What is UGC?
UGC is authentic content, made by real people, that makes your brand feel like a recommendation from a friend rather than an advert. Here is what it is, why it converts, and how to put it to work.
What real UGC actually looks like.
No studio, no actor, no memorised script. A real person, phone in hand, showing the product their own way. Look at the details:
real UGC, no studio
the product shot
- Filmed on a phone, handheld
- Natural window light, no studio
- Product in hand, honest review
UGC means User Generated Content.
Three words that explain the whole reason it works so well.
User
A real person, not a hired actor.
Generated
Made by that person, in their own way.
Content
Video or photography, made for the brand to use.
What UGC is, and what it is not.
This is UGC
- An honest review filmed on a phone by someone who actually used the product
- A spontaneous unboxing, with the real reaction of opening the package
- A video testimonial from a customer who genuinely liked it
- A routine video showing the product in ordinary daily life
This is not UGC
- An expensive studio commercial with hired actors
- A generic stock photograph with nothing behind it
- A paid post from a famous influencer, bought for reach
- An advert that shouts to sell, and that nobody believes
Why UGC sells better than advertising.
It reads as a friend's recommendation
People trust a real person more than a brand describing itself. UGC looks like a recommendation, not an advert.
It is genuine social proof
Seeing someone like you using and approving the product removes the last objection before the purchase.
It is a fraction of traditional production
No studio, no large crew, no celebrity fee. The creator films on a phone and delivers it finished.
It scales
One campaign can produce dozens of different videos to test across ads, social and your store. More creative, more result.
Why this matters more in Brazil than almost anywhere.
Brazil is the largest consumer market in Latin America and one of the most social in the world. It is also one of the hardest to enter with content made somewhere else.
Portuguese, not Spanish
Brazil is the only Portuguese-speaking country in the Americas. Content made for the rest of Latin America does not carry over, and subtitles do not close the gap.
Volume beats polish
Brazilian social feeds move fast and reward content that looks unproduced. A brand needs many videos, not one perfect one, which is exactly what a studio cannot deliver.
You cannot fake local
People recognise in seconds whether the person on screen lives the life they live. A creator who is there is not a production choice, it is the whole point.
The most admired brands in the world already run on UGC.
From beauty to tech, the brands everyone wants to copy fill their own feeds with content that looks like real people using the product. rhode, Rare Beauty, GoPro and Gymshark do not run on expensive commercials. They run on UGC. It reads as organic, people see themselves in it, and it sells more.
- rhodeHailey Bieber's skincare line
“Get ready with me” videos and reposted customer content became the foundation of a brand valued at US$1 billion.
Reported by Forbes
- Rare BeautySelena Gomez's beauty brand
Creator content drove 98% of the brand's TikTok conversions, more than Selena's own posts.
Reported by Brand Vision
- GoProaction cameras
The three most watched videos on GoPro's channel were filmed by customers: more than 429 million views combined.
Reported by PhotoShelter
- Gymsharkfitness apparel
The #Gymshark66 challenge passed 8 billion views on TikTok, built entirely from content made by its own followers.
Reported by IIDE
92%
of consumers trust a real person more than a brand's advertising.
79%
say UGC directly influences what they decide to buy.
+161%
conversion lift on product pages that show UGC.
rhode, Rare Beauty, GoPro and Gymshark are market examples, not Simmark clients. Facts reported by Forbes, Brand Vision, PhotoShelter and IIDE; UGC figures compiled from Nielsen, Stackla/Nosto and 2025/2026 industry reports.
The kinds of UGC you see most.
From the unboxing to the honest review, these are the formats that repeat in every good campaign.
Unboxing
The feeling of opening the product for the first time, close on the details.
Honest review
Pros, cons and who it suits. The candour is what builds trust.
Testimonial
A customer talking through their before and after.
Tutorial
How to use the product in practice, step by step.
A day in my life
The product appearing inside a real routine.
Trend adaptation
A format that is working right now, applied to the brand.
UGC connects people who need content to people who love making it.
For your brand
Authentic content at volume, without expensive production. You publish a brief, choose the right creators and receive video ready to sell with.
See how it works for brandsFor you, the creator
A way to make a living from creating, without depending on followers. Film on your phone, deliver to real brands and get paid for your work.
See how to become a creatorEverything people ask about UGC.
What does UGC stand for?
UGC stands for User Generated Content. It is any content, video or photo, made by real people for a brand, with an authentic feel, rather than a traditional advertising production.
What does a UGC creator do?
A UGC creator produces authentic product videos and photos for brands, usually filmed on a phone. Unlike an influencer, they do not need a large following. Their job is to create content the brand then uses on its own channels and ads.
What is the difference between UGC and influencer marketing?
An influencer is hired for their reach and publishes on their own profile. A UGC creator is hired for the content they make, and the brand uses that material wherever it wants. UGC is about creation; influence is about audience.
Do I need a lot of followers to be a UGC creator?
No. UGC does not depend on an audience. What matters is the quality and honesty of what you film. Many successful creators have small profiles.
Do I need an expensive camera?
No. Most UGC is filmed on a phone. Good light, clean audio and a sensible frame matter far more than expensive equipment.
Why does UGC convert better than traditional advertising?
Because it reads as a recommendation from a real person rather than as advertising. That tone builds trust and removes objections at the moment of purchase, usually at a much lower cost.
Ready to put UGC to work?
Whether your brand needs content that sells, or you want to make a living creating it, Simmark connects both sides.
