Chances are, you’ve seen a brand pop up in your feed, sharing pictures or videos made by actual customers. That’s called user-generated content, or UGC. It’s the stuff real people create – often without any big brand script – and it’s becoming a stand-out way for companies to interact with their audience.
But when UGC is used the wrong way, it can feel a little…awkward. Maybe you’ve scrolled past a hashtag challenge that felt too much like an ad. Or you saw “real-sounding” reviews that didn’t feel real at all. The flip side is when brands get it right. Genuinely authentic UGC builds trust, encourages action, and actually helps products or services connect with people.
Let’s talk through how UGC can feel natural instead of forced – and why the difference matters so much.
What Does True Authenticity Look Like in UGC?
Authenticity is just a fancy word for “the real thing.” When someone uploads a photo of their dinner without filters or scripts, that’s authentic. When a customer posts a routine using a skincare brand, with all the little details and maybe even a few mishaps, that’s authentic too.
People like this because it feels honest. We can spot an ad from a mile away, but when a post looks and sounds like something a friend would share, we pay more attention.
Take GoPro, for example. Their YouTube channel features adventurers – from surfers to skydivers – using GoPro cameras in wild, personal ways. You sense the excitement because you know it’s not staged. Then there’s the clothing brand Glossier, whose Instagram feed relies on makeup routines and reviews straight from regular users. People trust those more than polished studio photos.
Why Consumers Actually Care About Authentic UGC
Most buyers these days want to see how a product fits into real life. Professional product shots are fine, but real users give context. They show what’s great (and sometimes, what’s not).
Research shows people are more likely to trust, and eventually buy, if they see unedited, unsponsored content. When customers post unfiltered photos or honest feedback, it shapes opinions in a way no scripted campaign can.
Authentic UGC is sort of the antidote to “ad fatigue.” It tells people, “Hey, this really works for me – and maybe it will for you, too.”
Getting Natural UGC: What Actually Works?
So, how do brands encourage real people to share, without turning it into a stiff marketing exercise?
First, prompts should be open-ended. Instead of “Show us your #perfectlunch,” brands can ask, “What weird food combos do you love?” We’re drawn to questions that invite stories, not ones pushing an agenda.
It also helps to encourage storytelling. Let users talk about their experiences, not just the end result. “Tell us about the messiest kitchen fail you’ve had with our mixer” is more fun than “Show us your clean kitchen.”
Brands like LEGO do this well. They highlight wild builds and backstories, not just polished masterpieces. Suddenly, everyone wants to join in.
And people love being recognized. If users know there’s a chance their story will be featured on a big stage (like the brand’s Instagram or newsletter), they’re often more excited to share. Simple shout-outs, perks, or even just a thank you can go a long way.
Picking Platforms: Where UGC Actually Clicks
Not every platform works the same way. TikTok culture is all about quirky, fast-moving videos and trends. People jump in for laughs or to go viral, but it doesn’t always translate to deep engagement. Instagram, on the other hand, is still about the curated picture or story – and it makes it easier to feature and interact with users.
Brands need to go where their audience already is. If your shoppers are mostly on Reddit, that’s where you want to show up – not just on Facebook or Pinterest because everyone else is.
Each platform has its own unspoken rules. On TikTok, a sponsored hashtag challenge one week could flop the next. On Instagram, long captions about personal wins or fails do well in stories or posts. It’s less about being everywhere and more about being where you’re welcome.
Also, the brand’s personality matters. If you’re targeting younger teens, you should think Snapchat or TikTok first. For professional or hobbyist crowds, maybe try YouTube, Reddit, or niche forums.
How Brands Build Community Around UGC
When brands genuinely interact with users, UGC gets a lot more interesting. Responding to people in the comments, sharing backstories, or even starting inside jokes makes everything feel more connected.
Community doesn’t mean blasting out a campaign and leaving. It’s more like being at a party where you ask questions, listen, and sometimes join the dance floor. Skincare brand The Ordinary answers questions under user posts and sometimes explains why certain routines work. Over time, users stick around to help each other – and the brand barely needs to step in.
Some brands run small challenges and encourage feedback on new products, creating a back-and-forth vibe. Book clubs and fitness challenges are good examples. The brand just hosts; users take over.
Keeping it Useful: Moderation Without Killing Creativity
Too many rules make UGC boring. But too little oversight and you risk spam, off-topic posts, or even stuff that hurts your brand. It’s a balance.
The best brands set clear guidelines before they start. That way, users know what’s welcome. For example, a pet food brand might ask for pictures with certain hashtags and a quick story about the pet’s favorite treat. That keeps content focused, but leaves room for users to get creative.
Moderators should definitely step in to filter out anything that’s abusive, dangerous, or off-brand. But they shouldn’t nitpick regular, quirky content. Buffer and Canva are good at this. They guide conversations, mini-feature the best posts each week, and avoid stamping out a user’s style.
The Ethics Side: Consent, Credit, and Trust
It seems obvious, but you need to ask before reposting someone’s photo or video – even if they tagged you. Getting permission is basic respect, and it builds trust. Most people like seeing their content featured, as long as their name is mentioned or tagged.
Brands that don’t give credit or ask for consent risk looking opportunistic. One bad incident can spread quickly. It’s also smart to be upfront about how submitted UGC might be used in the future, especially if you want to use it in ads or global campaigns.
And manipulating UGC (editing captions, tweaking photos without saying so, or inventing reviews) is a fast way to lose credibility. If someone made a small typo, leave it. If the lighting was bad, that’s real life.
Are UGC Campaigns Paying Off? How to Track
Not all UGC is going to “go viral,” but that’s not really the point. Brands need to check if it’s making a difference – are people seeing, sharing, or commenting on those posts? Metrics like engagement (likes, comments, shares), reach (how many eyes on the content), and eventually increased sales or signups all matter.
There are tools that help brands track hashtags or user mentions across social media. Some companies set up dashboards to see what types of posts attract new followers or drive traffic to their site. For beauty and wellness brands, seeing lots of tagged routine posts – like the ones you’ll find on this site – often means the strategy is working.
One fun example: Starbucks ran a “Red Cup Contest,” asking people to share their holiday drinks. They didn’t pick winners based on photo quality; they picked the most creative, surprising posts. Sales got a boost that year, but what really changed was how people saw themselves as “part” of Starbucks.
What’s Next for UGC: The Real Take
We’re seeing people care about transparency a lot more than before. A new filter or hashtag trend pops up almost every week, but users stick to brands that feel honest and human. There’s pressure on brands to stop faking “real,” and to let UGC happen on its own timeline.
Looking ahead, community-driven content isn’t slowing down. If anything, it’s more important to trust your audience and encourage their stories – even if things get a little messy. The brands winning this game aren’t those with the slickest videos, but the ones who let their customers take the mic.
If there’s one takeaway here: UGC is all about trust, not just traffic. The more natural it feels, the more likely people are to believe, participate, and come back for more.