what you need 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 customers have gotten extra conscious of this, which might definitely impression how a lot they belief your model.
UGC Technique
Learn 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 in your model.
1. Create a hashtag.
Creating and selling a “branded” hashtag is probably going probably the most well-known approach to encourage folks to create UGC in your model.
Plus, it’s straightforward and establishes a pleasant, central place the place you and customers 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 neighborhood and gathers content material to unfold phrase of your model. REI’s #OptOutside is a superb instance of this:
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The outside 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 if you happen to’re not getting as a lot as you want, sweeten the take care of an incentive.
Chances are you’ll provide a reduction or freebie for posting a overview. Or possibly you’ll give folks the possibility to get reposted in your social media, like GoPro or iPhone.
Give your viewers a motive apart from “it could be good” to put up 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 slightly than constantly giving one thing small away, you can even 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 a couple of years with its #WanderlustContest on Instagram. Within the marketing campaign, their viewers submitted unique pictures utilizing the hashtag and have been entered to win a Nationwide Geographic Picture Expedition to Yosemite Nationwide Park.
4. Automate “the ask.”
Due to AI and automation, asking your audiences to put up content material is straightforward.
After folks make a purchase order in your web site, for instance, you possibly can ship them an e-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.
It’s also possible to use instruments like ManyChat to ship customers automated direct messages or social media responses together with your request.
5. Get your crew concerned.
Whereas not “customers” or clients per se, members of your crew might be a few of your handiest content material creators and model advocates. Actually, this may be extraordinarily beneficial in terms of hiring and attracting expertise.
“Zappi staff 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 device 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 staff to construct their private manufacturers whereas sharing their genuine experiences. Our aim is to foster a tradition the place staff 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 customers belief data from influencers and their household and associates over manufacturers. Which means teaming up with related influencers or creators in your area to supply UGC can do wonders in your attain and model consciousness.
However once more, don’t decide any previous influencer. Make certain they’re related to your providing and might communicate authentically to its worth.
As we talked about, customers might be skeptical about sponsored or collaborative content material. They’ll’t be certain if the reward shared is real, however working with the proper influencers who’re trusted voices in your business might help fight this.
Be taught extra about your choices for influencer advertising.
Professional tip: Lean into area of interest influencers. Based on the State of Advertising 2025, smaller influencers can provide manufacturers extra belief with their followers, entry to tight-knit communities, and extra affordability.
Actually, 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 one million) got here in final.
7. Discover platforms apart from social media.
Not all customers are lively and even snug utilizing social media. Understanding this, give them choices. Ask for content material in your web site like testimonials or critiques on third-party websites. Social media is likely to 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 anything, one of the best ways to encourage UGC is to offer your clients one thing particular they need to share and discuss. Assume restaurant plating that’s like art work or one-of-a-kind customized content material like Spotify Wrapped.
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When clients have a memorable expertise or be taught/see one thing attention-grabbing, they need to inform folks 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 Consumer-Generated Content material Campaigns That Truly Labored [+Expert Insights]
1. Liquid Dying: #MurderYourThirst
Liquid Dying 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 clients that distinctive, shareworthy expertise and tradition they need 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 commonly 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 customers.
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).
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 wanting to attempt. The app’s obtain elevated by 57% when Dunkin Donuts launched the drink and impressed hundreds of extra UGC posts on social media.
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3. Specific: Product Evaluations
Specific does an awesome job producing and showcasing product critiques on its retail web site. Each product has intensive critiques full with a numerical ranking, photographs, in addition to particulars on match, high quality, and luxury.
How do they supply these critiques? Specific emails clients 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 viewers into advocates.
Consumer-generated content material isn‘t only a development—it’s a robust technique that builds belief, amplifies model consciousness, and drives engagement at a fraction of the price of conventional advertising. Whether or not by social media posts, product critiques, or testimonials, UGC permits actual clients to develop into 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 individual — they’re your clients.