In a world where digital content bombards us at every turn and attention spans are shorter than ever, brands and agencies must rethink how they approach user-generated content (UGC). Through my career, I have seen the entire spectrum of what brands expect from campaigns.
UGC, which includes authentic content created by customers and fans – often spontaneously –offers brands a unique and valuable lens into real, unscripted experiences with their products. But to truly leverage UGC, brands must view content as king.
It is a long-term play, like a game of chess, where every move builds toward deeper audience connections rather than just short-term wins.
UGC compared with influencers
UGC is often compared to influencer content and even thought of as a new age of influencers, but it’s helpful to think of influencers as just one slice of the broader UGC spectrum.
We advocate working with influencers to bring reach and visibility and suggest UGC to tap into the authentic experiences of everyday consumers. Especially Gen Z and Gen Alpha – who naturally engage with brands and share their stories online. This creates a wealth of genuine interactions that build trust and offer audiences something influencers alone can’t: a community-driven narrative.
One of UGC’s greatest strengths is its authenticity. While traditional influencer content can be polished and strategically curated, UGC comes from real consumers sharing genuine experiences, offering a level of trust that scripted influencer posts can struggle to achieve.
E-commerce giants activate UGC campaigns regularly and successfully by incentivising users to provide feedback and rewarding them with points for reviews. This model blends genuine user insights with brand engagement, not only boosting interaction but also keeping feedback authentic, creating a continuous loop of user-led content that directly informs brand strategy.
Drama, humour and personality
One of the greatest benefits of UGC is its ability to bring out the drama, humour, and raw personality that traditional content can lack.
Real users’ interactions with brands have a naturally unscripted quality that resonates with audiences, especially in the fast-paced, ‘scroll-and-swipe’ digital world. Whether it’s someone filming an unboxing, capturing a funny mishap, or sharing a heartwarming story, these moments give life to a brand in an authentic and memorable way.
Take the now-viral example of the pistachio kunafa chocolate in the UAE. Its popularity stemmed not from a carefully crafted campaign but from a spontaneous moment: someone filming the dessert in their car, with a dramatic break in the middle that hooked viewers.
That unfiltered slice of life was relatable, intriguing, and irresistibly shareable. It’s proof that some of the best digital content is born out of spontaneous, genuine interactions – and why brands should value UGC for the added flavour it brings to the table.
UGC – the next frontier?
UGC can easily be integrated into brand campaigns through story-driven and value-driven content. By working on organic reels, including ‘90-day challenges’, you invite audiences into a brand’s world. UGC works best as part of a layered storytelling strategy.
Think of it like a mini-Netflix series for social media, designed for audiences with busy lives and short attention spans. This bite-size content strategy is underutilised but a potent tool for long-term engagement.
UGC alone isn’t enough
While UGC is a powerful tool, it can’t work alone. For UGC to be effective, brands must become digital-first internally by investing in platforms and systems to collect, analyse, and act on this feedback.
This might mean developing robust website portals to capture user data and insights or building out processes for customer feedback to drive actionable strategies. Without these foundational systems, even the most genuine UGC will fall short of its potential.
Embracing real feedback
Brands should also be ready to receive and display all kinds of feedback. Sometimes, a two-second mention from a loyal customer carries more weight than a two-minute polished ad. When brands sanitise or censor UGC, they risk eroding the trust they have worked to build. By being receptive to criticism, brands can lead to deeper loyalty and more meaningful brand refinement.
Bridging the experience gap
While UGC holds immense potential, some brands remain concerned about the inexperience of emerging content creators. This is where mentorship and strategic support are crucial. By guiding young UGC creators to align with brand values while expressing themselves authentically, brands can harness fresh perspectives without sacrificing quality.
The bigger picture: a balanced roadmap
Success with UGC and influencer strategies requires a strategic, long-term roadmap that balances macro and micro perspectives. While short bursts of UGC can bring immediate engagement, the most effective approach is to see it as a sustained investment. This balanced roadmap instils confidence in brands, ensuring they achieve an authentic long-term connection with audiences.
One powerful metric for measuring success with UGC isn’t just views or likes; it’s how often brands and agencies respond to feedback by evolving their products or services. This iterative approach fosters stronger loyalty by showing users that their input directly shapes the brand.
Ditching the script for lasting impact
The time has come for brands to rethink their approach to digital content. Influencers are still essential players but are most effective as high-visibility amplifiers within a broader strategy.
Meanwhile, UGC should form the foundation of a brand’s loyalty-building efforts. The digital game isn’t checkers – it’s chess. Only those who are willing to embrace strategic, authentic, and long-term content creation will thrive in the rapidly changing digital landscape.
By Asiya Ali, Founder and Managing Director, MKV Digital.
