UGC has become an important part of how businesses use social media, advertising and digital marketing. The abbreviation stands for User-generated content, that is, content created by users, customers or creators rather than by the company itself.
It could be anything from a simple mobile video to a review, a photo, an unboxing or a video showing how a product is used in everyday life.
What makes UGC so effective is that the content often feels more personal, credible and natural than traditional advertising.
What does UGC stand for?
UGC stands for User-generated content.
In Swedish, the term ‘user-generated content’ is commonly used.
This refers to content created by people outside the company, which can then be used for marketing purposes.
These could include, for example:
- videos
- pictures
- reviews
- customer stories
- comments
- before and after photos
- product demonstrations
- unboxing videos
- content for TikTok, Instagram or Facebook
UGC doesn’t have to be perfectly produced. On the contrary, it is often the more relaxed style that makes the content credible.
Why does UGC work so well?
People are used to seeing adverts.
That’s why we’re also quicker to spot content that feels too polished or too sales-oriented.
UGC works differently.
When someone shows a product or talks about an experience, it often feels more like a recommendation than a traditional advert.
This can build greater credibility and make it easier for the customer to imagine how the product or service fits into their own everyday life.
UGC feels more authentic
One of the biggest advantages of UGC is its authenticity.
A mobile video in which someone talks about a product can sometimes feel more relevant than a flawless studio production.
That doesn’t mean that quality doesn’t matter.
The content still needs to be clear, well thought-out and in keeping with the brand. But it’s fine for it to feel natural.
UGC can build trust
Trust is important in almost all marketing.
When potential customers see other people using a product or speaking positively about a company, this creates a form of social validation.
This may include:
- customer reviews
- testimonials
- video reactions
- product use
- customer tips
- before and after results
That sort of content can make it easier for new customers to feel confident about making a purchase.
The difference between UGC and influencer marketing
UGC and influencer marketing are often confused with one another, but they are not the same thing.
An influencer usually publishes content aimed at their own target audience and uses their own account as a channel.
A UGC creator, on the other hand, produces content for a company.
The company may then use the material in:
- advertisements
- social media
- website
- product presentations
- email marketing
This means that a UGC creator doesn’t need to have thousands of followers.
What matters most, however, is that the person is able to create credible and engaging content.
What types of UGC are there?
UGC can take many different forms.
Product demonstrations
A person demonstrates how a product works and what features it has.
Unboxing
The product is unpacked and the first impression is revealed.
Testimonials
A customer or creator shares their experience.
Problem and solution
The video begins by presenting a problem and then shows how the product or service solves it.
Before and after
Commonly found in sectors such as beauty, design, fitness and home improvement.
Lifestyle content
The product is shown in a natural, everyday setting without the video feeling like a traditional advert.
User-generated content on social media
UGC works particularly well on platforms where users are used to personalised and fast-paced content.
For example:
- Instagram Reels
- TikTok
- YouTube Shorts
Short videos often work best here.
A good UGC video can be between 10 and 30 seconds long and quickly show:
- the problem
- the product
- the benefit
- the result
It is often more important for the content to feel genuine than for it to be perfect.
UGC in paid adverts
UGC is also widely used in adverts.
This is because the videos often blend in better with the user’s usual feed.
A traditional advert often comes across straight away as an advert.
A UGC advert might instead begin with someone saying:
“I’ve always had problems with…”
or:
“This actually made a big difference to me.”
It arouses curiosity and makes it easier to capture people’s attention.
UGC still needs to adhere to the brand guidelines
Although UGC should feel natural, it still needs to fit in with the company’s visual identity.
This may include:
- colours
- tone
- subtitles
- logo
- music
- image style
- message
The company therefore needs to strike a balance between authenticity and consistency.
Too much control can make the content seem stiff.
Too little control can make the brand seem unclear.
How do you create good UGC?
Good UGC starts with a clear message.
Think about what you want the person viewing the content to understand or feel.
These could include, for example:
- The product is easy to use
- the service saves time
- the result looks professional
- the product solves a specific problem
The content then needs to be structured around that message.
A simple structure might be:
- Hook
- Problem
- Solution
- Product or service
- Results
- Call to action
What is a hook?
A hook is what grabs the viewer’s attention at the start of the video.
The first few seconds are often crucial.
Examples of hooks:
- “I wish I’d found this sooner.”
- “This is the easiest method I’ve tried.”
- “If you’re having trouble with this too, have a look.”
- “I didn’t think this would work, but…”
A good hook needs to feel natural and relevant.
It should spark curiosity without seeming excessive.
Do you need to hire a UGC creator?
Not always.
Existing customers can create UGC organically.
The company can also encourage customers to share photos or videos.
However, if you want more carefully curated content for adverts or campaigns, it might be a good idea to hire a UGC creator.
In that case, the company can provide:
- script
- guidelines
- product information
- target audience
- format
- tonality
The creator then produces content that still feels personal.
UGC isn’t just for products
UGC is often associated with physical products, but it also works for services.
For example, a company can use UGC to show:
- a booking experience
- a design process
- a digital service
- a course
- an app
- a consultation
- before and after results
The important thing is that the content demonstrates value in a tangible way.
UGC for small businesses
UGC can be particularly useful for small businesses.
It is possible to create effective content without large production budgets.
A mobile phone, good lighting and a clear message can go a long way.
UGC can also be reused in several places.
A video can, for example, be used in:
- TikTok
- advertisements
- website
- newsletter
This makes the content cost-effective.
Summary
UGC, or User-Generated Content, is content created by customers, users or creators and used in a company’s marketing.
It works well because the content often feels more authentic, personal and credible than traditional advertising.
UGC can be used on social media, in adverts, on websites and in campaigns.
For small businesses, it’s an effective way to create engaging content and build trust without every campaign having to be a major production.
Find out more about our services
Do you want to create content that feels personal and engaging? Find out more about our services in content creation and social media and how Svea Designs can help you create visual content that suits your brand.
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