A person searches for a product and finds the official brand photo. Then, they open the comments and look for videos from people who have already bought it. The second part usually answers different questions. What does the product look like outside of the studio?
What is the actual size? Did anyone else have the same problem? What happened after the purchase? UGC gathers precisely this type of content created by customers and users.
What is UGC
UGC stands for User Generated Content. It can be a review on an e-commerce site, a video posted on TikTok, a tagged photo on Instagram, a comment, or a testimonial. Salesforce includes within UGC content produced by real people about brands, products, or services.
The brand is not the only one responsible for the message. The customer also starts producing material that can influence other people.
What content can be considered UGC
UGC does not need professional production. Among the most common formats are:
• Reviews
• Comments
• Photos
• Videos
• Reviews
• Unboxings
• Testimonials
• Posts tagging the brand
A written review can help someone who is comparing options. A simple video can show a detail that does not appear in the official photography. The value lies in the context provided by those who have actually had contact with the product or service.
Why customer content works as social proof
Advertising is company-controlled communication. UGC offers another source of information. The consumer can observe what happened with other people. This is especially important when there is uncertainty before purchase.
A review can answer whether the size matches what was advertised. A video can show the finish. A testimonial can explain how customer service was. None of these contents guarantee a sale.
But they help reduce some of the doubts that appear before it.
Reviews also show problems
UGC is not just for selecting positive comments. Reviews can reveal flaws. If multiple customers complain about the same deadline, there is an operational issue. If people struggle with a step of the product, guidance may be lacking.
If a feature is praised repeatedly, it may deserve more space in communication. This material can help marketing, customer service, product, and sales teams. The company also needs to look at UGC as a source of information.
UGC and influencer marketing are different things
Both formats can appear together. UGC is defined by content created by users or customers. Influencer marketing involves a strategic relationship with creators or influencers. There is also the creator hired specifically to produce pieces with UGC language.
In this case, there is a commercial relationship behind the content. This needs to be handled with transparency. The brand should not present hired content as if it were spontaneous.
Where to use customer content
A review does not have to stay only on the page where it was published. With proper authorization, UGC can appear across different channels. On Instagram, the brand can repost a photo or video. On a landing page, a testimonial can appear close to an offer.
In e-commerce, reviews help those analyzing a product. In paid media, certain content can become creatives. In email or CRM, an account can help answer a specific objection. Usage changes according to the goal.
UGC can be included in media campaigns
A piece of UGC can be tested alongside an ad produced by the brand itself. The ideal approach is to compare results. CTR shows reaction to the ad. CPA helps understand acquisition cost.
Conversion and revenue show what happened after the click. A customer video might look simple and still perform better with a certain audience. Another might generate plenty of engagement and few sales. Without testing, the choice is based solely on perception.
How to find UGC the company already has
Many brands already have customer content and do not use it. It can be found in:
• Instagram comments
• Tags
• E-commerce reviews
• Emails
• Satisfaction surveys
• Post-purchase messages
The first step can be to organize this material by topic. Product. Question. Benefit.
Objection. Customer type. This makes it easier to find the right content when a campaign or page needs social proof.
How to encourage customers to produce content
The company can make participation easier. After the purchase, it can ask for a review. It can remind the customer to tag the profile. It can create a hashtag.
It can invite someone to send a photo or share how they use the product. Asking works best when it is simple. A customer does not need to receive a script with ten questions. Two or three can already generate a useful response.
Why did you choose this product? How are you using it? What caught your attention the most? Wording tends to stay closer to the real experience when the brand does not try to write the testimonial for the customer.
Spontaneous content also requires authorization
An open post on Instagram does not mean the brand can use that image anywhere. Before reposting or turning UGC into an ad, it is important to secure authorization. The person needs to know where the content will be used. It is also necessary to make clear whether there will be editing, paid media, or usage for a certain period.
This care is even more important when the image shows identifiable people.
How to measure UGC results
The metric depends on the channel. On social media, the company can track reach, shares, saves, and clicks. On landing pages, it can compare conversion. In paid media, it can analyze CTR, CPA, and revenue.
In e-commerce, review volume and average rating also help. Comparison is usually more useful than looking at an isolated number. Does a page with UGC convert better than the version without a testimonial? Does a creative with a review generate more sales than the traditional piece?
What type of content appears most frequently before purchase? These questions help move UGC beyond just aesthetics.
Common mistakes when working with UGC
Some problems arise when the company tries to control the content too much. The result can end up looking like traditional advertising. There are also other risks:
• Using content without authorization
• Editing speech until it loses naturalness
• Selecting only very generic testimonials
• Failing to identify sponsored content
• Repeating the exact same material across all channels
• Failing to measure results
UGC works best when it preserves the perspective of its creator.
How to use UGC as part of the strategy
A company does not need to wait for a massive amount of content to start. It can organize the reviews it already receives. Sort the best accounts by product or objection. Ask for authorization for the materials that can be reused.
Then, test where they help the most. A review might work on a page. A video can go into media. A recurring question might show that official communication needs to be revised.
Customer content becomes much more useful when it stops getting lost in the comments section and starts being organized alongside the rest of your strategy. ABM ABM Tec connects content, media, influence, and data to support this use.
