The Importance of UGC in Creatives: What Does the Community Say?
Fernando Kazuo · 2026-10-07
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WHICH UGC FORMATS DRIVE THE MOST ENGAGEMENT?
The User Generated Content (UGC) formats that tend to drive the most engagement include:
- Videos: Video content, such as unboxings and reviews, has high engagement potential. It shows the customer experience in an authentic way.
- Images: Photos of customers using the product in everyday situations help humanize the brand and create an emotional connection.
- Testimonials: Short texts with positive feedback about the customer’s experience with the product are powerful for building credibility.
- Stories: Ephemeral content, especially on Instagram, is great for interaction and creating a sense of urgency.
HOW TO INTEGRATE UGC INTO PAID CAMPAIGNS?
UGC can be strategically integrated into paid campaigns:
- Choose the Content: Select the best customer posts that reflect the brand’s identity.
- Create Ads: Format the UGC as ads, using high-quality videos and images.
- Use Testimonials: Include snippets of testimonials in ads to reinforce trust in the brand.
- Targeting: Serve ads with UGC to audiences that have previously engaged with the brand, increasing relevance.
- Call to Action: Use CTAs that encourage users to share their experiences.
WHAT ARE THE CHALLENGES OF IMPLEMENTING UGC?
Implementing UGC can come with challenges such as:
- Permission: Make sure you have users’ permission to use their content to avoid legal issues.
- Content Quality: Not all UGC is the quality you’re looking for. You need to filter and select what really stands out.
- Brand Consistency: User-generated content may not always align with the brand’s messaging, requiring careful curation.
Examples of brands that stand out with UGC
Some brands that stand out for their effective use of UGC include:
- Coca-Cola: The “Share a Coke” campaign encouraged consumers to share photos with their personalized bottles.
- GoPro: The brand uses videos of users showing off their adventures, reinforcing the community around its products.
- Starbucks: The brand uses customer photos on social media, promoting its drinks in an authentic way.
The difference between UGC and influencer content
The main difference between UGC and influencer content is authenticity. UGC is created by everyday consumers, reflecting real and spontaneous experiences. Influencer content, on the other hand, is produced by people with an established audience, often in exchange for compensation. UGC tends to be perceived as more genuine, while influencer content can be seen as more commercial.
What engagement rate have you seen in campaigns that used UGC?