User-generated content, often called UGC, is no longer a niche format like it used to be. Nowadays, it’s one of the main ways brands create content for social media, ads, and digital platforms.
What’s changed is not just who creates UGC, but how it’s made. Content that once came mainly from customers is now usually created by paid creators who work from briefs, and deliver content for brand use.
AI tools have changed how quickly and consistently UGC can be created, helping creators and brands keep up with demand, all without replacing the creative work itself.
What is UGC?
UGC stands for user-generated content and refers to any content created by users or customers of a brand. Simply put, it’s original, brand-specific content published on social media or other digital channels. UGC has become a powerful tool for brands and businesses to connect with customers and create engaging content. We recently shared this piece of UGC on our Instagram.
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UGC is defined more by how it looks and how it’s used than by who publishes it. It usually appears as short-form, real-world product content created to blend in with each social platform it posts to.
It’s also important to understand the difference between audience-made UGC, such as a customer sharing a product on their own channel, and creator-made UGC, which is produced by paid creators for brand use.
Sometimes, AI is used to help UGC creation, for example, by generating multiple thumbnail versions, adapting one clip into different formats, or cleaning up audio, although the creator still shapes the content.
This has also led to more discussion around AI UGC, which just refers to UGC where creators use AI tools to help them create.
What is a UGC creator?
UGC content can come from customers or loyal brand fans. An example could be a fan’s post about a new product on Instagram, a customer’s unboxing video on TikTok, or a user’s testimonial on a website. Often, this content is made by a UGC creator, a paid freelancer, or brand partner hired to create sponsored content to showcase a specific business or product, and not spontaneous posts.
UGC creators produce content for brands to use across paid ads, social channels, or websites, instead of publishing it on their own accounts.
Why is UGC important?
UGC is influential in today’s digital landscape because it’s used at every stage of the buyer’s journey. For example, let’s say you are considering purchasing a new camera but are unsure which model to go with. So, you visit the company’s TikTok page and watch a video of someone using that specific camera and sharing its top features. If you like what you see, it may influence you to engage with the video and potentially purchase the device — ultimately increasing conversion.
Understanding user-generated content
UGC can come in many forms, including text, videos, images, product reviews, YouTube content, blog posts, live streams, testimonials, social media posts, and podcasts. For social media marketers, it’s all about finding the right fit for the brand, which could mean trying various UGC approaches, including UGC AI production that helps creators deliver content faster.
Visual content
Visual content includes images, videos, and live streams, and is the most common user-generated content. That’s because it can be quickly and easily repurposed for social media, emails, or marketing campaigns. An example of this type of content could be a product unboxing, live-streamed review, or product demo. When users post photos and videos of themselves using a product, they naturally encourage others to try it for themselves.
Reviews and ratings
When customers leave reviews or ratings, it’s helpful for future customers. Asking customers to leave ratings is a great way to increase engagement, and those reviews can be shared on social media, in email campaigns, and more.
Social media posts
UGC has also become a massive part of many brands’ social media strategies since content can easily be repurposed and shared across social platforms. For example, you could repost a TikTok video on Instagram as a reel.
However, UGC isn’t limited to reviews. You can also work with creators to produce content for your social media channels. Or, if you’re a creator and love a brand, reach out to them and pitch your ideas. You never know — they might love it and commission a piece of work. Here’s an example of UGC content:
UGC works well today because it suits how people already consume content, it’s short, direct, and focused on actual product use rather than high-quality studio production values.
Strong UGC is created to be adaptable, reusable, and easy to scale across platforms and formats.
The benefits of UGC for brands and creators
UGC has become a very powerful marketing tool — it has many benefits for brands and creators.
Brands
For brands, the value of UGC is speed, flexibility, and the ability to test creative ideas quickly. This is really useful for short-form formats like AI UGC videos or ads, where brands need lots of variations, produced quickly.
User-generated content builds trust, brand loyalty, and a sense of authenticity (all of which are key for converting customers into loyal fans and brand advocates). Brands employ UGC in their marketing strategy for a few reasons:
- Exclusive content: Users create unique content for brands and share it with their friends, family, and coworkers.
- Credibility: UGC helps establish trust between customers and brands because customers love authenticity and “real” reviews from other customers versus the company itself.
- Conversions: User-generated content enhances brand engagement and encourages community participation — increasing traffic and conversions.
UGC is also an excellent way for brands to grow their business because it’s cost-effective, and outsourcing means it’s easier to scale. It can also eliminate the need to invest a lot of money in hiring expensive agencies to produce campaign content.
Creators
Many benefits come with being a UGC content creator, including participating in a brand’s growth and being an influential part of its community. Additionally, creators are incentivized through payment and free products and services. For example, often travel creators are rewarded with free or discounted travel or hotel stays.
How to become a UGC creator
For creators, UGC is professional, paid work that can lead to repeat collaborations and ongoing brand relationships.
If you’re interested in becoming a UGC creator, there are many sites that can help you get started. Indie Media Club recommends these first steps:
- Identify your industry/niche
- Create content for that industry
- Showcase your content in a portfolio
There’s no better way to learn how to pitch to brands than to learn from the pros! One of our favorites is UGC Ang (@ugcang). She shares handy hints about UGC in her TikTok videos.
Marketers nowadays think of visual UGC as content marketing gold, as it’s usually more persuasive and authentic than brand-produced content. A lot of creators use AI tools to help them work faster, by creating variations, resizing content for different platforms, and speeding up editing, allowing brands to test and scale UGC campaigns.
Best practices for encouraging UGC
Many marketers consider visual user-generated content to be “content marketing gold” because it’s proven to be much more persuasive than brand photos or videos. But how do you encourage your customers and fans to create UGC? Here are a few best practices:
Providing incentives and rewards
Everyone loves contests and giveaways! Encourage your customers to share their stories or experiences with your brand’s product or service by creating content on social media and offering an incentive.
Creating a positive brand image and culture
Your brand’s image is essential as it shapes your customers’ perceptions. Pro tip: Plan a marketing campaign communicating your brand’s values and company culture. The more positive your brand’s image is, the more encouraged customers will be to create content for you.
Utilizing social media and online platforms effectively
A solid content strategy across social media and online platforms is crucial for customer engagement. Create a buzz about one of your brand’s products through sneak peeks, quizzes, games, or by offering freebies on your social platforms. Customers will be more anxious to create content for you when you show that your brand is “fun” and “engaging”. For example, we recently held a competition with Rode to engage with our community — stay tuned for more to come.
These systems are easier to manage today because tools, such as AI, can handle repetitive tasks, such as generating image variations or resizing content for different platforms. This speeds up processes and helps brands and creators to create even more content.
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UGC, created quickly and effectively
For brands and businesses, using user-generated content effectively can most certainly be a game-changer when it comes to your marketing strategy. And by encouraging UGC, your brand will be well on its way to increased engagement and conversions.
UGC creation is well-planned, repeatable, and effective. save time and effort, and to create content at a brand-level scale, not to replace creative judgment or ideas.
Ready to get started? Both creators and brands can utilize Artlist’s royalty-free music, footage, sound effects, and more, combined with or as a part of their UGC.
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