The term “user-generated content (UGC)” is often used in the context of influencer marketing. It’s similar to influencer-generated content (IGC), but there are subtle differences which can impact your budget and results.

Here’s a quick overview of where UGC fits into the influencer marketing landscape. 

What’s the Definition of UGC in Influencer Marketing?

In simple terms, UGC refers to any form of content (for example photos, videos, product reviews, blog posts, or social media updates) created by actual users of a product or service rather than the brand itself. 

Within influencer marketing specifically, UGC takes on a refined definition. It’s not simply content created by everyday consumers. 

There are two distinguishing factors—quality and follower count. When talking about UGC under the influencer marketing umbrella, it refers to high-quality, relatable content crafted by users with significant sway in a specific niche on social media to promote a product or service. These content creators are already loyal customers who can showcase a brand’s offerings in ways that feel organic and trustworthy to their followers.

This UGC is then used by brands in a variety of ways such as repurposing it as paid ads or posting it directly to their feeds. 

The core idea is that UGC resonates more deeply with audiences. It feels more authentic and relatable because it’s created after a personal experience with the brand. 

Common examples of UGC include:

• Product reviews on eCommerce websites
• TikTok or Instagram posts tagging your brand
• Unboxing videos shared by customers
• Testimonials showcasing personal experiences

What Is IGC?

When you need content creators with more influence, reach, and direction, IGC enters into the strategy. This content comes from influencers (professional content creators who know how to craft highly polished and engaging content while aligning it with their audience’s tastes). 

IGC provides a blend of authenticity and professionalism, combining influencer trust with polished storytelling. However, it carries one major distinction from UGC—it’s paid. Unlike UGC, IGC is typically created as part of a formal partnership between a brand and an influencer. In fact, creating this type of content might even be the influencer’s full-time job. 

Common examples of IGC include:

• Sponsored Instagram posts or videos showcasing your product
• “Try-on” reels by fashion influencers
• Fitness influencers starting a TikTok challenge

How UGC and IGC Can Work Together

When paired strategically, UGC and IGC can create a comprehensive content strategy. Here’s an example of what it can look like in practice:

• To gather UGC, launch a campaign where customers tag your brand to win a prize
• Feature the best entries on your company’s social media channels
• Collaborate with an influencer to promote the same campaign on their platform, encouraging even more entries

This tactic combines the authenticity of UGC with the amplification power of IGC.

If you don’t want to run a contest, you can simply create a branded hashtag. A catchy hashtag like Coca-Cola’s #Shareacoke or Peloton’s #TogetherWeGoFar can be enough encouragement for customers to share their experiences on social media. 

In some instances, like in the case of Coca-Cola, this branded hashtag can double up as a call to action. If not, combining your unique hashtag with an appropriate call to action asking happy customers to share their interactions with your brand can help to generate more digital assets that you can repurpose. 

You can also use IGC to spark initial interest in your product and then highlight UGC submissions. This way, you can capture a larger community’s attention. By blending the two, brands can achieve balance, ensuring campaigns feel real, accessible, and aspirational.

UGC vs IGC: When to Use Which Format

If you need to build massive brand awareness and credibility fast, influencer-generated content will be more appropriate. As influencers have thousands of followers, your brand name and product will appear in the feeds of a much wider audience. Plus, while their followers might not know them personally, there’s already a high level of trust. 

That said, it comes at a price. Aside from paying for the actual content influencers generate using sophisticated video and photo editing software and their social-first mindset which has landed them influencer status, you’re also paying for their reach. 

For those brands who already have an engaged community, user-generated content can be a more cost-effective approach. It’s also an effective strategy for brands selling a product or service that makes for visually appealing content. For example, a five-star restaurant will rarely need to ask diners to share their experience on social media. 

While you might not reach as big an audience by just repurposing user-generated content, the audience that you’ll reach will be engaged and typically share the same interests. Plus, content created by actual customers is also perceived as very trustworthy. 

At the end of the day, it boils down to goals and resources. And, by resources it’s not just with reference to your available marketing budget. If customers naturally take to social media to share interactions with your brand, partnering with a user-generated content agency can help you to maximize one of your biggest (free) resources—your band of brand followers.

How to Encourage More UGC From Your Customers

If UGC is such a valuable resource, how do you encourage more of it? While some customers will organically share their experiences, there are strategies to nudge them in the right direction:

1. Create a Branded Hashtag:
   Make it easy for customers to share their experiences and for your team to find their content. A catchy hashtag like #MyBrandExperience works as a rallying point for your audience.
2. Ask for It:
   Sometimes, a simple request does the trick. Send follow-up emails after purchases asking customers to leave reviews or post about their experiences on social media.
3. Feature UGC on Your Platforms:
   When customers see their content being highlighted on your social media or website, it not only boosts their loyalty but also encourages others to join in.
4. Run Contests or Giveaways:
   Incentivize UGC by offering rewards for the best content. For example, you could give away a free product to the customer with the most creative post.
5. Include a Call-to-Action in Packaging:
   Add a note or sticker in your product packaging that encourages customers to share photos or videos. Something simple like, “We’d love to see how you use [Product]! Tag us at #MyBrandExperience.”

Real-Life Success Stories of UGC and IGC

Want to see these strategies in action? Here are a few brands that have mastered UGC and IGC:

• Glossier: This beauty brand thrives on reposting content from their customers. From selfies to product reviews, Glossier’s feed is packed with authentic content that doubles as social proof.
• Peloton: By encouraging users to share their workout journeys under hashtags like #TogetherWeGoFar, Peloton has created a global fitness community.
• Starbucks: Seasonal campaigns like #RedCupContest invite users to share creative photos of their holiday drinks, generating a flood of high-quality UGC.

Where to Use UGC for Maximum Impact

Once you have a library of UGC, the possibilities are endless. Here are some smart ways to make it work for your brand:

1. Social Media Ads: UGC-based ads feel more natural in users’ feeds, increasing the likelihood of engagement.
2. Product Pages: Adding UGC, like customer photos or testimonials, to your eCommerce site can boost conversions.
3. Email Marketing: Include UGC in newsletters or promotional emails to make them more relatable.
4. Packaging: Print customer reviews or feature UGC images on your product packaging for a personal touch.
5. In-Store Displays: If you have a physical store, showcase UGC to inspire customers and build trust.

The Future of UGC and IGC

As social media evolves, UGC and IGC will continue to play an integral role in marketing. The shift toward authenticity shows no signs of slowing down, and consumers will keep looking for relatable, human-centered content.

Brands that embrace this trend—whether by leveraging their community or partnering with influencers—will stay ahead of the curve. The goal is simple: make your audience feel like they’re part of the story.