What is User Generated Content (UGC)?
User Generated Content (UGC) refers to all content created not by the brand itself but by its customers, fans or users — including product photos, unboxing videos, reviews, testimonials, social posts, blog comments and forum threads. UGC is one of the most powerful forms of social proof: when real people show and recommend a product, it lands as more authentic and credible than any polished campaign. UGC can emerge organically (a happy customer posts unprompted) or be actively encouraged (through hashtag campaigns, contests, review requests). According to a Stackla/Nosto study (2025), 79% of consumers trust UGC significantly more than brand-created content — and UGC-based ads achieve a 29% higher conversion rate than traditional advertising.
Types of UGC
- Visual content: Customer photos and videos of the product (Instagram posts, Reels, TikTok)
- Reviews and ratings: Google Reviews, Trustpilot, Amazon ratings
- Testimonials: Written or video case studies
- Social mentions: Posts, stories and tags on social platforms
- Community content: Discussions in forums, Facebook groups, Reddit, Discord
A UGC strategy for businesses
- Hashtag campaigns: Create a branded hashtag and actively promote it
- Re-sharing: Repost UGC into your own feed (with permission) — it motivates more users to participate
- Contests and challenges: "Show us your setup" — creative prompts that invite participation
- Actively request reviews: Politely ask for a review after purchase
- Use UGC in ads: Authentic customer photos in paid ads
Combine UGC with your own content using publy.ch
The best social strategy mixes UGC with branded content. publy.ch helps keep the owned content portion professional and consistent — while you layer UGC into the strategy. The result: an authentic mix that builds trust and feeds the algorithm.