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What is UGC and why is it important for your business?

Updated: Jun 5, 2023

UGC is an abbreviation of "User Generated Content". If you're not familiar with the term, then you've come to the right place! In this article, we discuss what UGC is and provide a few real life examples to help you understand, and we also discuss ways you can utilise UGC within your business. Let's jump right in!

What is UGC?

User Generated Content (UGC) is considered any type of content that has been generated by a customer or a user or your products or services. UGC comes in many forms - from testimonials, product reviews, images or videos that your customers may have created when using your products or services.

UGC can be spotted everywhere! Simply browse a website like Amazon and take a look at the reviews that customers have created in relation to a product, or browse TikTok or Instagram to find real reviews created by customers for a product or service - this type of content is UGC.

UGC Examples

Let's take a look at some real-life examples of UGC content to help you get a better idea of what it is.

TikTok Product Example:

If you're ever browsing TikTok and find channels who are reviewing or talking about a product, this can be considered UGC. An example of some TikTok UGC content created by us with one of our creators has been shared below:

TV Advert Example - Google Pixel:

Google recently launched their series of adverts for the Google Pixel smart phone. Rather than explaining the features of the Pixel, they instead got a range of customers to give their first account / experience of using the Pixel phone - this is a great example of UGC content (example video below).

Amazon UGC Example:

Another example of natural UGC has been shown as an example below. The images and reviews on this Amazon product page for Apple iPods are another example of UGC, generated by customers and users of the product.

Why is UGC Important?

According to, brands that use UGC can expect to increase their conversion rate by 8.5%. Another powerful study finds that 92% of customers trust peer recommendations more than brand advertising (Nielsen), suggesting that UGC should be highly prioritised for your marketing strategy.

UGC tends to be more relatable for customers and as a result, it is viewed as being more authentic. With this in mind, it's extremely important to consider UGC are part of your brand strategy.

How Can UGC Be Used Within Your Business?

UGC can be incorporated into your marketing strategy by including it in the following places. By bringing UGC into these channels below, you can expect to improve conversions and trust for your products and services:

  • Email Newsletters Sending out regular newsletters to your customers? Why not add in real life testimonials or reviews into your newsletters, or provide a round up of UGC imagery of your customers wearing or using your products?

  • Social Sharing It's likely that most of your UGC content will come from social media, as social media is a place where customers will likely tag or feature your products. Make sure you spot UGC and share this on your own brand social channels.

  • Product Pages Whether you sell on Amazon or Shopify, users love to see reviews of products. Encouraging users to leave reviews is a great way to build trust. Additionally, you can use UGC within your product pages to provide imagery and videos that are more relatable to potential customers, as well as using studio or professional photography.

How Do I Get UGC for my Brand?

UGC is not easy to obtain for small businesses, as generally, it takes a lot of sales volume for you to start generating regular, natural UGC from your customers. As a new brand who has just launched, UGC can be difficult to get, however, at, we're here to help you! Here are some tips below:

Setup a review strategy Whenever a customer purchases a product, following up with a review (via email) is advised. This can help you generate natural and honest UGC. Encourage social sharing and tags

If you're a brand that sells physical products, include a QR code which encourages a review on your product page. Or, provide inserts in your packaging that encourage your customers to share their experience. Sometimes, offering an incentive can help to encourage more UGC (e.g "tag us in your photos for a chance to win!").

Use a UGC Agency, like us!

If sales volume isn't quite there, you can pay for UGC content by working with an agency like us. We have a huge database of digital creators across a range of industries including fashion, cosmetics, home decor and more. Our digital creators are ready to receive your products and provide you with UGC style content which shows off the benefits of your products. Get in touch with us today to find out how we can work together.

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