User generated content marketing: Why it works and how to do it right

User generated content (UGC) marketing puts your customers front and center. Instead of relying only on brand-made assets, you encourage people to create and share their own photos, videos, reviews, and posts. When done right, it feels authentic, builds trust, and sparks engagement that polished ads can’t always match.

Think about GoPro, which built its brand on customer videos, or Starbucks’ famous #WhiteCupContest that filled Instagram feeds with customer designs. These are reminders that sometimes, your community can be your most powerful creative team.

This guide defines UGC marketing, explains why it works, shows the most common formats, and lays out how to build a strategy that’s both insight-led and measurable. Let’s go.

What is user generated content marketing?

At its simplest, UGC marketing is when brands use content created by their customers to promote products or services. It could be:

• A TikTok unboxing video.

• A five-star review on Amazon.

• An Instagram story showing a product “in the wild.”

Brands encourage creation, curate the most relevant submissions, and share them where they’ll have the biggest impact.

Why brands should invest in user generated content marketing

UGC works because people trust people. According to multiple consumer studies, people find content from other customers more believable than messages that come directly from brands.

Done well, UGC also:

• Takes some of the pressure off your content team.

• Fuels a sense of community around your brand.

• Provides ideas you can scale into bigger campaigns.

Over time, it becomes a steady stream of social proof: the kind that nudges shoppers from “just browsing” to “add to cart.” 

Common types of user generated content

Here are the formats you’ll see most often:

• Reviews and testimonials: Ratings, quotes, and stories that show how real people use your product.
  
  
• Photos and videos: Tutorials, day-in-the-life clips, or before-and-after transformations.
  
  
• Social posts: TikTok videos, Instagram reels or carousels, Snapchat stories, Reddit threads.
  
  
• Community discussions: Tips, Q&As, and peer support in brand-owned spaces or third-party forums.
  
  

How to build an effective user generated content marketing strategy

Think of UGC as a co-creation project with your customers. You’re giving them the stage and a reason to step into the spotlight.

Step 1: Find the right audiences

Not everyone posts at the same rate. Use consumer insights to map out who over-indexes for sharing, reviewing, or posting. Focus on segments that value authenticity and recommendations from peers.

Step 2: Tap into motivations

Some share to gain recognition, some to help the community, others simply because they love your brand. Knowing what drives your audience helps you design prompts and rewards that feel natural.

Step 3: Match formats to platforms

TikTok and Instagram are perfect for short videos. YouTube suits tutorials. Forums like Reddit work best for tips and debates. Align your asks with platform norms, for example, “film your first 10 seconds after unboxing” might not land on Reddit, but would work much better on Instagram. 

Step 4: Amplify advocacy

Make participation easy with hashtags, clear submission rules, and quick ways to share. Spotlight your creators on brand channels, give shout-outs, or offer loyalty perks to keep your audience engaged. Rewards don’t need to be flashy, but recognition is important.

Step 5: Measure what matters

Treat UGC like any other campaign. Track submissions, engagement, and brand outcomes like awareness, consideration, and favorability. 

UGC marketing vs influencer marketing

Both feature real people, but they serve different purposes.

• UGC: Everyday consumers, minimal brand direction, authentic social proof.
  
  
• Influencers: Paid creators with audiences, professional polish, built-in reach.

Many brands use both. UGC for scale and credibility, influencers for precision and storytelling.

UGC rights, moderation, and brand safety

Inviting customers to create comes with responsibilities. Protect your brand and community by:

• Getting permission before republishing and always crediting creators.

• Setting clear guidelines on what’s acceptable.

• Moderating for harmful or misleading content.
  
  
• Featuring a diverse mix of voices without tokenism.

How GWI enhances user generated content marketing strategies

Consumer insights turn UGC from a hopeful experiment into a powerful growth engine. With GWI, brands can:

• Find natural creators: Identify who’s most likely to post reviews, share photos, or join discussions.
  
  
• Understand motivations: Tap into why different groups share and reflect that in prompts and rewards.
  
  
• Choose the right channels: Use platform and content preference data to guide format choices.
  
  
• Prove campaign impact with GWI AdFX: Go beyond likes to measure real brand lift, such as awareness, recall, and purchase intent.

Best practices for effective user generated content marketing

Prioritize authenticity

Feature real experiences, real language, and real outcomes. Over-produced assets can dilute the social proof that makes UGC powerful.

Align strategies with audience motivations

Build prompts and rewards around what your audience values, not just what is easiest for your brand to ship.

Leverage data to guide channel and format choices

Use consumer insights to pick channels and formats with the highest relevance for each audience, then tailor prompts to fit how people already create there.

Final takeaway: unlocking success with insight-driven user generated content marketing

UGC works because it’s rooted in trust. Brands that win with it don’t leave things to chance, they design systems that encourage sharing, amplify the right voices, and measure what matters.

Start with a clear view of your audience, understand what drives them to share, meet them on the platforms they love, and close the loop with solid measurement. 

Frequently asked questions about user generated content marketing

What is user generated content marketing?

It involves using authentic content created by consumers, such as reviews, social posts, and videos, to promote a brand.

Why is user generated content marketing effective?

UGC builds trust and authenticity, engaging people with relatable stories that feel credible and useful.

How can consumer insights enhance UGC marketing?

Insights help you to pinpoint the right audiences, uncover what drives them to create and share, and select the most effective channels and formats.