User-generated content (UGC): what it is and why it matters for your brand
Imagine scrolling through Instagram, catching up with your favorite brands, micro-influencers, family and friends. Then you see a photo of a friend showing off their latest sneakers. You quickly look the brand up because if they look good on your friend, why not on you?
That’s user-generated content (UGC)—an authentic snapshot of genuine brand love that has become the heartbeat of social media.
UGC isn’t just a nice-to-have for your brand—it’s essential—especially when 66% of consumers talk to friends and family to keep up with trends. Consumers want unfiltered, organic and authentic insights from the people they know—whether that’s a friend or a creator they love. Let’s face it: We all trust a friend’s recommendation over a polished ad, especially in an AI-driven landscape where authenticity is vanishing and consumers crave community.
In this guide, we’ll dive into the fundamentals of UGC—the what, why and how—so you can use all types of social media content, like candid snapshots, rave reviews and spontaneous videos, to boost your brand’s relatability.
What is UGC?
UGC is unpaid or unsponsored content your customers create about your brand—think reviews, photos, videos and social posts. It’s genuine, authentic and priceless for credibility.
Sharing and resharing UGC multiplies a content asset’s reach and attracts more eyes to your brand. For example, Biteable's Growth Marketing Manager, Haily Moulton (@hailymoulton), created a reel answering people’s burning questions about using AI as a social media manager:
Haily is also a Sprout Ambassador and swears by our all-in-one social media tool. By reposting her Reel, Haily gets new eyes on her video—and we get valuable content.
Your team can identify and measure UGC interactions using social media analytics and reporting features through platforms like Sprout Social. Find out how to use Sprout for social listening so you can capture and share these moments, too.
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Types of UGC
UGC comes in all shapes and sizes, including:
Customer reviews and testimonialsPhotosVideosBlogsCommentsBelow is a detailed breakdown of each UGC type:
Customer reviews and testimonials
Users show their love for your brand through posts and stories.
Project management tool Trello, for example, reposted this X (formerly known as Twitter) post from Tony Lango, the world’s first engagement relationship manager:
Posts like Tony’s are personal endorsements on platforms like Instagram and X. Content like this from an expert people trust generates positive buzz and attracts lots of attention to your brand.
Photos
Customers’ photos of your brand or products build credibility and social proof. They also attract potential customers who want to see your product in action.
Gymshark’s Instagram feed, for example, is packed with fitness influencers posting high-quality photos of themselves wearing the brand’s activewear:
A steady stream of UGC showcases the product in use and demonstrates influencers’ loyalty and trust in the brand.
Videos
When your audience posts videos featuring your product, it’s like digital word-of-mouth. Benefit, for example, reposted this TikTok from makeup artist Colleen (@colleen.makeupp):
This timely Halloween makeup post using Benefit’s products is an excellent example of UGC that showcases a brand’s products in action. It also highlights its customers’ creativity and talent, making it relatable and aspirational for potential customers.
Blogs
Sometimes, customers write detailed experiences or stories about your products on their blogs.
Hostinger, for example, featured Grammarly as the best grammar assistant in a roundup article:
Grammarly can reshare this blog, feature a snippet from the review or collaborate with the blogger on future content. Collaboration can build a positive relationship and introduce Grammarly to new audiences.
Comments
Comments are a treasure trove of opinions and insights. Glassdoor created this Facebook post from existing responses in its Interview Tips Bowl, a social media series featuring interview tips from its audience:
Comments offer two key benefits that drive growth: They’re proof that other users actively engage with your brand and provide valuable audience insights.
Why is UGC important for brands?
UGC turns your customers into your biggest fans and your most authentic spokespeople. Here’s how it impacts your brand:
Provides a consistent source of inspiration
Struggling with content ideas? You’re not alone.
The average brand aims to publish 10 social posts per day, according to the 2025 Content Benchmarks Report. Luckily, UGC is a goldmine for inspiration, packed with customer posts, reviews and stories.
Here’s why a rich content bank is important: The Index™ found that consumers believe the bedrock of standout social media content is the quality of a brand’s product or services.
Repurposing UGC content is a great way to authentically showcase the quality of your products and services without being salesy. Plus, UGC is original. The same research shows that consumers also believe original content—not trending topics—makes brands stand out on social media.
A consistent social presence keeps your brand top-of-mind. Each customer interaction is a potential post that keeps your feed active and your audience engaged.
Adds social proof and drives purchase intent
User-generated content turns customers into your most credible salespeople—every photo, review or testimonial is an authentic endorsement. Why does that matter? People trust people.
When they see others—real users, not actors—enjoying your product, it’s as good as a recommendation from someone they know. Social proof taps into the “follow the herd” instinct people have. If everyone’s buying this, it must be good, right? This validation makes potential customers feel more comfortable and confident in choosing you. They need reassurance to make the leap from interested to invested.
Now, consider this: The Content Benchmarks Report also shows that more than one-third (37%) of consumers think the most memorable brands prioritize direct audience engagement over publishing. That means customers want to engage and become part of your story. By commenting on and reposting UGC, you build personal connections and a community with your audience, making your brand more believable.
Generates brand awareness
UGC puts your brand on the radars of new audiences. Every share, tag and mention extends your reach and spreads your brand’s message.
Brand awareness is the first step in the marketing funnel. Familiarity breeds trust—when people recognize your brand, they’re more likely to consider you when they’re ready to buy.
Each user’s content is a personal shout-out to your brand, and their followers are all ears. It’s a network effect—every post introduces your brand to a new audience. And because it’s coming from someone they trust, it makes a lasting impression.
Creates authenticity
UGC puts your brand on the map in a way that feels organic, not intrusive. Tapping into real-time content from real people provides the authenticity consumers desire. And as long as you get a user’s permission, brands can deepen their genuine connection with audiences by thoughtfully integrating UGC into paid social media ads.
According to the Index, consumers rank authenticity and relatability as the top two traits in brand content.
Brands have an opportunity to bridge this gap and curate content that resonates on a personal level and builds trust by focusing on these key traits.
When you showcase UGC, you’re doing more than adding content to your feed. You’re building a community around your brand. You’re telling your customers, “We see you, we hear you and we value what you have to say.” This recognition motivates them to engage more and contribute content.
Builds brand loyalty
In our Index, we found that 73% of social users will buy from a competitor if a brand doesn't respond to them on social media.
When you actively showcase user content, you acknowledge and celebrate your customers. This validation makes people feel connected to your brand, like they’re a part of something.
Every piece of UGC is a chance to boost trust and build brand loyalty. Your most loyal customers are your biggest cheerleaders. Building a relationship with them and acknowledging their efforts encourages them to invest more in your brand—with money and UGC.
Contributes to your bottom line
UGC is another form of word-of-mouth marketing, and it’s one of the most potent ways to connect with your target audience and lead them to a purchase. According to the Index, 81% of customers will make several purchases a year because of social media. When you can measure and grow your UGC strategy, you’re more likely to grow your bottom line.
With Sprout, you can measure post impressions, engagements and even message click links. These insights help you track the performance of UGC reposts to understand what’s resonating with your audience and getting them to engage directly with you.
5 real UGC creation examples
These UGC examples show how brands can use customer content to drive engagement and authenticity to build brand loyalty:
1. Nutrisense sparks glucose experiments
Health and technology company Nutrisense provides personalized nutrition advice based on continuous glucose monitoring data. Users wear a device that tracks their blood glucose levels in real time, providing insights into how their body responds to different foods.
Nutrisense’s platform analyzes this data and pairs users with registered dietitians to optimize metabolic health, improve diet and support weight loss.
In July 2021, Nutrisense had about 25,000 followers across its social media profiles. The brand wanted to amplify its presence, so it started posting UGC and pairing it with Sprout’s insights.
Sprout’s reports highlighted the content that resonated with Nutrisense’s target audience. By the end of 2022, Nutrisense’s social media engagement had grown by 45%, and its community had grown to more than 130,000—a 496% increase.
2. Taylor Swift fans share tour outfits
Taylor Swift isn’t just a music superstar—she’s a master at making fans the heart of her brand. Her Instagram account, Taylor Nation, is part of her PR and marketing muscle and acts as her official fan club. It also pumps life into UGC campaigns that fans adore.
For the Eras Tour, Taylor Nation asked fans to post their tour outfits using #TSTheErasTour. Fans went all out, showcasing their Swift-inspired looks with glitter and friendship bracelets.
But Taylor Nation didn’t stop there—the account also reposted its favorite pictures. Fans got to be the stars in every city on the tour.
UGC is one tactic in a detailed customer marketing strategy, and it shows how Taylor and her team create a tight-knit community. Fans don’t just buy a ticket—they buy into a shared story and an immersive experience.
3. Starbucks Red Cup Day
Customers already post pictures of their trendy coffees, but what happens when a brand organizes a yearly event? The Starbucks Red Cup contest encourages users to post images of their holiday-themed cups after they purchase coffee.
The contest encourages customers to try new holiday drinks and is a great way to spark viral moments across different platforms.
The contest’s launch on an advertised day, like November 14, 2024, amplifies its impact. Users generate content through multiple platforms to spread the word and share their experiences as excitement builds up to this day. The image below shows how the “red cup” buzz spiked to the top of searches that day:
4. Wahl Professional taps into existing communities
Wahl Professional produces and sells professional grooming equipment, including hair clippers and trimmers. Professional barbers and stylists trust Wahl for its durable, reliable and precise tools.
Wahl has been around for nearly 100 years, so it needed a fresh strategy to target and appeal to new customers. Since June 2015, Wahl has pivoted its approach to active engagement, using Sprout to manage and monitor conversations across multiple Instagram accounts, particularly @wahlpro. This shift led to a curated strategy of sharing UGC content.
Wahl’s target audience—a vibrant community of stylists and barbers—was already sharing their work with the hashtags #Wahl and #WahlPro. Wahl monitored these brand keywords with Sprout and transformed its social feed into a showcase of professional talent and authentic user experiences.
In only a short time, @wahlpro boosted its Instagram engagement by 4,307%. The account’s followers increased by 84,788 with Sprout.
5. Papa Johns leverages user-generated content with social listening
What happens when a celebrity sparks user-generated content? Magic.
A spontaneous moment of NFL center Jason Kelce enjoying Papa Johns pizza during an Amazon documentary sparked organic social media buzz. The brand caught on to the emerging trend using Sprout for social listening.
Kelce’s mention sparked UGC—fan comments and posts—about the pizza, allowing Papa Johns to leverage the organic connection and collaborate with Kelce. Josh Martin, Director of Social Media and Brand Engagement at Papa Johns, said, “The insights gained through Sprout Social have empowered us to innovate our brand engagement approaches.”
UGC moments like these—combined with Papa Johns using Sprout to improve its response rate on social media channels—have increased customer satisfaction, loyalty and brand awareness across social networks.
How to find and curate UGC
Spotting the right content is an essential part of your UGC strategy, and finding the right content to invest in requires social listening. Below, we’ll explore how to identify promising UGC through social listening and the different methods to find content on each platform.
What makes good UGC?
Effective UGC should start with authentic, organic interactions. For example, when users share something unique about your product or service, you can dig deeper to determine whether there’s a connection within your brand’s community.
If the content you’ve found provides the authentic user reaction you need and your target audience connects with it, you can promote more of this kind of UGC through sharing, campaigns or partnerships.
The following characteristics sum up valuable UGC:
Users naturally post about the topic.There’s traction within your community.Your brand can share the post or add value to the conversation.Social listening helps you find, investigate and strategize based on these characteristics.
