UGC

UGC - user-generated content, content that is created by the customers themselves: reviews, unboxings, photos of the product, videos “how I use it”. The brand does not remove it and often does not even order it - it appears naturally or with a slight incentive.

The power of UGC is trust. Studio advertising is perceived as advertising, and the video of an ordinary person is perceived as an opinion. The audience of 2026 has seen everything and reads a “polished” production as “they’re going to sell it to us now.” A crooked video of a real client works better for trust than expensive filming.

UGC does not appear on its own in the required volume - it is grown. Working mechanics: a reason to take a photo of the product, a simple hashtag, repost of the best works, a small bonus for a review with a photo. And separately - working with reviews as an asset, about this article about reputation management.