User-Generated Content: What is it and How to Use it to Your Advantage

Have you ever posted a photo of your coffee from a local café, shared a product review online, or tagged a brand in your Instagram story? You’ve created user-generated content (UGC).  In a world where consumers are bombarded by polished ads and brand promises, people are craving something more real. That’s where UGC comes in. It’s authentic, it’s relatable, and most importantly, it’s created by your target audience.

As a brand, tapping into this kind of content can build serious trust and loyalty. At Dream Media Designs, we believe UGC isn’t just a trend—it’s a powerful way to connect with your community and turn customers into advocates. In this post, we’ll break down what user-generated content is, why it matters, and how your brand can use it to stand out and grow.

What is User-Generated Content?

At its core, user-generated content is any type of content—photos, videos, reviews, testimonials, blog posts, social media mentions—created by customers. Think about it like this: when a customer posts a video of them unboxing products from your brand on TikTok, tags your brand, and leaves a glowing review, that’s UGC.

Essentially, user-generated content is word-of-mouth marketing. It’s organic, authentic content that comes straight from the people who use and love your brand.

The key difference between UGC and traditional branded content is who’s behind it.  Branded content is crafted by your marketing team, carefully polished, and designed to highlight your products in the best possible light. UGC, on the other hand, often feels more raw and real—and that’s exactly why it works. People trust other people more than they trust ads.

UGC can take so many forms, too. Let’s explore the different types of user-generated content.

Types of User-Generated Content

1. Images and Videos

Snapshots of customers using your products, product unboxing, user reviews, Instagram Stories, or branded selfies shared with a hashtag—visual content that’s engaging and easy to repurpose. Video content is huge right now—everything from unboxing clips and “how-to” demos to full review or reaction videos on TikTok, Reels, or YouTube, all offering a real-life experience of your brand.

2. Blog Posts and Articles

Blog posts or detailed posts about your brand’s products are great for SEO and storytelling. This can not only add to your content but also to your SEO rankings. You can encourage bloggers to write about your products, driving organic traffic to your brand’s website. 

3. Livestreams and Podcast Conversations

Whether it’s listeners calling into a podcast, fans hosting their own spin‑off discussions, or enthusiastic followers taking over livestreams, these formats represent a vibrant and often overlooked form of UGC. Podcasts can become platforms for user voices.

When listeners contribute testimonials, stories, or even guest segments, you’re tapping into entirely audience‑driven content that feels authentic and practical. These types of UGC do more than just build engagement—they foster deep trust and loyalty, because your community isn’t just watching, they’re participating.

4. Influencer Content

When we talk about influencer content, it’s really a special, strategic branch of UGC—sometimes called influencer-generated content (IGC). While ordinary UGC comes spontaneously from customers or fans, IGC is crafted by influencers who collaborate with brands on content that feels authentic and on-brand.

These creators typically have a loyal following and operate within specific niches, which gives their endorsements weight and a broader reach than most organic UGC can achieve on its own. Influencers can create engaging, unique content for your brand in their own personal style.

The result? One study found that campaigns with influencer-created posts can generate up to 11× the ROI of traditional digital marketing efforts, and 61% of consumers say they trust influencer recommendations more than branded messaging.  It’s a content sweet spot—authentic voices, strategic alignment, and measurable results—all rolled into one powerful format.

5. Contests and Campaigns 

One of the most effective ways to harness user‑generated content is through hosting contests and campaigns that invite your audience to create and share their own content, often with the incentive of recognition or a prize. This engages your audience while also promoting your brand and building loyal customer relationships. 

Why User-Generated Content Matters for Your Brand

When you utilize user-generated content, you’re tapping into authenticity and social proof, which are two things your brand can’t ignore. User-generated content helps build trust with your target audience because it comes from existing customers. Hearing positive feedback from others about your brand and its products can go a long way towards building a community with your audience.

Research shows that consumers find UGC up to 85% more trustworthy than brand-created content, and 84–90% say it strongly influences their purchasing decisions. In other words, adding user-generated content to your brand’s marketing efforts can lead to more conversions, and ultimately, more sales and business growth. That’s because when real customers share honest reviews, photos, or stories, potential buyers see a reflection of themselves, not just polished marketing messages.

Simply put: UGC doesn’t just tell your brand story—it shows it through the eyes of those who love it, and that’s often more persuasive than anything your marketing team can create.

Final Thoughts

At the end of the day, user-generated content is more than just a marketing tactic—it’s your customers helping to tell your brand story in the most authentic way possible. From reviews and Instagram posts to podcasts, livestreams, influencer collaborations, and creative contests, UGC takes many forms, but the result is always the same: trust, engagement, and connection.

People want to see real experiences from real users, and when you make space for that, you’re not just building content—you’re building community. UGC has the power to boost your credibility, expand your reach, and drive sales in ways polished ads alone can’t.

Ready to start using user-generated content to grow your brand? Our team at Dream Media Designs can help you create strategies that spark engagement, build trust, and turn your customers into your biggest advocates. Let’s work together to make your brand story unforgettable!