User-generated content (UGC) is any content — photos, videos, reviews, testimonials, social media posts — created by customers, fans, or users rather than by the brand itself. UGC is the most trusted form of marketing content: research consistently shows that consumers trust content from other customers 2–3x more than branded content. In 2026, UGC has also become a commercial content format in its own right — brands increasingly commission 'UGC creators' who produce content in an authentic customer style specifically for use in paid advertising.
The most powerful UGC is genuinely organic — a customer posting about your product because they love it, without prompting or payment. This authentic endorsement travels through their social network with the credibility of a personal recommendation. Building the conditions for organic UGC requires delivering experiences worth talking about: exceptional product quality, memorable unboxing, outstanding service, or community belonging.
How to encourage and collect UGC from customers
- Create a branded hashtag and feature customer content that uses it prominently on your profile
- Ask customers to tag you in posts, include a prompt on packaging or at point of delivery
- Run contests or campaigns where customers submit content for a prize or feature
- Respond to every piece of organic UGC with genuine appreciation — reinforcing the behaviour
- For e-commerce, include a card in deliveries encouraging customers to share their purchase on social
- Make your product photography and packaging inherently shareable — aesthetic presentation drives organic sharing
Using UGC in paid advertising
UGC in paid ads — often called 'UGC ads' — consistently outperforms polished branded creative across Meta, TikTok, and YouTube. The authentic, lo-fi aesthetic signals organic content rather than advertising, which reduces scroll-stopping resistance. Many UK brands now commission UGC creators specifically to produce this style of content for paid campaigns — these creators are not influencers promoting to their audience, but content producers whose output is used directly in the brand's ad account. Costs typically range from £100–£500 per video, making UGC ads highly cost-effective compared to traditional video ad production.
Yes — you should always request permission before reposting a customer's photo or video on your brand's channels, even if they tagged you in it. In the UK, copyright in a photograph belongs to the creator, not the subject. The simplest approach is to comment on or reply to the customer's post asking for permission, or to include clear terms in any hashtag campaign. Some brands include UGC rights in their terms and conditions, which is legally cleaner but should be disclosed transparently.
UGC is created organically by customers without payment, or commissioned specifically for use in the brand's own marketing (not the creator's channel). Influencer marketing involves paying a creator to promote your brand to their audience through their own social media channels. The distinction matters commercially: UGC creators charge for content production rights (not distribution), while influencers charge for access to their audience. Many brands use both: UGC for authentic ad creative and influencers for reach and association.