What the hay is UGC anyway?
(And how your brand can totally use it, even if you’re just getting started)
Before I ever called myself a content creator, I was just a small biz owner filming videos for my own Etsy shop - hand-painted planters, cute product flat lays, and cheeky instagram captions.
I loved creating, but I didn’t know it could be something.
Then I saw a TikTok that changed everything - someone explaining how brands actually outsource video content to everyday creators.
It clicked. Like… wait, I already do that. So I tried reaching out to a brand. And they freaken said YES.
Fast-forward almost three years and I’ve now created over 450 videos for brands globally, all without needing a huge following or fancy gear. Just real, relatable content that helps people connect with a product or message.
And that’s what UGC is all about.
So… what even is UGC?
UGC stands for User-Generated Content, which is just a fancy way of saying: content created by real people (not actors or big influencers), that brands can use to market their product.
Think:
A testimonial or how-to video
A DITL (day-in-the-life) video that subtly talks about a favourite brand or service
A photo with a caption like “I’ve been using this [product/service] every day and love it”
It’s not polished. It’s not high-pressure. It’s just honest, helpful, and relatable.
Who makes UGC?
Honestly? Anyone. Kindof.
Moms, creators, small business owners, students, people who genuinely like trying new things and sharing about them.
You don’t need a big following.
You don’t even have to post it on your own feed.
Most of the content I create is used by the brand on their social media, email, or ads. Not mine.
How do brands use UGC?
Brands use UGC to:
Show real people using their products
Build trust with potential customers
Create video content (without hiring a full production crew)
Share behind-the-scenes or lifestyle footage
Get testimonial-style videos that don’t feel scripted
If you’re a brand or small business, this kind of content helps your audience connect with your product in a more natural way.
If you’re a creator, it’s an amazing way to work with brands without needing a traditional influencer platform.
UGC vs Influencer Content: What’s the difference?
This part always confuses people at first, so here’s a quick breakdown:
Influencers post content to their own social media, where they have a built-in audience.
UGC creators make content for the brand to post on their accounts, websites, or ads.
UGC is more about storytelling, showing how a product fits into everyday life, and helping brands connect with their audience.
Why does UGC work?
Because people buy from people. Not perfectly curated ads.
UGC feels like a friend saying,
“Hey, I tried this and it was actually really good. You might like it too.”
It’s real. It builds trust.
And for small businesses? It can totally level up your marketing without needing a big budget.
TL;DR – Let’s Wrap It Up:
UGC = content made by real people (like you!)
Brands use it in Reels, TikToks, Stories, emails, and ads
You don’t need a following to be a UGC creator
And if you’re a brand or business, you should be using UGC - it builds trust fast
Whether you’re just hearing about UGC for the first time or you’ve been curious about dipping your toe in… you’re not too late. It’s still growing. And it’s still working.
Have questions about creating or using UGC?
Or want to work together on UGC content for your brand?
✨Thanks so much for being here,
Kate
