Don\u2019t believe me? In the 2025 State of Marketing<\/a>, user-generated content was named one of the top three areas marketers plan on increasing their investment this year. Let\u2019s dive into why and how you can use it to your advantage.<\/p>\n Table of Contents<\/strong><\/p>\n \n<\/a> <\/p>\n User-generated content (UGC) is content originally created by customers about a specific brand or product that is then used for marketing purposes.<\/p>\n This content can take any form (image, video, review, testimonial, etc.) and appear on a variety of platforms, though social media is the most common today. It\u2019s usually not something brands pay for, but with the rise of content creators and influencers and the proven effectiveness of UGC, this isn\u2019t always the case anymore.<\/p>\n My guess is social media<\/a> is the type of UGC you\u2019re most familiar with, even if you didn\u2019t call it that name.<\/p>\n It\u2019s the aesthetic product photo on your Instagram feed, the TikTok about a new restaurant, the cooking video reviewing a kitchen appliance, the YouTube tutorial on a new design app, and the night routine Reel on your Explore tab.<\/p>\n <\/a><\/p>\n A post shared by Ramona \ud83d\udc8c (@fromramonawlove)<\/a><\/p>\n<\/p><\/div>\n<\/blockquote><\/div>\n<\/div>\n It can be a video (like my restaurant highlight below), image (like my post for Edy\u2019s ice cream above), or even comments on a brand\u2019s content.<\/p>\n <\/a><\/p>\n A post shared by Gita “Geets” Ramona | Food Blogger (@eatswithgeets)<\/a><\/p>\n<\/p><\/div>\n<\/blockquote><\/div>\n<\/div>\n Many consumers talk about products on social media simply because they want to, but brands can encourage it by asking their audiences to use specific hashtags or tag their brand, like Ulta Beauty.<\/p>\n Source<\/em><\/a><\/p>\n These days, a lot of brands will also collaborate with creators or influencers<\/a> for \u201csponsored\u201d or \u201cgifted\u201d user-generated content. I\u2019ve created countless TikTok and Instagram posts for these types of campaigns.<\/p>\n According to a study by BrightLocal<\/a>, around 98% of consumers read reviews before making a purchase.<\/p>\n I mean, think about your Amazon shopping. If you\u2019re anything like me, you always check those reviews before adding to cart. And let\u2019s not forget websites like G2 (seen below), Yelp, Trustpilot, and TripAdvisor, just to name a few. Reviews are an extremely popular and powerful form of UGC<\/a>.<\/p>\n Source<\/em><\/a><\/p>\n Like social media UGC, many consumers post product reviews unprompted because they want to spread the word about their experience (good or bad), but brands can also solicit them by offering incentives\/compensation to recent buyers or other members of their audience.<\/p>\n I\u2019ve also done these campaigns, writing product reviews on retail sites like Sephora and Ulta and some third-party product-discovery apps in exchange for complimentary products.<\/p>\n While product reviews can be great social proof<\/a>, there\u2019s no guarantee they\u2019ll be positive. In my experience, brands ask you to \u201cgive your honest review,\u201d and, personally, I don\u2019t hold back, but not everyone does.<\/p>\n Consumer trust<\/a> in the authenticity of reviews can be a major concern in UGC campaigns like these.<\/p>\n Testimonials, like product reviews, are a type of UGC where real people share their experience with your product or service. The difference here is that a testimonial is always<\/em> a recommendation.<\/p>\n Testimonials are also usually found on a brand\u2019s own website (like on HubSpot\u2019s below), not third parties\u2019 like most reviews. Some businesses share or distribute testimonials in emails or social media as part of their sales efforts, too.<\/p>\n Source<\/em><\/a><\/p>\n <\/a> <\/p>\n So why is UGC in marketing worth the hype? Three big reasons come to mind.<\/p>\n Probably the most direct and appealing benefit of UGC is that brands don\u2019t have to do much work. Today, everyone and anyone is creating content and is usually willing to do it for free or much less than it would cost brands to do it themselves.<\/p>\n Good content creation is labor-intensive, so getting someone else to do it with little to no lift or budget is a huge win.<\/p>\n When real people post about you on their social media or third-party sites, it can expose new audiences to your brand or offering. In other words, it builds brand awareness<\/a>.<\/p>\n Maybe some of your target audience ignore brand content or never check their explore feeds. If they see a friend or a creator they trust posting about a product on their own platforms, it may get their attention in a way content published directly from a brand never would.<\/p>\n In addition to being low effort, UGC is strong social proof, or evidence from fellow consumers, that what you say or show about your product is true.<\/p>\n It\u2019s no secret that a lot of people don\u2019t trust marketers and advertisers. They think we\u2019ll say anything to make a sale, so it speaks volumes when real consumers vouch for the claims.<\/p>\n Even with its big benefits, UGC isn\u2019t easy or without its concerns<\/a>.<\/p>\n When content is being created externally about your brand or offering, you don\u2019t have control over the messaging or what the final product looks like. This can lead to issues like negative commentary, misinformation about your product, and even just inauthentic content \u2014 all of which can paint a bad picture of you to buyers.<\/p>\n Content moderation can help navigate and minimize these issues, but let\u2019s unpack them a bit more.<\/p>\n When you create content for your brand internally, you won\u2019t bash it, right? You\u2019ll put your best foot forward and highlight its best qualities.<\/p>\n With UGC, especially if created organically, without collaboration with your team, there\u2019s no guarantee that this will happen. Real people are free to talk about any shortcomings, problems, or issues they have with your product or service. And, honestly, that\u2019s partially what your audience likes about it. It\u2019s unfiltered and candid.<\/p>\n Of course, you want to believe everyone will love and have the best experience with you, but if they don\u2019t, nothing stops people from including that in their videos, posts, reviews, etc.<\/p>\n With its unfiltered nature also comes the risk that creators could deliver inaccurate<\/em> information.<\/p>\n No one knows your product or business better than you. When someone creates UGC, they speak from their perspective and could very well share something that is not true. I\u2019m not saying this is done maliciously, but there\u2019s a good chance they just didn\u2019t know.<\/p>\n For example, if someone said the HubSpot can\u2019t integrate with PandaDoc. A quick glance at our integration library<\/a> will tell you that\u2019s not true, but if someone posts a video without doing much research, they could misspeak.<\/p>\n Now, this issue is unique to sponsored UGC. As I mentioned, with organic user-generated content, you can\u2019t control what people say or do, but when you sponsor or solicit the content, you may establish guidelines about what you want to be discussed.<\/p>\n This is great for you as a brand but censors the content and makes it a bit less trustworthy and authentic. If a piece is sponsored, how can your audience know for sure that the opinion shared is true? Modern consumers are becoming more aware of this, which can certainly impact how much they trust your brand.<\/p>\n <\/a> <\/p>\n Here are some tried and true tips you can use to collect user-generated content for your brand.<\/p>\n Creating and promoting a \u201cbranded\u201d hashtag is likely the most well-known way to encourage people to create UGC for your brand.<\/p>\n Plus, it\u2019s easy and establishes a nice, central place where you and consumers can see all the content. People can search your hashtag and see what others like them have experienced or shared and also get their content found.<\/p>\n It creates a sense of community and gathers content to spread word of your brand. REI\u2019s #OptOutside is a great example of this:<\/p>\n Source<\/em><\/a><\/p>\n The outdoor retailer highlights UGC using its hashtag on its website and social media.<\/p>\n Again, many people post UGC without being asked, but if you\u2019re not getting as much as you like, sweeten the deal with an incentive.<\/p>\n You may offer a discount or freebie for posting a review. Or maybe you\u2019ll give people the chance to get reposted on your social media, like GoPro or iPhone.<\/p>\n <\/a><\/p>\n A post shared by apple (@apple)<\/a><\/p>\n<\/p><\/div>\n<\/blockquote><\/div>\n<\/div>\n Give your audience a reason other than \u201cit would be nice\u201d to post UGC, and they\u2019ll be much more likely to do so.<\/p>\n Another smart and exciting way to promote UGC is linking it to a contest or giveaway.<\/p>\n We already know incentives work, but rather than consistently giving something small away, you can also consider hosting a giveaway or contest for a large, expensive prize, where users create content to enter.<\/p>\n National Geographic did this for a few years with its #WanderlustContest on Instagram. In the campaign, their audience submitted original photographs using the hashtag and were entered to win a National Geographic Photo Expedition to Yosemite National Park.<\/p>\n <\/a><\/p>\n A post shared by National Geographic Travel (@natgeotravel)<\/a><\/p>\n<\/p><\/div>\n<\/blockquote><\/div>\n<\/div>\n Thanks to AI and automation, asking your audiences to post content is easy.<\/p>\n After people make a purchase on your website, for example, you can send them an email asking them to post UGC or include the information in their order confirmation. If you have a physical product, include your hashtag and \u201cask\u201d on the packing slip, like I do with my D2C brand.<\/p>\n You can also use tools like ManyChat<\/a> to send users automated direct messages or social media responses with your request.<\/p>\n While not \u201cusers\u201d or customers per se, members of your team can be some of your most effective content creators and brand advocates. In fact, this can be extremely valuable when it comes to hiring and attracting talent.<\/p>\n \u201cZappi employees are our brand\u2019s biggest champions,\u201d shares Roshni Patel<\/a>, Director of Social Media at Zappi, calling investing in employee advocacy a no-brainer.<\/p>\n \u201cWe are launching an advocacy tool to make sharing content easy and fun \u2014 complete with ready-to-use visuals, contests to drive engagement or spread brand awareness, and celebrating wins along the way.\u201d<\/p>\n \u201cI\u2019m also focused on educating and empowering our employees to build their personal brands while sharing their authentic experiences. Our goal is to foster a culture where employees feel confident using their voices to share their authentic experiences on social media.\u201d<\/p>\n Employee advocacy is something we use at HubSpot, using our hashtag #hubspotlife and @hubspotlife handle on Instagram.<\/p>\n <\/a><\/p>\n A post shared by HubSpot Life (@hubspotlife)<\/a><\/p>\n<\/p><\/div>\n<\/blockquote><\/div>\n<\/div>\n 69% of consumers<\/a> trust information from influencers and their family and friends over brands. That means teaming up with relevant influencers<\/a> or creators in your space to produce UGC can do wonders for your reach and brand awareness.<\/p>\n But again, don\u2019t pick any old influencer. Make sure they are relevant to your offering and can speak authentically to its value.<\/p>\n As we mentioned, consumers can be skeptical about sponsored or collaborative content. They can\u2019t be sure if the praise shared is genuine, but working with the right influencers who are trusted voices in your industry can help combat this.<\/p>\n Learn more about your options for influencer marketing<\/a>.<\/p>\n Pro tip: <\/strong>Lean into niche influencers. According to the State of Marketing 2025,<\/a> smaller influencers can offer brands more trust with their followers, access to tight-knit communities, and more affordability.<\/p>\n In fact, nearly 45% of marketers reported seeing the most success with micro-influencers, the largest of any group, followed by macro and nano-influencers. Mega-influencers (those with over a million) came in last.<\/p>\n Not all consumers are active or even comfortable using social media. Knowing this, give them options. Ask for content for your website like testimonials or reviews on third-party sites. Social media might be the flashiest type of user-generated content, but that doesn\u2019t mean the others don\u2019t have value.<\/p>\n Above anything else, the best way to encourage UGC is to give your customers something special they want<\/em> to share and talk about. Think restaurant plating that\u2019s like artwork or one-of-a-kind personalized content like Spotify Wrapped.<\/p>\n Source<\/em><\/a><\/p>\n When customers have a memorable experience or learn\/see something interesting, they want to tell people about it. If your brand can create those, the UGC will come naturally.<\/p>\n <\/a> <\/p>\n Now that you know some savvy ways to generate user content, here are some examples of brands already doing it well. Check out even more here: 10 User-Generated Content Campaigns That Actually Worked [+Expert Insights]<\/a><\/p>\n![\"Download](\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/82ab0972-f6ed-48ed-b0bc-e5e8ea32dc34.png\")
<\/a><\/p>\n\n
\n
What does UGC mean?<\/h2>\n
Types of UGC in Marketing<\/h3>\n
Social Media<\/h4>\n
\n
\n
![\"screenshot](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/what-is-ugc-1-20250328-1045849.webp\" "\\"\\"")
<\/p>\nProduct Reviews<\/h4>\n
![\"screenshot](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/what-is-ugc-2-20250328-8026648.webp\" "\\"\\"")
<\/p>\nTestimonials<\/h4>\n
![\"screenshot](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/what-is-ugc-3-20250328-274123.webp\" "\\"\\"")
<\/p>\nBenefits of UGC<\/h2>\n
Free or Low Cost<\/h3>\n
Build Awareness<\/h3>\n
Build Trust<\/h3>\n
Why is content moderation important for user-generated campaigns?<\/h3>\n
Negative Commentary<\/h4>\n
Misinformation<\/h4>\n
Authenticity<\/h4>\n
UGC Strategy<\/h2>\n
How to Get UGC for Your Brand<\/h3>\n
1. Create a hashtag.<\/h4>\n
![\"screenshot](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/what-is-ugc-4-20250328-9252301.webp\" "\\"\\"")
<\/p>\n2. Add an incentive.<\/h4>\n
\n
3. Link it to a contest or giveaway.<\/h4>\n
\n
4. Automate \u201cthe ask.\u201d<\/h4>\n
5. Get your team involved.<\/h4>\n
\n
6. Collaborate with relevant influencers.<\/h4>\n
![\"graph](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/what-is-ugc-5-20250328-9107842.webp\" "\\"\\"")
<\/p>\n7. Explore platforms other than social media.<\/h4>\n
8. Offer something uniquely share-worthy.<\/h4>\n
![\"highlights](\"http:\/\/nurseagence.com\/wp-content\/uploads\/2025\/04\/what-is-ugc-6-20250328-8773477.webp\" "\\"\\"")
<\/p>\nExamples of UGC<\/h2>\n
1. Liquid Death: #MurderYourThirst<\/h3>\n