Updated October 28, 2026.
Short answer: User-generated content (UGC) is content made by customers rather than the brand: reviews, photos, videos and posts. It works because people trust other customers more than brand claims, it is cheaper to produce at volume, and it gives social proof right where buying decisions happen. Always get permission before reusing it, and label paid “UGC creator” content as advertising.
Organic UGC vs paid UGC creators
| Organic UGC | Paid UGC creators | |
|---|---|---|
| Who makes it | Real customers | Creators paid to make customer-style content |
| Cost | Low (incentives, rights) | Per video, plus usage rights |
| Trust | Highest | Good if honest, must follow ad disclosure rules |
| Best use | Product pages, social proof, community | Paid social ads at scale |
How to get more UGC
- Ask at the right moment: an email a few days after delivery asking for a photo review.
- Create a branded hashtag or challenge with a clear prompt.
- Make products photogenic: packaging and unboxing moments people want to share.
- Feature contributors: reposting with credit encourages others.
- Reward participation with loyalty points or features, not payment for positive reviews (which can breach consumer law and platform rules).
Where to use it
- Product pages: photo and video reviews near the buy button
- Paid social ads: customer videos often look native in feeds
- Email: real customer photos in launch and abandoned-cart emails
- Social profiles and stories
Examples
Apple’s “Shot on iPhone” campaign used customer photos on billboards worldwide. GoPro built much of its channel around videos filmed by users. Starbucks’ White Cup Contest invited customers to design cups, generating thousands of entries.
Legal checklist
- Get written permission (a reply or a rights tool) before reusing content.
- Credit the creator.
- Disclose paid relationships clearly, in line with FTC and ASA rules.
- Never edit reviews to change their meaning or hide negative ones selectively; the FTC’s 2024 rule on fake reviews prohibits deceptive review practices.
Bottom line: Treat user-generated content as an ongoing programme, not a one-off campaign: ask, make sharing easy and feature the best user-generated content where buyers make decisions. Always ask permission and credit the creator before you reuse user-generated content in ads.
Frequently asked questions about user-generated content
Is UGC better than influencer content?
They do different jobs: influencers bring reach, UGC brings proof. Many brands use both.
Can I use a customer’s Instagram post on my site?
Only with permission. Tagging your brand does not grant reuse rights.
Sources
Related: building a brand community
