Boost engagement with User Generated Content (UGC)
Before buying a product, we consult reviews, read comments and see what others are sharing on social media. This reflex has become universal: a customer experience shared online can have far more impact than a traditional advertising campaign.
And it’s no coincidence. According to the Market Data Report 2024, 74% of consumers say that recommendations strongly influence their purchasing decisions. So, in a world saturated with brand messages, how do we recreate this word-of-mouth organically, on a large scale, and on the right channels? The answer is User Generated Content (UGC).
What is User Generated Content (UGC) ?
In the digital world, UGC is becoming the contemporary, visible version of word-of-mouth. Posts, stories, reviews, videos: it’s the customers themselves who tell the story, recommend, and bring the brand to life.
Today, deploying an appealing advertising is no longer enough. The media plan is solid, the social media strategy well-constructed… but the audience expects more than that: exchange, social proof and connection.
User Generated Content refers to all content created and shared by consumers themselves: photos, videos, reviews, stories, testimonials or even tutorials. This content is not produced by the brand, but by its community, either spontaneously or as part of a specific activation.
This type of content is particularly effective because it’s based on the words of real people. It reflects real-life experience, without excessive staging or promotional rhetoric. User Generated Content shows the brand through the eyes of its users, reinforcing trust, commitment and a real sense of belonging.
The end of top-down communication
New generations have grown up in a world saturated with advertising. Overexposed and constantly bombarded with messages on social media, they’ve become more selective—and capturing their attention has never been more challenging.
They no longer respond to “top-down” messaging. What they expect now are genuine interactions, content that resonates with their experiences, and brands that share their values, references, and concerns.
What are they looking for? Brands that feel accessible, that listen, engage, and adapt to their codes. No need for overly polished storytelling or idealized models—what matters today is human connection, relatability, and closeness.
And that’s exactly what User Generated Content can provide.
What are the benefits of user generated content for a brand?
Adopting a User Generated Content strategy creates a virtuous circle between brand, community, and performance. Here’s why more and more brands are embracing it:
More authentic and credible content
UGC is based on real-life testimonials, which are perceived as more sincere than traditional marketing. It builds trust and transparency—two key drivers in a digital ecosystem hungry for authenticity.
Naturally boosted engagement
User-created content often drives more interaction—shares, likes, comments… It fosters a direct sense of connection that amplifies organic engagement.
A powerful sense of community
By spotlighting their users, brands show they’re listening and giving their community a voice. This creates a sense of belonging, which is essential for long-term customer loyalty.
A direct impact on conversions
According to several studies, visitors exposed to UGC are more likely to convert. Seeing real people use or recommend a product strongly influences purchase decisions.
Why use a creative agency to activate UGC?
User Generated Content is powerful—but only if you know how to activate it, collect it, and integrate it into a coherent strategy. That’s where a creative agency like 87seconds comes in.
A successful UGC activation doesn’t happen by chance. It’s not just about resharing content from your most enthusiastic customers. You need to build a clear framework—a narrative, a campaign that inspires your community to speak up. That means understanding the mechanics of engagement, social platforms, visual trends, and, just as importantly, community dynamics.
At 87seconds, this is exactly what we do: we design campaigns that make people want to participate. We create the right conditions for genuine expression, where user-generated content is both high-quality and meaningful—for the brand and its community.
How can you integrate User Generated Content into a broader content strategy?
UGC can fuel every stage of the customer journey. It builds consideration, reassures at the moment of purchase, and strengthens loyalty after conversion. But to truly work, it needs to be part of a well-thought-out content strategy, one that aligns with your business goals and your audience’s expectations.
A creative agency can help you:
- Identify the right UGC levers based on your industry and target audience
- Design engaging activations (contests, challenges, co-creation campaigns, etc.)
- Frame content usage within a clear structure (including copyright and image rights)
- Amplify impact through media and influencer strategies
- Repurpose UGC across multiple channels (social, CRM, retail, etc.)
At 87seconds, we believe UGC has a key role to play in tomorrow’s content strategies. Our mission is to help brands create the right environment for their communities to express themselves, share, and contribute to a collective story.
We’re already embedding this participatory approach into our recommendations—through social-first formats built to be shared, interactive experiences, and campaigns that spotlight user voices. Because today, the most impactful brands aren’t the ones speaking the loudest, but the ones who know how to listen—and give their audience a voice.
View more cases
