UGC: The Secret Weapon Smart Brands Are Using (Are You?)

User-generated content (UGC) has become one of the most powerful tools brands use these days, especially with the rise of content creation. Unlike traditional branded content, UGC is created by real customers of brands, which makes it more authentic, trustworthy, and influential in the purchasing decisions of customers. It has gotten so good that brands even pay content creators and influencers to create UGC campaigns instead of the typical professional brand video shoots.

But what exactly is UGC? How do you identify it? And why does it matter for your brand?

UGC is any unpaid content, such as photos, videos, reviews, or testimonials, created by customers about a brand. For instance, in the picture below, you can see the content creator showcasing her #buchymixblender . This is clearly an example of UGC, which can eventually be reposted by @buchymix, thus creating that credibility and trustworthiness in the minds of their target audience.

Types of UGC

UGC can come in various forms. On TikTok, Instagram, or Facebook, UGC can be posted in the form of photos or videos of customers featuring your product or talking about your services (example: GRWM or unboxing videos).

It can also come in the form of customer reviews and testimonials on Google, Trustpilot, and Playstore/Apple Store.

Some can come in the form of blogs and forum discussions in Reddit threads, X, or Quora answers mentioning your brand.

However, UGC in the form of case studies and in-depth client stories is usually common in B2B.

Why are UGCs important for brands?

According to statistics, 89% of customers trust peer recommendations over branded ads. So they would rather go for a brand they saw a friend post on TikTok than a normal video ad by the same brand.

85% of customers also say that UGC influences their purchasing decisions more than generic influencer content. This is why you see influencers now creating UGC to promote brands, instead of the normal promotional videos that look so obvious.

Now, as a brand, do you know that UGC will give you 5x higher conversion rates than non-UGC content, as well as a 50% lower cost per acquisition? These are the reasons why no brand is sleeping on UGC now!

Also, for brands especially the B2B ones who are very much focused on Google ranking and SEO, UGC improves your website ranking, as Google tends to rank UGC-rich pages higher. Remember from our examples above, these UGCs can be in the form of reviews, case studies, and forums linked to your websites.

How to Identify High-Quality UGC

We understand that as a brand, you may want to jump on the trend of reposting UGCs from your customers, and as such, you may not thoroughly scrutinise the content before posting without realising that not all UGC is valuable. Here’s how to spot high-impact UGC for your brand by Konfidence

✅ Signs of Great UGC ( Green Flags)

✔ Authentic – when the content feels natural, not staged.

✔ Engaging – when it gets likes, comments, or shares.

✔ Relevant – If it aligns with your brand message.

❌ Red Flags or Fake UGC

✖ Overly Promotional – Sounds scripted (e.g., "This is the BEST product ever!").

✖ Low Engagements – No likes/comments (could be bots, so you may have to be careful).

✖ Irrelevant Hashtags – Generic tags like #ad or #sponsored.

How to Use UGC in Your Marketing Strategy

UGC isn’t just for reposting only. It can fuel the ratings on your ads, emails, websites, and more. So, always treat every UGC you get from your customers with great care.

For Social Media (Instagram, LinkedIn, TikTok):

Repost customer stories (always ask for their permission and tag them if possible).
Run UGC contests (for example, you can use this line: "Tag us for a feature!").
Use UGC in ads (you do not necessarily need to run all those professional video ad campaigns as UGCs feel more natural, which ranks high in social proof which in turn increases CTR).

For Website & Landing Pages:

Embed customer reviews (Trustpilot, Google Reviews).
Showcase case studies (B2B brands).
Add a UGC gallery (e.g., shoppable Instagram feeds).

For Email Marketing:

Feature customer testimonials in newsletters.
Use UGC in abandoned cart emails (for example, use this line: "Look how others styled this!").

How to Get More UGC for Your Brand

Ask for it: Directly ask your customers for a video, photo, or review of your products or services. You can use this line: "Show us how you use our products and tag us. The best video wins big."

By attaching an incentive, you are creating an attraction for your customers to actively participate. You can also make it easier by creating branded hashtags and sharing pre-written captions for your customers.

UGC is rapidly taking over the bulk of every brand's content marketing. As a brand, do not sleep on it — just start today. The UGCs from your customers must not be perfect in the first instance; do not wait till you get the perfect content. Just go with the flow. Who knows, that content you feel is below your expectation may be the next viral thing on TikTok and Instagram. So, we are telling you: start today!

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