User Generated Content, commonly known as UGC, has gone from being a “nice-to-have” to becoming a core asset in any effective digital marketing strategy.
In a world overwhelmed by content, what a brand says about itself matters less and less. What do real people say about that brand? That’s what truly resonates.
What Is User Generated Content (UGC)?
User Generated Content refers to any type of content created and shared by people (customers, fans, followers) about a brand without being paid or formally asked to do so. This can include:
Reviews and testimonials
Social media posts
Photos and videos using the product or service
Stories tagging the brand
Comments or recommendations in forums and online platforms
The key aspect of UGC is its authenticity, it comes from real users, not from the brand itself.
Key benefits of UGC in your digital marketing strategy
Below are some of the most impactful benefits of incorporating User Generated Content into your digital marketing strategy.
Builds trust and credibility: UGC works like a digital version of word-of-mouth. A recommendation from a real customer carries far more weight than any branded ad.
Boosts organic reach on social media: User content travels through their personal networks, helping brands reach new audiences organically.
Influences purchase decisions: Consumers trust peer opinions more than brand messaging. UGC has a direct impact on conversions and sales.
Reduces content production costs: By leveraging community-created content, brands can reduce their reliance on costly, in-house content creation.
Strengthens brand community: When brands repost and celebrate UGC, they show appreciation and foster loyalty among their audience.
Practical strategies to generate UGC for your brand
While UGC is spontaneous by nature, brands can create the right conditions to encourage and amplify it. Here are some proven ways:
Design memorable brand experiences worth sharing: think events, packaging, or visual touchpoints.
Make it “Instagrammable”: use photogenic backdrops, clever copywriting, or creative installations.
Encourage interaction subtly: include visible handles or hashtags, but avoid being pushy.
Acknowledge your community: repost, reply, or thank users who share your brand.
Launch participatory challenges: especially on TikTok or Instagram, where trends can fuel viral UGC.
How LOUD sparked organic UGC through a guerrilla activation in Barcelona
A recent example of UGC in action comes from one of our own creative interventions during Sant Jordi in Barcelona, a day that celebrates books, roses, and expressions of love.
To mark the occasion, we launched a guerrilla-style street activation where we taped real roses and handwritten love notes to walls across the city. Some of the messages said:
“T’estimo Barcelona”
(I love you Barcelona)
“Barcelona, ets la tinta que no s’esborra”
(Barcelona, you are the ink that never fades)
The idea was simple but heartfelt: bring poetry to the streets, speak directly to the city, and create something that people would feel compelled to capture and share. And that’s exactly what happened. Without running any paid media, we saw dozens of people organically post about the action, tagging @loudbarcelona and helping us amplify the message far beyond its physical presence.
📸 You can check out the activation here: @loudbarcelona
For us, this was a clear demonstration of how powerful UGC can be when the experience is designed with emotional connection and cultural relevance at its core.
At LOUD, we specialize in crafting these these kinds of culturally relevant, emotionally resonant moments that inspire people to share. Wether it's through guerrilla activations, social-first ideas, or community-led campaigns, contact us and elevate your marketing strategy.
