July 13, 2023
UGC Generation

Understanding UGC In Marketing

Explore how user-generated content may enhance your company's marketing.

William Yates
Spearheaded programmatic advertising initiatives for eBay, Co-founder of ttagz and The Affiliate Monkey
Table of contents

Marketers are increasingly using user-generated content (UGC) in this digital age. User-generated content (UGC) is brand-customer information. Reviews, testimonials, social media posts, and more are UGC. It helps brands connect with their target audience and build trust.

Marketers may leverage UGC technology and organisations that curate and exploit UGC to maximise its potential. These technologies simplify UGC collection, management, and display across brand marketing channels.

If you're a brand or startup attempting to optimise user-generated content's value, working with a professional agency may give you valuable insights and tactics. Whether you want to use user-generated content or not.

This section on understanding user-generated content in marketing will discuss its benefits for businesses, how to create compelling campaigns that appeal to your target audience, and some successful UK examples.

Let's explore how user-generated content may change your company's story and build a robust, engaged network of brand champions.

What is User Generated Content?

User-generated marketing content refers to content created by your customers (those that do not work or have affiliation with your brand or company). This content can be anything; it could be a social media post on any popular social media platform, a review, a video, a podcast, etc. So, if any content involves your brand and is not created by your employees or affiliates, then it's user-generated.

UGC's capacity to magnify word-of-mouth advertising is a significant perk. The impact of a consumer's good review or endorsement of a brand through their content spreads like a wave. The exposure and trustworthiness of a business can benefit significantly from this type of unpaid advertising.

To develop user-generated content, you need to know who you're talking to and give them a way to interact with your business. Brands may build community and consumer loyalty by encouraging customers to share their experiences through contests, hashtags, and interactive marketing.

Businesses in the UK of all stripes are warming up to user-generated content (UGC). The influence of user-generated content (UGC) cannot be denied, as seen by the widespread use of review sites by businesses ranging from eateries to fashion labels.

Where Does User Generated Contents Come From?

From The Customers

So where does UGC content come from? Where do most of your customers originate? The solution is plain to see. The widespread adoption of social media platforms like Instagram, Facebook, and Twitter has empowered individuals to create brand narratives actively. They must be more coy about sharing their original works with the world. 

Platforms like Shopify are embracing UGC since it has been shown to increase revenue and consumer engagement. With these resources, companies may harvest UGC for their digital properties, such as blogs and online stores. That's why corporations can show how their products work in the hands of real people by using user-generated content.

A wide variety of Instagram and other popular social media apps and platforms like Shopify are available to creators to collect user-generated content (UGC). These programs make making content that fits in with a company's established visual style easier.

UGC creators

User-generated content creators are everyday people who have extensive experience in particular industries. They may have a deep understanding of or passion for a specific subject. In addition to helping entire online communities, their efforts also benefit individuals looking for particular information or entertainment.

Finally, UGC arises from the creative minds and enthusiastic participation of users across many platforms, including Reddit and other forerunners in the UGC space. These dedicated individuals open their minds and offer their knowledge to enrich the internet for everyone.

Brand loyalists

Advocates, supporters, or loyalists. Whatever you call your most devoted clientele, they will likely be the most enthusiastic about your products and services. Due to their sincere devotion to the company, loyalists are an ideal target demographic to solicit for custom user-generated content.

Types Of User-generated Content

Today's digital scene would be the same with user-generated content. Content created by users is ubiquitous, from social media to review sites. People's perspectives and purchasing habits are profoundly impacted by it. Have you ever wondered where exactly all of this came from?

The answer lies in the efforts of everyday people who share their expertise, insights, and works of art with others for the benefit of humanity via the Internet. Put, "user-generated content" is any and all content created and distributed online by regular people like you and me. People's written and visual contributions to various online media.


Images uploaded by users are more likely to be shared and liked. Pictures shot by actual customers are the most reliable evidence of how a product or service is used. Viewing such photos gives potential clients more faith in the organisation.


Public videos created by regular people also do well. Video reviews, unboxings, and tutorials are all exciting ways for people to share their thoughts on products and services they've used or seen. Marketing campaigns for brands might benefit from including and promoting these films on their websites and social media channels.

Social Media Posts

User-generated content can also be found in social media posts like Twitter mentions and Instagram stories. Sharing and retweeting genuine posts from happy customers is a great way to increase your brand's exposure.

Online Reviews

Positive reviews and testimonials can significantly boost consumer confidence in a product or service. People are more likely to test a product or service after hearing great feedback from others. Brands can gain credibility and new customers through positive reviews posted on their websites or other promotional materials.

Live Broadcast

In recent years, live broadcasts have become famous for companies to communicate with their customers directly. Live broadcasts, such as Q&As and product demonstrations, increase user interaction with the company and produce material for future marketing initiatives.

Blog posts

Blog entries based on the author's experience with the product or topic are more insightful and exciting to readers. These blogs feature contributions from real people who share their unique insights and aid with SEO by providing new material.

YouTube Videos

Finally, user-generated material on YouTube can significantly affect a company's exposure and audience. YouTube personalities with a large following can help promote a brand by reviewing its items and offering helpful advice on using them.

How to incorporate different types of UGC into your marketing

User-generated content (UGC) is an effective marketing strategy because it gives customers a voice and encourages brand loyalty.

ttagz is a community where users may collaborate on brand-safe UGC. ttagz employs cutting-edge AI technology to validate information, ensuring that only relevant and high-quality material is promoted. This might lead to happier customers who are more engaged with your brand.

Using ttagz, you may inspire your clientele to become passionate advocates for your business. Approved user-generated material can help get the word out about how fantastic your company's products and services are. More individuals will interact with your brand due to its increased credibility.


In conclusion, user-generated content has become an essential tool for marketers in the digital age. It includes various forms of content created by customers, such as reviews, testimonials, and social media posts. UGC helps brands connect with their audience, build trust, and amplify word-of-mouth advertising. Leveraging UGC technology and working with professional agencies can maximise its potential. Businesses in the UK are increasingly embracing UGC, recognising its impact on consumer behavior. UGC primarily comes from customers themselves, shared on social media platforms and other online channels. Different types of UGC, such as images, videos, and social media posts, offer unique benefits in showcasing products and building consumer confidence. Incorporating UGC into marketing strategies can inspire brand loyalty and attract a wider audience. Overall, UGC has the power to transform a company's story and create a network of brand champions.

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