What is UGC (User-Generated Content)?
UGC, or user-generated content, is all the content that ordinary people create and share about a company, a product, or an experience. It can be text, images, videos, reviews, or audio—all produced by users and not by the company itself. In other words, you create UGC when, for example, you share a photo on Instagram of your new bike or write a review on an online store. The key characteristic is that you do it voluntarily, without payment or a commercial agreement with the company.
UGC has existed since the early days of online communities, but social media has made it far more widespread. When you create a post on platforms like Instagram, TikTok, or YouTube, it can quickly become part of a company’s digital ecosystem because they repurpose the content for their own marketing. Unlike traditional influencer marketing, UGC stems from an authentic user experience that isn’t staged by the brand itself.
How do you use UGC?
You can use UGC as part of your digital strategy by actively identifying, obtaining permission for, and integrating user-generated content into your channels. This typically happens on social media platforms, where you might, for example, repost customer photos, highlight reviews, or use videos in ads. The key is that the user has given their consent for you to use the material—both for ethical and legal reasons.
Companies often use UGC to supplement their own content. For example, when you’re working on an organic social media strategy, you can incorporate user-generated content into a larger narrative about the brand. It can also play a role in paid social, where ads featuring images and videos from real users statistically perform better because the audience perceives them as authentic and relatable.
From an SEO perspective, user-generated content such as reviews can provide valuable content that continuously refreshes a page’s content and includes natural keywords. This makes UGC an indirect but effective tool for search engine optimization, where you combine authentic voices with a data-driven strategy.
That's Why You Should Use UGC
UGC is effective because it’s based on trust. When you see content from other users, you perceive it as more honest than messages from the company itself. This means that, as a content creator, you can generate greater engagement and loyalty by letting users’ experiences speak for themselves. This is especially true on social media, where authenticity plays a major role.
In addition, you can save both time and resources because you don’t have to produce all the content yourself. At the same time, studies show that UGC increases conversion rates and click-through rates in campaigns that use real customer photos or videos. This is because the recipient experiences a stronger social proof effect, which positively influences the purchasing decision.
Finally, UGC helps create a more vibrant digital brand universe, where customers become an active part of the communication. It supports both branding and strategy when you want to build a community rather than just an audience.
What types and varieties are available?
UGC can take many forms, and you can use different types depending on your goals:
- Photos and videos shared by users on social media
- Reviews, ratings, and comments on online stores or apps
- Text content such as blog posts, tweets, or memes
- Testimonials in which customers share their experiences in their own words
- Content that isn't necessarily about a brand, but that can be repurposed in creative ways
When planning your content mix, it makes sense to consider how the different types of content support your other marketing activities. For example, an authentic photo from a customer can be incorporated into digital design, while a series of verbal recommendations can be used strategically in SEM campaigns via Google Ads as review extensions.
How do you use UGC in practice?
You can work with UGC in several ways, depending on your industry and channel. A classic approach is to create campaigns where you encourage users to share content using a specific hashtag. This increases both awareness and engagement because people feel invited into the brand’s world. You can later use selected posts on your own channels after obtaining permission from the creator.
In an online store context, you can feature UGC directly on product pages. This could include real photos from customers or reviews, which give visitors a more realistic picture of the product. On social media, you can combine UGC with strategic advertising to test how authentic content performs compared to your own produced material.
When working with UGC, processes such as moderation are important. You must ensure that the content complies with both the platform’s guidelines and Danish law. For apps with user-generated content, this typically requires clear terms of service that define what material is acceptable and how data is processed.
What should you keep in mind?
Although UGC offers many benefits, you need to use it responsibly. You must always obtain permission before reusing someone else’s content. This applies whether it’s an image, text, or video. At the same time, you should consider the tone, context, and any legal aspects—such as copyright and advertising disclosure—if the content could be perceived as marketing.
It’s also important to have a plan for how to handle negative UGC. Reviews and comments are often honest, and even critical posts can be valuable if you respond professionally and constructively. This shows that you’re listening and taking customer feedback seriously.
In other words, working with UGC isn’t just about gathering content—it’s about building trust and relationships. When you combine user voices with your own marketing disciplines—such as SEO, social media, and branding—you create a holistic digital foundation that boosts both visibility and credibility.
