Top 5 Brands Engaging in UGC Campaigns

User Generated Content (UGC) is any content created solely for viewers’ information by users of a platform rather than by the company behind it. In the modern digital world consider UGC as a way of mouth-to-word promotion. All the content, such as videos, reviews, comments, and blogs, form a part of User Generated Content (UGC).

What is UGC?

The best part about User Generated Content? It is created by everyday users possessing an interest in that product or service. The content is often more authentic and relatable to other users, which can help to build trust and engagement between the brand and its audience.

According to statistics, about 76% of customers purchase items based on others’ recommendations.

Types of UGC Content

UGC is a versatile and dynamic type of content that can take many different forms. It provides valuable insights and information to users and can help companies and organizations build a community of loyal customers and fans.

Reviews and Ratings

Reviews and ratings are perhaps the most common form of UGC. Review sites like Google, E-commerce sites, and social media platforms like Instagram are the top user choices for checking a product review.

Reviews provide valuable insights into a product or service and can help other users make informed decisions. A survey indicated that nearly 50% of customers trust customer reviews more than personal recommendations.

Photos and Videos

Photos and videos are a crucial part of UGC and can be used to showcase products, experiences, and lifestyles. Platforms like Instagram, TikTok, and YouTube are built on user-generated photos and videos and have become incredibly popular.

Social Media Posts

Social media platforms are some of the most popular places for users to generate and share content. Posts on platforms like Facebook, Twitter, and LinkedIn can range from personal updates to comments on current events or products. Airbnb has the highest UGC content on Instagram.

Blogs and Articles

Blogs and articles are a more in-depth form of UGC and can provide a wealth of information on a wide range of topics. From personal experiences to expert opinions, blogs and articles provide valuable insights into various subjects.

Q&A and Discussion Forums

Q&A and discussion forums like Quora provide a safe space for users to ask questions, provide answers, and engage in discussion around specific topics. These platforms are popular among communities of experts and enthusiasts and can provide valuable information and insights into various subjects.

Testimonials and Recommendations

Testimonials and recommendations are a type of UGC that provides valuable insights into a product or service and can help other users make informed decisions. These are often found on websites and social media platforms and written by customers, experts, or influencers.

Examples of Brands using UGC


Coca-Cola has been a pioneer in leveraging UGC for its marketing campaigns. The company has run several successful campaigns encouraging users to share their personal stories and photos related to the brand. For example, the Share a Coke campaign was launched in Australia in 2011. The Coca-Cola bottles came with popular Australian names printed on the label. The campaign soon spread like a wildfire in 80 countries across the globe.

Examples of Brands using UGC
Examples of Brands using UGC


Airbnb has built its brand around user-generated content, focussing on providing authentic and personalized experiences for travelers. The platform encourages users to share their experiences and photos from their travels, which helps other users get a better sense of the places they may be interested in visiting.


Nike has reached new levels of UGC marketing campaigns on social media platforms. The main motive of the Nike campaigns is to encourage users to share their sports and fitness journey. For example, their #FeelYourAll campaign encouraged users to share their special moments and chase that feel-good feeling with their crew.


GoPro is a company that is synonymous with user-generated content, as its products are designed specifically for capturing and sharing photos and videos of exciting and adventurous experiences. With a 55% subscriber count increase in 2022, GoPro leverages partnerships with travel agencies to increase the count. GoPro always has UGC marketing campaigns up its sleeves, including hosting events like GoPro Million Dollar Challenge.

GoPro Million Dollar Challenges


IKEA has been successful in generating UGC by encouraging users to share photos of their homes and furniture and using this content in their marketing campaigns. “IKEA At Mine” was an attempt by IKEA to build strong relations with its customers. It encouraged existing buyers to share their real home images with IKEA products.

Jason Black, Web Communications Manager, UK, and Ireland at IKEA shared his views on User Generated Content (UGC). “User-generated content works across all aspects of the customer journey – from inspiration down to filtering to deciding to buy. The main benefit is being able to connect our product range to UGC to provide a seamless and fluid shopping experience, so [customers] move down the funnel more naturally and easily.”

IKEA At Mine

Round Up

UGC is an important aspect of modern marketing and has become an increasingly popular way for businesses and organizations to engage with their customers and build a community around their brands. It is the perfect opportunity to stand strong against your competitors and give them a run for their money.

It is time to be creative and reach out to millions of audiences to enhance sales. Do not be stuck with satisfactory numbers.

Read More: How to use QR codes to boost sales?

All images source: Instagram