UGC Marketing Strategy: How Brands Win and Consumers Actually Trust

If your For You Page has convinced you to buy anything lately… congrats, you’ve experienced UGC marketing. It is the reason people trust TikTok reviews more than celebrity endorsements, and why brands are scrambling to work with everyday consumers. 

The Rise of UGC Marketing

Consumers are becoming fatigued from being bombarded with ads all the time. With fewer people being able to afford shopping sprees, they are less susceptible to obvious marketing.

Social media obsession and influencers continue to dominate the marketing scene, which is why UGC marketing strategy has become the new craze amongst consumers and brands. 

What is UGC Marketing, and Why Does it Work?

UGC stands for User Generated Content. It is typically short-form content created by customers, influencers, and unpaid reviewers. Many brands prefer using a UGC marketing strategy because it feels more authentic than commercial ads. 

GetFlowBox found that UGC on TikTok is 22% more effective than brand-created videos. You also do not need money to create user-generated content, and many creators get very creative with the aesthetic angles they film and editing style. All you need is a phone and a product to get started.

The Shift from Traditional Ads to Real People

Marketing has undergone significant changes over the past two decades due to many factors. First and foremost, the rise of social media has altered how companies approach reaching their consumers. Fewer and fewer people are going to the movies and instead scrolling on their phones.

More recently, you can see people being able to spot authenticity on ads from big-name influencers and celebrities (and can spot when they are just in it for the money), which is why a lot of brands have shifted to utilizing a UGC marketing strategy.

Also, using more “normal people” costs less money, but can still reach a wide audience due to new algorithms on social media. 

Why UGC is the Best Side Hustle Right Now

Not only is user-generated content beneficial for businesses, but it is also one of the best side hustles. People do not need a huge following to earn money from UGC deals, and there is an increase in agencies and websites seeking UGC creators.

These UGC gigs are a great way for aspiring influencers to gain content creation experience while making some money on the side. You may have even seen some UGC tips on your TikTok FYP recently. According to Forbes, hashtags like #UGCcreator have around 450 million views on TikTok. This is your sign to look at all the advice from other UGC creators.

How to Land Your First UGC Campaign

If you are currently unemployed, or your job is not paying you enough, you may have fallen guilty of searching on TikTok looking for side hustles; odds are, you have seen a video of someone giving tips on how they landed UGC gigs.

Many creators recommend that, before finding gigs, you practice user-generated content with random items in your house and create a mock portfolio to showcase your editing and filming style. Maddy Garret describes some of the top job platforms for UGC gigs, listing the pros and cons of each. It is astonishing to think that there are already numerous job platforms for this niche area of marketing.

Why Anyone Can do UGC

Some people may think brand deals are only for big-name influencers. Now, with the rise of user-generated content, brands want anyone to film it, and the best part - you do not need any followers.

Audiences trust more everyday people to sell them products than influential figures. UGC is also straightforward to learn, and once you get the hang of it, it can become one of your streams of income. It is intriguing to watch a marketing world shift more towards regular people than influencers and celebrities. 

How Businesses Benefit from User-Generated Content

Companies love using a UGC marketing strategy because it doesn't require a large marketing budget, and it allows them to connect with their fans. Gifting free products to consumers for online review will generate significantly more revenue from people viewing user-generated content online.

Advertising using UGC can result in a 400 percent increase in click-through rates, according to JoinBrands. Because people are filming videos from their phones in their bedroom, the product feels a lot more authentic and less commercial. User-generated content has become a business owner's dream come true.

How to Build a UGC Marketing Strategy That Works

Suppose you want to utilize a UGC marketing strategy for your company. You can start by searching for fans who post content online, or you can use a UGC agency to find people to create user-generated content, set guidelines for how you want your user-generated content to look, while giving creators creative freedom.

Not setting up strict boundaries can give an audience more trust because it appears more authentic. Then observe how much engagement you get from user-generated content, and how much of that content leads to sales. 

The Win-Win

Consumers get to work with their favorite brands, and companies get to have marketing on a short budget (what’s not to love?). There are really few downsides to utilizing a UGC marketing strategy. Another benefit is that it requires minimal effort.

The creator typically spends 15-20 minutes filming and editing a video. At the same time, a company only needs to find people willing to film user-generated content in exchange for a rate and or product. It is a low-effort marketing strategy that shows high results.

Why UGC is the Future of Marketing

Authenticity always wins. We are already seeing the rise of social media and influencer marketing. People are becoming more fatigued by seeing big-name creators posting #ad, and are trusting smaller creators. The UGC market is an ever-growing industry, currently valued at $5.36 billion, and growing to $32.6 billion by 2030 (Grand View Research). 

Conclusion : Why UGC Marketing Matters More Than Ever

UGC marketing is transforming how people discover products, trust brands, and even earn money online. From the rise of relatable, creator-driven content to the shift away from traditional advertising, UGC has proven to be more authentic, cost-effective, and impactful for both consumers and businesses.

Anyone can participate, from aspiring creators to brands looking to boost conversions through real customer reviews. As the industry continues to grow and social platforms prioritize genuine content, now is the perfect time to experiment with UGC, whether you’re a creator wanting to land your first brand deal or a business hoping to strengthen engagement.

Start exploring, start creating, and tap into the power of UGC marketing as it is reshaping the future of digital marketing. 

✍️ Written by Sophie Cooper