15 Types of User-Generated Content for Brands
User-Generated Content (UGC) has become a pivotal force in modern marketing, offering brands a way to engage audiences with authentic, relatable content from real people. Unlike traditional advertisements, UGC comes directly from consumers, capturing real experiences, opinions, and emotions. Whether it’s a product review on Instagram, a TikTok challenge, or a customer testimonial, UGC has transformed how businesses connect with their audiences.
In this guide, we’ll explore the various types of UGC content, showcase examples of successful campaigns, and provide actionable tips for leveraging UGC as part of your marketing strategy in 2025.
What is User-Generated Content?
User-Generated Content refers to any form of content—images, videos, text, reviews, or social media posts—created by individuals rather than brands. It’s shared on platforms like Instagram, TikTok, Facebook, and YouTube, often blurring the lines between brand-driven and consumer-driven marketing. UGC’s authenticity and relatability make it a valuable asset for brands aiming to build trust and foster community engagement.
By amplifying voices from real customers, brands can showcase their products or services on social media through the lens of genuine user experiences, adding a layer of credibility that traditional advertising often lacks.
The Power of Hashtags in UGC
Why Hashtags Matter
Hashtags are more than just trendy add-ons to social media posts; they are powerful tools for organizing, discovering, and amplifying user-generated content. By creating branded hashtags, companies provide their audience with a clear and simple way to engage with their campaigns. Hashtags also make it easier for brands to track, curate, and showcase UGC.
For example, Glossier’s #MaskForce not only inspired customers to share photos using their products but also built a sense of community and authenticity around the brand.
How to Create Effective Hashtags
An effective hashtag should be:
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Memorable: Short, catchy, and easy to spell.
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Relevant: Aligned with your brand’s message or campaign goals.
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Action-Oriented: Encouraging users to participate, such as #ShotOniPhone or #CreatePositivity.
Tracking Hashtag Performance
Using analytics tools to track hashtag performance in social media content allows brands to measure the reach, engagement, and volume of UGC generated. These insights can help refine future campaigns and optimize audience engagement strategies.
Who Creates User-Generated Content?
One of UGC’s defining features is its inclusivity. Anyone with a relevant social media account can create UGC, from everyday customers and loyal brand advocates to influencers and employees. Each group contributes unique perspectives:
Customers
Customers are the backbone of UGC. They share unfiltered opinions, reviews, or experiences about a brand’s products and services. This could range from a simple Instagram post showing how they’ve styled a clothing item to a detailed video review of a new gadget. Customers’ perspectives are often the most relatable to other consumers, making their content highly valuable for building trust. For instance, a satisfied customer’s authentic testimonial about how a skincare product improved their routine can resonate more deeply than a polished advertisement.
Influencers
Influencers are professional content creators who have established niche audiences on social media platforms like TikTok, Instagram, and YouTube. They produce high-quality, relatable content that engages their followers while showcasing products in organic ways. Influencers’ ability to seamlessly weave brand promotions into their content makes them a key group for UGC. A beauty influencer sharing a tutorial featuring a brand’s makeup line, for example, can boost brand awareness and encourage purchases. Influencer marketing has become a huge channel for brands looking to make authentic connections with their audiences in recent years.
Employees
Employees offer a unique perspective by providing behind-the-scenes glimpses into company culture, events, or product development. This type of UGC humanizes a brand and builds trust with audiences by showcasing its authenticity. For instance, an employee sharing a day-in-the-life video on Instagram Stories can make the brand feel more relatable and transparent, giving users a deeper connection to the company.
Advocates
Brand advocates are loyal fans who promote products or services out of genuine appreciation. They often share their experiences unprompted, inspiring others to engage with the brand. Advocacy-driven UGC can take many forms, such as a fitness enthusiast tagging a sportswear brand in their workout photos or a tech enthusiast posting about their positive experience with a new gadget. Their passion and authenticity can significantly influence potential customers.
Benefits of UGC
Encouraging users to generate UGC can have many benefits for brands' marketing strategies. Here are just a few.
Builds Trust and Authenticity
Audiences trust real customer experiences over polished brand advertisements. UGC lends credibility by showcasing genuine interactions. A glowing review on Instagram or a candid product photo from a customer demonstrates authenticity in a way that carefully curated ads cannot. This trust translates into stronger connections between the brand and its audience, ultimately driving loyalty and repeat business.
Cost-Effective Marketing
UGC content eliminates the need for costly production, relying instead on content created organically by customers. A simple Instagram post or TikTok video shared by a loyal customer can reach thousands, if not millions, at no cost to the brand. By encouraging UGC on social media, companies can significantly reduce their marketing expenses while still achieving impactful results. Check out our UGC content cost calculator to find out how much you should pay for UGC content in 2025.
Boosts Engagement
Real, relatable user generated content sparks higher interaction rates, fostering a sense of community. When users see content created by their peers, they are more likely to comment, share, or engage with it. Brands can leverage this natural curiosity and connection to increase their visibility and expand their audience.
Drives SEO and Social Proof
Search engines favour fresh, relevant content—and UGC contributes to this while also validating a brand’s quality through customer endorsements. Reviews, testimonials, and social media posts that mention your brand help create a steady stream of user-driven content, improving your search rankings and enhancing your reputation.
Increases Conversions
Authentic testimonials and reviews are powerful motivators for purchasing decisions. Potential customers are more likely to trust a peer’s recommendation than a brand’s promises. By showcasing real experiences through UGC, brands can remove hesitation and convert interest into sales.
15 Types of User-Generated Content
UGC spans a broad spectrum of content styles. Here are ten popular types and how they can be leveraged:
1. Reviews and Testimonials
Customer reviews and testimonials remain a cornerstone of UGC. These provide firsthand accounts of product experiences, building trust and influencing purchasing decisions. For instance, a glowing review on Amazon or a testimonial video on YouTube can significantly boost conversions. Incorporating these into product pages or ads reinforces credibility and helps customers make informed decisions.
2. Social Media Posts
Photos, videos, and captions shared by users on platforms like Instagram, TikTok, and Facebook are among the most impactful forms of UGC. Posts tagged with branded hashtags or featuring mentions showcase authentic engagement with products. Glossier’s #MaskForce campaign, for example, encouraged users to share photos of their skincare routines and post them on Instagram, creating a community-driven narrative.
3. Blog Posts and Articles
Many brands employ copywriters to create blog posts as part of their marketing strategy, but detailed blog posts and articles written by first-hand users or customers about their experiences with a product or service offer a more in-depth perspective. These long-form pieces provide valuable insights and often position the customer as an expert, adding significant value to a brand’s online presence. Brands can repurpose such content as testimonials or case studies to post on social media or add as social proof to their web pages.
4. Video Content
Video UGC, from TikTok trends to YouTube unboxing videos, is highly engaging and versatile. Brands can encourage users to create tutorials, reviews, or challenges. For example, GoPro’s Million Dollar Challenge inspired creators to share their best footage, resulting in stunning, on-brand content.
5. Images and Photos
User-generated photos, especially on Instagram and Pinterest, highlight authentic product use and applications. These visuals often outperform professionally staged images in driving engagement. For instance, a travel brand could feature user photos of scenic destinations to inspire other customers.
6. Feedback and Polls
Surveys, polls, and Q&A forums allow users to share their thoughts and opinions directly. This UGC style offers brands valuable insights into customer preferences while fostering interaction. Tools like Instagram’s polling feature or interactive story questions encourage real-time feedback.
7. Contests and Challenges
Brands can create engaging UGC campaigns by hosting contests or challenges. For example, Starbucks’ #WhiteCupContest invited users to decorate coffee cups and share their designs. These initiatives inspire creativity and encourage participation while promoting the brand organically.
8. Memes and Humorous Content
UGC doesn’t have to be serious. Memes and humorous content shared by users can create viral moments and connect with audiences on a relatable level. Brands like Wendy’s have embraced this trend, engaging with fans through witty content that resonates with their demographic.
9. Product Unboxings
Unboxing videos have become a popular form of UGC, particularly on platforms like YouTube and TikTok. These videos showcase the excitement of receiving a product, offering potential customers an authentic look at packaging and presentation.
10. Livestreams and Live Interactions
Platforms like Instagram Live and TikTok Live provide opportunities for real-time engagement. Users can share their experiences, answer questions, or showcase products in action. Brands can amplify this UGC content by interacting with livestream creators or hosting collaborative live events.
11. Gaming Clips and Streams
In the gaming industry, UGC takes the form of gameplay clips, live streams, or walkthroughs shared by players. Platforms like Twitch and YouTube Gaming allow users to showcase their skills while promoting specific games. For example, Fortnite’s player-created clips of impressive wins or creative builds often go viral, promoting the game organically.
12. Mods and Custom Content
In gaming communities, user-generated mods (modifications) and custom UGC content add new layers to the gaming experience. Games like Minecraft and The Sims actively encourage this type of UGC, which keeps players engaged while showcasing the game’s versatility.
13. Virtual Reality (VR) Experiences
UGC in VR environments involves users creating and sharing immersive experiences or virtual spaces. Platforms like Rec Room or VRChat thrive on community-generated content, with users designing their own levels or social hubs. Brands in the tech industry can leverage this trend by encouraging VR enthusiasts to create branded experiences.
14. Fan Art and Cosplay
Fan-created artwork and cosplay bring unique dimensions to UGC, especially for entertainment and gaming brands. Fans of franchises like Marvel or League of Legends often share their creations online, building community engagement while celebrating the brand’s identity.
15. Leaderboards and Achievements
Competitive games and apps often feature user-driven leaderboards or achievements that players share to showcase their progress. This type of UGC not only highlights player engagement but also inspires others to participate in similar challenges.
Examples of Successful UGC Campaigns
To give you some inspiration for your own UGC marketing strategy, here are a few examples of brands who've generated a huge amount of awareness through UGC campaigns on social media.
Coca-Cola: #ShareACoke
The #ShareACoke UGC marketing campaign encouraged customers to upload photos of personalized Coke bottles on social media. This simple yet effective idea generated millions of posts, increasing brand visibility and engagement.
Starbucks: #WhiteCupContest
Starbucks invited customers to decorate their iconic white cups and share the designs on social media. The campaign resulted in creative, shareable content that showcased customers’ artistic talents while promoting the brand.
ALS Ice Bucket Challenge
This viral campaign exemplifies the power of video UGC. Millions of people uploaded videos of themselves participating in the challenge, raising awareness and $220 million for ALS charities.
Lay’s: Do Us a Flavor
Lay’s launched a crowdsourcing campaign where customers were invited to submit new chip flavor ideas. Participants shared their submissions on social media, generating millions of entries and a significant boost in brand engagement.
Apple: Shot on iPhone
Apple’s #ShotOniPhone campaign invited users to share stunning photos taken on their iPhones. By highlighting customer creativity, the campaign became a powerful showcase of the product’s capabilities.
Airbnb: Belong Anywhere
Airbnb’s campaign encouraged users to share photos and stories of their unique stays around the world. This created a sense of community while showcasing the diversity of Airbnb’s offerings.
GoPro: Million Dollar Challenge
GoPro’s campaign invited users to submit their best action footage for a chance to win a share of $1 million. The result was a library of awe-inspiring content that aligned perfectly with GoPro’s brand identity.
LEGO: Rebuild the World
LEGO’s campaign asked users to share their creative LEGO builds using the hashtag #RebuildTheWorld. This initiative highlighted user creativity and emphasized LEGO’s community-centric ethos.
Red Bull: Adventure Challenges
Red Bull encouraged customers to share videos and photos of their extreme sports and adventure experiences. These campaigns have solidified Red Bull’s reputation as a brand for thrill-seekers.
National Geographic: YourShot
National Geographic’s YourShot campaign invited aspiring photographers to submit their best work for a chance to be featured in the magazine. This showcased breathtaking user-generated photography while promoting the brand’s community focus.
Spotify: Wrapped Playlists
Spotify’s annual Wrapped campaign encourages users to share their personalized year-end playlists. This generates buzz across social media, strengthening Spotify’s brand presence and user loyalty.
Dove: Real Beauty Campaign
Dove’s campaign asked women to share their stories and photos celebrating natural beauty. This initiative promoted self-confidence while creating relatable, user-driven content.
Adidas: Create Positivity
Adidas invited users to share inspiring workout videos and fitness journeys with the hashtag #CreatePositivity. This campaign encouraged community engagement and highlighted active lifestyles.
Tips for Leveraging UGC
Encourage Participation
Encouraging participation in UGC campaigns requires a strategic approach. Start by creating a clear incentive, such as a contest, giveaway, or the chance to be featured on the brand’s official channels. Use branded hashtags to make it easy for users to participate and for your team to track submissions. For example, a fitness brand could launch a challenge asking users to share their workout routines using a specific hashtag, offering a prize for the most creative entries. Regularly engage with participants by liking, commenting, or sharing their content to show appreciation and foster a sense of community.
Monitor and Curate
Effective UGC campaigns rely on the quality of the content shared. By partnering with well-known creators as part of an influencer marketing strategy you can guarantee this quality. However, UGC campaigns can be successful with the help of real people on social media platforms, you just have to make sure you remember to monitor the submissions under the hashtag.
Monitoring submissions ensures that the UGC aligns with your brand values and messaging. Use tools like social media listening platforms to track hashtags and mentions, making it easier to find standout content. Once identified, curate the best pieces to feature on your website, social media, or advertisements. For instance, a travel company might select user photos of scenic destinations and create a collage for their Instagram feed. This approach maintains brand consistency while highlighting the authenticity of user contributions.
Incorporate User Generated Content in Ads
Integrating UGC into paid advertisements can amplify the impact of your marketing efforts. By using real customer testimonials, photos, or videos, you create a sense of authenticity that resonates with viewers. For example, a skincare brand could feature a customer’s before-and-after photos in a Facebook ad, showcasing genuine results. Ensure that the UGC is edited and presented professionally to match the ad’s overall quality, while still retaining the authentic feel that sets it apart from traditional advertisements.
Engage with Creators
Building relationships with UGC creators is key to sustaining long-term engagement. Respond to their posts, express gratitude for their contributions, and share their content on your official channels. For example, if a user tags your brand in a product review video, leave a thoughtful comment or share the video with your audience. This not only strengthens the bond with the creator but also encourages others to contribute, knowing their efforts will be recognized.
Prioritize Ethics and Permissions
Respecting the rights of UGC creators is essential for maintaining trust and credibility. Always ask for permission before using someone’s content, whether it’s a photo, video, or review. Use clear terms and agreements to ensure creators understand how their content will be used. Additionally, stay compliant with platform guidelines and privacy laws to avoid legal complications. By prioritizing ethics, you demonstrate respect for your community and foster a positive brand image.
Learn More About User-Generated Content with Collabstr
Collabstr makes it easy for brands to connect with influencers and creators to produce impactful UGC. Whether you’re looking for product reviews, testimonial videos, or viral TikTok content, our platform streamlines the process from start to finish. With advanced analytics and a hassle-free interface, Collabstr is your partner in navigating the UGC market.
Ready to elevate your UGC strategy? Explore Collabstr and discover how authentic, high-quality content can transform your brand’s engagement and growth.
