The Secret to Winning on Social Media? Your Customers Are Already Creating It

By Anthony Lopez-Rizzo

What is UGC made with Canva

A few weeks ago, I was sitting in a coffee shop, half-working, half-scrolling TikTok (as one does).

The video I landed on wasn’t polished. No professional lighting. No fancy camera. Just a girl sitting on her bedroom floor talking about a pair of leggings she had just bought.

“They’re actually that good,” she laughed, stretching the fabric to prove her point.

It had over 100,000 likes and a handful of comments asking where to buy them.

And sure enough, the brand was completely sold out.

That wasn’t an ad.

That was UGC.

User Generated Content is changing the way people shop online. The most powerful marketing today isn’t coming from celebrities or big-budget ads. It’s coming from regular people telling real stories about products they actually use.

And brands who understand that? They’re winning.

So Wait... What Is UGC?

UGC stands for User Generated Content

UGC is any photo, video, review, testimonial, or piece of content created by customers, fans, or content creators — not by the brand itself.

Think:

• TikTok reviews

• Instagram Reels unboxing an order

• A storytime about a brand experience

• Before and after photos

• Organic product shoutouts

It feels real because it is real. And that is exactly why it performs so well.

Why Should Brands Be Using UGC?

→ People trust peopleAds feel like ads. UGC feels like a friend giving you a recommendation.

→ It performs betterUGC often gets more views, engagement, and shares than polished brand content.

→ It builds communityFeaturing real customers makes people feel seen and valued.

→ It’s cost effectiveGreat UGC can come from micro creators or everyday customers.

How To Get UGC (Or Create It Yourself)

If You’re a Brand:

• Ask happy customers to share their experience

• Run a giveaway encouraging people to post content

• Work with UGC creators to make specific content for your brand

• Offer perks or discount codes for people who tag you

• Repurpose positive reviews into posts or graphics (with permission)

If You’re a Creator:

• Show yourself using the product naturally

• Focus on why you like it or how it helps you

• Film in natural light

• Keep it casual and personal — like you’re talking to a friend

• Include stories, reactions, demos, or your honest take

What To Look For In Great UGC

1. Authenticity

UGC should feel real, not scripted or forced.

2. Clear Product Focus

Show the product in action, but keep it natural.

3. Personality

UGC works when the creator feels relatable, funny, or engaging.

4. Quality

Clear sound, vertical video, and good lighting make a difference.

5. UGC Contracts Are Non-Negotiable

If you’re paying for UGC or plan to use someone’s content in ads, always get it in writing.

A good UGC contract should include:

• Where the content can be used (social, ads, website, etc)

• How long you have usage rights

• Payment details

• Ownership and licensing terms

Even if someone tags you in a post organically, always ask for permission before using their content in marketing. It protects both sides.

How To Pay UGC Creators

Paying UGC creators fairly sets the tone for a great partnership. Here are common ways brands handle it:

Flat Rate Per Video or Photo

Most creators charge between $150 to $500 per video, depending on experience, deliverables, and usage rights.

Usage Rights and Licensing Fees

If you want to use their content for paid ads or long term marketing, expect to pay extra for extended usage rights.

Monthly Packages

Some brands hire UGC creators on retainer to create a set number of videos or photos every month for a flat fee.

Affiliate or Commission Deals

Creators get paid a percentage of sales from their discount code or affiliate link. This works best paired with a flat rate payment.

Product Trade

Offering free product instead of payment might work with newer creators, but most experienced UGC creators expect to be paid for their work.

UGC is one of the most powerful tools a brand can use.It builds trust. It converts. It costs less than traditional ads. And best of all — it is created by real people who like what you sell. Make space for your customers to tell their stories. Hire creators who genuinely use your product. Pay them fairly. Use contracts. Your next best-performing piece of content probably won’t come from a studio. It’s already sitting in your tagged photos. Need help starting your UGC campaign? Let PitchCraft Media help you start your PR/Marketing journey by contacting us on our website!