Lawpath Blog
Everything You Need to Know About User-generated Content (UGC)

Everything You Need to Know About User-generated Content (UGC)

User-generated content is a key marketing strategy that you cannot ignore. Keep reading to find out more about how to implement UGC to a successful degree.

23rd September 2019

In regard to the rapid changing phenomenon called the internet, User-generated content (UGC) is a great and convenient way to express your content on the big wide web.

What is user-generated content?

UGC is anything on the web that users have a hand in making. Most photos, videos, and posts you on the web consist of user generated content. In essence, UGC is anything not made by a brand, though brands do leverage user-generated content for ranking. A perfect example of UGC is instagram, as it allows users to create posts which could include brands, products and services to their audiences.

Different kinds of user-generated content

The variations of UGC are endless. Some major kinds include:

  • Blog comments
  • Facebook comments or posts
  • Reviews
  • User generated videos
  • Use generated blog posts
  • Forums
  • Podcast

Many of there variations allow users to bring their unique creative flair to the table, creating custom UGC that provide love to share.

Where to UGC

Some UGC powerhouses include:


This is the #1 spot for blossoming artists of the world to show off their wares. You can find every kind of art imaginable on this online haven for the artistically inclined.


As one of the only few photo-hosting sites giving away a whole terabyte of space for free, Flickr has a lot of users posting their photography for work.


Reddit presents a heap of UGC in the form of images, forum discussions, and comments. If you’re looking for authentic UGC, you’ll likely find all sorts of stuff on Reddit.


Where there are users, there is UGC. Facebook is one of the most infamous and self-explanatory forms of UGC. The option to search on Facebook makes it easy to find branded content in regard to photos or posts.


Instagram has become the #1 spot for mobile photo-sharing fans. There’s an extensive amount of UGC on there, and it is a great spot to host a contest or giveaway in order to obtain UGC.

The effectiveness of user-generated content

Above all, there is a real temptation for digital marketers to hop on the latest trend as soon as the opportunity arises, as it is important to stay on the cutting edge of trends. For instance, the stats suggest that:

  • Social media posts that incorporate UGC drive substantially more engagement than standard posts.
  • 84% of millennials say on-site user-generated content has a greater impact on them than professional photos
  • Ecommerce ads that feature user-generated content drive four times as many clicks as ecommerce ads that do not.

This demonstrates the benefits of UGC and how it expands to a wide range of users.


For something that is usually free via an application, UGC is a great way to market yourself at your own convenience. As shown, UGC allows consumers a more authentic buying experience. Should any further questions arise, it is recommended to do further reading here.

Alex Vella

Alex currently works in the content team as a Legal Tech Intern for Lawpath. He has finished his Bachelor of Commerce (Professional Accounting) and is currently undertaking his last year of Bachelor of Laws at Macquarie University. His passion resides with commercial, corporate and tax law.