UGC: what it is, examples and how to use it to grow your brand

First, the theory. But don’t worry—we’ll move on to the practical side soon.

UGC stands for User Generated Content, or, in other words, content generated by users. In the world of digital marketing, UGC refers to photos, videos, reviews, stories, posts or any content created by real people (not the brand) who promote, use or recommend a product or service, or simply provide value or entertainment. Take a look here: UGC video examples.

Although it was originally considered content uploaded to their own social media profiles by these “creators” (people without followers), it has now evolved into a concept where creators can deliver content recorded and edited by themselves, without having to publish it on their profiles.

In recent years, UGC has gone from being an “extra” to becoming a key element in the most effective marketing strategies. Why? Because it is authentic, credible, relatable… and it works.

• Testimonial-style videos: people who try a product and share their experience.
• Unboxings: content recorded when receiving a product and showing it for the first time.
• Tutorials and demonstrations: how to use a product step by step.
• Instagram posts or reels or TikTok videos recommending a product.
• Campaign videos, announcing an offer.
• Videos for entertainment or discovery, such as showcasing a destination or creating humorous content.
• Videos explaining how a service works.
• Video or text reviews—spontaneous or collaborative.
• Photos featuring products in a real-life context, without a studio aesthetic.
• Comparisons.

Here we explain the benefits of UGC.

• It is authentic. The content seems real because it is. No artificial intelligence, major productions or hundreds of intermediaries such as agencies or managers.
• It builds trust. More trust than an image, a stock video or a video produced by the brand itself with a large-scale production.
• It is much more affordable. You do not need an agency or a production studio.
• It connects better. It is created from the consumer’s perspective.

When someone sees an “ordinary” person using a product, they identify with them, feel inspired and the purchasing decision happens faster.

In this episode of the TODO ES CONTENIDO podcast, we explain what UGC is not and how many brands and companies are actually running campaigns with nano-influencers.

No. This is a major misconception.

You may be interested in: influencer VS UGC content creator

Anyone. You do not need thousands of followers on HICARI. What matters is:

• Knowing how to record and edit content with a mobile phone.
• Being natural and authentic.
• Understanding what the brand wants to communicate.
• Building trust.

That is why at HICARI we give anyone the opportunity to become a UGC creator, regardless of whether they have 100 or 100,000 followers.

At HICARI, the minimum price is €70 per piece of content, although if you contact creators privately and use other platforms, you will find quotes starting at between €100 and €300 per UGC piece of content. At HICARI, we have 3 types of creators with different prices depending on the creator’s experience, editing, etc., along with manual validation. Prices range from €70 to €140.

In general, the cost of creating UGC varies according to factors such as:

• Creator experience and profile
• Video duration
• Number of pieces
• Type of content (unboxing, testimonial, etc.)
• Delivery deadlines
• Need for editing or subtitles
• Language or localisation

At HICARI, the price changes based on:

• Creator type (Standard, Pro, Premium)
• Video duration
• Whether or not the UGC creator posts on their social media

Facial skincare campaign (real brand @theglowfilter)

• For a total of €395, the brand gets 3 different, authentic pieces that it can use on social media, in advertising or on its website.
• These 3 pieces could cost between €600 and €1,600 if purchased from a marketing or social media agency (social media videos) or a content creation agency.

• Paid advertising (Meta Ads, TikTok Ads, YouTube Ads): UGC improves conversion rates and CTR.
• Websites and landing pages: video testimonials increase trust and reduce bounce rates.
• Email marketing: including short clips of users using your products can improve open and click-through rates.
• Social media: organic posts for Instagram, TikTok, LinkedIn or Facebook.
• E-commerce and marketplaces: ideal for showing how a product is used.
• Events or presentations: authentic content on screens or in promotional videos.

1. Sign up at hicari.io and create a brief outlining what you are looking for.
2. Define what type of content you need (testimonial, unboxing, etc.).
3. Choose real creators on the platform.
4. Receive edited content that is ready to use.
5. Use it on social media, on your website or in paid campaigns (UGC Ads).

• The creator has granted permission for the commercial use of the video.
• The usage channels are defined (social media, website, paid ads, etc.).
• A clear image rights release has been signed.

At HICARI, we make sure that all videos delivered to brands have the necessary permissions for advertising use. This prevents legal issues and ensures professional use of the content.

Lets you use creators’ native posts (UGC) as ads from their profile. Although HICARI focuses on delivering content for your own channels, this option can be combined to expand reach with key creators.

You don’t need influencers: micro-creators with a strong style and narrative work better for specific campaigns, bringing freshness and relatability while telling the campaign story for your own brand channels.

You don’t need to produce content for social media, or even hire a marketing or social media agency. The current trend is to have several content creators feeding your social channels. That said, it’s important to clearly define your strategy and content types.

Content that not only showcases the product but also links directly to purchase—ideal for ecommerce and direct-response campaigns. Especially for TikTok Shop or Instagram Shop.

Use the same UGC content adapted for awareness, consideration and conversion as part of a broader strategy.

Go to hicari.io, create your profile, upload your portfolio and apply for opportunities. Whether you have 100 followers or 10,000, what matters is knowing how to tell an authentic story.

UGC content is no longer a trend; it has become a necessity for brands. Authenticity, relatability, conversion and low cost are some of its main advantages. Whether you’re a brand or a creator, UGC is an opportunity you can’t afford to miss. Get started today at hicari.io and be part of the new way of doing marketing.