UGC vs Brand Content: Which Boosts Authentic Engagement?

Today, where consumers are constantly attacked with advertisements and branded messaging, authenticity has become a foundation of effective marketing. Businesses are exploring innovative ways to connect with their targeted audience.

A 2023 Stackla report found that 79% of consumers say UGC highly impacts their purchasing decisions, compared to just 13% for brand content. Two most powerful content strategies have emerged now: 

User-Generated Content (UGC) and Brand-Generated Content (BGC)

But which drives more authentic engagement? This guide will briefly explore what UGC vs Brand-Generated Content are. What are their benefits, How are they different from each other?

What is User-Generated Content (UGC)?

User-generated content (UGC) refers to any content in the form of text, images, videos, reviews, or social media posts that is created by consumers rather than the brand itself. For example, a customer who has purchased a pair of headphones and shares their experience on social media platforms, such as a review or a photo of them using the product, is a classic example of UGC. 

Take GoPro as a case study: their #GoProHero campaign encourages users to submit adventure videos shot on their cameras, generating millions of authentic, energized UGC pieces that double as free advertising.

What is Brand-Generated Content (BGC)?

Brand Content is produced in-house or by hired professionals, such as content marketing teams. This content is crafted to align with the brand’s voice, values, and marketing objectives. The content aims to provide value to your audience by sharing details about your offers or useful information that helps the person scrolling through.

Apple’s “Shot on iPhone” campaign is a prime example of BGC that is professionally curated, sleek, and consistent with its premium brand image.

Benefits of User-Generated Content

Authenticity and Trust: Audiences trust content that comes from real users, who have real experience with that product or service more than polished, corporate messages. A strong user-generated content strategy allows brands to showcase genuine customer experiences, encouraging trust and relatability. 

For instance, Airbnb’s UGC-driven Instagram feed features real guest photos and stories, making potential travellers feel more confident about booking.

Engagement: Nowadays, in the era of social media, where video content is highly popular, websites are focusing on embedding social media feeds directly onto their pages using tools like free Instagram widgets or Facebook widgets. This approach not only enhances authenticity but also creates a visually engaging experience for visitors. People love seeing themselves or their peers highlighted by brands. Sharing UGC boosts community engagement, encouraging more users to interact with the brand.

Cost-Effective: UGC is significantly more affordable than professionally produced brand content. By leveraging content from UGC content creators, brands can save on production costs while still maintaining an impactful presence.

Startups like Glossier built their initial success almost entirely on UGC, relying on customer reviews and social media posts instead of expensive ad campaigns.

Diverse Opinion: UGC brings different viewpoints to the table by different users. Each piece reflects a unique story or experience, and produced with a broader audience, and serves different tastes and preferences.

For example, Starbucks’ #RedCupContest invites customers to submit creative designs for their holiday cups, resulting in a flood of diverse, festive content every year.

Improved Conversion Rates: According to research, customers are more likely to trust and purchase products with positive reviews or real-life visuals from other users.

A Nielsen study found that 92% of consumers trust recommendations from peers over branded content.

Benefits of Brand-Generated Content

• Control and Consistency: With brand content, businesses retain full control over messaging, design, and tone. This ensures a consistent and reliable brand identity.
  Nike’s “Just Do It” campaigns are a perfect example, their every ad reinforces their empowering, athletic ethos without deviation.

• High-Quality Production: Professional content guarantees high production value, which can be essential for creating a premium brand image.
  Luxury brands like Rolex rely on BGC to maintain their polished, aspirational aesthetic through cinematic commercials and meticulously designed print ads.

Targeted Messaging: Brand content allows companies to tailor their messaging to specific goals, whether it’s promoting a product launch or building brand awareness.

Coca-Cola’s “Share a Coke” campaign combined BGC (personalized bottles) with UGC (user photos), but the core messaging around connection was tightly controlled by the brand.

Comparison between UGC vs Brand Content

1) Engagement Levels: UGC often outperforms brand content when it comes to engagement. An honest review or unfiltered photo shared by a UGC content creator may receive more likes, shares, and comments than a brand-produced content advertisement.

For example, Dove’s #RealBeauty campaign used UGC to spark global conversations, generating 4.6 billion views—far surpassing traditional ad metrics.

2) Credibility: Seeing real people using and recommending a product builds trust in a way traditional brand content often can’t. A collection of user-generated content (UGC) can act as strong social proof, showing others why the product is worth it.

A BrightLocal survey found that 88% of consumers trust online reviews as much as personal recommendations.

3) Scalability: Creating brand content requires significant resources, from budgeting to scheduling shoots and designing campaigns. UGC, however, is inherently scalable. By tapping into a community of UGC creators, brands can continuously generate fresh, engaging content without overextending their resources.

Fashion Nova, for instance, reposts hundreds of customer photos weekly, keeping their social feeds dynamic with minimal effort.

4) Longevity: While UGC can have an immediate and impactful effect, brand content often delivers long-term value. High-quality videos or blog posts can serve as evergreen assets, driving traffic and awareness over extended periods.

Red Bull’s Stratos space jump video, a BGC masterpiece, has garnered over 11 million views since 2012 and still reinforces their “extreme energy” brand image.

How to Implement UGC and BGC Effectively?

You might be thinking about how these terms can be applied effectively to our campaigns, Don’t worry! Here are some quick guides that will help you blend UGC and BGC effectively.

Run UGC Campaigns with Clear CTAs: Encourage customers to share content via hashtags or contests. Example: “Post a photo with our product for a chance to be featured or something you can offer to your customers.”

Repurpose Top UGC: Turn stellar customer reviews or photos into ads, email content, or website banners.

Align BGC with Brand Pillars: Ensure every piece of brand content reinforces your core values.

Monitor and Adapt: Use analytics to see which UGC or BGC performs best, and adjust your strategy accordingly.

Highlight Customer Reviews: Feature positive reviews on your website’s homepage or product pages. This is a free UGC that builds trust.

Collaborate with Genuine People: Partner with everyday customers or small influencers (not celebrities) to create authentic content. 

Encourage Stories or Short Videos: Ask customers to share quick, unfiltered clips (e.g., “Show us your morning routine with our coffee”). These are easy to make and feel genuine.

Use Free Analytics Tools: Check Instagram Insights or Google Analytics to see which posts get more likes or clicks. Focus on what works.

UGC Content or Brand Generated Content: Which is Best?

Choosing between UGC Content and Brand Generated Content ultimately depends on your marketing goals and audience preferences. UGC excels in building trust, engagement, and relatability through authentic customer stories, experiences, and emotions toward the product. It’s particularly effective for promoting community and encouraging peer-driven recommendations. On the other hand, BGC provides a consistent and polished approach, ensuring your brand’s message aligns with its identity and values.

A balanced strategy is usually the most effective. Mix the authenticity of UGC with the professionalism of BGC. For example, use UGC to highlight real customer experiences and BGC to share important brand messages. 

Sephora’s Beauty Insider community brilliantly blends both: customers post UGC makeup tutorials, while the brand shares BGC tutorials from professional artists.

By using both, you can build a genuine connection with your audience while keeping a strong brand presence.