You can have the most beautiful videos produced. Professionally lit, perfectly edited, on-brand down to the last second. And yet your audience just scrolls right past. Why? Because it looks too perfect.
Creating UGC content is one of the strongest strategies in 2026 for brands that truly want to grow on social media. UGC stands for user generated content: videos and photos made by real customers, users or creators. Not by your marketing department. And that's exactly why it works.
What is UGC and why does it work so well?
UGC content feels different from brand content. It's rawer, more personal, more relatable. And people trust it more. Research shows that nearly 80% of consumers say UGC influences their purchase decisions. That makes sense: we trust a recommendation from a real person more than an advertisement.
On Instagram and TikTok, UGC content is also rewarded by the algorithm. The platforms push authentic, spontaneous-looking content to more people. Polished ads get less reach. That's the reality of social media in 2026.
How to start creating UGC content for your brand
Step one: ask for it. Sounds simple, but most businesses don't do it. Send your best customers a message and ask if they'd make a short video about their experience. Offer something in return: a discount, a shoutout, or early access to a new product.
A clothing brand in Utrecht did exactly this. They sent their top 20 customers a package with a new item and a card asking: 'Make an unboxing video and tag us.' Result: 14 videos, 85,000 combined views, and a spike in website traffic that lasted two weeks.
Give your customers some direction too. Not a full script, but a few suggestions. 'Film yourself opening the package' or 'Show how you use the product in your daily routine.' This lowers the barrier and improves quality.
UGC content with creators vs. real customers
There's a difference between organic UGC and creator UGC. Organic UGC comes spontaneously from customers. Creator UGC is made by freelancers paid to produce content that looks like UGC. Both have their place.
Organic UGC is the most authentic but hard to control. You have no influence over quality or messaging. Creator UGC gives you more control while maintaining the authentic look. The sweet spot? A mix of both.
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For creator UGC you don't need a big budget. Micro-creators with 1,000 to 10,000 followers often make the best content for a fraction of what larger influencers charge. And their content often converts better because their audience is closer to your target market.
How to deploy UGC content across your channels
The mistake many brands make: collecting UGC and then leaving it in a folder. UGC only works if you actively use it. Put it in your Instagram Reels, in your Stories, as ad material, and on your website.
A gym in Rotterdam used customer videos as Instagram ads and saw their cost per lead drop by 40% compared to their professionally produced ads. That's the power of authentic content. People stop scrolling because it looks like a video from a friend, not an advertisement.
Combine UGC with your own content strategy. Read our article on increasing social media engagement for techniques that work well with UGC, like encouraging conversations and leveraging shares.
The legal side: asking permission for UGC content
Before sharing someone else's content, you need permission. Always. A simple DM saying 'Hey, can we share your video on our account? We'll tag you of course!' is often enough. But document it. A screenshot of the agreement is the minimum.
For creator UGC, make agreements about usage rights upfront. Can you use the content as ads? On your website? For how long? Clear agreements prevent problems down the road.
UGC as part of your larger content strategy
Creating UGC content isn't a replacement for your own video production. It's a complement. The strongest brands combine professional brand content with authentic UGC. Brand content provides positioning and image. UGC provides trust and conversion. Check out our methods for gaining more Instagram followers where UGC plays an important role.
Think of it as a pyramid. At the top sits your professional brand video. In the middle, your own social media content. And at the base: UGC from your customers and community. Together they form a content strategy that delivers both reach and results.
Creating UGC content is about letting go. Give your customers the stage, facilitate the process, and use their stories to build trust. Simpler than you think.
Want to use more UGC content for your brand? Check out our social media services or schedule a free introduction call.