User-Generated Content (UGC): What It Is & How To Use It For Your Brand

Mary Callahan
Jul 25
3 min read

In today’s crowded digital landscape, consumers crave authenticity. They want to see real people using real products in real life (i.e., not just another polished ad). That’s where user-generated content (UGC) comes in.

Whether you’re a startup building your brand identity or an enterprise company evolving with the times, UGC isn’t just a nice-to-have. In 2025, it’s a necessity.

Here’s a quick breakdown of what UGC is, why it matters now more than ever, and how your brand can use it to drive engagement, trust, and sales.

What is UGC?

User-generated content (UGC) is any content (videos, photos, reviews, testimonials, social posts, or unboxings) created by real people rather than the brand itself.

Think:

A customer filming a GRWM using your skincare product
A TikTok creator sharing a haul that includes your latest drop
A 5-star review with a selfie on your website

UGC is raw, relatable, and rooted in trust. In a time where customers are skeptical of overly curated marketing, UGC brings the human element brands need to stand out.

Why UGC Brands in 2025?

As we head deeper into 2025, the content landscape is shifting in favor of community over perfection. Here’s why UGC is dominating:

Authenticity > Advertising: Audiences are more likely to trust content from creators and customers than from a brand directly.
Algorithm Love: Platforms like TikTok and Instagram prioritize content that sparks engagement, and UGC often performs better than traditional branded posts.
Cost-Effective: UGC campaigns can be budget-friendly, especially compared to traditional ad shoots or influencer contracts.
Scalable: Your happy customers are your best content creators. When leveraged correctly, UGC creates a steady pipeline of social proof and creative content.

How to Use UGC for Your Brand

Ready to get started? Here are four ways your brand can make the most of UGC in 2025:

Create a UGC Strategy

Set clear goals. Are you building trust, boosting conversions, or increasing reach? Choose the platforms that make the most sense for your audience and brand voice.

Pro Tip: TikTok is a top platform for UGC in 2025 (short-form video reigns supreme!).

Incentivize & Source content

Ask your customers to share their experience. Offer giveaways, repost their content, or create a branded hashtag. UGC doesn’t always require payment (sometimes people simply love to be featured).

Example: “Tag us in your unboxing videos for a chance to be featured!”

Collaborate with UGC Creators

UGC creators are not traditional influencers. They specialize in making authentic, brand-aligned content that performs well in paid ads and organic feeds. Consider hiring a few to create scroll-stopping content tailored to your brand.

Brands that utilize UGC creators in 2025 are experiencing higher ROAs and increased engagement across platforms.

Repurpose Across Channels

One great piece of UGC can (and should) be used everywhere (Instagram, TikTok, email marketing, your website, digital ads, and even in-store displays).

Just make sure to get proper usage rights and always credit the original creator!

UGC Is the Future of Brand Marketing

The question isn’t whether to use UGC. How fast can you start?

Whether you’re launching a new product or revitalizing your brand presence, UGC is a must-have in your 2025 marketing toolbox. It brings credibility, drives conversions, and builds a loyal community around your brand.

Need help finding or managing UGC creators? That’s where we come in. At Media Á La Carte, we specialize in sourcing, briefing, and managing content creators who deliver high-performing, authentic content your audience will trust.

Ready to scale your brand with UGC in 2025? Contact us today to build your custom content strategy.