UGC creators are changing the game in marketing, rapidly. You have most likely seen the term ‘UGC’ floating around, so let us break it down and simplify it.  

User-Generated Content - Simplified 

User Generated Content (otherwise known as UGC) isn’t new in this field, people will always talk about products they like. Be it through word of mouth, social media, reviews, or other channels. It’s how a brand chooses to utilise it for their brand that matters, but also how content creators leverage it. Content is generated by the users/creators, rather than the brand themselves.  

Organic User-Generated Content 

Organic User Generated Content is the purest form of UGC. It is where a creator or consumer has used a product or service and creates some form of content based on their genuine opinion and experience. If anything, this review style content most benefits the audience who are looking for the next best thing to eat, visit or buy. The brand also benefits from this type of social proof but only if the reviews are positive.  Lots of brands will ask creators for permission to syndicate UGC. For example, posting the content onto the brand's page (usually tagging the creator), using reviews in marketing strategies, and using it to showcase authenticity and a consumer's point of view (rather than the brands).   This is a very strategic way to weave real-life experiences of the brand's product or service into the hands of people who aren’t after influence, but more so honesty. This doesn’t cost the brand anything as it has been posted off the back of the creator's own back and when given permission, the brands can use it how and when they like.  

Paid User-Generated Content 

There are two different types of Paid UGC content.  

1. Content to be handed over  

   This is when brands reach out to UGC creators who they feel match their niche and ask them to create content. Rather than asking an influencer to create content and post to their audience that they have spent time building a loyal following and community, the brand is asking for the content to be created and handed straight over for them to use the content as ads and organic content in their marketing strategy.   That is why people say ‘anyone can do UGC’ because you don’t need to have a certain number of followers or demographics within those followers. Although technically anyone can do UGC, you do need to have an eye for content creation and then you can hand over the content to the brand and be paid.  

   
   

2. Content to be posted on the creator’s account and access given to the brand  

   The flip side to this is a creator who does have a good following or even just a loyal community can do the same but post it on their socials to their audience. As well as giving the content to the brand to use. This way, the brand is getting a new audience from the creators following, as well as some amazing content created. This usually costs more than having UGC content created that is for the brand's use only because in this case, the brand is utilizing the creator's socials that they have put time and effort into. So, it does depend on what the goals of the campaign look like.   

   
   

When UGC is more suitable than traditional influencers 

UGC is often more suitable than traditional influencer content in scenarios where authenticity and trust are key. It feels more genuine and relatable, resonating with audiences who value real-life experiences over polished influencer driven campaigns. It’s also more budget friendly, making it ideal for brands with smaller budgets, however still wanting a social impact. Additionally, UGC is great for targeting niche audiences and can also be distributed across multiple channels, creating a steady stream of fresh, relatable content.   

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