What is UGC and how to actually start using it for your brand

People don’t trust brands like they used to. We all know this by now. They trust other people. Real voices. Real experiences. Real content.

That’s where UGC (user-generated content) comes in. It’s not new, but it is increasingly popular. Especially with TikTok, Instagram Reels, and reviews that read more like group chats than testimonials.

And if you're not already thinking about how UGC could work for your business, you're probably missing out on the easiest way to build trust, boost conversions and actually connect with your audience.

So, what actually is UGC?

It’s any content that comes from your audience, rather than your team. Think customer photos, review videos, unboxings, testimonials, ‘day in the life' with your product, that kind of thing.

UGC is real, it’s relatable, and it’s way more engaging than a perfectly polished brand post with four rounds of approvals behind it.

It’s basically social proof, but way more fun.

And here’s the best part: you don’t need a massive following or a big budget to start.

Let’s break down how to build a UGC strategy that actually works.

Start with one question: why should people care enough to share?

Harsh but necessary. If no one’s posting about your product, it’s not always because they’re not happy, it might just be that it’s never occurred to them to do it.

This is your job. Make it easy, fun, and rewarding to create content about your brand.

Ask yourself:

• Are you delivering an experience worth talking about?
• Do you give people a reason to tag you? (Reposting helps!)
• Do you show UGC already, so people know it’s welcomed?

Create prompts and opportunities for people to share

“Tag us!” is fine. But it’s also a bit vague.

Instead, give your audience something specific to post about.

Ideas:

• Ask for before-and-after shots
• Run a weekly roundup of favourite tagged stories
• Set up a hashtag challenge (just make sure it’s relevant)
• Feature customers on your grid or newsletter

The easier you make it to join in, the more people will.

And no, you don’t need a full-blown campaign to start. You just need to ask.

Not getting enough UGC organically? Consider paid UGC creators

Not to be confused with influencers.

Paid UGC creators are people who create authentic-looking content that feels like it came from a real customer (and often, it kind of does – they might be one).

You pay them to make relatable videos or posts that look organic, and you get ready-to-go content you can repurpose across ads, social, your website, email, the lot.

It works because people trust other people more than brands.

If you're tight on time or your product doesn’t naturally get shared a lot, UGC creators can be your shortcut to a more human-feeling brand presence.

Build it into your customer journey

UGC doesn’t live on social alone.

Make it part of your emails. Your product packaging. Your review requests. Your follow-up comms.

You could:

• Include a postcard in orders encouraging customers to post their unboxing
• Automate a “show us your purchase” email 2 days after delivery
• Create a UGC gallery on your site for extra social proof
• Re-share tagged content with your own captions or commentary

The more touchpoints you create, the more it becomes part of the experience.

One last thing: UGC is a two-way relationship

If you’re asking your audience to make content for you, you need to show up for them too.

That means:

• Replying to tags
• Re-sharing and giving credit
• Making people feel seen, not used

No one wants to feel like free labour for a faceless brand. But they’ll happily create for a business that feels like a community where their post might get featured or their comment might get a reply.

Key takeaways‍

✅ UGC is powerful because it’s human
✅ You need to actively encourage and invite it
✅ Paid creators can help fill the gaps
✅ Reward and credit your audience, always

UGC is one of the most trust-building, cost-effective ways to market your business – and it only works when it feels real.

Do you need help setting up a UGC strategy? Don't stress! We can help! Get in touch via our contact page and we'll get you set up with a free consultation.

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