What is UGC content and why does your brand need it?

UGC (User-Generated Content) is any type of content —videos, photos, reviews, or testimonials— created by real people rather than by the brand itself. Unlike traditional advertising, UGC conveys authenticity and closeness, two values that today's consumers prioritize when making purchasing decisions.

According to recent studies, campaigns that incorporate UGC content generate up to 29% higher conversion rates than campaigns based on internally produced creatives. Why? Because consumers trust recommendations from real people more than corporate messaging. 85% of users say that content generated by other consumers influences their decisions more than any other advertising format.

UGC content works especially well on platforms like TikTok, Instagram Reels, and YouTube Shorts, where short, authentic videos dominate feeds. Brands that integrate UGC into their content strategy achieve higher engagement, more organic reach, and a significantly lower cost per acquisition.

There are different types of UGC content that brands can request depending on their goals. Unboxing videos are ideal for building anticipation and showcasing product packaging. Video reviews work very well as social proof and can be repurposed as ad creatives. Tutorials and how-tos are perfect for products that need demonstration, such as cosmetics, gadgets, or digital tools. And lifestyle content, where the creator integrates the product into their daily life, conveys a sense of real use that connects with the audience very naturally.

Another key advantage of UGC is its versatility. A single video can be used as organic content on social media, as a creative for paid media campaigns on Meta Ads or TikTok Ads, on the brand's website as a visual testimonial, or even in email marketing. This reusability multiplies the return on investment and makes UGC one of the best value-for-money formats on the market.

UGC also has a direct impact on a brand's SEO and digital presence. Videos generated by creators often rank well in YouTube and TikTok searches, amplifying the brand's reach beyond its own channels. Additionally, authentic content generates more comments, shares, and saves, which feeds the platform algorithms and increases visibility organically.

To start using UGC for your brand, you need three things: finding creators who match your identity, defining a clear brief with content requirements, and a platform that manages the entire process efficiently. UGC Slalom connects brands with over 600 verified creators in Spain, facilitating everything from creator selection to final content delivery and approval. The process is simple: you publish an offer with the details of what you need, creators apply, you select the best fit, and you receive content ready to use.