Why UGC Should be Part of Every Brand’s Marketing Strategy

User-Generated Content (UGC) is more than just aesthetic content.

It’s any content—text, videos, images, reviews, etc.—created by people rather than brands.

When I first started my content creation journey, I was making primarily UGC-style videos for travel and lifestyle brands, and I loved it.

But with a background in psychology, I've always been drawn to the WHY… why do brands want this type of content? What is it actually doing to benefit them?

So I did some research. Here's the scoop:

It's proven to perform. On average, brands see a higher ROI from UGC content than branded ads, and it makes sense. Humans are naturally inclined to mirror the behaviours of the people around them - we engage more with & trust content from people who reflect our own lives back to us.

It’s cheaper than studio shoots. More brands are realizing that investing budget back into your customer base through sponsored campaigns or product gifting can yield more effective results. Not only are you nurturing your existing customer base, but to do so costs less than a high end studio shoot to get the same amount of usable content.

It prioritizes authenticity. No matter the industry, today’s consumers go to friends, family AND social media for product discovery and research. When consumers see someone real promote a product, they subconsciously trust this more than a professional studio shoot.

It Fosters diversity. A professional photoshoot in the same location on the same day only allows for so much diversity. Working with actual customers or a selection of content creators expands the diversity of people in your content and adds diversity of location, filming style and creative flare – this protects you from ad-fatigue and creates a campaign that better represents your consumer.

If UGC isn’t part of your brand’s marketing strategy, it might be time to switch things up.