What is user-generated content (UGC)?

If you've been scrolling through social media lately, you've probably noticed brands sharing content that looks a little different from their usual polished campaigns. That's user-generated content (UGC) - content created by your customers, fans or community, rather than your marketing team.

UGC can take many forms: photos or videos of your products in use, reviews, testimonials, unboxing clips or even social posts that tag your brand.

The key difference from traditional brand content is authenticity.

UGC feels real because it’s created by real people actually using and enjoying your products. This genuine perspective is often more relatable and trusted than highly polished marketing materials.

How UGC differs from influencer content

While influencers create content to share with their own audience, UGC is created primarily for the brand's channels. It can be paid or unpaid, but the key is that it showcases real customers interacting with your product, helping the brand tell an authentic story. UGC feels genuine because it's grounded in real experiences, rather than being crafted to fit a polished marketing agenda.

Why UGC matters for SMEs?

Build trust

Customers trust real experiences over carefully crafted campaigns.

Boosts engagement

People love seeing themselves featured and are more likely to interact.

Saves resource

It can supplement your content without taking hours of internal time.

Amplifies reach

When customers share their own content, your brand can reach new networks organically.

How SMEs can use UGC

Encourage reviews and testimonials

Ask happy customers to share photos, videos or stories.

Feature customer content on social channels

Repost, highlight or incorporate it into campaigns for a more authentic feel.

Create branded hashtags

Make it easy for your audience to contribute content.

Incentivise participation

Small rewards or recognition can inspire more content creation.

The takeaway

UGC lets your customers season your brand with their own flavour. Done right, it builds trust, spreads your message and strengthens your community, all while keeping your marketing fresh and authentic.

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Want help adding UGC to your marketing menu?

I help SMEs create strategies that use user-generated content effectively. Plus, if you just need authentic UGC, I can create that for your brand too!

Get in touch!