In a world where consumers are constantly exposed to polished advertising, sponsored posts and carefully curated brand content, user-generated content (UGC) is becoming increasingly valuable. From customer reviews and social media posts to unboxing videos and product demonstrations, audiences are responding to content that feels relatable, personal and authentic.
But UGC has evolved. Alongside customers sharing their experiences organically, a new wave of dedicated UGC creators is emerging: people who are paid by brands to produce social-first content that feels less like a traditional advert and more like a recommendation from a real person.
For brands looking to build trust, strengthen relationships and influence purchasing decisions, this shift presents a significant opportunity.
What exactly is user-generated content?
Traditionally, user-generated content has meant content created by customers rather than the brand itself. This includes online reviews, testimonials, photographs, videos and social media posts.
It might be a customer sharing a photograph of a recent purchase, posting a review or showing how they use a product in everyday life. The value lies in giving potential customers a perspective beyond the brand’s own marketing messages.
However, the definition is expanding. Brands are increasingly working with paid UGC creators: people who specialise in making short-form videos, product demonstrations, testimonials and lifestyle content for businesses to use across their social channels and advertising.
Unlike traditional influencers, these creators don’t necessarily need a large following. Brands are paying for their ability to make compelling content, not access to their audience. The creator might produce a video for a brand’s TikTok or Instagram account, for example, without ever posting it to their own profile.
The rise of the paid UGC creator
This is where UGC becomes particularly interesting for marketers. A growing number of creators are building businesses around producing content that looks and feels native to social media.
They understand the formats that capture attention: a quick product demonstration, an honest-sounding review, a relatable problem-and-solution video or a casual “get ready with me” featuring a product. They know how to open with a hook, keep a video engaging and communicate a product’s benefits without relying on the visual language of a traditional advert.
For brands, this offers a way to create a steady stream of social-first content without having to produce every asset in-house. It can also provide a more relatable alternative to highly polished campaign imagery.
The UK Government’s research into social media content creators specifically identifies paid UGC arrangements, describing how brands pay creators to make content that showcases products or services while looking and feeling like genuine customer interaction.
It’s important to recognise that paid UGC is not the same as an independent customer recommendation. The creator is producing commissioned marketing content, even if the style is deliberately informal.
Why consumers trust other consumers
The appeal of UGC is closely linked to the importance of trust. Consumers are increasingly looking beyond brand messaging and seeking opinions from people who have experienced a product or service.
Research from Akeneo found that 65% of UK consumers had made a purchase based on online reviews or comments from fellow shoppers. By comparison, 50% said they had made a purchase based on influencer content.
A genuine customer review can help answer questions and give potential buyers confidence. Meanwhile, a well-made UGC-style video can demonstrate how a product works in a way that feels accessible and easy to understand.
Both organic and paid UGC can help bring a brand closer to its audience, provided the content is credible and transparent about its commercial relationship.
From social engagement to sales
UGC is not just about creating a sense of community, it’s also a huge player in influencing the customer journey.
According to Bazaarvoice’s Shopper Experience Index, 86% of shoppers engage with creator content before making a buying decision. The research, based on more than 8,000 global shoppers, also found that 39% use social media to discover and research products.
Brands can use creator-produced content across organic social posts, paid social campaigns, websites and product pages. A single video might introduce a product to a new audience, demonstrate its benefits and provide useful creative for an advertising campaign.
This also makes UGC creators a valuable addition to a wider marketing strategy. Rather than relying on one large campaign shoot, brands can commission a variety of content styles, messages and formats to test what resonates with their audiences.
Authenticity still matters
As artificial intelligence makes it easier to produce marketing content at scale, human perspectives are becoming an important point of difference.
A 2026 Gartner survey found that 65% believe brands are producing too much AI-generated marketing content, while 57% said this has made them less trusting of brand messaging.
This makes the appeal of creator-led content clear. People on camera, real-life settings and natural delivery can help a brand feel more approachable. But authenticity shouldn’t just be a visual style. The content still needs to be honest, based on genuine experience and transparent about any paid relationship.
How can brands make the most of UGC?
A strong UGC strategy should bring together both organic customer content and commissioned creator content.
Brands can:
- Encourage customers to share: Make it easy for people to tag the brand, leave reviews or share photographs and videos.
- Work with UGC creators: Commission creators who understand the brand’s audience and can produce natural, engaging social-first content.
- Experiment with formats: Test product demonstrations, tutorials, testimonials, unboxings and behind-the-scenes videos.
- Use content across channels: Repurpose suitable assets across social media, paid campaigns, websites and email marketing, with agreed usage rights.
- Build genuine relationships: Engage with customers and creators, respond to feedback and recognise the people contributing to the brand’s community.
Turning content into connection
User-generated content has moved beyond a social media trend. It now encompasses everything from spontaneous customer recommendations to professionally produced, paid-for social content.
For brands, the opportunity is to combine the credibility of real customer experiences with the creative expertise of UGC creators. The aim isn’t simply to make advertising look less like advertising, it’s to communicate in a way that feels relevant, relatable and useful to the people watching.
In an increasingly crowded digital landscape, the brands that understand the power of human-led content could find their most valuable voice is not always their own.
Want to read more about today’s social media landscape? Read our take on Influencer Marketing Trends 2026.
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