UGC content in Spain: what it is, examples and how to leverage it for your brand

UGC content is revolutionizing digital marketing, and in Spain it has established itself as one of the most effective strategies for connecting with real audiences. But what exactly does this concept mean? How can Spanish brands leverage it? How much does it cost, and how can it be managed without complications?

We tell you everything in this practical guide (What is UGC), with local examples, trends, and how to do it easily using UGC platforms such as HICARI. Still, here’s a summary:

UGC is content created by users or independent creators—not by the brand and not by influencers—that realistically shows how a product or service is used.

Rather than organic content or paid ads, we’re talking about TikTok videos or Instagram videos in which someone shows how an order arrived, tries it, or recommends it using natural language. Examples of UGC videos.

But that’s not all: content can be created to feed social media, produce videos for websites, unboxings, tutorials, reviews, lifestyle content, voiceovers, comparisons, or entertainment content.

Spanish consumers are increasingly distrustful of traditional advertising. By contrast, they trust real people much more when they share their experiences without making it feel like an ad.

In other words, 44-year-old Antonia, sitting on her sofa watching a series on Netflix while shopping on Amazon and browsing Instagram, isn’t going to stop to look at an image of an Instagram Ads offer that pops up. However, she probably will watch a video made with UGC Ads and a good hook.

UGC trends in Spain:

• Traditional influencers are losing credibility → micro-creators are gaining ground. There are increasingly more cases where influencers recommend products or services without trying them and get caught. Take this latest example: “They denounce the massive “fraud” of an “alleged travel agency promoted by influencers”
• Boom in short-form content: TikTok, Reels, Shorts.
• Social media is organically fueled by UGC instead of stock photos and videos.
• Brands are looking to generate trust and authenticity.
• Marketing agencies are incorporating UGC as a central part of their campaigns.

And all of this is because UGC ROI is more than positive.

You may be interested in: influencers VS UGC creators.

Here are some practical, real-world examples of brands that have successfully used UGC in the Spanish market:

Samsung has used user-generated content to showcase features of its mobile phones, recorded by tech or lifestyle creators. Example: “A day with me and the Galaxy Z Flip5.” Dynamic, relatable content that is highly adaptable to ads.

The brand has collaborated with micro-creators who record themselves ordering pizza for a night of watching series, or using its discounts. Natural videos that blend into TikTok or Instagram without looking like direct promotion.

Carrefour has used UGC content to highlight products in everyday situations such as the monthly grocery shop or budget-friendly menus. Carrefour Travel has also included videos from content creators traveling around the world, which the brand uploads to its social media as its own content.

The fashion brand actively works with influencers, micro-influencers, and recently with UGC content creators to produce content for its social media and publish it organically or collaboratively with the creators’ profiles.

The hourly parking rental company launched its UGC strategy on social media and through Social Ads with the UGC platform HICARI, achieving up to: 10x KPIs organic reach in its social media content compared with its usual average without UGC.

• Clips showing everyday product use, with each platform’s native aesthetic.
• Content uploaded by the brand as its own: lifestyle, product/service use, entertainment, humor, etc.
• Content uploaded to UGC creators’ social media profiles

• Adapt UGC into ads on Meta Ads or TikTok Ads.
• Higher CTR and ROAS thanks to its authentic, non-intrusive appearance.
• Ideal for retargeting or remarketing campaigns.
• Promoting posts uploaded to the creator’s Instagram and TikTok (Spark Ads).

• UGC videos embedded in product pages.
• Carousels with testimonials on the homepage or category pages as social proof.
• “Real Customers” or “How They Use Our Products” section.

How can you combine UGC and influencers?

• Hire influencers not to publish, but to create exclusive UGC content for your brand.
• Repurpose content from influencers as UGC for ads or your website. The well-known Spark Ads on TikTok can be run with influencers or UGC creators.
• Use micro-influencers as content creators rather than as distribution channels.

Fictional brand: Mínima — Natural cosmetics based in Valencia.

Until now, many brands relied on manually contacting creators or UGC agencies to obtain UGC. This takes time, increases costs and does not always deliver results. With HICARI, it’s much easier:

1. Publish your brief with what you’re looking for (content type, style, language and deadlines).
2. Receive proposals from UGC content creators across Spain.
3. Pay only for the content you want.
4. With rights included so you can use it on social media, your website or paid campaigns.

When working with UGC, you need to make sure you have the commercial usage rights to the content. At HICARI, all videos delivered by creators include signed permissions, so you can use them with complete peace of mind.

UGC is more than a trend: it’s an effective, cost-efficient and human way to connect with your customers. From startups to established brands, content generated by real creators can make a difference to your digital strategy.

If you want to get started today, publish your free brief on hicari.io.

Learn how to create a content brief here.