My private social media is filled with 4 foremost issues: household, pals, 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 trade 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 could be an especially precious technique for companies of every kind.
![Download Now: The Ultimate Guide to User-Generated Content [Free Ebook]](https://no-cache.hubspot.com/cta/default/53/82ab0972-f6ed-48ed-b0bc-e5e8ea32dc34.png)
Don’t consider me? Within the 2025 State of Marketing, user-generated content material was named one of many prime three areas entrepreneurs plan on growing their funding this 12 months. Let’s dive into why and the way you should utilize 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, assessment, testimonial, and so on.) and seem on a wide range of platforms, although social media is the most typical at this time. 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
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 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 publish 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 need to, however manufacturers can encourage it by asking their audiences to make use of particular hashtags or tag their model, like Ulta Magnificence.
Lately, plenty 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 a majority of these campaigns.
Product Evaluations
In response to a examine by BrightLocal, round 98% of shoppers 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 examine 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 just a few. Evaluations are an extremely popular and powerful form of UGC.
Like social media UGC, many shoppers publish product critiques unprompted as a result of they need to unfold the phrase about their expertise (good or unhealthy), however manufacturers may also solicit them by providing incentives/compensation to current consumers or different members of their viewers.
I’ve additionally performed these campaigns, writing product critiques on retail websites like Sephora and Ulta and a few third-party product-discovery apps in trade for complimentary merchandise.
Whereas product critiques could be nice social proof, there’s no assure they’ll be constructive. In my expertise, manufacturers ask you to “give your trustworthy assessment,” and, personally, I don’t maintain again, however not everybody does.
Consumer trust within the authenticity of critiques generally is a main concern in UGC campaigns like these.
Testimonials
Testimonials, like product critiques, are a sort of UGC the place actual folks 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 often 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.
Advantages of UGC
So why is UGC in advertising well worth the hype? Three large 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. In the present day, everybody and anybody is creating content material and is often prepared to do it without spending a dime 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 carry or finances is a large win.
Construct Consciousness
When actual folks publish about you on their social media or third-party websites, it might expose new audiences to your model or providing. In different phrases, it builds brand awareness.
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 might get their consideration in a manner 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 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 large 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 to be like like. This will result in points like adverse commentary, misinformation about your product, and even simply inauthentic content material — all of which may 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.
Destructive Commentary
While you create content material on your model internally, you received’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 along with your staff, 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 need to consider everybody will love and have the perfect 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 chance that creators may 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 properly share one thing that isn’t true. I’m not saying that is performed maliciously, however there’s a superb probability they only didn’t know.
For instance, if somebody stated 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 difficulty is exclusive to sponsored UGC. As I discussed, with natural user-generated content material, you may’t management what folks say or do, however whenever 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 positive that the opinion shared is true? Trendy shoppers have gotten extra conscious of this, which may actually affect how a lot they belief your model.
UGC Technique
Methods to Get UGC for Your Model
Listed below are some tried and true ideas you should utilize to gather user-generated content material on your model.
1. Create a hashtag.
Creating and selling a “branded” hashtag is probably going probably the most well-known method to encourage folks to create UGC on 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 publish UGC with out being requested, however if you happen to’re not getting as a lot as you want, sweeten the cope with an incentive.
It’s possible you’ll supply a reduction or freebie for posting a assessment. Or perhaps 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 might be good” to publish UGC, they usually’ll be more likely to take action.
3. Hyperlink it to a contest or giveaway.
One other good and thrilling method 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, it’s also possible to 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 unique images 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 publish content material is simple.
After folks make a purchase order in your web site, for instance, you may ship them an e mail asking them to publish UGC or embody the data of their order affirmation. You probably have a bodily product, embody your hashtag and “ask” on the packing slip, like I do with my D2C model.
You can even use instruments like ManyChat to ship customers automated direct messages or social media responses along with your request.
5. Get your staff concerned.
Whereas not “customers” or clients per se, members of your staff could be a few of your best content material creators and model advocates. In actual fact, this may be extraordinarily precious relating to hiring and attracting expertise.
“Zappi workers are our model’s greatest 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 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 pals over manufacturers. Which means teaming up with relevant influencers or creators in your house to provide UGC can do wonders on your attain and model consciousness.
However once more, don’t choose any previous influencer. Ensure that they’re related to your providing and might converse authentically to its worth.
As we talked about, shoppers could be skeptical about sponsored or collaborative content material. They’ll’t make sure if the reward shared is real, however working with the fitting influencers who’re trusted voices in your trade can assist fight this.
Study extra about your choices for influencer marketing.
Professional tip: Lean into area of interest influencers. In response to the State of Marketing 2025, smaller influencers can supply manufacturers extra belief with their followers, entry to tight-knit communities, and extra affordability.
In actual fact, almost 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 shoppers are energetic and even comfy utilizing social media. Figuring out this, give them choices. Ask for content material on your web site like testimonials or critiques on third-party websites. Social media is likely to 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 the rest, one of the simplest ways to encourage UGC is to provide your clients one thing particular they need to share and speak about. Suppose restaurant plating that’s like art work or one-of-a-kind customized content material like Spotify Wrapped.
When clients have a memorable expertise or study/see one thing fascinating, 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 understand some savvy methods to generate person content material, listed below are some examples of manufacturers already doing it properly. Try much more right here: 10 User-Generated Content Campaigns That Actually Worked [+Expert Insights]
1. Liquid Dying: #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 offers 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 shoppers.
D’amelio is a well-liked Gen Z influencer who’s ceaselessly 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 attempt. The app’s obtain increased by 57% when Dunkin Donuts launched the drink and impressed hundreds of further UGC posts on social media.
3. Categorical: Product Evaluations
Categorical does an amazing job producing and showcasing product critiques on its retail web site. Each product has in depth critiques full with a numerical score, photographs, in addition to particulars on match, high quality, and luxury.
How do they supply these critiques? Categorical 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 pattern—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 by means of social media posts, product critiques, or testimonials, UGC permits actual clients to grow to be your most genuine model advocates.
As UGC continues to form advertising methods in 2025 and past, one factor is evident: probably the most influential voices in your model story aren’t essentially your individual — they’re your clients.
