UGC (User-generated content) is one of the most powerful marketing strategies brands can leverage. In fact, 84% of consumers say they trust peer recommendations above all other sources of advertising. UGC builds more trust than any other content and often outperforms costly professional content.
Platforms like Instagram, TikTok and YouTube are brimming with UGC, from product reviews to unboxing videos. However, finding UGC specifically related to your brand can be challenging. A more straightforward option is to partner with UGC creators who can help you to engage with your target audience.
What does a UGC creator do?
A UGC creator is someone who creates videos, reviews, images and other forms of content about brands, but they do not work directly for the brand. User-generated content creators build communities and connections, sharing their authentic opinions on products. There is a high potential for UGC content to go viral, boosting a brand’s visibility and ultimately increasing sales.
UGC creators in action!
What’s the best way to understand UGC creators? See them in action. Here are two examples of successful UGC creators:
@katiepennyjeffries
Katie Penny Jeffries is an Essex based creator who has built an Instagram following of over 75,000, sharing content related to the fashion and travel industries. She recently helped to increase audience reach through a marketing campaign for Exclusive Collection, a luxury hotel chain in Surrey.
Using her content creation expertise, she posted targeted social media ads on her accounts, highlighting the plush facilities and surroundings at South Lodge Spa. The campaign, which also included a group of other UGC creators, amassed a reach of 9.2M and generated £1.4M in media value.
@do.it.yourself.mum
Kayleigh Sherbourne (Do It Yourself Mum) specialises in upcycling furniture and shares her projects with her 580K+ Instagram followers. She has partnered with several brands, using their products to turn tired old furniture into stylish, unique items.
Her videos walk people through the stages of her upcycling projects, so that viewers can recreate her work. She was the perfect UGC creator to collaborate with Frenchic Paint, given the interests and demographics of her followers. Her project for Frenchic showcased her DIY skills by transforming two well-used Ikea children’s kitchens into a dream kitchen, using Frenchic paint.
Her Instagram video post for the brand attracted over 102K likes and was part of a hugely successful campaign that had a reach of 2.8M and a 7.34 X return on ad spend.
Why UGC is essential for brands today
In a world where authenticity reigns supreme, UGC has become an indispensable part of digital marketing. Consumers now look to real people - friends, family and even strangers online - for product recommendations they can trust.
Studies reveal that UGC is trusted 2.4 times more than brand-created content. This shift is a response to the demand for genuine, relatable experiences over polished advertising. Whether it's an enthusiastic customer review or a creative product demonstration, UGC captures attention, builds trust and ultimately drives purchasing decisions in a way that traditional ads struggle to achieve.
For example, take Exclusive Collection, a luxury hotel chain with high-end hotels and spas across England, is known for lavish décor, fine dining and rejuvenating spa experiences. To reach travelers seeking exclusive hospitality, they partnered with travel influencer @shweta.wanders, whose London-based followers are highly engaged with luxury travel and unique experiences.
Shweta, with her established community of high-end travel enthusiasts, created content for Exclusive Collection’s hotels, showcasing highlights such as the serene outdoor jacuzzi, manicured grounds and Michelin-starred tasting menu.
The campaign with 27 influencers, including Shweta, generated:
407 pieces of content
15.6x return on ad spend
9.2 million reach
245,000 engagements
£1.4M media value
This strategic UGC approach effectively captivated a discerning audience, amplifying brand visibility and engagement.
Want to see more? Take a look at these four examples of brands winning with user-generated content.
Benefits of UGC creators for brands
User-generated content (UGC) creators bring remarkable advantages to brands, delivering a unique blend of authenticity, engagement and cost-efficiency.
Here’s how UGC creators can add real value to your brand's marketing strategy:
✅ Authenticity and Trust
UGC content feels real and relatable, as it’s produced by genuine customers or fans. This authenticity boosts trust, making audiences more likely to engage with the content and believe in the brand’s credibility. With UGC, potential customers see honest opinions, which can make a lasting impact.
👍 Enhanced Engagement
Content created by UGC creators resonates on a personal level, leading to higher engagement rates. When people see others enjoying a product, they’re more inclined to like, share and comment, amplifying organic reach and increasing brand interactions.
💷 Cost-Effectiveness
Compared to high-profile influencers or in-house production, working with UGC creators is often more budget-friendly. UGC creators frequently accept products, discounts or modest fees in exchange for valuable, high-impact content, reducing production expenses without compromising quality.
🔊 Increased Content Volume and Variety
UGC creators provide brands with a continuous stream of fresh, varied content suitable for multiple channels — social media, websites, ads and emails. With each creator adding their unique perspective, brands maintain an engaging, dynamic online presence.
😍 Boosts Social Proof and FOMO
Seeing others enjoying a brand’s products serves as powerful social proof. UGC can create a “fear of missing out” (FOMO) effect, encouraging new audiences to try the product for themselves, thus driving conversions.
🎈 Expanded Brand Reach
UGC creators often share their posts with their followers, introducing the brand to new potential customers who may not have encountered it otherwise. This organic reach provides invaluable brand exposure without hefty advertising costs.
🧗 Scalable Marketing Strategy
UGC allows for scalable content creation that can be leveraged across various marketing channels. Brands can repurpose UGC for social media posts, website testimonials, email marketing, and even ads, maximizing the impact of each piece of content.
📈 Better Performance in Ads
UGC outshines traditional ads, especially on social media, where it blends seamlessly into users’ feeds. Because UGC looks like regular user content, it avoids “ad fatigue” and often yields higher click-through rates and better ROI for brands.
🤝 Community Building
Collaborating with UGC creators fosters a sense of community, as customers feel seen and appreciated by the brand. This community-building leads to stronger brand loyalty and transforms customers into enthusiastic advocates.
🧘♀️ Flexible, Agile Marketing
UGC is quicker to produce than professionally made content, allowing brands to respond swiftly to trends, seasons or new campaigns. This agility keeps brands relevant, enabling them to stay aligned with evolving customer interests.
What are the different types of UGC content?
To maximise the benefits of UGC, brands need to consider the variety of content types available. Each format serves a unique purpose and resonates with different audiences:
Product Reviews: Detailed reviews add credibility and give potential customers insight into how a product performs in real-life settings.
Unboxing Videos: These highlight the “wow factor” of the packaging and first impressions, a great choice for beauty, fashion and tech brands.
Tutorials and How-To’s: Step-by-step guides build value by showing practical applications of a product.
Social Media Challenges: Hashtags and challenges create community engagement, encouraging user participation and viral potential.
Testimonials: Personal stories from real customers humanise the brand, which is especially impactful in industries like health, wellness and beauty.
By strategically using a mix of UGC formats, brands can broaden their reach and connect with various segments of their audience.
How to choose the right UGC creator for your brand
Not all UGC creators are created equal. Finding the right fit for your brand requires understanding your target audience and aligning with creators who share your values and appeal to the same demographic.
Here are some factors to consider:
Audience Match: Choose creators whose followers closely resemble your target demographic in age, interests and location.
Engagement Rate: Rather than focusing solely on follower count, check the creator’s engagement rate. High engagement suggests a loyal, interactive audience.
Content Quality and Style: Look for creators whose content style aligns with your brand image, whether it’s polished and professional or raw and real.
Credibility and Authority: Ensure the creator has genuine interest or expertise in your industry, as this will make their endorsements feel more authentic.
Choosing a UGC creator based on these criteria will help you connect with audiences who are most likely to resonate with your brand message.
Work with Find Your Influencer
If you are wondering how your brand can collaborate with UGC creators like Katie Penny Jeffries and Do It Yourself Mum, we have the ideal solution…
Find Your Influencer specialises in user-generated content (UGC) campaigns that connect your brand with real people. UGC is trusted by consumers and proven to elevate brands, with content that is authentic, engaging and relatable. Whether it’s unboxing videos, testimonials or product reviews, our UGC content creation services drive powerful results that resonate with audiences.
Discover the power of real stories
At Find Your Influencer, we help you find the perfect UGC creators from our vast network of over 100,000 influencers in the UK and over 20+ million influencers across the globe. We carefully select creators who genuinely connect with your brand’s values and target audience, ensuring that each piece of content speaks to your customers on a deeper level. Our process includes everything from influencer selection to campaign management, so you can focus on the results without worrying about the details.
Once your UGC is live, we assist with amplifying the best-performing content to your key audience segments, driving even greater reach and sales. With data-driven strategies and detailed reporting, we ensure each campaign’s impact is maximised. Start transforming your marketing with impactful UGC – contact us today to get started!