User-generated content (UGC) has become a powerful tool for brands to connect with their audiences authentically. At its core, UGC refers to any content  — images, videos, reviews or testimonials — created and shared by users, customers and brand advocates rather than the brand or an influencer. Many social media users, including younger audiences, see UGC as genuine. An Adobe Express survey found that Gen Z respondents were the most likely of all generations to think user-generated content was the most authentic and trustworthy over branded content. That makes UGC essential for brands. If you want to promote your favorite brands through UGC, here are the types of content you can create and how to go about it:

Types of UGC to make

There are various types of UGC that brands can use to enhance their marketing efforts:

Social media posts

Photos and videos shared by users on platforms like Instagram, Facebook, Twitter, TikTok and Snapchat. You can create UGC to participate in challenges or interactive features like polls and Q&A sessions. 

Product reviews and testimonials

You can also written or film reviews sharing your experiences with brands’ products or services. A Statista study found that almost 70% of consumers read between one to six reviews before making a purchase.

Blog posts 

You can write blog posts or articles discussing your experiences with your brand. Incorporate storytelling to go deeper than traditional reviews to make the content more engaging.

Community forums

You can also actively participate in discussions, ask inquiries, and exchange insights within dedicated spaces like Reddit or specialized online communities focused on particular brands or industry subjects. These spaces serve as platforms for peer-to-peer support, with users offering solutions and advice based on their own experiences.

How to make UGC  

As a creator, to make UGC, your goal is to produce compelling and authentic content that resonates with your audience and captures the essence of the brand or product you’re endorsing. Take these tips into consideration when creating UGC:

Be authentic: Authenticity is key in UGC. Share your genuine experiences and opinions about the product or service. Authentic content resonates more with audiences and builds trust. Post about products you truly use and love.

Engage with your audience: Encourage interaction by asking questions or seeking your audience’s opinions. Be sure to answer questions about the product, too. This can increase engagement and reach.

Show yourself using the product or service: This gives a realistic view of what consumers can expect.

Follow guidelines: If the brand has given you something of value for free, you should disclose it to your audience. 

Use a call to action: Include a call to action, like asking your followers to comment, share, or visit the brand’s page.

Examples of UGC

These examples show social media users engaging with brand hashtags and creating their own user-generated content.

Forever 21, #F21xMe

Laura shared a carousel of photos of herself in the brand’s clothing.

Prada Beauty, #PradaBeautyDimensions

In this post, Lilah shares her makeup routine using Prada Beauty.

Milani Cosmetics, #GRWMilani

In this post, Jaleesa shares a lipstick she loves from the brand.

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