UGC: three letters you see everywhere in marketing. Behind the acronym lies a simple idea: content that looks like content, not like an advert.
UGC: the definition
UGC stands for “user generated content”, meaning content created by users. Originally, it referred to the photos, videos and reviews that customers post spontaneously about a brand.
Today, the term also covers content commissioned by a brand and shot in that style: facing the camera, on a phone, in a natural tone, the way a customer sharing their experience would.
Why this format works
- It looks like what people already watch on Instagram and TikTok, and does not interrupt their scrolling.
- A person speaking plainly inspires more trust than a slogan.
- It shows the product or service in a real situation.
- It is quick to produce, and easy to adapt into several versions.
UGC, influencer marketing, advertising: the differences
- Influencer marketing: a creator posts on their own account, for their own audience.
- UGC: the content is posted on the brand’s accounts, or used in its adverts.
- Traditional advertising: a brand message, with polished staging.
These formats complement one another. In every case, stay honest: commissioned content must not pass itself off as the spontaneous opinion of a real customer.
Writing a successful UGC brief
- One message only per video.
- A hook in the first few seconds: a question, a problem, a surprise.
- Something concrete: show the product, the gesture, the result.
- A vertical format, with subtitles, because many people watch without sound.
- A clear ending: what the person can do next.
Where to use your UGC content
On your Instagram and TikTok accounts, in your Meta adverts, on your product pages and on your website. Kikeur Agency produces this content in its photo, video and UGC studio and can publish it on your social media.