10 Creative User Generated Content Examples (by Use Case)

Daria Okhotnik
Daria Okhotnik
Project Lead at Insense

If you’re looking for new ways to attract leads but you’ve run out of inspiration, this guide is for you.

We’ll see how UGC is successfully used by companies in various industries and the results they’ve had.

Sounds exciting?

Let’s get started!

What is User Generated Content (UGC)?

User generated content (UGC) is any type of content created by end-users, such as photos, videos, product reviews, testimonials, giveaways, etc., that allows your audience to add value to existing conversations around your products or services in the digital realm.

UGC is a fantastic type of content that drives engagement and forms organic relationships with your target audience.

The beauty of UGC is its authenticity as it comes straight from real customers and users, making it an incredibly trustworthy source of information for potential buyers who’re seeking guidance.

Sharing this kind of content can also be highly beneficial to brands because it’s more engaging and increases brand awareness on social media platforms.

Studies show that 79% of people say UGC highly impacts their purchasing decisions.

So, let’s discover some great examples to give you inspiration and ideas for creating user-generated content campaigns.

10 Creative User Generated Content Examples Divided by Use Cases

From incredible photos and videos to stunning stories and captivating customer reviews, UGC is a valuable source of content that brands should pay attention to.

By the end of this section, you’ll see how using the power of UGC and word-of-mouth marketing has helped brands engage with their audience on social media and increase their chances of converting.  

Use Case #1: Beauty

The beauty industry has made a considerable leap in using UGC to:

  • reach new markets
  • engage potential customers
  • create attractive, high-value content

Brands in the beauty industry can use UGC to get creators and influencers talking about your products or have customers provide helpful reviews and how-tos.

Moreover, such content gives potential shoppers valuable insight into the product and its performance from real people who have already tried it out and had a positive experience. This increases the likelihood of others giving it a try.

Example #1: Wonderskin

Wonderskin is an award-winning beauty brand creating innovative beauty and skincare products.

Image Source: TikTok

In this TikTok UGC video,  the brand collaborates with a famous beauty content creator for a tutorial video.

Tutorial videos are short "how to" videos showcasing the best ways to do something.

The video above is about getting the perfect smudge-free red lip. Many women face this common problem and the solution comes from the Wonderskin product featured in the video. What makes this authentic and relatable is that there’s no mention of the company, nor is the brand directly highlighted.

The video manages to highlight the quality of the product and its value while at the same time showing how it works and its immediate effect.

In addition, the creator is quite well-known with over 850k followers, increasing the product's appeal to a new audience.

It’s worth mentioning that this isn’t the brand's first attempt with UGC. Wonderskin has successfully leveraged TikTok video shopping ads and has a well-structured strategy for sourcing UGC from top creators from the Insense Marketplace.

Example #2: Blissy

Blissy is a company that creates high-quality 100% pure mulberry silk pillowcases.

Image Source: Instagram

Examples of creators showcasing a product are pretty common in Instagram feeds. Some would say that this Instagram post is quite simple but that’s what makes it authentic and memorable – the solid, clear message that the brand wants to market this as the ideal pillowcase for curly hair.

To make its point, it collaborated with a micro-influencer with fab curly hair and let her talk about her experience having a pillowcase that protects her hair while she sleeps.

Working with Insense, Blissy collaborated with 68 unique creators and ran creator licensing (whitelisted) ads using UGC from the creators themselves.

Author’s Note: Branded hashtags are pretty good at creating communities. It’s a technique companies like GoPro and Apple have used a lot with successful results. In this case, Blissy used both branded hashtags and other relevant hashtags, such as #curlyhair, to target a specific audience. 

Use Case #2: Fitness

User generated content is trending in the fitness industry too and it’s allowed athletes of all types to share their stories and personal journeys online, creating an avenue for inspiration and community connection.

UGC also allows fitness brands to quickly distribute valuable content to their customer base while giving them direct access to free advice and tips from top athletes.

Plus, it encourages customers to interact with each other about their experiences with different products and services.

Overall, UGC helps strengthen relationships within the fitness industry between influencers, brands, and customers alike!

Example #3: Mountain Equipment Co-op (MEC)

Mountain Equipment Co-op (MEC) is a Canadian retailer of outdoor recreation gear and clothing.

Image Source: Instagram

This UGC video on Instagram is highly effective since it highlights the brand's core values, such as the enjoyment of nature.

They’re sending out a message that people should get outside more often to enjoy nature.

It's a reminder of something important, which makes this UGC successful and relatable.

In the video, a toddler can be seen wearing the brand’s Toaster Tots outfit without any direct mention of the product.

By posting this, the brand is giving an incentive for people to wear its products and post about them on Instagram with the branded hashtag #ToasterTots.

This hashtag campaign is an opportunity for creators and customers to engage with the brand.

Example #4: Gymshark

Gymshark is a well-known British fitness apparel and accessories brand.

Image Source: Instagram

This video was created in partnership with Gymshark athletes.

They leverage UGC through funny content that describes real aspects of fitness that users can easily connect with and feel a part of.

The athlete is seen walking with his hands two days after having a leg day at the gym.

Even though most of us wouldn’t be able to do the same, we’ve probably all felt a sore muscle after a challenging training session, a run in the park, or a sprint to catch the bus.

And that common human experience is what makes this relatable and invites viewers to connect, comment, like, or follow and interact with the brand.

What new idea does this UGC video introduce?

That funny content can bring people closer to a brand.

Gymshark's general influencer marketing strategy is based on fitness collaboration with world-renowned creators and athletes.

In this way, the company rapidly increases awareness, reaches more social media accounts, and builds trust, while its ecommerce becomes more famous.

Use Case #3: Consumer goods

The consumer goods industry is seeing a new wave of consumer engagement and influence with the rise of UGC, specifically in the form of reviews and ratings.

Since consumers can share their opinion instantly through social media posts or reviews on product pages, companies should be proactive in meeting customer demands and tailoring positive customer experiences.

From driving influencer campaigns or launching innovative digital marketing initiatives, companies in the consumer goods industry are leveraging the power of UGC to generate authenticity and build trust in their target audience.

UGC offers a unique way to bring brands closer to their audience and help customers make better buying decisions!

Let’s dive into two successful examples. 

Example #5: 5 Stars United

5 Stars United is an Amazon brand collective with 30 different brands selling a variety of consumer goods.

Image Source: Instagram

One of the most successful products sold by the brand is Memory Foam Back Cushion.

Here, we see two photos and a video review. The images focus on the user's expression to highlight the problem this product solves – pain relief.

The video creator provides reasons why someone should purchase the product by focusing on how it’s helped him.

It feels like an honest review that can influence people struggling with the same issue to make a purchasing decision.

What’s the key takeaway in this case?

Creators and brands can use UGC to feature common problems and highlight how the product can help solve them.

Example #6: Colgate

Colgate is a well-known company that offers a variety of products, such as toothpastes and toothbrushes, that are used for oral hygiene.

Image Source: Instagram

This Instagram post is about the morning routine of a popular makeup artist and showcases the how-to of her Signature Optic White look.

In this short video, the makeup artist explains to viewers the reasons she chooses Colgate and combines the brand name with her shiny makeup, just as Colgate highlights the brightness of her teeth.

Use Case #4: Food & drink

You probably know this one already – UGC in the food and drink sector has been trending for quite some time!

In recent years, we’ve witnessed a drastic rise in conversations and engagements happening around our favorite culinary creations.

Users can now share their food-related stories with brands and provide valuable feedback through social media platforms like TikTok, Instagram, and YouTube, thus allowing companies to change their processes based on consumer demand.

What’s more, users can also connect directly with one another via social media content, for example by sharing recipes and food-related experiences.

As more people become involved in a conversation about the industry online, this has opened up an opportunity for food and drink businesses to actively engage with users, creating deeper connections.

Example #7: Lay’s

Lay's is yet another well-known company that’s leveraging the power of UGC on its social media channels.

Image Source: Instagram

In this one, a lifestyle creator tries the new limited range of potato chips

The creator communicates the flavors she tastes in an engaging way and the result manages to convey the pleasure of trying the chips.

It’s a short and sweet food review that focuses mainly on the emotions created by the flavors.

Interestingly, this video was created by a beauty and lifestyle creator instead of a food blogger.

What does the content accomplish with it?

To have a renewed, fresh approach to food communication and to be more accessible to a diverse audience.

Example #8: Just BARE

Just BARE is a Colorado poultry company providing healthy and organic products.

Image Source: TikTok

In collaboration with food bloggers and creators, the brand focuses on creating unique content that highlights the value of its products.

Here, we have two food bloggers who describe the product, test it, and rate it.

In their short TikTok video, they show off the product they're testing and look ecstatic.

It’s ugc content that’ll easily convince others to give it a try as it works as social proof of the quality and flavor of the product.

Use Case #5: Fashion

The power of UGC has revolutionized the fashion industry because it gives all people the opportunity to be part of the fashion world and come closer to their favorite brands.

Fashion consumers can now influence large brands and designers through creative content, such as customer photos and videos that they post on their social platforms.

Additionally, influencers have tapped into engagement with UGC and become influential players in the opinion-shaping process by featuring fashion items and collaborating with brands.

Looks like social media engagement is and will continue to be the way forward for successful fashion marketing campaigns, allowing for higher engagement with those who want to know about the latest trends and feel they’re in contact with brands and their brand ambassadors.

Example #9: CLUSE

CLUSE is a watch and jewelry brand from Amsterdam.

Image Source: Instagram

The photo you see above is curated by a popular creator wearing one of the brand's watches.

It stresses the elegance of the watch and feels like a  spontaneous moment.

The second photo (selfie) in the carousel puts more emphasis on the product itself.

Such Instagram posts can be very effective when it comes to a social media marketing strategy created for viewers to relate to and feel closer to brands and creators. 

Example #10: Teddy Blake

Teddy Blake has been offering high-quality, hand-made Italian handbags since 1958.

Image Source: Instagram

The above UGC Instagram video shows a content creator unboxing a Teddy Blake handbag.

Unboxing videos are very effective because they give potential buyers a complete picture of the product's packaging, quality, and experience.

Alright, we’ve seen several UGC examples – it’s time to wrap this up!

Now Over to You

This journey to inspiring examples has come to an end. If you’ve made it this far, congratulations!

We’re sure you’ve got plenty of inspiration and ideas.

If you’re ready to turn those ideas into action, feel free to book a demo with Insense and find the right content creators in your niche to run innovative UGC campaigns.

See you soon!

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Daria Okhotnik

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