Let's be honest: we trust a random TikTok review more than a glossy advertisement from a brand itself these days. And that's not so strange. We want real stories, from real people.
User Generated Content, or UGC for short, is content that is not created by your brand, but is created for you.
And that is often more powerful than any flashy campaign you come up with yourself.
What is UGC?
UGC stands for User Generated Content. As the name suggests, this is content created by your customers, followers or community themselves. The users are, as it were, 'fans' of your brand.
Think of:
- A customer who posts a photo of your product or service and tags you
- A video review on TikTok, Instagram…
- A review on a webshop or Google
- ...
All of that, and much more, is UGC. Sometimes it happens spontaneously, out of enthusiasm. Sometimes you give it a push as a brand, for example by encouraging customers to share something.
UGC comes in all shapes and sizes. And that is where its power lies. It is versatile, human and recognizable. It shows how your product or service is used in real life.
Important to know: UGC doesn't necessarily have to be professional. In fact, that's often the whole point. The power is in the raw edge, the authenticity, the imperfection. Because that's what makes it credible.
In short: UGC is a kind of modern word-of-mouth advertising. But with visibility, reach and impact online.
Why does UGC work?
One word: trust.
We believe people faster than brands. No sales pitch, but the experience of a customer, such as an honest review, a spontaneous story, a video without a script…
People don’t like brands that shout, “We’re the best.” They want to discover what suits them and feel attracted to them. UGC plays into that and shows your product through someone else’s eyes, in an honest, recognizable way.
It is human, unfiltered and therefore believable.
Herein lies the power of UGC:
1. Authentic and reliable
Perfect images sometimes arouse suspicion. UGC is rawer, more spontaneous, less polished. That is exactly what makes it credible.
2. Social proof
“If others are using it, it must be good.” That is the logic of social proof. UGC shows that your brand is alive and that there are people who use it, like it, recommend it.
3. Commitment, loyalty, sense of community and reach
When people create content about your brand and you do something with it, such as sharing, responding, thanking, they feel truly seen and connected. That creates involvement, but also loyalty. Customers become ambassadors. And as that bond grows, your reach grows automatically, without you having to advertise extra.
4. Reusable and affordable
UGC often comes naturally. And if you approach it smartly, you can reuse it, for example in your advertisements, on your website, in your newsletter… Without having to create anything yourself.
How do you do UGC?
UGC often arises spontaneously, from the enthusiasm of customers. But as a brand you can certainly help that process along.
It starts with visibly appreciating the people who share something about your brand. Respond, thank them, or give their content a place on your own channels. This way they feel seen and that increases the chance that they share something again.
You can also steer subtly. For example, ask to share experiences or encourage customers to post a review or photo after their purchase. The easier you make it, the faster people will participate.
UGC is not just fun for your socials. Use it on your website, in mailings or even in advertisements. It gives your content a credible, human face, without you having to create it yourself.
So UGC doesn't have to be perfect or grand. Just start small, see what's happening in your community, and play into that. And the rest will follow.
Any questions or curious? Contact us!
