UGC: what it is and why it is essential for those who want to grow digitally in 2025 and make it their profession

Hey, Angels! I'm Lola Lourenço, and today we will talk about a term that is revolutionizing digital marketing and opening doors for content creators in Brazil: the UGC (User Generated Content). The UGC refers to all kinds of content that is created and shared by users of a brand, rather than being produced by the company itself.This includes social media posts, videos, photos, comments, reviews and more. The rise of UGC has been driven by the growing popularity of digital platforms and the need for brands to connect more authentically with their target audience.

If you’ve heard of it but still don’t fully understand what it is, or want to find out how you can work in this area on the rise, this post is for you. Let’s explore not only what UGC is, but also how it can be a powerful tool to increase engagement, consumer trust and, consequently, sales. In addition, we will discuss best practices to encourage content creation by users and how brands can use this content to strengthen their online presence.

The UGC is a form of marketing that is based on the idea that consumers rely more on other consumers' opinions and experiences than traditional advertising. When a customer shares a photo using a product or leaves a positive review, it can influence other potential customers to make a purchase. This dynamic not only generates credibility, but also creates a community around the brand, where consumers feel valued and heard.

Therefore, if you are interested in delving into this universe, it is essential to understand the different forms of UGC and how you can enjoy them. Let’s discuss some effective strategies that can be implemented by brands that want to encourage content creation by users, and how to measure the impact of this type of content in marketing campaigns. Get ready to dive into this fascinating theme that is shaping the future of digital marketing in Brazil!

What is UGC?

UGC stands for User-Generated Content. This concept has gained increasing prominence in the digital world, especially in social networks, where interaction and authenticity are highly valued. The UGC covers a wide range of content formats that are spontaneously created by consumers. This includes, but is not limited to, photos, videos, reviews, unboxings, stories, reels and posts. These materials show products or services authentically, often reflecting the actual user experience and their opinion on the brand or item in question.

One of the most striking features of the UGC is its genuine nature. Unlike content produced by brands, which is often carefully crafted and edited to suit a specific marketing strategy, UGC is generated by ordinary people or independent creators who share their experiences and impressions. This authenticity is what makes the UGC so powerful and appealing to consumers, as they tend to trust other users' opinions more than traditional advertising messages.

In addition, the UGC can play a crucial role in building communities around brands. When companies encourage their customers to share their experiences, they not only foster a sense of belonging but also create a feedback loop that can be extremely valuable. Consumers feel more connected to the brand and at the same time, companies gain valuable insights into how their products are perceived and used in everyday life.

Another important aspect of the UGC is its impact on purchasing decisions. Studies show that user-generated content can significantly influence the choice of new consumers, as it offers a more realistic and less filtered view than one might expect from a product or service. This is especially relevant in a market where information overload can make decision-making difficult. The UGC provides a visual and emotional reference that can be decisive at the time of purchase.

In short, UGC is a powerful tool in the digital marketing arsenal, as it not only promotes authenticity and trust but also strengthens the relationship between consumers and brands. As the digital world continues to evolve, the importance of user-generated content will likely only increase, making it an essential part of companies' engagement and communication strategies.

Why is the UGC booming in 2025 and promising to grow even more?

According to a Nielsen survey, 92% of consumers trust people’s recommendations more than traditional advertising. This impressive statistic highlights a significant change in how consumers perceive brands and their messages. In an ad-saturated world, where people are constantly bombarded by advertising campaigns, user-generated content (UGC) stands out as an authentic and reliable alternative. The Stackla platform revealed that UGC content is seen as 2.4 times more authentic than campaigns produced by brands. This is because consumers tend to believe that their peers' opinions and experiences are more genuine and less biased than traditional marketing messages, which are often seen as manipulative.

Moreover, according to TikTok for Business, campaigns that incorporate UGC generate on average 28% more engagement than conventional ads. This increase in engagement is vital for brands looking not only to sell products but also to build a community around their offerings. UGC allows consumers to feel part of the brand’s narrative, creating a sense of belonging and loyalty. Social platforms like Instagram and TikTok have been central to this trend, as they encourage content creation and sharing by users, fostering a continuous cycle of interaction and engagement.

That is to say: UGC has become a digital currency of trust. This is not just a passing fad, but a structural change in the way brands communicate with their consumers. By adopting and encouraging UGC, companies not only enhance their image and authenticity but also can gain valuable insights into their customers' preferences and behaviors. This strategy not only helps to increase brand visibility, but also to strengthen emotional bonds with consumers, creating a virtuous cycle of engagement and loyalty that promises to grow further in the coming years. Thus, by 2025, UGC will not just be a trend; it will be an essential component of any brand’s digital marketing strategy that wishes to stand out and thrive in an increasingly competitive market.

Key advantages for brands and creators:

Brands and creators are constantly looking for ways to stand out in a saturated and competitive market. The advantages that arise from this quest are crucial for success and longevity in the digital environment. Next, we will explore in detail some of the main advantages that these entities can gain by adopting effective strategies.

• Authenticity Authenticity→ is one of the fundamental pillars that give credibility to a brand. When a brand presents genuinely, it not only communicates its values and mission clearly but also establishes an emotional connection with its audience. This humanizes the brand, making it more accessible and relatable. Consumers today value transparency and honesty, and brands that demonstrate these attributes are more likely to win customer loyalty over time.

• Organic Engagement→ Organic engagement is a powerful form of interaction that goes beyond simply promoting products or services. It involves creating content that resonates emotionally with the audience, leading to more meaningful and lasting interactions. When consumers feel emotionally connected, they not only become more likely to engage with the brand but also to share their experiences with others, broadening brand reach in a natural and authentic way.

• Cost Benefit → In a scenario where marketing budgets may be limited, the search for solutions that offer a good return on investment is essential. Digital campaigns, especially those using influencers or content creators, tend to be cheaper and more efficient compared to traditional media campaigns. This allows brands of all sizes to reach a wider audience without compromising the quality or effectiveness of their messages.

• Social Proof→ Social proof is a psychological concept that suggests that people tend to follow others' actions. When a brand is recommended by a friend or reputable influencer, it works as a validation that can influence a consumer’s purchase decision. Authentic recommendations create a sense of trust and security, making potential customers feel more comfortable choosing one brand over another. This dynamic is especially powerful in a world where opinions are easily shared on social media.

• Diversity → Diversity in voices and communication styles is a significant advantage as it allows brands to reach a variety of audiences. By collaborating with creators from different backgrounds, cultures, and experiences, brands can connect with niches that might not otherwise be accessible. This diversity not only enriches the content produced but also demonstrates a commitment to inclusivity, something many consumers value. In addition, a diversified portfolio of creators can help a brand adapt quickly to changing consumer preferences, ensuring continued market relevance.

How do brands use UGC in practice?

• By reposting real consumer content, brands have the opportunity to show how their products are used in everyday life. This kind of strategy not only enhances brand authenticity but also creates an emotional connection with the audience, as consumers feel valued and heard when their posts are shared. For example, a clothing brand can repost photos of customers using their pieces at different events, highlighting the versatility and style of products.

• Campaigns with official hashtags are another effective way to engage audiences and encourage user-generated content creation. By creating a unique, easy-to-remember hashtag, brands can bring together all consumer posts in one place, making it easy to view and share. In addition, these campaigns can be driven by promotions or sweepstakes, where participants are encouraged to use the hashtag in their posts, further increasing the reach and visibility of the brand on social media.

• Contests and creative challenges that encourage participation are a powerful strategy for stimulating consumer creativity and generating UGC. Brands can launch challenges that invite users to create videos, photos or stories that engage their products, offering attractive prizes for the best content. This interaction not only generates a significant amount of new and interesting content, but also fosters a sense of community among participants, who feel part of something greater when interacting with the brand.

• Testimonials and reviews on e-commerce sites are key to building consumer trust. When potential buyers see positive reviews and reports of real-life experiences from other customers, this can significantly influence their purchasing decisions. Brands can encourage their customers to leave detailed and honest feedback, offering rewards or discounts on future purchases. This practice not only increases brand credibility but also provides valuable insights that can be used to improve products and services.

• Partnerships with UGC creators, which combine authenticity and professional quality, is a strategy that has gained prominence in recent years. By collaborating with influencers or content creators who already have a engaged follower base, brands can reach new audiences more authentically. These creators can produce content that highlights products creatively and engaging, bringing a fresh and appealing perspective that resonates with their followers. In addition, this collaboration can result in high-quality content that reflects the brand’s aesthetics and values, further enhancing its appeal.

And how can you work with UGC?

The market has opened up new professional fronts that have been extremely promising and dynamic, especially with the rise of User-Generated Content (UGC). This phenomenon has not only transformed the way brands communicate with their audiences, but also created a variety of career opportunities for those wishing to specialize in this field. Below, we will detail some of the key areas in which you can work with UGC:

• Content Creation for Brands: This area involves the production of various content formats such as short videos, dynamic reels and informative carousels. Content creators have a responsibility to capture the essence of the brand and translate it into formats that resonate with the target audience, using creativity and innovation to engage viewers.

• Video production (short & long form): With the growth of platforms like TikTok, Reels and YouTube, demand for videos of different durations increased considerably. Professionals in this field must master filming and editing techniques to create videos that not only inform but also entertain and engage the audience, taking advantage of popular trends and formats.

• Product & lifestyle photography: Photography plays a crucial role in presenting products and building a visual narrative in catalogs and social media. Photography experts need a keen eye for detail, as well as lighting and compositional skills, to capture images that highlight product qualities and brand identity.

• Scriptwriting & storytelling:The art of storytelling is key in creating impactful content. Creative writers are responsible for developing scripts that not only inform but also connect emotionally with the audience. They use storytelling techniques to create persuasive narratives that highlight the brand’s value proposition.

• Brand presentation & spokesperson: Professionals who act as brand spokespeople must have exceptional communication skills and camera comfort. They represent the brand in videos, live events and other platforms, conveying the company’s message clearly and engaging while building a connection with the audience.

• Editing & post-production: After recording, editing and post-production are essential steps that refine the visual and narrative content. Professionals in this area use editing software to cut, adjust and add elements that enhance the quality of the final material, ensuring it aligns with the brand vision and audience expectations.

• Creative consulting: Creative consultants help brands develop their language and digital identity, offering insights into how to excel in a saturated market. They collaborate with marketing teams to create strategies that utilize UGC effectively, fostering authentic and relevant communication with consumers.

• Niche content: Specializing in specific niches, such as beauty, fashion, gastronomy, technology and tourism, allows professionals to become references in their fields. In-depth knowledge about the target audience and their preferences is crucial to create content that truly resonates and engages, increasing the effectiveness of marketing campaigns.

• Production for e-commerce: The production of photos and videos for marketplaces is a growing area, as brands seek ways to present their products in an attractive and informative way. Professionals in this area should understand e-commerce photography best practices and how to create content that converts views into sales.

• Launch & influence campaigns: Integrating UGC with content creators and influencers is a powerful strategy for launch campaigns. Professionals in this area should be able to plan and execute campaigns that use UGC authenticity to build credibility and engagement, increasing brand reach and visibility.

These new professional fronts not only offer a wide range of career possibilities but also reflect the evolution of marketing and communication in the digital age. The UGC has become an essential tool for brands wanting to connect more authentically and meaningfully with their consumers, and opportunities for those wishing to work in this field continue to grow.

Where to learn and professionalize? The User-Generated Content (UGC) movement has gained considerable strength in Brazil, driven by the performance of Rafaela Chagas, a true pioneer who brought this innovative model from the United States. Rafaela not only introduced this new approach to the Brazilian market, but also created a community and an exclusive platform aimed at those who wish to become UGC content creators. This platform, known as 'SEU INFLUENCER', has become an essential meeting point for aspiring influencers, offering resources, support and a valuable network of contacts to those who want to excel in this ever-evolving field.

In addition to the community created by Rafaela, there are several other course options and platforms that can be extremely useful for those who are starting out and want to deepen their knowledge of the UGC universe:

• Rafaela Chagas community (A Seu Influencer, pioneer in UGC in Brazil): This community not only offers a space for exchange of experiences, but also promotes workshops, webinars and other activities that help members develop their skills and connect with brands seeking content creators.

• Domestika & Crehana: These platforms offer a wide range of creative and technical courses ranging from graphic design to digital marketing, allowing content creators to enhance their skills and learn new techniques that are essential for producing high-quality UGC.

• Skillshare: Focused on editing, video creation and storytelling, this platform is ideal for those who want to learn how to tell stories in an impactful way through videos, a key skill for any UGC creator who wants to capture the attention of their audience and brands.

• Hotmart & Eduzz: These platforms offer specific training for Brazilian creators, addressing relevant topics such as monetization, marketing strategies and building an engaged audience, essential for success in the world of UGC.

• YouTube Creators Academy (free): An excellent option for anyone who wants to better understand how content creation works on the world’s largest video platform. The academy offers courses on everything from creating a channel to strategies for growth and audience engagement.

In addition to exploring these platforms and courses, it is critical that aspiring UGC creators take a proactive approach in their journey. A valuable tip is to set up an UGC portfolio, even if there are no real customers at first. Creating dummy cases and posting them on your profile can be an effective strategy to attract the attention of brands and potential customers. This practice not only demonstrates your skills and creativity but also helps you build a strong online presence and establish your identity as a content creator. By investing time and effort in building a diverse and engaging portfolio, you significantly increase your chances of standing out in a competitive and ever-changing market.

Quick tips to stand out as an UGC creator:

• Study the audience and brand identity before producing. It is essential to understand who the brand’s consumers are, what their preferences, purchasing behaviors and what motivates them. In addition, dive into the brand’s visual identity and values, ensuring that your content resonates with the message the brand wants to convey. Research the history of the brand, its products and services, and analyze how competitors are positioned. This will allow you to create content that not only stands out but also aligns perfectly with the brand’s vision.

• Capriche in authenticity + visual quality. Authenticity is one of the pillars of UGC, as consumers seek real and genuine experiences. Use good quality gear to ensure your photos and videos are visually appealing. Lighting, framing and editing play crucial roles in presenting your content. Also consider using elements that reflect your personality and style, as this will help create a stronger connection with the audience. Remember that the content must be not only beautiful but also meaningful and true.

• Test different formats (short videos, carousels, stories). Format diversity is an effective strategy for reaching different audience segments. Short videos, like those found on platforms like TikTok and Instagram Reels, are great for capturing attention quickly. Carousels allow you to tell a story or show one step at a time in an interactive way, while stories offer an opportunity for more informal and direct interactions. By experimenting with different formats, you can identify which types of content generate the most engagement and which best align with your brand strategy.

• Be consistent: updated portfolio and active presence in networks. Consistency is key to building a strong identity as an UGC creator. Keep your portfolio always updated with your best work, showing the evolution of your style and skills. In addition, it’s crucial to be present and active on social media, interacting with your audience and participating in relevant conversations. This not only increases your visibility but also demonstrates your commitment and passion for what you do, creating a stronger relationship with followers and brands.

• Show your personality - brands buy authenticity. Your personality is what sets you apart from other creators. By incorporating your unique voice and personal experiences into your content, you create a deeper connection with the audience. Brands are increasingly looking for creators who can convey an authentic message and align with their values. So don’t be afraid to be yourself and share your stories, as this may be what lures brands to want to work with you.

  
  

The UGC is no longer just a passing trend: it is a consolidated reality and a valuable opportunity for creators and brands. As the market evolves, brands recognize the importance of genuinely connecting with their consumers, and UGC becomes an essential tool for that connection. For creators, this approach represents an exciting new career path where they can express their creativity and authenticity while collaborating with brands that value their voices.

What about you? Have you considered working with UGC or integrating this innovative strategy into your own brand? Share your ideas and experiences in the comments, as I’m eager to know what you think about this new era of digital content!