User-generated content (UGC) is a powerful way to scale your brand, but not every brand gets it right. Why? Because UGC thrives on authenticity. When you try to make everything too polished or curated, it loses its impact. People want to see real-life examples and experiences from others like them — something they can connect with and trust.
Let’s look at seven UGC examples from brands that often get it right.
7 examples of user-generated content to inspire you
Planning a UGC campaign? Here are seven UGC examples to inspire your marketing.
1. Fenty Beauty
Industry: Fashion and Style
Why Fenty Beauty made our list:
Fenty knows exactly how to tap into the beauty community by leaning hard into UGC. Instead of running some big challenge or throwing money at huge influencers, they took a smarter (and cheaper) route. They simply send their products to creators and let them do their thing. There are no strict guidelines, no forced promos, just real experiences.
And here’s the genius part: They didn’t go after big-name beauty influencers. They focused on micro-creators with smaller but super-engaged audiences. That means their content feels more genuine, and their followers actually trust what they say. Plus, this is a way better use of budget. Instead of paying top dollar for one big influencer post, Fenty gets tons of organic content from creators who are actually excited to use the product. Smart move!
What we love about it:
This feels 100% like the creator’s own style — nothing forced, nothing overly polished. It shows the product in action without coming across as an ad, which makes it way more engaging. The creator casually mentions that they got the product as a gift from Fenty, keeping things transparent without making it feel like a sales pitch.
What makes it even better? It’s interactive. Instead of just showing off the products, the creator gets the audience involved by asking which of the three they like best. That little touch keeps viewers engaged and makes the whole thing feel more like a conversation than a promotion.
2. InnisFree
Industry: Beauty
Why InnisFree made our list:
InnisFree's UGC approach is simple and community-driven. Instead of overly polished ads, it encourages clients to show off their everyday beauty routines using InnisFree products. Then, it highlights those posts on its own page.
This approach makes the brand feel more relatable and in tune with its community. It also builds trust since prospects get to see real users enjoying the products in a natural way, not just influencers or models promoting them.
Why we love it:
InnisFree reshared a customer’s routine featuring their products, keeping things authentic. Instead of just reposting, they made sure to tag the creator, giving them proper credit and visibility.
What makes this even more meaningful is the caption. Instead of a generic repost, Innisfree took the time to thank both the creator and the wider Innisfree community for regularly sharing their beauty routines. This small gesture goes a long way. Not only does it make the featured customer feel appreciated, but it also encourages more Innis clients to discuss their experience with the product. It’s a smart way to build loyalty while keeping the content fresh and engaging.
3. Notion
Industry: Productivity
Why Notion made our list:
Notion is a great example of an organization that thrives on UGC. They’ve been actively investing in UGC and influencer marketing campaigns, especially with smaller creators, through their Notion Affiliate Program.
But what makes Notion stand out is that UGC doesn’t just come from paid partnerships — it happens organically. Reviewers love showing how Notion fits into their workflow, whether it’s for productivity, project management, or personal organization. And a lot of these creators aren’t even necessarily Notion partners—they’re just genuine fans who enjoy using the product and want to discuss their setups.
That’s the power of a great product. When something truly helps, they naturally want to talk about it, and that’s where the top UGC comes from.
Why we love it:
Notion gives you a behind-the-scenes look at how a UGC creator runs her business using Notion. She walks through her setup — her weekly and daily task tracker, how she organizes press contacts, pitches, and everything else that keeps her business running smoothly.
If you’ve ever felt like you’re juggling a million things as a creator, you’ll probably relate. This shows how Notion can help you stay organized without feeling overwhelmed.
4. Wayfair
Industry: Furniture and Home Appliances
Why it made our list:
Wayfair At Home is Wayfair’s UGC initiative that encourages clients to post photos of their home setups featuring Wayfair products.
Instead of relying on staged shots, they let shoppers see how furniture and decor look in everyday homes. This is a great way to build trust, spark inspiration, and help prospects imagine how these pieces could fit into their own spaces.
Why we love it:
A creator shows off her new neutral ottomans from Wayfair, giving prospects a look at how they fit into her space.
Instead of just seeing a product photo, viewers get a better sense of the size, style, and how it works in an actual home. She also includes a direct link to shop the item, making it easy for anyone interested to buy.
Wayfair can repost this as an organic promo, turning a genuine customer post into natural and relatable marketing campaigns.
5. Sony
Industry: Technology
Why Sony made our list:
Sony is an organization that benefits from UGC because of the nature of its products. People love testing out Sony gadgets and often compare them to competitors. This leads to a steady stream of reviews and unboxing videos from tech enthusiasts and content creators.
What’s interesting is that many of these reviews aren’t even sponsored by Sony. Yet, they still boost brand awareness and can even drive sales, depending on the sentiment. A glowing review can convince someone to buy, while a head-to-head comparison with a competitor keeps Sony in the conversation.
Ultimately, it’s a win-win. Tech creators get content their public loves, and Sony gets organic exposure without having to push traditional ads.
Why we love it:
A photographer tests the Sony camera in real time, reviewing its features while capturing footage that directly matches what he’s discussing. When he talks about wide-angle shots, the footage shifts to a wide-angle view, making the review feel natural and immersive.
This approach adds authenticity and makes it easy for fellow photographers to relate. Instead of just listing specs, he’s showing how the camera performs in real-world situations.
6. Burberry
Industry: Fashion
Why Burberry made our list:
Burberry has long embraced UGC as part of its branding strategy. Back in 2009, they launched the Art of the Trench campaign, inviting clients to share photos and videos of themselves wearing Burberry trench coats.
Now, Burberry is continuing that tradition with Burberry Portraits — a series of short video interviews featuring clients in their trench coats. These videos dive into personal stories, making the organization feel even more human. It’s a smart way to blend authenticity with luxury while keeping the community engaged.
Why we love it:
In the video, Burberry asks actress Kate Winslet about her most unforgettable weather memory, and she shares a heartfelt story about the weather on the day she met her husband. The footage perfectly captures the subtle, intimate vibe—nothing feels forced or overly polished.
What really works here is that it’s not a direct sales pitch. The branding is woven in naturally. She’s wearing a Burberry trench coat while the focus stays on her story. It feels more like a beautiful moment than an ad, which makes it even more impactful.
7. Volvo
Industry: Automobile
Why Volvo made our list:
Volvo is no stranger to UGC marketing campaigns. In 2014, it launched the #VolvoMoment campaign to showcase the deep emotional connections people have with their Volvo cars. But beyond campaigns, there are also times when clients and car experts review Volvo models independently, without any involvement from the organization.
This example shows how authentic reviews can shape both sales and awareness.
Why we love it:
This video comes from Carwow, a popular car review channel with over 10 million YouTube subscribers. It sticks to its signature format — giving a full, well-rounded breakdown of the car, covering everything from the interior to the backseat and beyond.
What makes it stand out the most is honesty. It’s not just a highlight reel of the most popular Volvo features; they also call out the not-so-great aspects, making sure their public gets a balanced and realistic review. Clearly, transparency is appreciated. The video has already racked up over 1.5 million views.
What is user-generated content?
UGC is any content — videos, images, reviews, social media posts, etc. — created by real clients instead of brands. It’s often used in campaigns because it feels more authentic and relatable than traditional ads.
If someone uploads a TikTok video review of a skincare product they love (without being paid), that’s UGC. Companies also collaborate with UGC creators — people who make content specifically for brands to use in their ads or social media, but without it looking like a traditional ad. It’s more organic and usually blends in with regular social media content.
What is the difference between UGC and influencer marketing?
The difference between UGC and influencer campaigns is who creates the content and why.
UGC comes from clients who share their experiences because they genuinely love a product. While brands might offer small incentives like discounts or giveaways, UGC is often unpaid and voluntary, making it feel more authentic.
Influencer marketing, on the other hand, is a paid collaboration with creators who have a dedicated audience. Companies work with influencers to craft a specific message and ensure they are reaching the right public.
Influencer marketing, on the other hand, involves paid partnerships with content creators who have an established target audience. While influencers can create high-quality, engaging content, their posts are typically part of a deal, making them more promotional.
Both are powerful and have their place in your campaign strategy. UGC builds trust through customer experiences, while an influencer campaign helps companies reach a targeted audience with more control over messaging.
Here's a quick table showing how they both compare.
UGC
Influencer Marketing
Best for
Building trust, community, and social proof
Expanding reach, awareness, and conversions
Reach
Mostly organic; grows through shares and word-of-mouth
Targeted, leveraging an influencer’s existing audience
Who creates it?
Everyday customers, fans, or users
Paid influencers or content creators
Is it paid?
Mostly unpaid, but brands may offer incentives (e.g., discounts, giveaways)
Always paid (flat fee, commission, or free products)
Brand control
Limited — creators produce content on their terms
More polished, but can feel promotional
Types of UGC you can create for your business
UGC comes in many forms, from social media content creation to in-depth reviews. Leveraging different types of UGC can boost brand trust, engagement, and visibility. Here are some key formats to consider:
What are the best platforms for user-generated content?
TikTok, LinkedIn, Instagram, and YouTube are the top social media platforms for sharing user-generated content. Each platform has its strengths, so choose the one(s) that align with your brand and where your viewers are most active.
1. TikTok: Perfect for viral challenges
TikTok is the ultimate playground for viral content and thrives on user participation. This makes it a goldmine for UGC because users love to jump on trends, especially when there’s a fun or rewarding incentive.
A great example of an organization using TikTok for UGC is e.l.f. Cosmetics. They created an original song and encouraged users to show off their makeup looks with the hashtag #eyeslipsface challenge. The challenge amassed over 10 billion views and millions of user-created videos — turning customers into ambassadors without feeling like a traditional ad.
The key to success on TikTok is to make your content easy, fun, and shareable. Whether it’s a catchy branded sound, a simple challenge, or a cool effect, the top UGC campaigns feel like something users want to participate in, not something they’re being sold.
2. YouTube: For sharing long-form user-generated content (mostly)
If TikTok is all about quick, catchy content, YouTube is a popular platform for getting all the details.
From reviews, tutorials, or unboxing videos, YouTube gives your customers a chance to provide in-depth, firsthand insights about your product and company experience. This makes it a powerful platform for brands looking to build trust through long-form UGC.
A great example is GoPro, which has built an entire strategy around UGC. Instead of traditional ads, they showcase breathtaking footage from customers using their cameras in extreme sports, travel, and everyday life. The result? An organization that feels aspirational and authentic.
For brands, the key to UGC on YouTube is sharing unfiltered experiences — whether that’s through influencer collaborations or customer testimonials that encourage people to showcase in action.
3. Instagram: For building a community
Instagram is a place to bring your public together and create a community. Through tagged posts, Reels, and Stories, you can turn customers into active participants rather than just passive followers.
Take Glossier, for example. An important part of their UGC strategy is community engagement. They highlight real customers instead of models, reshare their posts, and encourage conversations in the comments.
You can take things a step further by creating a personalized forum for your community. This is a great place to post behind-the-scenes footage or sneak peeks of your latest product and get real-time feedback.
4. LinkedIn: For employee-generated content
LinkedIn is one of the top platforms for employee-generated content (EGC) because it allows teams to showcase their expertise, promote organization culture, and engage in meaningful industry conversations.
A brand that gets this right is Buffer. Their employees regularly share personal experiences about remote work, productivity, and marketing, reinforcing Buffer’s brand as being transparent and people-first. Sharing openly often encourages their clients to join the conversation — further humanizing the brand. We do tons of EGC at PlayPlay, too!
Get started with user-generated content with PlayPlay.
Video is one of the most powerful ways to showcase UGC. But it’s not always easy to pull off because not everyone has the time or skills to edit videos from scratch.
That’s where PlayPlay makes things easy. With simple, customizable templates built for UGC, you can take customer videos (with their permission) and turn them into high-quality marketing content in minutes.
Got more questions about scaling your channels with UGC? You'll find some helpful answers below.
User-generated content FAQs
How does User-Generated Content (UGC) differ from Employee-Generated Content (EGC)?
UGC is created by customers, fans, or the general public, often in the form of reviews, social media posts, or testimonials. It's external and organic, helping build trust through peer recommendations.
Employee-generated content (EGC) is created by employees and can include content such as behind-the-scenes footage, thought leadership, or organization culture content. It's internal and showcases expertise, values, and authenticity from within the organization.
How to implement a User-Generated Content strategy?
Here's a quick breakdown of what it takes to build a successful UGC strategy:
Set clear goals: Define what you want to achieve (awareness, engagement, conversions).
Identify the right platforms: Choose where your audience is most active (Instagram, TikTok, forums, etc.).
Encourage content creation: Run contests, create branded hashtags, or offer incentives.
Make it easy for customers to participate: Provide clear guidelines and tools for contribution.
Showcase UGC: Feature the top content on your website, social media, or ads.
Engage and reward contributors: Respond to posts, highlight top creators, or offer exclusive perks.
Measure and optimize: Track performance and refine your approach based on results.
How do you make user-generated content?Â
Follow these simple steps to create UGC for your business:
Encourage participation: Ask to share experiences, run contests, or create challenges.
Use branded hashtags: Make it easy for users to contribute and track content.
Leverage reviews and testimonials: Request feedback and highlight customer stories.
Engage your community: Respond to posts, share UGC, and build a sense of belonging.
Offer incentives: Provide discounts, features, or shoutouts to encourage submissions.
Make sharing simple: Provide templates, prompts, or direct upload options.
Brittany Du Bois
Content Marketing Manager, North America
Brittany has been living and breathing content in its many forms for over seven years in tech, media, education, and the health & wellness space. At PlayPlay, she leads content marketing efforts to drive value and, of course, some good ol' brand love.
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