User-generated content is a great way to reach your audience, whether you’re the one posting it or not.
UGC refers to any social media posts that people across every network share when they’re using or raving about a product or service. When your friend posts a Tweet about a fantastic experience they had with a hotel they stayed at, that’s UGC. When your favorite brand reposts Instagram Stories from customers at an event they hosted, that’s UGC. When someone shares a video on TikTok about finding the best lipstick they’ve ever used, that’s UGC.
How brands leverage that plethora of user-generated treasure is what gives the medium its power. You can use it to build relationships with customers and potential customers by highlighting lifestyles or values that overlap with your brand ethos and audience—like Vans often does by reposting videos of BMX riders, skaters, artists—anyone repping their “Off the Wall” brand aesthetic.
User-generated content (UGC) is one of the most powerful ways to connect with your audience—whether you're creating it, curating it, or simply amplifying what your customers are already sharing.
So, what exactly is UGC?
It’s any content—videos, photos, reviews, or social media posts—created by real people (not brands) about a product, service, or experience. Think of it like digital word-of-mouth. When someone tweets about the incredible customer service they received at a hotel—that’s UGC. When a brand reposts Instagram Stories from fans at their live event—that’s UGC. And when someone shares a TikTok raving about the best lipstick they’ve ever tried—you guessed it—that’s UGC too.
The power of UGC lies in authenticity. People trust people. In fact, studies show that consumers are 2.4x more likely to say user-generated content is more authentic than brand-created content. It’s the modern-day review system—visual, relatable, and easy to share.
Instead of brands always talking about how great their products are, UGC lets real customers do the talking. And that’s exactly what builds credibility, drives conversions, and increases engagement.
Great brands don’t just collect UGC—they strategically use it to tell stories, strengthen community, and amplify their message.
Take Vans, for example. The brand consistently reposts videos and photos of skaters, BMX riders, musicians, and artists—anyone who reflects their “Off the Wall” brand culture. This not only showcases their products in action but reinforces a lifestyle their audience proudly identifies with.
Whether you're in fashion, fitness, tech, travel, or beauty—UGC helps show your product in the real world, used by real people, in ways your audience can relate to.
At Video Supply, we offer custom UGC services that make it easy to get high-quality, brand-aligned user content without lifting a finger. Here’s how we help you grow with UGC:
UGC isn’t just content—it’s community. It’s one of the most cost-effective, trust-building, conversion-driving assets you can have in your marketing toolkit.
If you’re ready to turn your customers into creators—and your content into connection—our UGC services can help you do it at scale.
UGC is created by customers themselves, so it provides social proof that the product or service is reliable and trustworthy. Customers are more likely to trust the opinion of other customers than they are to trust the marketing message of a business.
UGC is a cost-effective marketing strategy because businesses do not have to create content themselves. By leveraging UGC, businesses can save time and resources while still reaching their target audience.
UGC can increase engagement levels on social media platforms and other digital channels. Customers are more likely to engage with content that they have created themselves or that features other customers.
UGC fosters a sense of community among customers and businesses. By engaging with customers and showcasing their content, businesses can create a loyal following of customers who feel connected to the brand.
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"I love working with Video Supply for my video & photo marketing. The photos are beautiful and polished and now I'm (finally) consistently posting to YouTube. All of this content is help me grow CREAMARIE, my ice cream company! Work with Video Supply, you'll love the team, quality of work and amazing results!"
What is user-generated content (UGC)?
UGC refers to any form of content, such as text, images, videos, and reviews, that is created and published by users of a website or online platform.
Why is UGC important?
UGC is important because it allows businesses and websites to engage with their audience and create a sense of community. It can also help increase brand awareness, trust, and loyalty.
What types of UGC can be created?
Users can create various types of UGC, such as product reviews, blog posts, social media posts, photos, videos, and comments.
How can businesses encourage users to create UGC?
Businesses can encourage users to create UGC by offering incentives, such as discounts or prizes, for submitting content. They can also make it easy for users to submit content by providing clear instructions and user-friendly tools.
How can businesses ensure the quality of UGC?
Businesses can ensure the quality of UGC by setting clear guidelines and rules for submissions, moderating content to remove spam or inappropriate content, and providing feedback to users on how to improve their submissions.
How can businesses measure the success of UGC campaigns?
Businesses can measure the success of UGC campaigns by tracking metrics such as engagement, reach, and conversions. They can also conduct surveys or gather feedback from users to understand their experiences and perceptions of the campaign.
Any questions? Our team is here to help with strategy, planning, and launching your next successful project.
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