10 User-Generated Content Examples and Why They Work
User-generated content (UGC) is content created by real people, not brands. It includes photos, videos, reviews, and social media posts. UGC helps businesses build trust, increase sales, and grow their community.
In this post, you’ll see 10 user-generated content examples, why they worked, and how you can use them too.
What Is User-Generated Content?
User-generated content is any content made by customers instead of companies. It can be:
- Photos and videos – People posting pictures of a product they bought
- Reviews and testimonials – Customers sharing their honest feedback
- Social media posts – Users tagging a brand in their stories or posts
- Contests and challenges – People joining a campaign by creating content
Why Does UGC Work?
- People trust people – 92% of customers trust UGC more than ads (Nielsen).
- More sales – UGC boosts conversions by 29% (PowerReviews).
- Higher engagement – UGC gets 28% more engagement than brand content (Tint).
Now, let’s look at 10 UGC examples that worked and why.
1. Coca-Cola’s “Share a Coke” Campaign
Coca-Cola printed popular first names on Coke bottles, encouraging people to find and share their name online.
Why It Worked:
Personal Touch – People felt special seeing their name on a Coke bottle.
Viral Content – Millions of users posted photos with #ShareaCoke.
Massive Engagement – Over 500,000 Instagram posts featured the hashtag (Coca-Cola).
UGC Idea: Personalize products and encourage customers to share.
2. Starbucks’ White Cup Contest
Starbucks asked customers to draw designs on white cups and post them online. The best design became a limited-edition cup.
Why It Worked:
Creativity Boost – Customers loved expressing their ideas.
Fun Competition – A reward made people excited to join.
Brand Love – Strengthened Starbucks’ bond with customers.
UGC Idea: Run a contest where people design something for your brand.
3. Apple’s “Shot on iPhone”
Apple showed real photos taken by iPhone users in ads and on billboards worldwide.
Why It Worked:
Authenticity – Real user photos, not staged marketing.
Recognition – People felt valued when Apple featured their pictures.
Inspiration – More users started taking and sharing better photos.
UGC Idea: Feature real customer photos in your marketing.
4. GoPro’s Adventure Videos
GoPro built its brand by sharing customer-made action videos filmed with their cameras.
Why It Worked:
Exciting Content – Real people using GoPro in thrilling ways.
Constant Engagement – New UGC daily on GoPro’s social media.
Stronger Community – Users feel like they belong to a big adventure group.
UGC Idea: Ask customers to share real experiences with your product.
5. Airbnb’s Real Guest Stories
Instead of using ads, Airbnb shares real guest photos and travel stories on its website and social media.
Why It Worked:
Trust Factor – People trust real travelers over brand ads.
Emotional Connection – Makes potential customers picture themselves there.
SEO Boost – UGC helps Airbnb rank higher for travel-related searches.
UGC Idea: Showcase real customer stories on your website.
6. Lush’s #LushCommunity Hashtag
Lush encourages customers to share photos of their handmade products using #LushCommunity. The brand often reposts these images.
Why It Worked:
Free Advertising – Customers promote Lush without being paid.
FOMO (Fear of Missing Out) – People want to join the trend.
Stronger Community – Customers feel connected to the brand.
UGC Idea: Create a branded hashtag and feature customer content.
7. Glossier’s Customer Reviews & Photos
Glossier uses real customer selfies and reviews on its product pages.
Why It Worked:
Authenticity – No models, just real customers using the product.
Social Proof – People trust real users more than professional ads.
More Sales – Shoppers buy when they see others loving the product.
UGC Idea: Display customer reviews and real-use photos on your website.
8. Netflix’s Memes & Fan Content
Netflix reposts fan-made memes, reactions, and artwork about its shows.
Why It Worked:
High Engagement – Fans love when Netflix interacts with them.
Viral Potential – Memes spread fast without paid ads.
Stronger Fan Base – Fans feel more connected to Netflix shows.
UGC Idea: Encourage fans to create and share content related to your brand.
9. Nike’s “You Can’t Stop Us” Campaign
Nike used real user videos to create a powerful ad about sports and resilience.
Why It Worked:
Real People, Real Stories – Not actors, but real athletes and fans.
Emotional Impact – Motivated people to push through challenges.
High Shareability – Millions of shares on social media.
UGC Idea: Use customer stories to inspire your audience.
10. Duolingo’s TikTok UGC
Duolingo’s funny TikTok videos featuring their green owl mascot inspired users to create their own content.
Why It Worked:
Relatable & Fun – Users felt part of an inside joke.
Viral Trends – TikTok users love joining trends.
Brand Awareness – Millions saw Duolingo without paid ads.
UGC Idea: Create fun and relatable content people want to copy.
How to Start a UGC Campaign
Want to get user-generated content for your brand? Here are some UGC content ideas to try:
- Create a hashtag – Like #LushCommunity, so users can tag their content.
- Launch a contest – Offer a prize for the best customer-created content.
- Feature real customers – Share reviews, photos, or stories on your website.
- Encourage social sharing – Ask users to post about your product on Instagram, TikTok, or Twitter.
More UGC Campaign Ideas You Can Try
If you want to get more user-generated content, try these proven UGC content ideas that work across different industries.
1. Unboxing & Product Demo Videos
People love watching unboxing videos before making a purchase. In fact, 62% of consumers say they trust user-generated videos more than brand-created content, according to Think With Google.
Example: Tech brands like Apple & Samsung encourage customers to share unboxing experiences.
How to do it: Ask buyers to film their first reaction when opening a product.
Why it works: It builds excitement and helps new customers know what to expect.
2. “Before & After” Transformations
Skincare and fitness brands see massive engagement from before-and-after photos. According to PowerReviews, UGC photos increase conversions by 29% because real transformations build trust.
Example: Glossier features real customer photos showing product results.
How to do it: Ask users to share progress pictures with your product.
Why it works: People trust real users more than edited ads.
3. Challenge-Based UGC Campaigns
Brands on TikTok and Instagram have seen viral success with fun user challenges. For example, Guess’ #InMyDenim challenge led to millions of UGC posts, boosting brand visibility, as reported by Social Media Today.
Example: TikTok users posted videos showing denim outfit transformations.
How to do it: Create a branded hashtag challenge that encourages participation.
Why it works: It spreads quickly and turns users into brand advocates.
4. Feature Customers on Your Website
Airbnb doesn’t rely on staged marketing images. Instead, they highlight real guest photos and experiences on their platform, which has helped them rank higher in search results for location-based searches, according to Airbnb’s marketing data.
Example: Travelers book Airbnb stays after seeing authentic customer photos.
How to do it: Ask customers to upload photos and feature the best ones.
Why it works: It increases trust and helps new customers imagine themselves there.
How to Ask Customers for UGC
Many customers are happy to share content, but you need to ask the right way. Here’s how:
1. Make It Easy
People won’t share content if it’s too much effort. Add a simple upload button on your website or ask for photo reviews in emails.
2. Offer Incentives
A small reward can motivate people. For example, brands that offer discounts for UGC get 32% more submissions (PowerReviews).
3. Engage With Users
Customers love when brands reshare their posts. Nike, for example, frequently comments and shares user content, making people feel recognized.
Why You Should Use UGC in Your Marketing
Still not convinced? Here’s why UGC is a must for any business:
| Benefit | Why It Matters |
| More Trust | 92% of consumers trust UGC over brand ads (Nielsen). |
| Higher Engagement | UGC posts get 28% more engagement than brand-created content (Tint). |
| Increased Sales | Websites with UGC see a 29% boost in conversions (PowerReviews). |
| Cost-Effective | UGC is free advertising, unlike expensive influencer marketing. |
| SEO Boost | UGC helps websites rank better by adding fresh, keyword-rich content. |
Final Thoughts
User-generated content is one of the most powerful marketing tools available today. Whether through social media posts, reviews, unboxing videos, or challenges, UGC builds trust and turns customers into your best marketers.
Which UGC strategy will you try first?
