What is UGC, and why can't you afford to ignore it?
A guide for decision-makers: How to turn your customers' voices into your most powerful marketing asset.
92% of consumers trust a real user's opinion more than any professional ad. UGC (User Generated Content) isn't a passing trend — it's the content type that the biggest brands use to generate the most conversions today. In this guide, we'll explain exactly what it is, why it's valuable for your business, and how an agency manages the creator network on your brand's behalf.
The definition
What is UGC (User Generated Content)?
UGC (User Generated Content) refers to photos, videos, reviews, and written content created not by the brand, but by real people — customers, users, or dedicated creators — about a product or service. Alongside classic UGC (organic user content), professional UGC has emerged: authentic-looking content produced by dedicated creators that brands use in ads and across their own channels. The result is the same in both cases: credible, human-toned communication that vastly outperforms traditional studio advertisements.
The "Polished Ad" trap
Why isn't your perfect studio video bringing in more customers?
Many mid-sized companies make the mistake of chasing perfection in content production, while their audience is looking for the exact opposite:
Over-produced content
You spend millions on a flawless brand film, but users scroll past it in under a second because they've become immune to anything that "smells like an ad."
The credibility deficit
Your company says it's "the best on the market." Your customers shrug — because everyone says that. An independent user's voice, however, builds instant trust.
Creative burnout
Your in-house team or agency struggles every month to produce enough fresh content for every platform. UGC creators provide a continuous, diverse content pipeline.
The solution isn't to ditch advertising, but to systematically build authenticity into your marketing mix. UGC doesn't replace brand communication — it reinforces it: the brand tells the world who you are, and creators confirm it's true.
UGC vs. Influencer Marketing vs. Traditional content
What's the difference, and which should you choose?
The three approaches aren't enemies — but it's important to know when each one wins:
Goal
Traditional content
Brand image building with studio-quality visuals.
UGC
Authentic, conversion-optimised content that the brand uses on its own channels and in ads.
Cost
Traditional content
High. Crew, studio, post-production, talent — costs add up fast.
UGC
Low to moderate. A creator video costs a fraction of a studio production.
Usage rights
Traditional content
Full rights, but production cost and turnaround time are high.
UGC
The brand receives full rights to use the content (ads, website, social, email).
The three pillars of a UGC strategy
UGC isn't simply "people posting about you." A strong approach aligns three areas:
Creator & influencer content
Collaborations with creators who produce content for or about your brand. From nano to macro, the right partners increase reach and credibility with their own audiences.
Customer reviews & testimonials
Reviews, ratings, and testimonials (text, photo, video) that you collect, moderate, and showcase on your site, in ads, and in emails to build trust and ease purchasing decisions.
Legally cleared repurposing
Using UGC in paid ads, landing pages, and product feeds — with clear rights and usage guidelines — so your best social proof works across every touchpoint.
When is UGC NOT the answer?
- If your product isn't visual in nature and has no "demonstrable" usage experience.
- If your target audience is an extremely narrow B2B segment where personal relationships matter more than social proof.
- If the brand doesn't yet have a clear positioning — in that case, the brand strategy needs to be built first.
When is a UGC strategy ESSENTIAL?
- If your ads have "fatigued" and cost per conversion is rising — you need fresh, authentic creatives.
- If your competitors are already using UGC content and your brand is falling behind in the credibility race.
- If your in-house team's capacity isn't enough to meet the constant content demand.
Summary
UGC isn't a trend — it's a cornerstone of modern marketing. Consumers listen to authentic voices, not ad slogans. A professionally managed creator network provides your brand with continuous, credible, and conversion-optimised content — from ads to your website to sales materials.