4th March 2024 - By: Barbara

UGC – What is it and What Does it Mean?

What is UGC, User Generated Content

If you’re keeping an eye on the latest buzz in the digital sphere, you’ve probably noticed a shift. More and more, brands are leaning into this fresh, trending concept where anyone who is not an influencer can just hit the record button, share their thoughts or showcase a product in action.  

And guess what? Audiences are all ears. They find this content far more relatable and trustworthy than the polished pitches from influencers. That’s right, we’re talking about User Generated Content (UGC). It’s real, it’s raw and it’s reshaping the way we think about trust and authenticity. 

We’re investigating the world of UGC. We’ll explore what it is, how it has evolved and why it’s becoming a crucial element of successful marketing strategies. Whether you’re a marketer looking to refresh your approach or curious about integrating UGC into your next campaign, this blog aims to equip you with the insights and knowledge needed to use this powerful trend. 


User Generated Content (UGC) is all about authenticity and connection, offering a window into the genuine experiences of people just like us. It’s content that customers create from their own initiative, ranging from social media posts to reviews and videos, and shares their true feelings about products or services.  

This grassroots content creation marks a shift from traditional, top-down marketing narratives to a more collaborative, community-driven approach. UGC stands as proof of the power of real voices in shaping brand stories. It’s a valuable asset for marketers aiming to foster deeper relationships with their audience. 


The journey of User Generated Content from a niche concept to a viral phenomenon mirrors the evolution of the internet and social media. Initially, UGC was a way for individuals to share their creativity and opinions online, often without a direct marketing aim.  

As social media platforms grew, so did the influence of UGC. Its ability to quickly spread through networks, gaining views and engagement, turned it into a powerful marketing tool. This transition was fueled by the public’s desire for authenticity and real-world testimonials, making UGC a key player in today’s digital marketing strategies. 


One of the key points that makes UGC so relevant is how easy it is to create trust between your customers and potential ones. The statistics speak volumes about its effectiveness. A study shows that 79% of consumers find UGC influential in their purchasing decisions, far surpassing the impact of branded content at 13%.  

This preference for UGC is further underscored by its ability to generate 73% more positive comments on social media than traditional ads. Moreover, a resounding 90% of consumers cite authenticity as a key factor in deciding which brands to support, highlighting the indispensable role of UGC in fostering trust and authenticity in brand-consumer relationships. 

As a result, UGC represents a powerful asset in our toolkit, enabling us to build stronger, trust-based relationships with our audience and steer our marketing efforts towards greater authenticity and success. 


Now that you’ve heard how good it is and the numbers in favour of UGC, let’s get to the real stuff, how to actually implement UGC into your strategy in the best way out possible.  

The trick is to create an environment where UGC is not only encouraged but also seamlessly integrated into your broader marketing strategy. This involves clear calls-to-action that invite your audience to share their experiences, leveraging hashtags to increase visibility and actively engaging with the content your users create.  

Featuring UGC prominently in your campaigns, whether on social media, your website, or even in email marketing, can also amplify its impact. It’s about creating a symbiotic relationship where your brand and your audience contribute to a shared narrative, enhancing authenticity and connection. 

To exemplify the potential of UGC in marketing campaigns, consider the case of CeraVe, which experienced a surge in popularity and sales following endorsements from skincare influencer Hyram. 

Before any formal partnership, Hyram’s authentic shares about his positive experiences with CeraVe products led to increased brand searches and product sell-outs, demonstrating UGC’s power to boost brand visibility and credibility organically. This scenario illustrates the significant impact that genuine user endorsements can have on a brand’s market presence and sales figures, emphasising the importance of integrating UGC into marketing strategies. 


The value that UGC possesses nowadays is undeniable. As demonstrated by case studies like CeraVe, leveraging UGC can significantly amplify brand visibility and drive sales.  

For marketers looking to navigate the future of digital marketing successfully, UGC is important for cultivating genuine brand-customer relationships. 

Now, turning the spotlight to you: What are your thoughts on this strategy? Has this exploration of UGC inspired you to integrate it into your own marketing endeavours?  

If you would like to know more about UGC and how it can help with your marketing, contact a member of the Nifty team today.