What is User-generated Content (UGC)? Essentials for a Soaring Strategy My personal social media is full of four main things: family, friends, food, and UGC. And as I type this, I hear the former saying, “Uh, what is UGC?” For over a decade, I’ve been creating social media content for brands, usually in exchange for complimentary products, ranging from skincare and makeup to spicy snacks and even water pitchers. This is an example of UGC or user-generated content, which can be an extremely valuable strategy for businesses of all kinds. Don’t believe me? In the 2025 State of Marketing, user-generated content was named one of the top three areas marketers plan on increasing their investment this year. Let’s dive into why and how you can use it to your advantage. Table of Contents What does UGC mean? Benefits of UGC UGC Strategy Examples of UGC What does UGC mean? User-generated content (UGC) is content originally created by customers about a specific brand or product that is then used for marketing purposes. This content can take any form (image, video, review, testimonial, etc.) and appear on a variety of platforms, though social media is the most common today. It’s usually not something brands pay for, but with the rise of content creators and influencers and the proven effectiveness of UGC, this isn’t always the case anymore. Types of UGC in Marketing Social Media My...

When UGC Goes Wrong: How Smart Brands React to Controversy “Everyone has a plan until they get punched in the mouth.” Though Mike Tyson meant that literally, his wise words certainly hold true in marketing. And no marketer gets punched in the mouth quite as often as those who deal with user-generated content. Need convincing? Just search for videos about Celsius on TikTok. While the drink brand does tout ingredients that “burn calories,” many TikTokkers falsely claim the fitness beverage contains everything from Ozempic to cyanide and will give you luscious locks, sturdy nails, and an early grave. So what’s a brand to do when UGC goes off the rails? Does a smart marketer fight back or roll with the punches? Below, I cover some real-world examples of how brands have encountered controversial UGC and then pluck out some takeaways to learn from. But first, let’s check out what’s at stake … When UGC Attacks Despite the old adage that “all publicity is good publicity,” there are a few different types of user-generated content that can potentially damage your brand — even if it sounds overwhelmingly positive. Misinformation This involves outright false claims about your product or service. Even when users are trying to promote your brand, these posts can be damaging. Diving back into the Celsius case I noted above, the "fitness drink" became a lightning rod for false information last year when drinkers posted TikToks alleging it contained the weight-loss drug Ozempic. At its peak,...

Why Marketers Should Implement User-Generated Content: 23 Stats to Know As a Boston-based young professional, the biggest product I've had to invest in was an over-priced apartment. And this year, with apartment tours going fully virtual, I've found it even harder to do the extreme research needed before committing to a lease. Now, as I research apartment after apartment online, my new process feels like an intense buyer's journey. In my research phase, I spend hours on end scouting listings, looking up addresses on Google Maps, researching neighborhoods, skimming through Yelp reviews of prospective property managers, and analyzing photos or video tours for potential problems that an unseen apartment could have. Ultimately, I've found that the apartment listings I'm most drawn to have links to video tours filmed by current tenants. When I've watched tours filmed by tenants, they'll explain what they like about their apartment, note major pros and cons, and give tiny -- but authentic -- details that the average salesperson might not offer. For example, in one video, a tenant honestly revealed one pro and one con about a bathroom by saying, "The bathtub has a great jacuzzi, which makes up for the lower water pressure." After viewing a pleasant and seemingly trustworthy virtual tour, I feel like I've gotten an in-depth and authentic look at the product, as well as thoughts from a previous customer who is an expert on the product. Additionally, because the tenant often voluntarily offers their time to host the create...