Why do so many brands post unpolished, raw social media content nowadays?

It’s called UGC (user-generated content) and allows for more native, relatable, and authentic connections with consumers. A recent study showed that UGC-based ads receive 4x higher click-through rates than traditional ads.

So here’s a full breakdown on developing and executing a UGC strategy that resonates with users and drives results.

Step 1: Setting Objectives

Like any ad campaign, a successful UGC strategy starts with defining clear goals. A few things to narrow down should be:

• Are you looking to increase brand awareness or drive sales?
• Who is your target audience?
• What platforms will you be using?
• Do you want to prioritize static or video content?
• What value propositions or messaging are you trying to highlight?
• Does partnering with influencers make sense for this campaign?

Determining the right audience, channels, and messaging is crucial for developing strong UGC. For example, younger audiences will connect better with trending TikTok-style content, whereas older demographics may respond better to testimonial videos. The best UGC blends seamlessly into what users already see on their social media feeds.

Research viral content formats and see if they would work for your brand: unboxing videos, GRWM, hauls, day-in-the-life vlogs, ASMR — all the inspiration you need is on social media.

Depending on your messaging and target audience, partnering with influencers can provide social proof, expand your reach, and drive higher engagement. The key is collaborating with influencers whose values align with your brand, ensuring the partnership feels natural to their audience.

Step 2: Content Creation and Collection

Now that you’ve established your objectives, it’s time to source the most suitable UGC content for your campaign. 

Creating UGC content can be as simple as taking a picture or video of a product with your phone. To get the best results, our UGC experts recommend:

• Using bright, natural lighting.
• Positioning the product in a realistic setting.
• Featuring handheld shots to showcase the product more naturally.
• Avoiding overly branded scripts or messaging and leaning into more casual language.
• Utilizing strong hooks and CTAs to grab users’ attention.

Although it can be simple to create yourself, outsourcing UGC content is also a great option. Partnering with influencers, creators, and UGC agencies, like GeistM, allows the experts to handle creative, so you can focus on running the ads.

Another way to collect UGC is by tapping directly into your users. Many consumers organically post about the brands they love, which you can directly recycle for ads. Ensure you get users’ permission, and then you can build a comprehensive library of authentic content.

Step 3: Implementation and Management

After building your collection of UGC, now you need to figure out the best way to distribute and manage it. We recommend testing various styles across platforms, then doubling down on what’s working best. 

One UGC video can be repurposed into countless ads with different music, voiceovers, and messaging. Experiment with positive vs. negative messaging and feed vs. story placements to see where your content drives the most engagement. You can also tap into AI tools to change the backgrounds of images and create lifelike voiceovers, instantly.

Once your content is live, watch the engagement levels and comment sections closely. How are users reacting to your content? This can serve as a direct feedback loop to optimize assets and an opportunity to respond to users’ questions. Understanding the sentiment within your comment section can help you build more informed content in the future.

And if you’ve spent all this time and effort developing UGC, but it doesn’t end up performing well, here are some common mistakes to avoid:

• Adhering to strict brand guidelines (ends up feeling sponsored and inauthentic).
• Forgetting to tailor content for each platform — adjusting captions, video length, and aspect ratios for appropriate channels, and following the platform safe zones (where your text will get cut off).
• Not designing for sound-off — utilize captions.
• Not including a strong hook or showing the product within the first 3 seconds.

To recap…

UGC Drives Results: User-generated content generates 4x higher click-through rates than traditional brand ads.

Start with Clear Objectives: Define your campaign goals, audience, platforms, and messaging before creating and collecting content.

UGC Content Should Feel Natural: Platform-specific content that feels native will resonate better with users. Utilize natural lighting, realistic settings, and trending formats. and strong hooks for maximum engagement.

Test, Adapt, Optimize: Experiment with different styles and formats, repurpose content across platforms, and closely monitor engagement for future optimizations.

Why You Need GeistM 

At GeistM, we’re a performance marketing agency specializing in high-impact, authentic UGC, crafted end-to-end by our in-house creative experts. Not only do we produce scroll-stopping content, but our paid-social strategists integrate it into optimized campaigns that deliver measurable results.

You don’t have to juggle it all yourself. Partner with GeistM, and we’ll transform your static visuals into genuine, conversion-driving UGC—so you can focus on growing your business while we fuel your next wave of growth and engagement.

Written by: Simon Kuflik

Remember when polished, picture-perfect ads dominated the marketing landscape? Those days are behind us. Flash forward to 2025, and we are unapologetically experiencing the inevitable growth of user-generated content (UGC) — those candid photos, videos, and word-of-mouth affirmations produced by authentic customers, not brands.

An astounding 85% of consumers trust UGC more than branded content, and 7 out of 10 say it directly influences their buying decisions. But what is behind this seismic change in digital advertising? The answer stems from the perfect storm of consumer skepticism, digital fatigue, and our collective longing for authentic human connection.

The Engagement Gap: UGC vs Traditional Content

The difference between UGC & traditional branded content is not just noticeable; it is transformational. User-generated posts have 6.9x higher engagement than brand-owned posts — if that doesn’t make every UGC marketing director straighten their back, there’s no telling what will! The algorithm gods smile favorably at real people sharing real experiences with potential customers: An online advertising strategy that’s hard to beat.

This is not some superficial engagement, either. It directly converts into consumer behavior, with marketers agreeing that consumers rely on content created by their peers instead of branded messaging. 

In a time when attention is the currency used to thrive and grow in business, user-generated content is quickly becoming the gold standard for capturing and converting that interest.

Why Your Customers Make Better Salespeople Than You

The reason why UGC works is deceptively simple: we believe people like us. When prospective customers witness a (seemingly) like-minded person using a product for real in their real life (imperfections and all), it strikes a much more intimate chord than any shiny marketing could hope for.

As marketing maven Seth Godin famously wrote: “Marketing is no longer about the stuff you make, but about?the stories you tell.” Who?better to tell those stories than the customers themselves? In fact, authentic voices cut through the noise more effectively than ever; with the decline of traditional influencers — consumers don’t even trust them anymore.

More Bang for Your Marketing Buck

For brands who are watching their bottom line (and who isn’t?), UGC makes for an attractive financial proposition. That is why traditional content creation is expensive, lengthy, or needs specialized skills and equipment. In contrast, user-generated content can be obtained at a fraction of the cost, providing significantly higher engagement and conversion rates.

The cost-effectiveness extends beyond savings in production. UGC campaigns tend to be?faster to set up, can be measured effectively with obvious KPIs, and often require very little expertise to be successful. The result? Telling authentic stories without spending precious budget resources on other initiatives.

Brand Transformation Through Customer Voices: Success Stories That Inspire

Nike’s Community-Powered Resilience

Using very little budget, Nike’s #YouCantStopUs went from being a brand message to a movement where TikTok users were encouraged to share their workout journeys and sports achievements. The campaign achieved millions of views on the back of real user-generated content that sliced their message of strength and continued diving into places traditional and internet advertising could never reach.

Cava Menu Innovation Inspired By Creative Customers

The fast-casual restaurant chain Cava elevated UGC from marketing to product development by encouraging customers to share their custom bowl combinations on TikTok. The three best ideas snagged spots as limited-time menu offerings, which generated SO much buzz and gave customers an actual stake in shaping the brand’s evolution – a masterclass in turning engagement into real-world business innovation.

@diamonddmonaee4

How much do you think this #CAVA bowl is worth? #cavabowl #chipotle #fyp

? original sound – diamonddmonaee

The 2025 UGC Landscape Beyond Basic Social Sharing

Today’s UGC ecosystem is so much more than a couple of honest reviews and product pics. Short-form video content dominates creatives on TikTok and Instagram Reels, where the storytelling of customer experiences gets 30X more engagement than the polished brand narrative.

Augmented reality (AR) filters and virtual experiences have been game-changers in bringing people together through interactive content. However, the meta-excitement surrounds the tech’s integration into the metaverse, empowering users to generate content in virtual environments that dismantle physical barriers and create new horizons for brands to engage.Behind the scenes, AI-driven curation helps brands find and optimize top-performing UGC in real-time, ensuring content works harder and reaches the right audience—something traditional strategies can’t match.

How GeistM Transforms UGC Strategy by Amplifying Authentic Voices

Bridging?the editorial chasm of UGC requires skill, technology, and strategic insight, which is just what GeistM provides. With us, you’re not merely gathering customer content; you’re molding that content into an impactful, unified marketing machine that actually brings results.

Our in-house creative team knows how to generate high-performing UGC that aligns with your brand, engages the right target audience, and is optimized for maximum reach and impact. 

GeistM bridges the gap between authentic customer voices?and strategic campaign execution, turning your consumers’ excitement into conversions.

UGC Is No Longer Optional

The move toward UGC is not just a temporary trend?– it reflects a fundamental reorientation of consumer expectations in the digital age. As facts and figures fail to influence effectively, authentic customer voices have become the most compelling element of modern marketing.

The question isn’t if your brand should use UGC, but how quickly and effectively you can make it the centerpiece of your digital strategy. The?future of advertising isn’t perfect polish — it’s ideal authenticity. And?your customers are primed to do it.

Are you excited to use real UGC?to your advantage? GeistM can elevate your performance marketing approach using the proven power of authentic customer voices. Contact us today!

Written by: Brent Barnhart

What if there was a way to generate 6.9x higher engagement on your ads in a cost-effective manner? 

There is a way, and it’s called UGC (user-generated content). This powerful content strategy has risen to the top in recent years and shows no signs of slowing down. It’s authentic, engaging, and, most importantly — very impactful.

So, what exactly is UGC? Why is it so important? And how can it transform your digital marketing efforts? Here’s a full breakdown:

What Is UGC?

At its core, UGC refers to any content — photos, videos, reviews, or even social media posts — created by everyday consumers, not brands. Unlike traditional polished advertising or professionally produced content, UGC is raw, real, and relatable. This provides a sense of authenticity that resonates deeply with audiences and makes the content feel more native and less sponsored.

Creating UGC can be as easy as taking a picture of a product or service with your iPhone. Simply holding a product in your hand or showing a realistic use case prompts users to engage with and trust your content.

Types of UGC

UGC comes in all types of content formats — making it a versatile tool for marketers. Here are some popular examples:

• Videos:Think unboxing videos, product tutorials, talking to the camera, or TikTok-style reviews.
• Photos:Lifestyle/POV shots of consumers using your product/service, typically taken with a smartphone.
• Reviews:Leverage testimonials left by customers on your website or third-party platforms to boost credibility.
• Social Media Posts:Organic mentions of your brand by users sharing their experiences online can be used for social proof.

Why UGC Is a Game-Changer for Digital Advertising

Over the past few years, UGC has become a winning strategy in performance marketing, and for a good reason. Here’s why brands are leaning heavily into UGC:

1. Authenticity

Overly-produced ads stick out like a sore thumb when scrolling through your social media feed. UGC feels more relatable and genuine because it can appear as native content with real user sentiment. The numbers don’t lie — 84% of consumers trust UGC recommendations over branded content.

2. Boosts Engagement

If you’re looking to boost engagement on your content, UGC is the best place to start. According to recent data, UGC generates 6.9x more engagement and 4x higher CTRs (click-through rates). Potential customers are more likely to engage with your ads if they don’t even realize it’s an ad to begin with! It also encourages users to comment, share, and interact with the content — and with your brand.

3. Cost-Effective

Unlike professional studio-produced ads, which are expensive and time-consuming, UGC allows brands to tap into agile content that requires little overhead. Partnering with UGC creators or UGC agencies is far more affordable than a full-scale production — UGC ads see a 50% reduction in CPC (cost-per-click), and 85% of Marketers say UGC is more cost-effective. 

4. Content Diversity

One of the best parts about UGC is the variety it can bring to your marketing efforts. Testing different styles is a crucial part of running social media ads, and UGC allows for endless options. 

Plus, utilizing different backgrounds or UGC creators can help you appeal to more diverse audiences.

The Impact of UGC on Consumer Behavior

UGC doesn’t only look good on your feed, but can dramatically impact how people interact with your brand and funnel.

1. Drives Conversions

At the end of the day, marketers truly care about getting the most conversions. Leveraging real testimonials and showing products in a natural setting can help consumers reach the buying stage faster and more frequently. Websites that use UGC see 29% higher conversions. 

2. Increases Brand Loyalty

When customers see user content featured by a brand, it creates a sense of community and accountability. This helps consumers feel more seen and encourages active engagement with your content. Brands that effectively utilize UGC see a 162% increase in revenue per visitor, which shows its direct impact on customer retention and loyalty.

3. Emotional Resonance

UGC connects emotionally to audiences by portraying real-life experiences rather than polished ads. It’s no wonder that 60% of millennials find UGC more compelling and authentic than traditional advertising. This emotional sentiment also helps boost brand recall so consumers better remember your products.

How GeistM Can Help You Leverage UGC

Here at GeistM, we specialize in helping brands harness the power of UGC to create campaigns that drive serious results. With our team of in-house UGC experts and diverse network of UGC creators, we’re able to create engaging content specifically tailored to your brand’s voice. From social media to native online advertising platforms, GeistM ensures your UGC campaigns are optimized for maximum reach and impact. Whether that’s increasing brand awareness, boosting engagement, or driving conversions — we’ve produced incredible results across a wide range of verticals with UGC-driven campaigns.

User-generated content isn’t just a trend — it’s the future of digital advertising. So, let’s make your brand part of the conversation. Contact GeistM today to unlock your full advertising potential with UGC.

Written By: Simon Kuflik