What Is User Generated Content (UGC)?
UGC stands for User Generated Content. It encompasses photographs, videos, reviews, testimonials and other posts created by people about a brand, product or experience.
In marketing, the term is also used to describe content produced by creators at a brand’s request, using language that reflects the real-life user experience. In this second case, it is important to distinguish spontaneous content from commissioned content and clearly disclose commercial collaborations.
The value of UGC lies in how it presents products and services in relatable contexts: a demonstration, an opinion, a daily routine or an answer to a specific question.
What Are the Main UGC Formats?
Reviews and testimonials. Content featuring people explaining what they have tried, what they value and how they use a product or service.
Unboxing videos. Videos showing the opening of a package and first impressions, useful for highlighting details and building anticipation.
Product demonstrations. Content showing how a solution works, its features or its practical applications.
Lifestyle and everyday routines. Formats that place a product in an everyday context and help audiences understand how it addresses real needs.
Narrative videos and trends. Content adapted to the language of each platform, using hooks, pacing and structures designed to capture attention.
There is no universally best format. The choice depends on the product, audience, channel and communication objective.
UGC, Influencer Marketing and Branded Content: What Are the Differences?
UGC puts an experience or demonstration at the forefront, using language that feels close to that of an everyday user. Influencer marketing involves collaborations with creators who can distribute content to their own audiences. Branded content is a broader concept encompassing content developed within a brand’s editorial and creative universe.
These three approaches can overlap. An influencer, for example, can produce a piece of content using a UGC-style approach. The key is to define who creates the content, who publishes it, what usage rights apply and what each piece is intended to achieve.
Why Is UGC Relevant for Brands?
Relatability. Direct language and everyday contexts help explain products in an accessible way.
Creative diversity. Working with different creators makes it possible to explore a variety of perspectives, styles and messaging angles.
Channel adaptation. A video designed for TikTok may require a different pace from a piece created for Instagram Reels or a product page.
Testing capabilities. Different openings, demonstrations and calls to action make it possible to compare audience responses and learn from the results.
Authenticity does not mean a lack of strategy. Good UGC combines credibility, message clarity and respect for the user experience.
How to Choose Digital Content Creators for UGC
Selecting UGC creators should be based on their suitability for the brand and product, communication skills, authenticity and portfolio quality. Follower count is not a selection criterion, as the content is produced for use across the brand’s own channels.
An effective brief should clarify the objective, target audience, key messages, format, legal requirements and any claims that must not be made. It should also leave room for the creator’s own voice and style.
During the selection process, assess different profiles and experiences, define image and usage rights, and confirm whether the content can be adapted for ads, product pages and other channels.
How to Use UGC on Social Media and in Digital Campaigns
On social media, UGC can support organic communication through demonstrations, testimonials and relatable content. In paid campaigns, it can be used to create multiple versions of the same concept to test different messages.
For Meta Ads and TikTok Ads, adapting content to each platform’s formats and rules is essential. Videos should have a clear opening, communicate the value proposition and include a call to action aligned with the campaign objective.
In ecommerce, demonstration content and reviews can complement the information provided on product pages. In every context, the brand must ensure it has permission to use images, testimonials and third-party materials.
How to Measure the Results of a UGC Strategy
Metrics should be selected according to the objective. For awareness and attention, relevant indicators may include reach, views and retention. For traffic and acquisition, metrics such as CTR, cost per click and conversions can be assessed.
When UGC is part of performance campaigns, it can also support testing around cost per acquisition (CPA), return on ad spend (ROAS) and conversion rate. None of these metrics should be attributed to the format alone: targeting, the offer, budget and landing page experience also influence results.
Continuous improvement depends on a learning process: test, compare creatives, identify patterns and produce new versions based on the data.
How Does UGC Content Production Work at Republica?
Republica brings strategy, creativity and production together to turn brand messages into relatable, credible content suited to each platform. The process starts with the brief and the definition of objectives, moves on to concept development and creator selection, and then progresses to production, curation and editing.
Depending on the project, collaboration can take three forms: a UGC campaign for a specific need, always-on production to supply the brand’s channels with ongoing content, or performance UGC featuring different hooks and variations to test through paid media.
The goal is not to produce videos for the sake of it. It is to create content that is useful for the brand and relevant to people, with the flexibility to adapt and evolve.
Frequently Asked Questions About User Generated Content
Does UGC Always Mean Spontaneous Content? No. Originally, the term refers to content created by users. In the industry, it is also used to describe content produced by commissioned creators, using language that reflects the real-life experience.
What Is the Difference Between UGC and Traditional Advertising? UGC tends to rely on demonstrations, testimonials and storytelling that feel closer to the way users communicate. However, it can still be used in advertising campaigns.
Do You Need a Large Following to Create UGC? No. You do not need a large following to create UGC for brands to use on their own channels. Creator selection depends on content quality, authenticity, communication skills and suitability for the brief and the brand’s objectives.
Can UGC Be Used in Meta Ads and TikTok Ads? Yes, provided the appropriate usage rights are in place and the content complies with platform policies and applicable legislation.
How Do You Choose a UGC Agency in Portugal? Look for experience in strategy, creator selection, production, editing and usage rights, as well as creative testing and optimisation when needed.
Real Content. Tangible Goals.
An effective UGC strategy starts with people, but it needs direction. From creator selection to format testing, every decision should serve a clear brand objective.
Discover Republica’s UGC services and find out how to create content for social media and performance campaigns: https://republica45.com/pt-pt/user-generated-content/
