# What is User-Generated Content (UGC)? How to Use It in… > User-generated content — photos, videos, and reviews created by your customers — is the most trusted form of marketing. This guide explains how UK businesses… Source: https://elitedigitalagency.io/blog/what-is-user-generated-content-social-media/ Format: Markdown mirror of the HTML page (text/markdown). Content is identical; the canonical, citable version is the HTML source URL above. --- Social Media Marketing # What is User-Generated Content (UGC)? How to Use It in Marketing User-generated content — photos, videos, and reviews created by your customers — is the most trusted form of marketing. This guide explains how UK businesses can encourage, curate, and leverage UGC effectively. By Kaiser Khan · 30 May 2026 · 8 min read Last verified: 30 May 2026 user generated contentUGC marketingwhat is UGCcustomer content marketing Direct Answer User-generated content (UGC) is any content — photos, videos, reviews, testimonials, social media posts — created by customers, fans, or users rather than by the brand itself. UGC is the most trusted form of marketing content: research consistently shows that consumers trust content from other customers 2–3x more than branded content. In 2026, UGC has also become a commercial content format in its own right — brands increasingly commission 'UGC creators' who produce content in an authentic customer style specifically for use in paid advertising. The most powerful UGC is genuinely organic — a customer posting about your product because they love it, without prompting or payment. This authentic endorsement travels through their social network with the credibility of a personal recommendation. Building the conditions for organic UGC requires delivering experiences worth talking about: exceptional product quality, memorable unboxing, outstanding service, or community belonging. ## How to encourage and collect UGC from customers - Create a branded hashtag and feature customer content that uses it prominently on your profile - Ask customers to tag you in posts, include a prompt on packaging or at point of delivery - Run contests or campaigns where customers submit content for a prize or feature - Respond to every piece of organic UGC with genuine appreciation — reinforcing the behaviour - For e-commerce, include a card in deliveries encouraging customers to share their purchase on social - Make your product photography and packaging inherently shareable — aesthetic presentation drives organic sharing ## Using UGC in paid advertising UGC in paid ads — often called 'UGC ads' — consistently outperforms polished branded creative across Meta, TikTok, and YouTube. The authentic, lo-fi aesthetic signals organic content rather than advertising, which reduces scroll-stopping resistance. Many UK brands now commission UGC creators specifically to produce this style of content for paid campaigns — these creators are not influencers promoting to their audience, but content producers whose output is used directly in the brand's ad account. Costs typically range from £100–£500 per video, making UGC ads highly cost-effective compared to traditional video ad production. Talk to us about social media and content strategy Do I need permission to repost customer UGC? Yes — you should always request permission before reposting a customer's photo or video on your brand's channels, even if they tagged you in it. In the UK, copyright in a photograph belongs to the creator, not the subject. The simplest approach is to comment on or reply to the customer's post asking for permission, or to include clear terms in any hashtag campaign. Some brands include UGC rights in their terms and conditions, which is legally cleaner but should be disclosed transparently. What is the difference between UGC and influencer marketing? UGC is created organically by customers without payment, or commissioned specifically for use in the brand's own marketing (not the creator's channel). Influencer marketing involves paying a creator to promote your brand to their audience through their own social media channels. The distinction matters commercially: UGC creators charge for content production rights (not distribution), while influencers charge for access to their audience. Many brands use both: UGC for authentic ad creative and influencers for reach and association. ### Ready to improve your Social Media Marketing? Get a free consultation from our expert team. Talk to us ### What to do next ### Tags user generated contentUGC marketingwhat is UGCcustomer content marketing KK Kaiser Khan Founder & Director · Elite Digital Agency Kaiser Khan is the founder of Elite Digital Agency (Elite Digital AI Solutions Ltd). He specialises in SEO, Answer Engine Optimisation, and AI search strategy for UK businesses and charities. Author page · mrkaiserkhan.com ↗ Keep reading ## Related articles Social Media Marketing ### What is a Social Media Content Calendar? How to Build One 7 min read · Kaiser Khan Social Media Marketing ### What is Viral Marketing? How Campaigns Spread Organically 7 min read · Kaiser Khan Social Media Marketing ### What is Social Commerce? How UK Businesses Can Sell on Social Media 9 min read · Kaiser Khan Want expert help with your digital marketing? Our team of SEO, AEO, and performance specialists are ready to review your strategy. Get a free consultation See our services