UGC (User-Generated Content)
Content created by your customers, fans, or community — not by your brand directly.
UGC is the highest-trust content format. People believe other people 7-10x more than they believe brands. A photo of a real customer using your product converts better than any professional shoot. The two main UGC strategies: (1) Encourage organic UGC by giving customers a reason to post (a branded hashtag, a contest, an exceptional product they want to share). (2) Hire UGC creators — micro-influencers who shoot content for you in a 'real customer' style (typically $50-$500 per video). UGC content recycled into ads consistently outperforms studio-shot ads.