Wondering if user-generated content (UGC) is right for your small business? Learn what UGC is, how to use it, and why it can boost trust, sales, and engagement.
What Is User-Generated Content (UGC)?
User-generated content (UGC) is any content created by real people—not brands—that showcases a product or service. It’s often in the form of social media videos, unboxings, testimonials, or lifestyle photos. Whether made by actual customers or paid creators, UGC helps your small business feel more relatable and trustworthy.
Why UGC Marketing Works for Small Businesses
UGC works because it feels authentic. Today’s consumers are more likely to trust content from a peer than a brand. That makes UGC especially powerful for small businesses trying to build credibility in a noisy online market.
Here’s what UGC can do for your business:
- Build brand trust and social proof
- Increase engagement on social platforms
- Perform better in paid ads (especially on TikTok, Instagram, and Facebook)
- Provide affordable video content without a full production team
UGC Examples That Drive Results
Some of the most effective user-generated content for small businesses includes:
- Product demos — showing how your product works in real life
- Short video testimonials — sharing honest experiences
- Lifestyle clips — featuring your product as part of someone’s daily routine
You can use this type of content in your organic posts, website, and especially in paid social ad campaigns.
Is UGC a Good Fit for Your Business?
UGC may be a good investment if:
- You’re marketing a product that people can easily show or explain on video
- You run social media ads and need better-performing creative
- You want your brand to appear more relatable and human
- You don’t have the time or resources for traditional video production
Even if you offer services rather than physical products, UGC can still help—through testimonials, case study videos, or short behind-the-scenes clips.
Do You Need Real Customers to Create UGC?
Not at all. Many small businesses work with UGC creators—people who produce casual, customer-style videos and photos that feel authentic but are strategically made for marketing. These creators often film using just a smartphone and natural lighting, and the results can outperform high-budget content.
How to Get Started with UGC as a Small Business
Here’s a quick roadmap to launching your first UGC campaign:
- Clarify your goals. Are you aiming to increase brand awareness, drive conversions, or improve ad performance?
- Know your audience. What kind of creator or customer would they relate to?
- Find a creator. Browse platforms like Fiverr, TikTok, or work with a UGC strategist or agency.
- Provide a clear brief. Include talking points, tone of voice, and how the content will be used.
- Test and track. Use your UGC across different platforms and ad formats. Compare results with other creatives to see what performs best.
Final Thoughts: Should You Invest in UGC?
If you’re a small business owner trying to grow online, UGC might be one of the smartest moves you make. It helps people trust your brand faster, gives you content you can reuse across platforms, and doesn’t require a huge investment.
At Purslane Media, we specialize in helping small businesses create effective UGC strategies, connect with creators, and produce video content that converts.
👉 Learn more about our UGC services here.