User-generated content (UGC) describes all content that is created not by the company, but by users, customers or followers. This can include photos, reviews, testimonials, videos or social media posts.
The content is authentic, personal and often emotionally charged because it reflects real experiences – and that is exactly what makes it so valuable for your online marketing.
Common forms of UGC
Product reviews on online shops and platforms
Social media posts (e.g. Instagram posts, TikTok videos)
Unboxing videos, testimonials or tutorials on YouTube
Customer reviews in forums, on Google Maps or Trustpilot
Comments and posts in communities or on blogs
Example: A TikTok video in which someone unboxes and reviews your products – free, authentic content with reach!
Why is UGC so valuable for your online marketing?
UGC influences purchasing decisions – often more than professional advertising. Because people trust other people.
Your advantages at a glance
Credibility & trust: 92% of consumers trust recommendations from other people more than brand messages.
Cost efficiency: UGC (partially) replaces expensive advertising productions. Customers provide content – free of charge.
Greater customer loyalty: People who share content feel heard and valued. This strengthens brand loyalty.
SEO advantages: UGC is often rich in long-tail keywords and provides organic content with genuine relevance.
Community effects: Active UGC strategies promote a loyal fan base – e.g. via hashtags or competitions.
Successful UGC campaigns – how to do it right
Many major brands have already impressively demonstrated how UGC works in practice:
Names on bottles + hashtag = millions of shared images worldwide.
Starbucks – White Cup Contest
Customers designed cups – Starbucks shared the most creative designs.
GoPro – #GoProMillionDollarChallenge
Users share their adventures with GoPro – the company curates them.
ASOS – #AsSeenOnMe
Customers post their outfits. The best ones are featured on the website.
Airbnb – Live There
Personal travel stories instead of product information – this creates closeness.
These campaigns show that UGC does not happen by chance, but through clever incentives and clear community management.
How you can specifically promote UGC
To get users to create content, you need clear incentives, simple processes and a community that feels seen.
Top strategies for more UGC
Contests & challenges: Raffles, creative tasks or participatory activities motivate people to participate.
Your own brand hashtag: A clear hashtag bundles UGC and makes sharing easier.
Prompts at touchpoints: Ask directly after the purchase: ‘Share your experience with #YourHashtag!’
Recognition & appreciation: Praise publicly, share content, tag users – this motivates.
Reward systems: Discounts, competitions or exclusive features (e.g. on your website) work wonders.
Tip: Keep the barrier to entry low – the simpler the process, the higher the participation.
Tools & platforms for UGC management
Those who use UGC strategically need tools for collection, moderation and publication.
Selection of popular tools
Tool / platform
Purpose
Flowbox, Yotpo
UGC management & rights management
Emplifi
Social monitoring + UGC playback
Hootsuite, Sprout
Social listening & engagement
Canva, Animoto
Designing UGC (e.g. videos, reels)
BuzzSumo, Feedly
Finding ideas & trends for campaigns
Note: Tools are no substitute for a good idea – but they help enormously with implementation.
Legal & ethical aspects – what you need to know
UGC cannot simply be copied and used – clear rules apply:
Important points
Copyright: You always need permission before using UGC (unless you have secured it, e.g. via a platform or terms and conditions).
Data protection: For photos/videos featuring people: comply with the GDPR and obtain consent if necessary.
Transparency: Influencer collaborations or paid content must be clearly labelled.
Ethical behaviour: Respect negative content, do not manipulate or censor it.
Tip: Set clear terms of use before campaigns – this protects you legally and builds trust.
How to measure UGC success
UGC is measurable – with the right KPIs, you can find out what really works.
Relevant metrics
Engagement rate: likes, comments, shares
Reach & impressions: visibility of posts
Conversion rate: Actions following UGC interactions
Traffic: More visitors thanks to UGC?
Dwell time/bounce rate: Do visitors stay longer thanks to UGC?
Brand awareness: Can be measured using surveys or social listening, if applicable
UGC is more than just a nice extra – it can generate real revenue. Track it actively!
Future outlook: Trends in the field of UGC
Short video formats currently dominate online communication, especially platforms such as TikTok, Instagram Reels and YouTube Shorts. Artificial intelligence is increasingly being used to support moderation and optimise content selection. In addition, user-generated content is increasingly being integrated across channels, not only on social networks, but also in advertisements, emails and on websites. Another development is the rise of employee-generated content (EGC), which acts as a new form of brand messaging and emphasises authenticity. In an age where credibility and authenticity are highly valued, authenticity remains a decisive factor – the more genuine the content, the better it is perceived by the target audience.
Conclusion
User-generated content is much more than a trend – it is a key tool for credible, successful online marketing. By activating your community, using tools smartly and observing the legal framework, you can use UGC to:
Build trust
Increase reach
Save costs
Emotionally charge your brand
Dr. Beatrice Eiring holds a doctorate in linguistics and studied German and business administration with a focus on marketing at the University of Würzburg. She is Head of Content Creation at eology GmbH and advises our customers on all content issues.
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