So, you’re looking for new ways to market your brand.

You keep hearing that UGC, or User-Generated Content, is popular in marketing, but you may not know what it is.

You might also wonder how to use UGC videos to promote your brand.

In this article:

• We’re going to break down what UGC videos are;
• Dive into why UGC matters for brands;
• And look into how UGC in general and UGC videos in particular can transform your marketing strategy.

1) What is UGC?

In today’s fast-paced digital world, old-school marketing is losing its edge.

Ads are everywhere, and people are tuning them out.

That’s where UGC steps in as one of the most effective tools in modern marketing.

What exactly is UGC?

To make things super simple, let’s first demystify the acronym: ”UGC” simply stands for ”User-Generated content.”

And today, UGC truly is everywhere. 

You see it on TikTok, X, Meta, and Instagram when influencers share photos and stories about using a specific product.

You even hear it when you’re listening to your favorite podcasts.

At its core, UGC is original content created by social media users to increase awareness of specific brands.

Creators and brands then share this content across different channels, potentially reaching millions of consumers.

UGC videos can be anything:

• a short TikTok promoting a movie
• a YouTube makeup tutorial,
• or an unboxing of a game console.

The possibilities are endless.

2) Benefits of UGC: Why User-Generated Content Works for Brands

User-generated content (UGC) has become a cornerstone of modern marketing for good reason.

Let’s dive deeper into the specific benefits UGC brings to your brand’s marketing strategy!

User-Generated Content is Authentic

Authentic, real content is one of the most valuable things in modern marketing, and UGC videos are great at bringing that to a campaign.

These days, consumers don’t want to feel like the content they consume online is always trying to sell them something.

They want content they can relate to and a message that makes them feel understood.

Traditional marketing campaigns—like TV ads, billboards, or paid influencer posts—are often polished and highly produced. While this can work to showcase a brand’s professionalism, it can sometimes feel impersonal.

Today, people are more skeptical of brand messaging. They’re more likely to trust a regular person praising a product than a cheesy salesperson or unknown influencer.

UGC works because it’s, in its essence, real people sharing their experiences.

In some ways, it’s the modern version of good old-fashioned “word of mouth” advertising. We used to rely on friends and family for recommendations. Now, we also trust people like us online to give their approval of a brand or product.

UGC Videos Can Help You Build Brand Loyalty & Community 

In today’s market, companies are eager to build brand loyalty—and UGC videos are a perfect fit for this goal.

People want to feel like they’re part of something bigger. UGC videos help create that connection by giving consumers a sense of belonging to a brand.

Videos that show unboxing a smartphone or trying on gym clothes help people connect with the brand.

A great example of this in action is Glossier, the beauty brand that has built its entire success on UGC.

Glossier encourages its customers to post selfies and testimonials on social media using hashtags like #GlossierRep and #GlosierPink. The brand then engages directly with this content and keeps the conversation going.

By featuring UGC, Glossier has built a loyal community that trusts the brand. They’ve managed to increase engagement. And, on the way, they’ve also connected with their customers.

When consumers see real people endorsing a product, they’re more likely to believe the message and trust the brand. That’s the power of UGC.

User-Generated Content Can Help with Social Proof & Consumer Confidence

We’ve all had bad experiences with large corporations. We’ve bought products that didn’t last. We’ve also paid too much for something that wasn’t worth it.

If a large brand tries to sell us headphones, we might remember past disappointments with their products. 

But, when we see another music fan praising their new headphones in a video, we trust their opinion more. We may even consider buying the headphones.

This is where UGC videos shine. As humans, we naturally tend to follow what others like us enjoy.

That’s because UGC provides the social proof we need to believe in the product.

Take the fashion brand ASOS as another example. They encourage customers to post photos of themselves wearing their clothes with the hashtag #AsSeenOnMe.

This steady flow of happy customer posts shows that if so many people love the product, it’s probably worth buying.

Social proof taps into our natural tendency to follow the crowd, which is why it helps drive conversions.

User-Generated Content can Boost Reach and Engagement

Traditional marketing often has a one-way flow of information: brands speak, and the audience listens.

UGC, however, is interactive and community-driven. It encourages participation and conversation.

And it results in higher engagement.

For example, did you know that UGC videos on YouTube get 10x more views than branded content?

That’s because people are more likely to engage with content from peers than from a company. It feels more personal and genuine.

Millennials, for example, spend an average of 5.4 hours daily engaging with UGC. This shows us just how massive the potential is for building a loyal audience.

Also, UGC videos are far more likely to go viral than traditional ads. This means that brands have a better chance to reach a wider audience and make a lasting impact.

Producing UGC Videos is Cost-Effective

At the end of the day, the bottom line for any business is money.

And traditional marketing can be expensive. Producing TV commercials or working with celebrity influencers often costs a lot. Not to even mention the costs of media buying for ad placements.

This makes traditional marketing harder to scale, especially for smaller brands.

On the other hand, UGC videos are a highly cost-effective way to advertise today.

Nowadays, companies are discovering that producing UGC videos with small creators is way more budget-friendly.

On average, UGC videos cost up to 20 times less than traditional marketing campaigns, making them a smart investment.

Brands can work with micro-influencers or everyday customers to create authentic content without breaking the bank. 

Take brands like GoPro and Airbnb, for example. They’re leveraging user-generated photos and videos to reduce marketing costs while still getting great results. 

By encouraging customers to create content, these brands get free or low-cost advertising that’s authentic and effective.

3) UGC Marketing Stats: User-Generated Content is on the Rise

The influence of user-generated content (UGC) is only growing stronger, and the data backs it up. 

Here are some key stats that show the increasing influence UGC marketing has:

• UGC is 9.8 times more influential for consumers than influencer-based content (Stackla, 2020).
• 79% of people say UGC directly impacts their purchasing decisions (Stackla, 2020).
• Ads featuring UGC get 73% more positive interactions on social media than standard ads (Jukin Media, 2018).
• 48% of marketers believe UGC makes their campaigns more relatable (TINT, 2018).
• UGC videos on Youtube get 10x more views than branded content. Brands leveraging UGC see higher engagement, more authentic interactions, and often, a more significant boost in conversions. 

In 2023, Influencer Marketing Hub found the number of UGC creators increased by 145%.

Another survey in 2024 showed that 67% of creators had worked with six or more brands. Only 10.3% had worked with just one.

Influencer Marketing Hub: The Rise of User-Generated Content (UGC)

This shows us that creators are keen to diversify and collaborate with as many brands as possible.

And brands want a variety of content from multiple voices to reach different audiences.

As for the future of UGC? 60% of respondents think the UGC space will keep growing, and are not worried about lower budgets or too much content.

Simply put, UGC is here to stay.

Influencer Marketing Hub: The Rise of User-Generated Content (UGC)

4) How to Create UGC Videos

UGC videos can seriously boost your brand’s reach, but they don’t happen by chance.

At Flixr, we’ve seen firsthand how powerful UGC videos can be.

We’ve helped our clients use UGC videos to drive engagement, build community, and boost conversions.

For those of you who are just starting with UGC, here’s a useful step-by-step guide:

1. Set Your Goals

Before diving in, get clear on what you want to achieve.

Are you looking to build brand awareness, drive engagement, or boost conversions?

Knowing your goals will shape the kind of UGC you need:

• For more social engagement, focus on content that encourages comments and shares;
• To boost conversions, highlight product benefits or customer testimonials (something that directly influences purchase decisions);
• For brand awareness, aim for UGC that taps into viral trends or creates a strong emotional connection. This makes it more likely that a larger audience will see it and share it.

2. Find the Right Creators

Not all creators are a perfect fit for your brand. Look for those who align with your brand’s values and can genuinely speak to your target audience.

Start by checking out your social media followers, hashtag mentions, or reviews for potential advocates.

Micro-influencers or everyday users with smaller but highly engaged followings can also be a great option. They tend to have a closer connection with their audience.

3. Give Clear but Simple Guidelines

UGC is all about being genuine, but it still helps to give creators a little direction.

Provide some simple guidelines on what you’d like in the video. Decide on the talking points, video length, and the proper use of hashtags.

Make sure not to overdo it—you want the content to feel authentic.

4. Get People Involved with Contests and Challenges

One of the best ways to generate UGC is to create a challenge or contest.

Encourage users to share their best experience with your product in a fun way.

You can sweeten the deal by offering rewards like discounts, free products, or even a feature on your social media. Hashtag challenges on TikTok or Instagram are especially effective.

5. Make Hashtags Your Best Friend

Speaking of hashtags, they make it simple for people to discover and engage with your UGC.

Create a catchy, branded hashtag to encourage users to share their content.

Once your audience starts sharing, your hashtag becomes a treasure trove of content that you can use in future campaigns.

6. Use UGC Across All Your Channels

Once you’ve got a collection of UGC videos, don’t just leave them on social media.

You can repurpose them across your website, email campaigns, paid ads, and landing pages.

User-generated content makes your brand’s message feel genuine and relatable through testimonials and product reviews. For example, you could turn user reviews into short Instagram stories or highlight them in email newsletters.

7. Interact with Your UGC Creators

UGC is all about creating relationships.

When someone posts content about your brand, make sure to engage with them! Like their post, drop a comment, share their video.

Engaging like this shows you appreciate them and can even encourage others to jump in.

8. Track What Works

Finally, don’t forget to measure how your UGC campaign is performing.

Use social media analytics to track engagement, reach, and conversions.

Pay attention to which videos resonate most with your audience. Then, use that insight to improve future UGC campaigns.

Regularly tracking performance will help you fine-tune your strategy to get the best results.

4) Conclusion: Why UGC is the Future of Marketing

Today, people want real connections and honesty. Because of this, user-generated content (UGC) has become a powerful tool for brands.

Using content from real users builds trust, connects with your audience, and spreads your brand’s message. At the same time, it’s cost-effective.

If you’re new to UGC, start small. Try launching a simple hashtag challenge or ask customers to share their experiences with your product.

From there, you can gather content, fine-tune your approach, and figure out what works best with your audience.

The potential for UGC is huge. Brands that are using it are already seeing boosts in engagement and customer loyalty.

5) Your Next Steps with UGC Videos

If you’re thinking about using UGC videos in your marketing strategy, we can help. Flixr makes top-tier video creatives for app and game marketers, fast and on budget.

We specialize in creating high-quality video content that engages and converts your audience.

We customize our videos to fit your brand’s goals, and we use professional actors and real creators (not influencers!). This gives you control over the tone, style, and message of the final video.

And finally, we don’t just produce videos—we deliver fast, high-impact content that resonates with your audience!

Ready to explore the power of UGC for your brand? Reach out to us at Flixr Studios to start a conversation.

We’d love to help bring your ideas to life!