Discover how brands are leveraging authentic consumer voices to boost engagement and drive conversions.
People trust people. User-generated content drives engagement, builds trust, and influences buying decisions. Social posts, reviews, and customer videos outperform traditional ads because they come from real people, not brands.
Brands that use UGC grow faster. It increases reach, strengthens communities, and turns customers into advocates. The best part? It is cost-effective and constantly refreshed.
Here’s what is working in 2025 and how to use it.
What is user-generated content (UGC)?
User-generated content (UGC) is any form of content, like photos, videos, reviews, or social media posts; created and shared by real users of a brand or product. It’s not polished or produced by the brand itself. Instead, it’s authentic, unfiltered, and comes straight from the people who use and love your brand.
In a world where consumers are bombarded with ads, UGC stands out because it’s real. It’s a friend recommending a product, a customer sharing their experience, or a fan showing off their creativity. And in 2025, it’s more important than ever for brands to tap into this powerful resource.
Why should brands use UGC in their marketing strategy?
Authenticity drives trust
People trust real experiences more than ads. User-generated content shows your brand’s genuine impact, building stronger connections with customers.
Social proof
UGC acts as social proof, demonstrating that other people are using and enjoying the brand’s products or services. This can be a powerful motivator for potential customers.
Increased engagement
UGC encourages interaction. When users create and share content, they’re not just promoting your brand, they’re building a community around it.
Cost-effectiveness
Compared to professionally produced content, UGC is often more cost-effective to acquire. Brands can leverage existing user-created content or encourage its creation through contests and campaigns. Additionally, integrating sponsorship opportunities into your UGC collection can unlock extra revenue streams for your organization while still delivering authentic, user-driven content.
Improved reach
UGC can extend a brand’s reach organically. When users share content, it’s seen by their network, potentially introducing the brand to a wider audience.
Better SEO
Fresh, relevant UGC can boost your search engine rankings. Search engines love user-generated content because it’s constantly updated and highly engaging.
Influencing purchase decisions
Studies show that UGC significantly influences purchasing decisions. Consumers are more likely to buy a product if they see positive reviews and testimonials from other users.
Types of UGC Content
While all UGC involves users creating content, the motivations behind that creation can vary significantly. This leads us to the distinction between two types of content – organic and paid/incentivized UGC.
Organic UGC content
Organic UGC is created by users freely, without direct compensation or specific, individualized requests from the brand. It arises from genuine customer enthusiasm and experiences, and may include content created in response to general calls for content from the brand to its broader audience.
Here are some common types:
- Social media posts: Photos, videos, and text updates shared on platforms like Instagram, TikTok, Facebook, and Twitter. This could include customers showcasing your product, sharing their positive experiences, or simply mentioning your brand in their posts.
- Reviews and testimonials: Unsolicited ratings and reviews on websites, e-commerce platforms, and dedicated review sites. These are incredibly valuable as they reflect genuine customer opinions.
- Blog posts and articles: In-depth content created by users sharing their experiences, tutorials, or insights related to your brand or product.
- User forums and communities: Discussions and comments within online forums or communities related to your industry or brand. These conversations can provide valuable insights and feedback.
- Word-of-mouth: While not strictly “content,” positive word-of-mouth referrals are a powerful form of organic UGC.
- Live streams: Users showcasing your brand or products in real-time, often interacting with their own audience.
- UGC videos: Unboxing videos, product demos, tutorials, and testimonials on platforms like YouTube and TikTok. Video content can be incredibly engaging and informative.
- Case studies: Detailed accounts of how customers have benefited from using your brand, often used in B2B marketing.
- User-generated ads: Sometimes, brands will even incorporate compelling UGC into their paid advertising campaigns.
Paid/incentivized UGC content
Paid or incentivized UGC involves some form of compensation or reward given to UGC creators in exchange for the content creation. While still valuable, it’s important to maintain transparency about the incentive.
Examples include:
- Sponsored posts: Content created by users who have been paid or gifted products to showcase your brand on their social media channels. Transparency is key here; these posts should be clearly marked as sponsored or ads.
- Contest entries: User-generated content submitted as part of a contest or giveaway hosted by your brand. The prize acts as the incentive.
- Affiliate marketing content: Content created by users who earn a commission for every sale generated through their unique referral link.
- Product reviews in exchange for free products: While not strictly “paid,” offering free products in exchange for an honest review falls under incentivized UGC. Again, transparency is crucial.
- Influencer marketing: While typically categorized separately, influencer marketing can sometimes blur the lines with paid UGC, especially when the focus is on authentic product experiences rather than highly produced promotional content. The key difference here is the influencer‘s established audience and following.
12 User-Generated Content Examples
1. Coca-Cola: “Share a Coke“
Example: The Coca-Cola “Share a Coke” campaign personalized its iconic bottles and cans with popular names, encouraging consumers to find their own, share photos on social media with the #ShareaCoke hashtag, and tag friends. This simple act transformed the product into a social experience, generating massive amounts of user-generated content and extending the brand’s reach.
Why it worked:
- It tapped into the universal desire for personalization and self-expression, making consumers feel a personal connection to the brand.
- It turned a simple product into a conversation starter and a way to connect with others, fostering a sense of community.
- The campaign generated a massive amount of authentic, user-created content, providing invaluable social proof and organic marketing for Coca-Cola.
2. Glossier’s Social Media Campaigns
Glossier prioritizes user-generated content, encouraging customers to share selfies and stories featuring their products. Instead of relying heavily on professional models and product shots, Glossier showcases real people using their products, creating a sense of authenticity and relatability. Campaigns like #maskforce, where users shared selfies with the Mega Greens Galaxy Mask, exemplified this strategy, with Glossier then reposting this content on their own social media channels.
Why it works:
- It empowers customers to become brand advocates and influencers, giving them a platform to share their experiences and potentially be featured by the brand.
- The focus on real people and real results builds trust and authenticity, making Glossier products more relatable and appealing to its target audience.
- It fosters a strong sense of community, where customers feel seen and valued, strengthening their connection to the brand.
3. GoPro: #GoPro
GoPro‘s UGC strategy is built into the very nature of its product: Action cameras. Users naturally create exciting and engaging video and photo content, which GoPro then curates and amplifies. Through hashtags like #GoPro, social media features, partnerships, competitions, and events like the GoPro Awards, the brand actively encourages and showcases user-generated content, turning customers into brand advocates and inspiring others to “GoPro.”
Why it works:
- It leverages the inherent appeal of action-packed and visually stunning user-created content, showcasing the capabilities of GoPro cameras in real-world scenarios.
- It fosters a sense of community among GoPro users, creating a platform for sharing experiences and inspiring others to participate in the “GoPro lifestyle.”
By showcasing user content, GoPro builds trust and authenticity, demonstrating the value and excitement associated with its products.
4. Doritos: #CrashtheSuperBowl
Doritos’ #CrashtheSuperBowl contest challenged fans to create their own Super Bowl commercials for a chance to have their ad aired during the game and win $1 million. This ambitious campaign put the creative power directly in the hands of consumers, generating significant buzz and brand awareness.
Why it worked:
- It tapped into the excitement surrounding the Super Bowl, one of the biggest advertising events of the year, leveraging its massive audience.
- The significant prize money and the opportunity to have their ad aired during the Super Bowl provided a powerful incentive for participation.
- It generated a wealth of user-generated content, showcasing the creativity of Doritos fans and providing the brand with fresh and engaging marketing material.
5. Parachute: #MyParachuteHome
Parachute’s #MyParachuteHome campaign encourages customers to share photos of their homes decorated with Parachute products. Moving away from staged product shots, the brand uses these authentic snapshots of real homes in their social media strategy and traditional ad campaigns, including insert cards in customer orders and paid digital ads.
Why it worked:
- It provides authentic social proof, showcasing Parachute products in real-life settings and demonstrating how customers actually use them.
- The campaign fosters a sense of community and allows Parachute to connect with its customers on a more personal level.
6. LEGO Ideas
LEGO Ideas is a platform where LEGO fans can submit their original LEGO build ideas. To be considered for production, these creations must garner 10,000 supporters on the LEGO Ideas website. If a project reaches this milestone, it’s reviewed by LEGO, and if approved, it becomes an official LEGO product sold globally.
Why it worked:
- It directly involves LEGO fans in the product development process, fostering a sense of ownership and community.
- The 10,000 supporter requirement encourages creators to actively promote their ideas, organically expanding LEGO’s reach and brand awareness.
- It provides LEGO with valuable insights into consumer preferences, helping identify popular themes and product ideas. It effectively transforms user-generated content into a source of product innovation.
7. Aerie: #AerieREAL
Aerie’s #AerieREAL campaign, launched in 2014, made a powerful statement by announcing they would no longer retouch models in their ads. This commitment to authenticity became the foundation of their UGC campaign, encouraging customers to share unretouched photos of themselves wearing Aerie products using the #AerieREAL hashtag. The brand actively engaged with these posts, further emphasizing body positivity and celebrating the diversity of its customer base.
Why it worked:
- It resonated deeply with consumers seeking authenticity and body positivity in advertising, tapping into a growing desire for representation and self-acceptance.
- The campaign’s core message of realness and inclusivity fostered a strong emotional connection with Aerie’s target audience, building brand loyalty and advocacy.
- By showcasing unretouched photos of real customers, Aerie provided powerful social proof and demonstrated its genuine commitment to its values, differentiating itself from competitors.
8. Duolingo: #DuolingoChallenge
Duolingo’s #DuolingoChallenge campaign partnered with social media influencers to create humorous videos showcasing the app’s features. These lighthearted skits, using the #DuolingoChallenge hashtag, aimed to entertain and educate while subtly promoting the language learning platform.
Why it worked:
- It leveraged the reach and influence of social media stars to connect with a younger demographic, expanding Duolingo’s audience.
- The comedic approach made language learning seem less intimidating and more fun, increasing engagement with the app.
- The challenge format encouraged participation and sharing, further amplifying the campaign’s reach and driving app downloads.
9. Sephora: Beauty Insider Community
Sephora’s Beauty Insider Community is a dedicated online platform where beauty enthusiasts can connect, share product reviews, upload photos, and discuss their favorite products. This user-generated content hub goes beyond simple product ratings, fostering a space for tutorials, Q&A sessions, and personal stories, offering potential buyers authentic feedback and inspiration from a diverse community of users.
Why it works:
- It provides a rich source of authentic and diverse perspectives on Sephora’s products, helping customers make informed purchasing decisions.
- The community aspect fosters engagement and builds brand loyalty, creating a sense of belonging among Sephora’s customers.
- It offers valuable insights into customer preferences and trends, allowing Sephora to better understand its audience and tailor its offerings.
10. Super Bowl Fan Content
Super Bowl organizers encouraged fans to create and share content during the game using stadium-wide QR codes, interactive displays, and fan videos shown on big screens. Making user-generated content (UGC) a key part of the event turned viewers into active participants.
Why it works:
- Inviting fans to participate builds a sense of community and makes the experience more memorable and shareable.
- Using technology to feature fan content provides real-time insights into audience behavior and preferences, valuable information for improving future events and marketing strategies.
11. Starbucks: “White Cup Contest”
Starbucks’ “White Cup Contest” invited customers to decorate their plain white Starbucks cups and share photos of their creations on social media platforms using the #WhiteCupContest hashtag. The prize was a $300 gift card and the chance to have their design printed on a reusable cup. This simple prompt resulted in a flood of creative and visually appealing user-generated content, expanding Starbucks’ organic reach and even generating user-designed product ideas.
Why it worked:
- It capitalized on the existing trend of customers already decorating their cups, showing that Starbucks was aware of and valued its customers’ creativity.
- The contest offered a tangible reward (gift card and cup design) and the potential for recognition, incentivizing participation.
- It generated a large volume of visually engaging content that Starbucks could then share and amplify, increasing brand visibility and customer engagement.
12. Apple #ShotoniPhone
Apple‘s #ShotoniPhone marketing campaign showcases the capabilities of the iPhone camera by featuring real-life photos and videos taken by iPhone users. Launched in 2014, the campaign aimed to dispel the perception of subpar iPhone camera quality and demonstrate the power and versatility of the device for photography and videography.
Why it worked:
- It provided compelling visual evidence of the iPhone’s camera capabilities, directly addressing concerns about image quality and demonstrating its potential in the hands of everyday users.
- It leveraged the authenticity of user-generated content, building trust by showcasing real-world, customer photos and videos rather than staged or professionally shot material.
- It created a sense of community among iPhone users, encouraging them to share their own creative work and celebrate the artistic potential of the device.
FAQs
What’s the difference between UGC marketing and influencer marketing?
While both involve content about your brand, they differ significantly in who creates it and the goals behind it.
- UGC (User-Generated Content): This is content created by everyday users and customers. Think of it as organic, authentic content shared by people who genuinely use and like your product or service. The goal is to build trust and social proof by showcasing real customer experiences. It’s like a friend recommending something they love.
- Influencer marketing: This involves partnering with individuals who have a significant and engaged following on social media (influencers). These influencers create content, often more polished and produced, to promote your brand to their audience. The goal is usually to reach a specific target audience, increase brand awareness, drive traffic, or boost sales. It’s more like a celebrity or expert endorsement.
In short: UGC is authentic content from regular customers, while influencer marketing is paid or incentivized content from individuals with an established audience.
How do you create high-quality user-generated content?
You don’t create UGC directly; you encourage it. Effective strategies include running contests and giveaways, creating a branded hashtag, featuring existing UGC on your channels, engaging with your audience, building a community, asking for reviews, seeding products, making it easy for users to create content (e.g., providing guidelines), and running targeted ads to promote your UGC campaign. Essentially, the best UGC strategy is to create an environment where customers want to share their experiences with your brand.
Simplify User-Generated Content Campaigns with PhotoShelter
User-generated content builds trust, engagement, and sales.
The challenge is managing it at scale. PhotoShelter makes it easy.
PhotoShelter’s UGC management tools make it easy to streamline your campaigns, so you can focus on what really matters: building authentic connections with your audience. Here’s how PhotoShelter can help:
- Request content on demand. Need fresh UGC for an upcoming campaign? PhotoShelter lets you easily request content from your community, ensuring you always have the visuals you need.
- Never worry about copyright issues. PhotoShelter helps you organize and store UGC in a centralized, rights-cleared archive, making it simple to find and use content whenever you need it.
- Amplify your reach. With PhotoShelter, you can quickly share UGC across your social media channels, website, and marketing campaigns, maximizing its impact and reach.
- Automate UGC management. Spend less time organizing and more time creating campaigns that drive results.
UGC stands out as a beacon of authenticity and brands across industries are turning to PhotoShelter to streamline their strategies.
Authentic content, less effort, bigger impact.