What is user-generated content?

User Generated Content (UGC) QUE ES

User-generated content (UGC) is any content that is created by a user and shared on a digital platform. This can include photos, videos, reviews, testimonials, and more. UGC has become increasingly important in content marketing strategies, and Latin American brands are no exception.

Why is user generated content (UGC) so important?

Users appreciate content that is authentic, relatable, and trustworthy. UGC offers all of these things, as it shows real people using and enjoying a brand’s products or services. This can help brands connect with their audiences on a deeper level.

Additionally, UGC is often considered more credible than marketing content created by the brand itself. This is because it comes from real people who have had personal experiences with the brand.

UGC also has the potential to go viral, which can help brands reach a broader audience without incurring additional costs.

Benefits of User Generated Content (UGC)

Users appreciate content that conveys credibility, trust and transparency. And this is just what User Generated Content (UGC) promises, which is a strategy that connects your brand with the reality of your audience.

In this way, UGC influences potential customers’ decisions about whether or not to buy your product or service.

In this sense, UGC is closely linked to social proof (especially if you have an eCommerce). This term was first coined in 1984 by author Robert Cialdini and refers to the idea that people need to confirm a decision with others in certain situations. That is, it is a psychological phenomenon by which a person assumes that the behaviors of a majority are correct.

According to market studies, about 80% of people affirm that user-generated content positively influences their research prior to purchasing a product, surpassing other attraction strategies such as email marketing and other promotional content.

This percentage increases to 85% when we talk about generations such as millennials or generation Z. New generations say they do not buy in an e-commerce that does not include customer comments and product images. All these statistics are just a sample of why it is so successful to use the user to generate content.

Social proof is also closely related to word of mouth. And it is always safer to buy a product from a place that has already been tested by a friend or acquaintance, than to do it from scratch and with total ignorance.

CÓMO APLICAR EL User Generated Content (UGC)

For these reasons, user-generated content (UGC) is becoming so important in content marketing.

Here are ten reasons why you will benefit from using a user-generated content strategy:

  1. Builds a community: UGC allows brands to show appreciation for their community. By sharing content created by users, brands establish a relationship of reciprocity, making the community feel valued and recognized.
  2. Differentiates and increases visibility: UGC allows brands to stand out from the competition. When users themselves promote the brand, it breaks down barriers of distrust and increases visibility without traditional advertising.
  3. Increases credibility and authority: Consumers tend to distrust purely commercial content. The genuine opinions and testimonials of users give brands greater credibility and authenticity, establishing a relationship of trust.
  4. Connects with the audience on an emotional level: UGC, being real and authentic content, generates an emotional connection with the audience. The stories and experiences shared strengthen the relationship between the brand and the consumer, creating a deeper bond.
  5. Amplify reach: UGC has the potential to go viral, which allows brands to reach a wider audience without incurring additional costs, maximizing the visibility of the brand.
  6. Promotes loyalty: UGC acts as a public declaration of commitment to the community. By valuing and sharing UGC, strong bonds are created that promote loyalty of customers.
  7. Low cost: UGC is a strategy that requires minimal financial investment. Users generate content spontaneously, which allows brands to save on content creation and advertising, maximizing return on investment.
  8. Understands the target audience: Analyzing the content shared by the audience allows brands to better understand their needs and preferences, offering valuable insights for future strategies and business decisions.
  9. Drives purchase decisions: The authentic and real content generated by users guides potential customers in their purchase process. Opinions as references that increase the confidence and credibility of the brand.
  10. Creates brand ambassadors: UGC fosters the creation of an active community of users who act as brand ambassadors, promoting and defending the brand on different platforms and contexts.

Why this 10 reasons?

Although it may seem that all brands have already adopted the UGC strategy, the reality is that there is still vast terrain to explore. The true magic of UGC lies in its ability to be original and distinguish itself from the sea of ​​similar content. Creativity is essential: it is not enough to replicate what others are doing. It is essential to devise actions that resonate with the essence of your brand, that are aligned with your values ​​and that, above all, captivate your users.

Ask yourself: Why would a client want to generate content for my brand? It could be because of the sense of belonging you feel towards your values, for the simple pleasure of interacting on social networks, or even for the incentive of a reward, such as winning a contest or standing out in a campaign. The limit is your imagination, so try to be original and differentiate yourself from your competitors!

Tips to maximize the impact of your user generated content (UGC) strategy:

Using and sharing the content generated by your users is a great way to considerably increase the reach of your brand and your products, as well as impact new potential customers completely free of charge. In fact, users feel flattered when a brand shares the content they have created.

Below we present a series of detailed tips to implement an effective UGC strategy and obtain significant results.

1. Value and Empower your Community:

User Generated Content (UGC) is not just about content; it’s about the people behind that content. By highlighting and sharing content created by your users, sending you a clear message: you value and appreciate your community. This action strengthens the relationship and fosters loyalty towards your brand.

2. Gain Visibility and Differentiate yourself:

UGC acts as an organic speaker for your brand. By being your own clients who promote your products or services, an authenticity is generated that traditional advertising cannot achieve, allowing you to stand out in a saturated market.

3. Collaborate with Local Influencers:

Influencers have a loyal audience that trusts their opinions. A collaboration with local people can generate a greater emotional connection with your audience since we can empathize more and the content is more authentic.

4. Optimize Contact Points and KPIs:

Identify and list touchpoints where UGC can add value. From inspiring images on your homepage to photos of customers using your products, every touchpoint is an opportunity to improve the user experience and, ultimately, your KPIs.

5. Define your Objectives:

Whether you’re looking to increase engagement, drive sales, or both, having a clear goal is essential. Analyze mentions and follower volume on each platform to determine where to focus your efforts.

6. Focus on Relevant Platforms:

While it is tempting to be present on all social networks, it is more effective to focus on those where your audience is most active. Currently, platforms like Instagram and TikTok dominate the visual space, so it is essential to have a strong presence on them.

7. Look for Comprehensive Solutions:

Beyond tools, you need solutions that align with your goals and needs. These solutions must be flexible and adapt to the changing dynamics of UGC.

8. Prioritize Privacy:

Privacy is essential. Please ensure you obtain appropriate consent before using user-generated content, and take steps to protect personal information. Additionally, it is crucial to moderate content to ensure that it does not violate privacy or be inappropriate.

9. Listen and Learn from your Audience:

UGC is a gold mine of information. By analyzing the content shared by your community, you can gain valuable insights into their preferences, needs, and concerns, allowing you to adapt your strategies accordingly.

10. Encourage the Creation of Quality Content:

To maximize the impact of UGC, it is essential to encourage your community to produce high-quality content. Offer incentives, such as contests or recognition, to motivate your users to share their best photos, videos or testimonials. Additionally, provide clear guidelines on what you’re looking for, whether in terms of style, theme, or format. By doing so, you will not only get more valuable and relevant content, but you will also strengthen the engagement and connection between your brand and your community.

11. Integrate UGC into Paid Media Strategies:

User Generated Content is not only valuable on organic platforms, but it can also be a powerful tool in paid advertising campaigns. By using UGC in your paid media strategies, you are presenting your audience with authentic and trustworthy content, which can significantly improve click-through and conversion rates. Statistics have shown that ads that incorporate UGC tend to be more effective and resonant, as they reflect real experiences of real users. Therefore, consider incorporating this content into your advertising campaigns to maximize their impact and return on investment.

12. Design Specific Campaigns Focused on the Community:

One of the most effective ways to promote UGC is through specific campaigns that directly involve your community. These campaigns, such as contests or challenges, not only generate a large amount of content, but also strengthen the relationship between the brand and its followers by making them feel an integral part of the brand.

Examples of user-generated content (UGC) implemented by companies

Large companies around the world are implementing UGC strategies and have managed to shine by differentiating themselves from their competition, effectively engaging the community and generating a loyal audience in love with their brands.

To illustrate how you can capitalize on user-generated content, we’ve put together notable examples from some of the most recognized brands globally:


The famous removable parts brand has created a dedicated platform for its ambassadors, where the most loyal fans can share their creations and be recognized by the brand.

Ejemplos Lego. UGC


The most famous sports camera brand in the world, since its inception, has focused a very important part of its communication strategy on sharing original content created by its consumers. And they frequently organize contests and competitions in which they share the best content created by the community. They then use this content on their social networks, as well as in advertisements and even on their own website.

User Generated Content. Ejemplos


This beverage giant has known how to integrate UGC into its marketing strategies. In the “Share a Coke” campaign, for example, they encouraged fans to post images with Coca-Cola bottles that had personalized names. This initiative not only generated interaction, but also strengthened the emotional connection with its consumers.


The renowned coffee chain launched an innovative campaign called “White Cup Contest.” In it, they encouraged their customers to personalize and decorate their coffee cups and then share their creations. This campaign received more than 4,000 submissions, and the winning design was printed on a special series of Starbucks cups, recognizing talent in its community.



With its “Shot with iPhone” campaign, Apple highlighted the photographic quality of its devices. They invited users to share their best photos taken with their iPhones, and the best ones were featured in advertisements worldwide. This strategy not only promoted the quality of their cameras, but also developed the creativity and vision of their community.

Ejemplo Iphone UCG

Calvin Klein:

This fashion brand, known for its bold advertising campaigns, has recently incorporated a more inclusive and diverse approach to its marketing. In one of its most notable campaigns, Calvin Klein invited people of different races, sizes, genders and sexual orientations to share their stories and experiences wearing the brand. This initiative not only showcased black and obese people, but also individuals from the LGBTQ+ community and of different ages, thus breaking traditional stereotypes of the fashion industry. The campaign was hailed for its authenticity and for reflecting the diversity of the real world, demonstrating that beauty and style do not have a single standard.

Ejemplo de UGC

To practically illustrate the concept of UGC and how to take advantage of its potential, we want to include as an example a video broadcast on the Hubspot YouTube channel. This material addresses the power of UGC as a driver of business growth and revenue generation. The video host begins by defining what UGC is and its significance in the world of marketing, and then highlights successful cases of brands that have incorporated this tool into their advertising strategies. Without a doubt, this visual resource can offer a clear and applied perspective on how to address the potential of User Generated Content.

Aplicar UGC a tu negocio

​In short, User Generated Content (UGC) is a powerful strategy that allows brands to authentically connect with their audience, build trust, and improve their online presence. These examples show how it is possible to connect with your audiences through organic content generated by your own users.

Essential lectures on User Generated Content (UGC)

In this sense, the world of digital marketing has experienced a revolution with the emergence of UGC. For those interested in delving deeper into this topic, we have selected some essential reading:

“Impact of User Generated Content on Branding: Creation and Management of Brands on Social Networks” by Raoul Kübler and Andreas Krämer (2014). A detailed exploration of how UGC is redefining branding and management in the digital environment.

“Social Network Research Guide: Tools and Techniques for Market Researchers” by Ray Poynter and Neil Saunders (2010). A practical manual that highlights the importance of UGC as a research tool in the online sphere.

“User Generated Content and its Influence on Branding: How Communities and Consumers Shape Brands on Social Media” by Raoul Kübler (2017). An analysis of the interaction between consumers, communities and brands on social platforms.

“Content Marketing Strategies” by Eva Sanagustín (2016). Sanagustín highlights the role of UGC as an essential pillar in content marketing strategies to connect and retain consumers.

“Brandomology: Building Brands in the Digital Age” by Andy Stalman (2016). A deep reflection on brand building in the digital world, where UGC is presented as a crucial element to achieve authenticity.

“Marketing Strategies in Google Times” by Enrique Burgos (2018). Burgos offers an overview of the digital marketing landscape and how it has evolved with Google. Pay special attention to UGC and its relevance in current strategies.

These readings provide a broad and detailed look at the role of UGC in modern marketing, and are essential for any professional who wants to stay up to date on current trends.

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