Please raise your hand if you’ve ever been personally victimised by User Generated Content (UGC).
Not sure?
Let me ask you this: Have you ever rushed to Kmart for those cute platform slippers after seeing a stylish YouTuber rocking them? Or, maybe you tried eating sea moss every morning for a month because a girl on TikTok swore it changed her skin?
If your hand’s up now, welcome to the club. And if it’s not, I probably need to cut my screen time!
These examples demonstrate ground-breaking user-generated content that has taken the digital marketing world for a spin.
Now, when I say “victimised,” I mean, completely and utterly convinced I couldn’t live without a product simply because a real person made it look so good online. That’s the power of authentic, relatable content. It’s the power of UGC.
But what is UGC?
The Adjust Agency defines UGC as any form of content (videos, reviews, or photos) created by users, not brands. Put simply, user-generated content is content made by everyday people (like you and me).
Whether it’s filming a how-to, reviewing a service, or unboxing a new product, when people post content, it becomes a powerful form of marketing.
Instead of brands pumping out those overly polished ads (you know the ones), they’re now jumping on the UGC social media marketing train, resharing authentic content from real users to their community. You may even see brands advertise products with designs inspired by the appearance of UGC content.
Honestly, everyone’s winning. Brands get content that connects with their customers, and creators get paid to do what they already love doing: talking about stuff they’re obsessed with. It’s giving mutual benefit and we love to see it.
Wait… brands pay people to be UGC creators?
Yep, people are getting paid to create original content that looks and feels organic (because it started that way!).
What started as everyday people sharing honest opinions while unboxing a new skincare find or casually reviewing an iced double-whipped, triple-caramel latte, has now turned into an income stream for UGC creators.
Brands are embracing authenticity by hiring creators to make TikToks, Reels, product photos, and testimonials that strategically position their brand as relatable and trustworthy.
Now, let’s not get ahead of ourselves. UGC’s marketing magic is a hands-free perk for business owners, as long as you know how to use it.
How do I market my service based business with UGC?
If you own a service-based business and are wondering how user-generated content fits into your strategy, I’ve got news for you (and it’s good).
You absolutely can tap into UGC, even if you’re not selling a product in a box or running a game creation platform like Roblox.
You just need happy clients that have basic social media skills, which I bet you do. Take a look at some examples of user generated content you can repurpose for your business marketing.
User Generated Content for Hairdressers & Beauty Salons
UGC is perfect for beauty-based services because clients love to show off their glow-up.
UGC Examples
- Before and after hair transformations
- Clients’ Instagram reels of “the process” (think foils, blow-dry, glam moments)
- Client selfies taken in your salon chair, with your branding in the background
User Generated Content for gyms and fitness coaches
Let your clients become your best ads, because progress pics are more effective than that image of a ripped, power-lifting champion.
UGC Examples
- Workout selfies taken inside your gym or studio
- Short clips of your classes in action
- “Client wins” graphics or transformation photos shared on Instagram
User Generated Content for Wedding Planners
Your work creates memories. And memories? People love to post those.
UGC Examples
- Reposts of client wedding day photos, with credit of course
- Emotional testimonials from couples
- Time-lapse videos of venue setups or behind-the-scenes moments
User Generated Content for Tradies
Yes, even tradies can tap into the power of user-generated content. Your work is the content.
UGC Examples
- Client photos of before and after the renos or installs
- Time-lapse videos of jobs in progress
- Client shout-outs once the job’s done
How Other Businesses Are scaling up with UGC
If you still think UGC is just for beauty influencers and TikTok teens, let me introduce you to the pros: Tourism Australia and HelloFresh.
Yep, one sells scenic sunsets and kangaroo selfies, the other delivers chopped carrots in a box. But they’re both smashing it with user-generated content.
Tourism Australia’s whole strategy is basically reposting epic traveller photos and saying, “Yeah, come see this in real life.”
Meanwhile, HelloFresh has turned everyday dinner into a full-blown content genre, with users filming their meal kits like it’s MasterChef. So, if they can do it, so can you!
Where to Go From Here
So, let’s recap: You’ve been victimised (in the best way) by UGC. You now know it’s not just influencer sparkle, but regular people sharing their fave finds, services, and moments online. And yes, some are even getting paid for it.
You’ve also seen how as a service-based business, you have plenty of ways to jump on the UGC content train. If Tourism Aus can build a brand off other people’s travel pics and HelloFresh can turn dinner into viral content, you, my friend, have zero excuses.
Still feeling a little “okay but… how do I actually start?” Don’t worry, we’ve got you. We offer free 15-minute consults and can happily walk you through how to turn your brand (or side hustle!) into a UGC-friendly machine. No fluff, no pressure, just good chat and good strategy with our Sunny Coast branding specialists.
Let’s make UGC work for you!
