User-Generated Content (UGC) in Social Media Marketing
User-generated content has always brought authenticity and community into the spotlight of social media marketing. But in 2025, it’s not just nice-to-have. It’s officially pulling in more advertising revenue than traditional media.
A recent analysis by WPP Media revealed that for the first time, more than half of all content-driven advertising revenue will come from platforms and content created by individuals rather than professional media outlets. That includes everything from TikToks and YouTube videos to podcast clips, reviews, and social media posts made by everyday users and content creators.
It’s a huge shift that reflects where people are spending their time online, and more importantly, what kind of content they’re paying attention to.
What Does User-Generated Content Mean?
UGC, which stands for User-Generated Content, includes anything created by your audience rather than your brand itself. This might be:
- A customer’s Instagram photo using your product
- A TikTok video showing an unboxing experience
- A Google review or a testimonial on your website
- A story, reel, or tweet mentioning your brand
- A blog post from a fan or content creator sharing their honest thoughts
The common thread? It’s content made voluntarily by real users and not your team. Sometimes, brands partner with UGC creators (not quite influencers) who get paid to craft authentic-style posts, but the tone and storytelling still feel organic.
Why Include UGC in Your Social Media Strategy?
The cultural shift toward creator-led content is changing the entire advertising landscape. WPP Media’s report estimates that ad income from creator content will grow 20% this year alone, with projections reaching over $376 billion by 2030.
This reflects how people now consume content and make purchase decisions.
Here’s why UGC is becoming a cornerstone of modern social media strategies:
1. Real Content Builds Real Trust
You can put together the most polished campaign in the world, but nothing beats a real person saying, “This worked for me.” Whether it’s a TikTok about your product, an Instagram Story showing it in action, or a simple text review, that content feels believable because it comes from someone outside your brand.
UGC has that honest, unfiltered quality that makes people stop and pay attention. It sounds like a friend talking, not a company selling.
2. Social Proof Drives Decisions
Social proof has always been powerful. But now, instead of hearing it from a friend over coffee, people see it in comments, videos, and tags. If someone’s browsing your page and sees others raving about your product or service, that validation can be the nudge they need to take the next step.
These moments carry weight. They show that people aren’t only talking about your brand but they’re showing up for it.
3. UGC Is Designed to Spark Engagement
UGC tends to spark more engagement than traditional posts. No matter if it’s a trend, a review, or a funny video, this kind of content often feels more relatable, and this makes people more likely to like it, comment on it, or share it with someone else.
And here’s the bonus: the more people interact with it, the more the algorithm pushes it. That gives your brand even more visibility, without spending extra on ads.
4. It Keeps Content Flowing Without Burning Out Your Team
Social media moves fast. Trying to fill your feed with brand-new, in-house content every day can wear out even the most organized team. UGC gives you a way to keep your content fresh and consistent without starting from scratch each time.
By resharing content your audience has already created, you save time and shine a spotlight on your community at the same time.
5. It Reflects Diverse Perspectives
No matter how strong your brand voice is, it’s just one voice. UGC brings in different styles, backgrounds, and experiences. Maybe it’s someone sharing a personal story, or someone using your product in a way you hadn’t even thought of.
That kind of variety makes your content feel more inclusive and real, helping more people see themselves in your brand.
6. It’s Where the Money Is Going
This isn’t just about creating connections. It’s also about following the money. Brands are now investing more in creator content than they are in traditional media. Why? Because that’s where the attention is.
The audience has shifted, and budgets are following. If your marketing strategy doesn’t include user-generated content, you’re missing out on one of the most active and influential spaces in digital media right now.
Common Types of UGC
User-generated content can take many forms, depending on the platform and the creator. Here are a few you’ll likely come across:
- Photos and Videos: Think Instagram posts, TikToks, Reels, YouTube Shorts, or anything visual that showcases your product in action. These posts are often authentic snapshots of how people use or enjoy what you offer in everyday life.
- Reviews and Testimonials: Honest feedback shared on websites, social media, or review platforms. Whether glowing or critical, these insights help build trust and guide others through the buying process.
- Social Posts: Tweets, Facebook posts, Stories, and more mentioning or tagging your brand. They’re often spontaneous shout-outs, offering organic exposure from real users.
- Blogs or Articles: Longer-form content written by customers or fans. These posts often include personal experiences or deep dives that give more context and credibility to your brand.
- Live Streams and Stories: From GRWM (Get Ready With Me) sessions to live unboxings, this content captures real-time reactions and product use. It adds a layer of transparency that highly produced content can’t always match.
- Case Studies: In-depth stories showing how your product solved a problem or improved someone’s workflow or life. These are usually collaborative efforts and can work as powerful tools for B2B or service-based brands.
- AR Content: Branded filters and virtual try-on experiences that users share.
- Paid UGC: Created by influencers or creators who are compensated, but still aim to keep things natural and relatable. This content blends the best of influencer marketing and peer-to-peer trust, as long as it stays authentic.
How to Include UGC in Your Social Media Plan
If you’re hoping to get more people to create content about your brand or wondering how to make the most of the UGC that already exists, here are some steps to help you get started and build a sustainable plan:
1. Choose the Right Platforms
Start by focusing on the platforms where your audience is already active.
TikTok is ideal for casual, off-the-cuff videos that fit trends or product demos. Instagram offers a visual-first space for curated photos, Stories, and Reels. Facebook can be more effective for community-style interactions, especially with Groups or longer-form posts.
Each platform serves a different purpose, so choose based on the type of content you want and where your audience naturally posts.
2. Set Clear Goals
Before collecting or sharing UGC, get clear on what you want to accomplish. Are you hoping to boost awareness, gather authentic testimonials, or drive product sales? Having specific goals helps you determine which kinds of user content to focus on, whether that’s customer reviews, video shoutouts, or in-depth blog posts. It also gives your audience a better sense of what to contribute.
3. Be Encouraging
Sometimes people just need a little encouragement to get involved. Give them simple, engaging ways to share content that feel fun and easy to do.
- Launch a hashtag challenge (like Coca-Cola’s #ShareACoke) to inspire creativity and make it easy to find submissions
- Run giveaways that reward user-generated posts with prizes, perks, or exclusive access
- Offer shoutouts or discounts as a thank-you for sharing content about your brand
Whatever method you use, keep the instructions clear so your audience knows what to post, how to tag your account, and where to share their content. The easier you make it, the more likely they are to join in.
4. Stay Engaged
When someone creates content about your brand, take the time to respond. Like their post, leave a comment, share it on your own profile, and thank them directly. Acknowledging their effort helps build loyalty and encourages others to do the same. People want to feel seen, and a simple “thanks for sharing” can go a long way in building a community around your brand.
Best Practices for Sharing UGC
Sharing user-generated content can help build trust and grow your community, but how you share it matters just as much as what you share. Here are some best practices to follow:
Use Branded Hashtags
Create a unique hashtag for your brand or specific campaigns. This makes it easier to find posts from your audience and helps keep everything organized in one searchable place. Branded hashtags also give users a clear way to join in.
Keep Participation Simple
Don’t overcomplicate things. If you want more people to share content, make it easy for them. Often, all it takes is tagging your account or using a hashtag. Avoid asking for too many steps or detailed submissions unless there’s a strong incentive.
Always Credit the Creator
When you reshare UGC, make sure to tag or mention the original creator. This not only gives proper credit but also shows appreciation and builds goodwill with your community. A simple thank-you goes a long way.
Ask for Permission First
Even if someone posts publicly, always ask before using their content. A quick DM or comment can help you avoid any issues and shows respect for the creator’s work. It also gives them a chance to feel recognized and included.
Keep Your Feed Varied
Don’t just repost the same kind of content over and over. Try to feature a mix of voices, styles, and formats like photos, videos, reviews, and more. This keeps your feed fresh and reflects the diversity of your audience.
Showcase Your Team Too
Encourage your employees to share moments from their day-to-day work with employee-generated content (EGC). Behind-the-scenes content adds a human touch to your brand and gives followers a glimpse into the people who make things happen. It’s also a great way to boost internal morale.
Adapt Content for Each Platform
What works well on TikTok might not land the same way on LinkedIn or X. Think about the tone, format, and content length that fits each channel, and tailor your UGC accordingly to get the best results.
Considerations and Risks with User-Generated Content
While user-generated content brings many benefits, it also comes with challenges that brands need to manage carefully.
- Maintaining Brand Consistency and Quality: Because UGC comes from many different creators, it can be difficult to keep it aligned with your brand’s values and standards. Not every piece will match your desired look or tone, so it’s important to have guidelines in place and a system to review content before sharing.
- Handling Negative or Controversial Content: Not all user content will be positive or on message. Brands should prepare how to respond to negative feedback or posts that might cause controversy. Addressing these situations promptly and thoughtfully helps protect your reputation.
- Intellectual Property and Copyright: Before sharing any user content, brands must get explicit permission from the original creator. Using content without approval risks copyright violations and legal trouble.
- Platform Liability and Legal Risks: Hosting UGC also means brands could be responsible for unlawful or inappropriate content posted by users. It’s important to have measures in place to limit exposure to legal risks.
Legal Considerations and Best Practices
To manage these risks, brands should adopt clear policies and systems.
- Clear Terms and Conditions: Lay out the rules for how users can submit content, how you’ll use it, and how you’ll handle privacy and licensing.
- Content Moderation: Combine automated tools and human review to filter out inappropriate or infringing content.
- Complaint Resolution: Offer an easy way for users to report problematic posts and handle these reports quickly.
- Regular Policy Updates: Since laws around UGC change, regularly review your policies to stay compliant and protect both your brand and your community.
Taking these steps helps you make the most of UGC while avoiding common pitfalls.
Emerging Trends in UGC for 2025
User-generated content continues to evolve, and some new trends are shaping how brands use it this year.
AI-Powered Content Curation
More brands are turning to artificial intelligence to help find and organize the best user content. AI tools make it easier to spot high-impact posts, keep content relevant, and manage everything more efficiently.
Augmented Reality (AR) and Virtual Reality (VR)
AR and VR are becoming part of UGC campaigns, offering more immersive and interactive experiences. These technologies allow consumers to engage with products in new ways that feel more personal and exciting.
Short-Form Video Dominance
Platforms like TikTok, Instagram Reels, and YouTube Shorts continue to lead the way in UGC trends. Short videos tend to attract higher engagement, especially among younger audiences like Gen Z, making them a must for many brands.
Shoppable UGC
User content is increasingly connected directly to online shopping. Consumers can now purchase products straight from UGC posts, creating a smoother path from discovery to checkout.
Localized and Personalized UGC
Brands are focusing more on tailoring UGC campaigns to specific regions or audience segments. This makes content feel more relevant and relatable to different groups, strengthening the connection between brands and their communities.
Tracking and Analyzing User-Generated Content with Metricool
Once UGC becomes part of your content strategy, it’s important to measure how it’s performing. Metricool helps you keep tabs on performance so you can stay informed and adjust as needed.
Here’s what you can do with Metricool:
- Analytics Dashboard: See how UGC posts perform in terms of reach, likes, comments, and shares.
- Hashtag Tracker: Monitor branded hashtags to discover new content and see what’s catching on.
- Audience Insights: Learn who’s interacting with your UGC, and get a better picture of your audience.
- Custom Reports: Organize data into clean, visual reports to present results to your team or clients.
- Competitor Analysis: Compare your UGC performance with others in your space to spot new opportunities or gaps.
Why Choose UGC in 2025?
User-generated content isn’t just a trend. It’s a reflection of how people engage with media in 2025. With more ad dollars shifting toward individual creators and their audiences, UGC is now a driving force in the world of marketing.
For brands, that means leaning into real voices, celebrating community, and treating content from your users as a valuable part of your story. Whether you’re collecting organic posts or collaborating with creators, UGC offers something traditional advertising often can’t: personal connection.
And with tools like Metricool, you can track, share, and improve your UGC strategy with confidence while knowing you’re tapping into the content that people truly care about.
