User-Generated Content: When Customers Create the Best Marketing

Social media is constantly evolving, along with the ways brands communicate with their customers. At Surikata, we’ve observed a clear trend in recent months: an increasing number of clients are approaching us with requests for User-Generated Content (UGC). This format, created by users themselves, is becoming an increasingly important component of marketing and content strategies.

UGC helps build trust, enhances audience engagement, and adds authenticity even to highly formal or corporate content. In this article, we’ll address the most common questions: Why is UGC gaining so much attention? And how does it differ from influencer marketing?

What Is UGC and Why Does It Matter?

UGC refers to any content—photos, videos, reviews, or posts—created by everyday users. While brands may commission this content, they do not interfere with its creation or final form. Think of it like a friend recommending a great restaurant; the restaurant doesn’t influence the conversation or ask for more polished wording. You trust your friend’s enthusiasm more than a newspaper ad. That’s what UGC is all about: authenticity and trust.

Research shows that 92% of consumers trust recommendations from friends more than traditional advertising.¹ Similarly, 91% of respondents say that incorporating UGC is moderately important for enhancing brand authenticity, with 62% considering it very important.² Many of our clients are therefore looking for ways to effectively integrate this type of content into their social media strategies. Based on our experience, we help them find the best solutions and implement UGC to support their business goals.

How Does UGC Differ from Influencer Marketing?

While UGC may seem like another form of influencer marketing, there are key differences between the two:

UGC:

• Created by regular users or hired creators
• Shared on the brand’s platforms; creators may or may not share it
• Focuses on authentic product/service presentation
• Impact is indirect, emphasizing authenticity
• Creators have creative freedom to align content with their style
• Generally more cost-effective

Influenceři:

• Created by influencers on their own platforms
• Shared on influencers’ profiles
• Aims to build brand awareness through community influence
• Impact is direct, leveraging trust and relationships with followers
• Brands often have more control over content and style
• Costs depend on various factors and are significantly higher

The choice between UGC and influencer marketing depends on your goals and target audience. Some companies benefit from natural content created by everyday users, while others rely on influencers’ reach and authority. Often, combining both approaches proves effective: influencers can amplify reach, while UGC adds authenticity and relatability to campaigns.

At Surikata, we work closely with each client to determine the most suitable approach. Striking the right balance between UGC and influencer marketing can significantly impact campaign success and overall reach. Paid campaign strategies also play a crucial role in boosting results.

Why Is UGC Such a Hot Trend?

UGC isn’t just a passing fad; it offers several key advantages:

1. Authenticity: In a world saturated with ads, people crave something real—and that’s exactly what UGC delivers.
2. Audience Engagement: Campaigns featuring UGC see up to 50% higher engagement compared to traditional content.³
3. Cost Efficiency: User-generated content is often more affordable than professional advertising production.
4. Community Building: Sharing customer-created content fosters a sense of belonging around the brand.

Our clients increasingly recognize that traditional advertising is losing its impact. They seek ways to connect with their audience more effectively while reducing content production costs. We help them leverage UGC efficiently and integrate it into their long-term marketing strategies.

How Surikata Rides the UGC Wave

At Surikata, we’ve long recognized the power of UGC. Across industries, we develop strategies for our clients that utilize user-generated content with a focus on efficiency. For example, we launched an Instagram campaign for a fashion client centered around sharing customer photos under a specific hashtag. The result? A 30% increase in engagement and heightened brand awareness among younger audiences. These successes demonstrate that well-executed UGC strategies can significantly boost brand visibility and customer loyalty.

What Does the Future Hold?

One thing is certain: UGC is here to stay. As authenticity and personalization continue to gain importance, its relevance will only grow. Technologies like artificial intelligence will further enhance how we manage this content. Platforms like TikTok and Instagram will continue to prioritize short-form videos, which are ideal for sharing user experiences.

Brands that invest in UGC now will gain a competitive edge. Actively involving customers in content creation not only strengthens community ties but also improves visibility and builds consumer trust.

Conclusion

UGC isn’t just another marketing buzzword—it’s a powerful tool that helps brands forge genuine connections with their customers. It transforms monologues into dialogues, which is exactly what today’s consumers want.

If you’re looking to incorporate User-Generated Content into your marketing strategy, Surikata is here to help. Whether you’re a local business or an international brand, we’ll find the right approach to UGC that boosts engagement and strengthens your brand—because at the end of the day, the best advertising comes from satisfied customers themselves.

Sources

1. https://cmr.berkeley.edu/2024/11/is-user-generated-content-ugc-a-double-edged-sword-for-marketers/

2. https://www.spglobal.com/market-intelligence/en/news-insights/research/adweek-pulls-back-curtain-on-the-future-of-digital-brand-marketing

3. https://www.theshelf.com/the-blog/ugc-is-redefining-social-media-marketing-in-2025-heres-how-to-leverage-it/