Everything you should know about user-generated content (UGC)

Brands no longer have absolute control over the conversation. Today, the people who truly grow a brand are its customers—the ones who share, comment, and recommend. And in marketing, that’s worth more than any media spend.

User Generated Content (UGC) has become one of the most powerful engines for building trust, increasing sales, and fostering community. But… are you really tapping into its full potential?

In this article, we’ll explain what UGC is, why it’s essential to your strategy, how to integrate it across every stage of the customer journey, and how to combine it with Micro-Influencer Marketing to multiply results.

TABLE OF CONTENTS

• What is User Generated Content

• Benefits of UGC

• How to use User-Generated Content to increase online sales

• UGC strategies across the customer journey

• Tips to succeed with your UGC strategy

• How to manage privacy issues with UGC

• Current trends and new UGC formats

• Combining UGC with Adsmurai’s Micro-Influencer Marketing service

What is User Generated Content

User Generated Content (UGC) is any content created by users themselves (not by the brand) that reflects their real experience with a product or service. It can take the form of reviews, photos, videos, comments, or social media posts, and its main value lies in authenticity: it shows how consumers perceive and enjoy a brand without filters or scripts.

This type of content acts as powerful social proof. In an environment where traditional advertising inspires less and less trust, genuine recommendations from other users are far more persuasive. That’s why UGC not only boosts credibility and engagement, but also functions as a sales accelerator: seeing real people using a product creates an emotional connection that moves the user closer to purchase.

UGC also represents a tangible saving for brands. It provides authentic visual material without resorting to costly photoshoots and offers a continuous source of insight into customer preferences, expectations, and areas for improvement.

Ultimately, user-generated content is a strategic tool to build trust, optimise resources, and better understand the consumer. It’s the bridge between what a brand says about itself… and what its community truly believes about it.

4 benefits of User-Generated Content

• Users create unique content for your brand

As social media users, we continually generate content about the brands we love on our own profiles. When a product satisfies us, we share it with our community (friends, family, team…) and become ambassadors. This allows brands to obtain a large volume of unique, exclusive content about their products, as well as audience data related to those products—helping identify potential customers.

• Credibility and authenticity

User-generated content establishes greater trust between customer and brand. It’s real, honest content that prospects can rely on, because it doesn’t come from the brand itself—it’s based on other users’ experiences with the products.

• Feedback

The way UGC is integrated into marketing strategies offers a new way to attract users to your brand. When a user shares content about the brand on social networks and you, as a brand, encourage that content by including it in your strategy or by interacting with the user, you indirectly motivate the rest of your community to do the same. This creates a feedback loop that increases your brand’s visibility.

• More traffic and more conversions

Traffic is a key KPI for marketers, but it needs to convert to be effective. As noted earlier, UGC’s authenticity makes it a powerful form of social proof for potential consumers. In other words, user-generated content streamlines the purchase process, thereby increasing your brand’s conversions.

How to use User-Generated Content to increase online sales

Improving the user experience is key to increasing the likelihood of a sale. Along the way, user-generated content has become one of the most powerful resources: it turns real experiences into trust—and trust into conversion.

Images and videos of real people using a product—without gimmicks or catalogue retouching—convert better than any polished production with perfect models. Because authenticity sells.

In fact, 64% of consumers check reviews before buying, which shows the importance of UGC as a source of credibility. When content comes from users who have actually purchased, tested, and recommended a product, it conveys a sense of quality and reliability that traditional advertising can’t replicate.

In other words, UGC acts as a visual and emotional review of the product: it provides context, confidence, and connection. It’s the most natural way to generate knowledge and reinforce brand credibility—two pillars marketers and sales teams need to compete today.

UGC across the customer journey

User-generated content doesn’t just inspire; it also guides the consumer throughout every stage of the funnel. These are the best ways to activate it at each phase:

🔍 Discovery: capture attention and build awareness

At this point, users barely know the brand. The goal is to spark curiosity and showcase authenticity.

• User social posts: encourage customers to share photos or videos with brand hashtags. Showcasing real experiences multiplies organic reach.
• Micro-influencer collaborations: connect with aligned creators who bring credibility from small but highly engaged communities. Their content inspires trust from minute one.
  
  

💭 Consideration: reinforce trust

Here, users compare options. They need tangible proof that your product delivers.

• Reviews and testimonials on your site: displaying real opinions on product pages—or integrating Google Reviews—backs up the purchase decision.
• Unboxing videos and tutorials: users want to see how the product works, how it feels, and the results it offers. Nothing is more persuasive than another customer telling the story first-hand.
  
  

🛒 Decision: turn interest into action

The user is ready to buy but needs a final nudge.

• Real photos on PDPs: include customer images using the product, along with comments or ratings, to reinforce trust.
• Instagram gallery or featured stories: showcasing real stories from satisfied customers on your eCommerce site helps buyers picture themselves using the product—an emotional connection that boosts conversion.
  
  

💬 Post-purchase: build loyalty and maintain the relationship

The cycle doesn’t end with the purchase: a new phase begins where UGC strengthens the relationship.

• Thank-you and repost campaigns: sharing customer content and recognising them publicly reinforces community.
• Content contests: inviting users to create content in exchange for prizes or visibility drives engagement and generates valuable material for future campaigns.
  
  

❤️ Loyalty & advocacy: turn customers into ambassadors

When satisfied customers become brand advocates, UGC scales.

• Loyalty or ambassador programmes: reward those who consistently create positive content.
• Ongoing collaborations: invite active customers to participate in campaigns or launches; keeping them involved ensures a steady flow of genuine content.

Tips to succeed with your UGC strategy

You already know that User Generated Content works. The stats confirm it and the case studies prove it… but nothing changes until you apply it.

The secret is moving from “sounds great” to “works great”.

1. Take action: the time is now

Brand websites are—after recommendations from other buyers—the most trusted advertising format. Why? Because that’s where UGC becomes tangible: reviews, photos, and real experiences that reinforce the purchase decision.
The great advantage of UGC is its immediacy. You don’t need months of planning: start today and you’ll see results tomorrow.

2. Identify your touchpoints and measure impact

List the touchpoints where UGC can add the most value and map them to clear KPIs.
Some ideas:

• 🏠 Home: aspirational images to improve engagement and time on page.
• 👕 Product pages (PDP): real customer photos to lift Conversion Rate and Average Order Value.
• 📝 Blog: event or real-life content to increase loyalty.
• 💌 Newsletter: authentic images to improve CTR and open rates.
• 📈 Inbound campaigns: UGC that lowers Cost per Acquisition and improves lead quality.
• 🔁 Landing or topic pages: user content that reduces bounce.
• 📊 Internal presentations: real examples that add value to your insights.
• 📢 Paid media campaigns: UGC that improves reach, performance, and efficiency.

Together, these touchpoints help strengthen key metrics like Customer Lifetime Value.

3. Set your goal: engagement, sales, or both

Analyse your brand’s mention volume and followers on social media.

• If volume is low, focus on growing the community by showing the best aspirational photos in galleries or stories.
• If volume is high, monetise it with on-site galleries that drive users to PDPs and generate sales.
• Want both? Split your galleries—some for awareness and others for conversion.

4. Choose the right platforms

Focus where it matters.

• Instagram remains the epicentre of visual content.
• TikTok is the go-to for authentic, dynamic video.
• YouTube Shorts and Reels are the perfect middle ground to humanise the brand.
  
  

Each platform has its own language; don’t copy formats—adapt the narrative.

5. Think in solutions, not tools

Publishing user content is great; managing, measuring, and scaling its impact is another story.
Bet on platforms that connect UGC with performance data, attribution, and real sales.

How we manage UGC privacy issues

User Generated Content (UGC) is a massive source of value for brands, but it also comes with a challenge: ensuring privacy and the ethical use of personal data.
Managing it correctly not only protects the brand but also strengthens consumer trust.

Here are the keys to doing it right 👇

1. Always request consent

Before collecting or publishing user-generated content, obtain their explicit authorisation.
You can do this via forms, references to terms and conditions, or a visible statement on your website explaining what data you collect, how you use it, and how you protect it.

2. Protect personal data

Implement both technical and organisational safeguards: data encryption, user authentication, and robust internal password policies.
The goal is to prevent unauthorised access or improper alterations.

3. Monitor and moderate content

Use automated moderation tools to detect inappropriate posts or content that violates others’ privacy. This prevents reputational risks and keeps your brand environment under control.

4. Give users control

Remember that users have the right to access, modify, or delete their personal data. Define an agile process to handle these requests and respond within a reasonable timeframe.

In short, a successful UGC strategy requires a proactive, responsible approach:
➡️ clear consent,
➡️ real data protection, and
➡️ constant transparency.

Only then can your brand harness the power of user-generated content without compromising the trust that makes it possible.

Current trends and new UGC formats

UGC evolves as fast as digital consumption habits. Brands that adapt to these dynamics achieve greater visibility, authenticity, and audience connection.
These are the trends that will set the pace for user-generated content in 2025 👇

🎬 1. Short-form video and micro-content (TikTok, Reels, Shorts)

Vertical videos just a few seconds long have become the king of formats. They capture immediate attention and let users share real experiences creatively and naturally.
Brands can expand their reach by encouraging their communities to join viral challenges or trends, generating fresh, easily shareable content.

⚡ 2. Real-time content

Instant UGC—whether a story, a live, or an ephemeral post—strengthens the feeling of closeness and authenticity.

• Interactive stories: stickers, polls, or questions drive participation.
• Collaborative lives: connect your brand with customers or micro-creators to respond live and build transparency.
  
  

🪄 3. Augmented reality (AR) and virtual experiences

AR filters on Instagram or Snapchat let users interact with your products in immersive ways: try on makeup, accessories, or even furniture without having them physically.
This not only generates attractive content but also multiplies engagement.

💡 Tip: encourage users to share their “virtual try-ons” to amplify brand reach.

📸 4. Visual reviews and carousels

Carousels on Instagram or LinkedIn have become the ideal format for visual storytelling: step-by-step tutorials, before/after comparisons, or experiential reviews.
These formats humanise the product and increase viewing time.

🌐 5. Multi-platform challenges and campaigns

UGC no longer lives on a single network. The most successful campaigns combine channels:

• A challenge can start on TikTok and expand to Instagram or YouTube.
• Offering cross-channel incentives (discounts, giveaways, or exclusive content) encourages users to participate on several platforms and generate content in different formats.

In short, brands that integrate these trends make their community’s content work for them: more authentic, faster, and more cost-effective.

Combining UGC with Adsmurai’s Micro-Influencer Marketing service

At Adsmurai, we believe the future of marketing isn’t about producing more content—it’s about scaling authenticity. That’s why we combine User Generated Content and Micro-Influencer Marketing to turn your customers’ voices into measurable results.

1. We identify micro-creators with real affinity

Micro-influencer marketing is built on authentic collaborations. Adsmurai carefully identifies micro-influencers whose followers align with your ideal customer profile. We analyse interaction rates, authenticity, audience demographics, and past collaborations to ensure effective partnerships.

2. We design authentic, measurable activations

We create campaigns with clear objectives, structured briefs, and real-time tracking through Adsmurai Marketing Platform, where you can monitor performance, approved content, and results.

3. Strategic activations with micro-influencers

We work closely with you to establish clear guidelines, messaging, and desired outcomes for each influencer collaboration. Our playbooks and content calendars give micro-influencers the direction they need to integrate your brand authentically into their content—ensuring smooth, high-impact campaigns that resonate with their audiences.

4. We measure, optimise, and scale

Get a complete view of your influencer marketing campaigns thanks to Adsmurai’s tracking and reporting system. We monitor influencer posts, manage sponsored content, product placements, and ambassador programmes to ensure effective campaign management.

Connect with your community, amplify authenticity, and secure long-term results by strategically combining User Generated Content and Micro-Influencer Marketing. Click to get started and build a strong, enduring brand!