A 30-second video shot by someone actually using your product—at home, by the window, with a slightly shaky hand… Often, it generates more “Add to Cart” clicks than a high-budget ad. That’s why everyone is asking, “What is UGC?” UGC (User-Generated Content) refers to all videos, photos, reviews, and posts created by customers, users, or individuals who create content “as if they were users” on behalf of a brand, not by the brand’s own team. In this guide, we explain everything from the definition to campaign setup, short templates, and copyright permissions in a clear and simple style.
What is User-Generated Content (UGC)? A Short and Clear Definition.
User-generated content (UGC) is content created by a real person, not a brand. Product reviews, customer-tagged photos, unboxing videos, stories tagged with a brand, or posts submitted to a hashtag campaign can all be considered within this scope.
Shopify defines user-generated content as any content produced by actual customers, not by the brand's own team. There's another important detail: user-generated content falls into two categories.
Organic User-Generated Content (UGC): The client creates content voluntarily and without being asked. Examples include a post-delivery review or a photo shared on Instagram.
Paid (Incentive-Based) User-Generated Content (UGC): A brand orders a "customer-style" content creator to be produced in exchange for payment or a product. The person who does this is called a UGC content creator.
A simple rule: A professionally taken photo of a latte by your cafe doesn't count as user-generated content (UGC). However, if a customer takes a photo of the same cup, tags it, and you share it with their permission, that's UGC. The difference lies in who created the content.
The Difference Between User-Generated Content (UGC) and Influential Content
In summary: While an influencer shares content with their own audience, a UGC (user-generated content) creator submits content to a brand. Both use a human face and an authentic voice, but their goals are different.
According to Shopify's definition, influencer marketing relies on influencers sharing content with their own audience. On the other hand, paid user-generated content (UGC) creators typically don't share content with their audience. The content is created to be used as promotional material for the brand; for example, on a product page or in an email campaign.
| Engaging content | User-generated content
Published on : | Influencer's own account | Brand's account, advertisement, product page
Follower count | Critical | Largely irrelevant
Contribution to the brand | Access + trust | Raw materials that give an authentic and "real user" feel.
Typical purpose | Raising awareness, promotion | Advertising performance, product page, social proof
Pricing | Generally determined by reach and audience | Generally determined by content volume and usage rights
This distinction will practically save you money. Work with an influencer if you want reach; work with a user-generated content (UGC) creator if you want original visuals to use in your ads and product pages. Searching for "low-follower influencers" often means confusing the two. If you want to learn more about the influencer side, you can check out our article titled "Take Your Brand into the Future with Influencer Marketing."
Why are brands turning to user-generated content?
Because user-generated content builds trust, and trust increases conversions. While advertising says "We're great," user-generated content says "We tried it and it worked." The latter carries far more weight.
Let's look at the numbers. Note: Most of the studies below are US-based and may not directly reflect consumer behavior in Türkiye. Nevertheless, they are indicative. Source: Shopify Türkiye.
According to Emplifi's Q3 2025 social media benchmark report, posts containing user-generated content (UGC) achieved a 10 times higher conversion rate compared to posts without UGC.
In a PowerReviews survey conducted in June 2025 with more than 21,000 US consumers, 95% of participants stated that they regularly read product reviews when shopping.
According to the same source, 91% of consumers stated that they are more likely to buy a product when reviews include photos and videos in addition to text.
Bazaarvoice’s Shopping Experience Index revealed that 65% of US consumers rely on user-generated content (UGC) when making purchasing decisions.
Beyond the numbers, there are four tangible benefits:
Social proof: A product that has been tried and liked by 400 people always has an advantage over a product with no reviews.
Scalable content: Meeting the insatiable content needs of social media with a single team is difficult. User-generated content (UGC) strengthens this flow.
Lower production costs: You get a wide variety of content without needing a studio, actors, or lighting setup.
Customer insights: You learn how people use your product and the words they use to describe it. These phrases become your ad copy.
User-generated content (UGC) is also a form of community work. A brand that encourages its customers to create content fosters a sense of belonging among those customers. We also discussed this topic in our article on fostering a sense of belonging among customers.
Types and Examples of User-Generated Content
User-generated content doesn't all come in one format. The following four types are the most commonly used by SMEs and the easiest to get started with.
1. Customer reviews and ratings
User-generated content is the oldest and most effective type. Examples include star ratings and photo reviews on Trendyol, Google Business reviews, and notes like "this product is plus size." These are incredibly effective because they appear precisely when customers need them—at the moment of purchase.
2. Product unboxing and product testing videos.
Someone opens the box, tries the product for the first time… Authentic, natural, and convincing. They are especially useful in e-commerce because they show the true size, color, and texture of the product.
3. Short videos (Reels, TikTok, Shorts)
Vertical videos, 15 to 45 seconds long, such as "I've been using it for a week," "before and after," or "why I bought this product," are the most frequently tested format in ad sets.
4. Hashtag campaigns
Asking users to share with a branded hashtag both generates content and creates a discoverable archive. According to Shopify's examples, Lululemon's #thesweatlife campaign and ASOS's #AsSeenOnMe hashtag consistently encouraged customers to create content. But a word of caution: not everyone who shares with a hashtag automatically grants permission for their content to be reused. We'll discuss permission below.
What kinds of examples do we see from Türkiye?
In Türkiye, user-generated content (UGC) typically takes the following forms: product reviews with photos on marketplaces, business reviews on Google Maps, entries on Ekşi Sözlük (a Turkish online forum), Instagram Stories tagged with brands, and "add link to bio" style demo videos on TikTok. However, the following three scenarios are examples we created to illustrate the concept; they do not involve actual customers:
Neighborhood cafe: They put a card on every table that says, "Tag your cup, and we'll share it in a story." They repost the shared content with permission, and at the end of the month, they give a free dessert to the customer who sends the best photo.
Boutique clothing e-commerce site: Five days after the order is delivered, they ask via WhatsApp or email, "How does it look? Upload a photo." The photos sent are added to the gallery on the product page.
A skincare brand sends products to three user-generated content creators and asks each of them to create three different videos, each using a different "inspiration." They then test these videos on their own advertising accounts.
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How do User-Generated Content (UGC) Creators Work and How are They Paid?
What is a user-generated content (UGC) creator? These are content creators who produce user-style videos and photos for brands. Follower count is secondary; what matters is original storytelling, high-quality visuals, and adherence to given instructions.
The workflow typically goes like this: The brand sends the brief and the product; the content creator shoots and delivers the content; one or two revisions are made; and the brand uses the content on its own channels or in its advertisements.
Pricing Logic
User-generated videos (UGC videos) do not have a fixed price, as many variables determine the cost:
Variable | How does it affect the price?
Number and duration of videos | More videos mean a higher budget.
Usage rights | Organic sharing only, or paid advertising? Advertising usage is generally more expensive.
Usage period | 1 month, 6 months, 1 year or indefinite
Raw image delivery | Unedited files may be priced separately.
Content creator experience | Content creators with a portfolio and niche expertise command higher fees.
Script / Revisions | Who is writing the script and how many revisions are allowed?
Publishing account | An additional fee may apply if publishing is also done from the content creator's account (whitelisting).
The only published source we have regarding market figures is Balp Digital's estimated table: 300 to 800 TL per piece of content for beginners, and 3,000 TL and above for professionals. These figures are estimates and may quickly become outdated due to inflation; do not set a budget without receiving a price quote. The same article also states that some user-generated content (UGC) platforms may charge between 20% and 30% commission.
A quick note for aspiring user-generated content (UGC) creators: First, choose a niche (e.g., cosmetics, home, or technology); shoot 3 to 5 sample videos with your phone; compile them into a profile; and send short, personalized messages to brands. Don't skip the contract and billing process for your initial jobs.
Step-by-Step User-Generated Content Campaign for Your Brand
The following steps apply to both paid user-generated content (UGC) and customer-generated content campaigns.
State your goal in a single sentence. For example, "Increase the click-through rate on Reels ads" or "Double the number of photo reviews on product pages." If the goal isn't clear, the content will be disorganized.
Choose the format and channel. This includes eye-catching short videos for ads, photos and reviews for product pages, and a hashtag campaign for the community.
Prepare a summary. You can use the template in the next section. A well-prepared summary reduces the number of revisions.
Select content creators or contributors. Review the creators' portfolios. Look for a style, lighting, and pacing in their videos that resembles your product category. For a customer-focused campaign, start with your existing loyal customers.
Specify the document permissions and their scope. Explain where, for how long, and for what purpose the content will be used (details below).
Ship the product and track the process. Specify a clear delivery date. Send feedback in a single message, all at once.
Test multiple variations. Try different titles, different creators, and different durations for the same product. Learn by doing small tests instead of relying on a single "perfect" video.
Metrics. For ads: click-through rate, watch time, and cost of acquisition; for product pages: conversion rate and reasons for return; for social media: registrations, shares, and comments.
Scale up the winner. Re-include the effective hook and format in the brief and order new content from the creator.
How to Shoot Videos with User-Generated Content: Practical Tips
Here's a short list compiled by the Fovimarlo production team based on their on-set experience, which also applies to user-generated content (UGC):
The first 3 seconds are everything. Don't open the video with the product name; instead, start with a problem or a thought-provoking statement ("I should have known this before buying this product").
Natural light, a quiet room. Turn towards the window, don't turn your back to it. If the sound quality is poor, viewers will be distracted no matter how beautiful the visuals are.
Vertical and full frame. Shoot with a 9:16 aspect ratio to show the product in hand and in use. Leave space at the top and bottom for captions and labels.
One video, one message. A video that tries to explain all five benefits at once cannot effectively convey any of them.
Don't strive for perfection. What makes user-generated content user-generated is its naturalness. Over-polished content turns into a run-of-the-mill advertisement.
Add subtitles. Most people watch videos with the sound muted.
Request the raw footage as well. If you specify this in the specifications, you can create different edits from the unedited footage.
For the basics of product video production, you can also check out our article on product video production. The principles of lighting, sound, and framing are the same for user-generated content (UGC); only the set is smaller.
UGC Summary Template
A good brief is one page long. In six lines, it describes what you want, what you don't want, and how you'll get the final product. You can copy the template below and adapt it to your brand.
1. Brand and product: (Product name, a short one-sentence description of what it does)
2. Target audience: (Who uses it, what problem does it solve?)
3. Campaign objective: (Advertisement, product page, organic post)
4. Main message: (The only thing the video absolutely must convey)
5. Opening sentence suggestions: (2-3 opening sentences or script ideas)
6. Content flow: (Problem → Experience → Result → Call to action)
7. Technical requirements: (9:16 vertical, 15–45 seconds, subtitles, clear sound, resolution)
8. What to do: (Show the product in your hand, speak naturally, demonstrate real-world use)
9. Things to Avoid: (Exaggerated claims, unproven health claims, mentioning rival companies' names, copyrighted music)
10. Delivery: (Format, date, availability of raw images, number of revisions)
11. Usage Rights: (Channel, duration, region, use in advertisements, publishing on the content creator's account)
12. Fees and Payments: (Amount, invoice, payment date, product gift)
Here's a tip: Instead of writing the script word for word, provide "talking points." A content creator who memorizes the text doesn't look natural, and user-generated content that doesn't look natural isn't effective.
Permissions, Copyright, and Ethical Considerations
This is the most overlooked aspect of user-generated content, and the one that can cost you the most. The rule is simple: Get written permission before using someone's content in an ad, on your website, or on your own account. Just because a user has tagged you or used your hashtag doesn't mean they've given you permission to use their content for commercial purposes. Shopify also emphasizes this point: Request explicit permission and credit the content creator before reposting.
Your permission agreement should include the following clauses:
Scope: Which content (video, photos, commentary)?
Channel: Instagram, website, paid advertising, email, in-store display?
Duration and region: How many months or years, and in which countries?
Compensation: What kind of payment or gift will be given?
Removal: How can content be removed if the content owner requests it?
Loan: Will a loan be issued in the name of the account?
There are several legal points to consider. This is not a substitute for legal advice; have your contract reviewed by a lawyer.
Law on Intellectual and Artistic Works (5846): The person who films the video or takes the photograph is the copyright holder. Permission and, if necessary, license transfer are required for commercial use.
Personal Data Protection Law (6698): If the content includes a person's face, voice, or images of children, it raises personal data issues. Content should not be published without explicit consent.
Transparency in paid collaborations: Content produced in exchange for payment or a product must be clearly stated to viewers as being advertising. The Advertising Board has rules regarding social media partnerships. Check the current regulations before publishing.
Platform rules: Additional authorization is required for a content creator to publish their content as an ad through their own account (e.g., affiliate ads on Meta or Spark Ads on TikTok). Add this as a separate clause to the terms and conditions.
From an ethical standpoint, a simple principle applies: there should be no fake reviews, fake "customer" accounts, or manipulated ratings. Once trust is lost, all the benefits of user-generated content are gone.
Common Mistakes
Overproduction: Expecting studio-quality "user-generated content." A flawless video turns user-generated content into advertising.
Vague instruction: "Shoot a nice video" is not an instruction.
Verbal permission only: Dealing with someone who later says, "I didn't give permission for that," is both expensive and exhausting.
Don't rely on a single content creator: You can't test with just one video. Try a few different variations.
Wrong metrics: Focusing on like counts while ignoring sales. Cost per acquisition in ads; conversion rate on product pages—these are more accurate indicators.
Deleting negative comments: Criticism is part of user-generated content. Responding honestly builds far more trust than deleting comments.
Avoid overdoing the incentives: Promising a huge discount for every piece of content makes it seem "fake." Balance organic traffic with incentivized campaigns.
Not sending the product: A content creator cannot create an "authentic experience" without seeing the product.
Results and Next Steps
User-generated content (UGC) isn't just "just another advertisement"; it's a way to create a space for your brand where people trust each other. You can start with small steps: This week, add a photo review section to one of your product pages, request photos from three customers with their permission, or send a short instruction to a content creator. Then measure the results and repeat.
Whether you want to create a campaign from scratch, write a brief, choose a content creator, or get support with shooting and editing, Fovimarlo is here to help. Contact us to schedule a free initial consultation for your user-generated content (UGC) campaign. Let's discuss your brand, goals, and budget together and create a customized UGC roadmap to meet your needs.
Frequently Asked Questions
What is a user-generated content (UGC) campaign?
A user-generated content (UGC) campaign involves real users or UGC content creators producing content such as videos, photos, or written posts for a brand's product, which is then used in advertisements, product pages, or social media.
Does a user-generated content (UGC) creator count as an influencer?
No. An influencer publishes content for their own audience, and their power lies in their follower count. On the other hand, a UGC (user-generated content) creator submits content to a brand; the content is usually featured on the brand's account or in advertisements, and follower count is generally not a determining factor.
How much do user-generated videos cost?
There is no fixed price. The price varies depending on the number of videos, usage rights (organic or advertising), usage duration, delivery of raw footage, the creator's experience, and the number of revisions. Because the market changes rapidly, it's best to get price quotes from several creators.
How to become a user-generated content (UGC) creator?
Choose a niche, shoot 3-5 sample videos with your phone, compile them into a profile or portfolio, and reach out to brands with short, personalized messages. Make sure you have contracts, invoices, and usage rights in writing from your very first projects.
Can I use a customer's post in an advertisement without their permission?
No. Just because a post is tagged or shared with a hashtag doesn't mean you have permission for commercial use. Before using content in an advertisement, on your website, or on your own account, obtain written permission from the content owner and cite the content creator.
What is UGC format?
User-generated content (UGC) format defines how user-generated content is produced. The most common formats include photo-based customer reviews, unboxing and try-on videos, 15-45 second vertical videos like Reels, TikTok and Shorts, and hashtag campaigns. Short vertical videos are better suited for advertisements, while photos and reviews are better suited for product pages.
What is user-generated content (UGC) collaboration?
User-generated content (UGC) collaboration is a project where a brand gives a content creator a brief, sends them a product, and receives a user-style video or photo in return for payment or a product gift. The scope, usage rights, duration, and fee are specified in writing from the outset. The content is typically used in the brand's advertising or product pages.
