Social Media Trends in 2026 Every Brand and UGC Creator Needs to Know (Part 1 of 2)
UGC stands for user-generated content: photos, videos, reviews and posts about a product made by people outside the brand, such as customers or independent creators. Brands use it in ads, on product pages and on social media because shoppers tend to trust a real person using a product more than a polished brand ad.
This guide explains what counts as UGC, the formats brands use most, how it differs from influencer marketing, what rights you need, and how to get UGC for your own brand.
Table of Contents
What UGC means
The term comes from social media and review sites, where most content is made by users instead of the companies running the platform. For a brand, UGC means any content about its product that the brand’s own team didn’t create.
Today it covers two different things:
- Organic UGC. A customer posts an unboxing on TikTok, leaves a photo review on Amazon or tags your brand in an Instagram story. You didn’t ask for it or pay for it. To use it in your own marketing, you need the person’s permission.
- Creator-made UGC. A brand pays a creator to film or photograph its product in the same natural style. The creator delivers the files to the brand, and the brand runs them wherever it wants. Most “UGC” you see in ads today is this kind.
The two look alike on screen. The difference is control: with creator-made UGC you choose the product, the message and the format, you get the files, and the usage rights are part of the deal.
A UGC creator is someone who makes this content for brands as paid work. Unlike an influencer, a UGC creator doesn’t need a large following, because the brand pays for the content, not for access to an audience. Read more in what a UGC creator is and how they work.
Types of UGC brands use
Short videos
Vertical videos of 15 to 60 seconds are the format brands buy most. They run as TikTok and Instagram Reels ads, YouTube Shorts and product page videos. Common patterns:
- Unboxing: the creator opens the package and shows what’s inside.
- Problem and solution: the creator names a problem, then shows the product solving it.
- Testimonial: the creator talks to the camera about why they use the product.
- Demo or how-to: the creator shows how to use the product, step by step.
See what a UGC video is for more on each pattern.
Photos
Lifestyle photos show the product in a real setting: on a bathroom shelf, in a gym bag, on a kitchen counter. Brands use them on product pages, in emails and in carousel ads. They cost less than video and take less time to produce.
TikTok Shop videos and lives
Sellers on TikTok Shop use creator videos that link straight to the product, and live streams where a creator demonstrates and sells it in real time.
Amazon videos
Amazon sellers add creator videos to their listings and to the review section, where shoppers compare products before they buy.
Reviews and testimonials
Written reviews and short quotes still matter. They appear on product pages, in ads and in sales emails, and shoppers read them right before deciding.
For real campaigns by format, see these UGC examples.
Where brands use UGC
- Paid social ads. UGC looks like the rest of the feed, so it reads as a recommendation more than an ad. Brands test several videos with different hooks and keep the ones that perform. See how in our guide to UGC ads.
- Product pages. A video or photo of a real person using the product answers questions a studio photo can’t, such as size, texture and how it looks in use.
- Organic social. Brands post UGC on their own accounts, or creators post it on theirs.
- Email and landing pages. A short testimonial or demo next to the call to action.
- Marketplaces. Amazon listings and TikTok Shop product pages.
One piece of content can run in several of these places. That’s why usage rights matter.
UGC vs. influencer marketing
People often mix the two up. The main difference is what the brand pays for.
| UGC | Influencer marketing | |
|---|---|---|
| What the brand pays for | The content itself | Reach: a post to the influencer’s audience |
| Who sees it | Whoever the brand shows it to (ads, site, email) | The influencer’s followers |
| Follower count | Doesn’t matter | Usually the main factor in the price |
| Who owns the use | The brand, under the agreed rights | Often limited to the influencer’s post |
Many brands combine the two: they pay creators to post (influencer marketing) and also get the files to run as ads (UGC). Read the full comparison in UGC vs. influencer marketing.
Usage rights
Before you use any UGC in marketing, you need permission from the person who made it. Without it, stick to what the platform itself allows, such as resharing the original post with credit.
For paid UGC, agree in writing on:
- Where you can use it: organic social, paid ads, your website, email, marketplaces.
- How long: a fixed period or no time limit.
- Edits: whether you can cut, caption or combine the content with other footage.
- Whitelisting and Spark Ads: whether you can run ads from the creator’s account, and for how long.
On JoinBrands, the rule is simple: “When you purchase any content, you will acquire unlimited usage rights” (pricing page). For organic UGC from customers, ask each person and keep a record of their answer. Our guide to UGC rights covers the details.
How brands get UGC
There are four common ways:
- Ask customers. Post-purchase emails, a branded hashtag or a small reward for photo reviews. It’s free, but volume and quality are hard to predict.
- Send products to creators. Gifting brings in some content, but nothing guarantees a creator will post or that you can use it in ads.
- Hire creators directly. You find creators on social media and negotiate one by one. It gives you control, but it takes time to find, vet and pay each person.
- Use a UGC platform. You post one brief, creators apply, and you choose who to hire. The platform handles payment, delivery and rights.
How it works on JoinBrands
- Create a campaign. Describe your product, what you want and the content type: UGC videos, photos, TikTok Shop videos, Amazon videos, Reels, YouTube Shorts or lives.
- Set your price. You decide how much to pay per video or photo.
- Choose creators. Creators apply to your campaign. You review their profiles and past work and hire the ones you want, from a pool of 500,000+ creators.
- Approve and download. Creators film and submit. You approve the content or ask for a revision, then download the files.
Most brands start receiving content within 3 to 7 days of launching, depending on how fast the product reaches the creator (pricing FAQ).
How much UGC costs
Creators set different rates depending on the format, their experience and how much editing the brief needs. On JoinBrands you set the price for each piece. UGC photos start at $10 and UGC videos at $25. TikTok Shop lives start at $1 per minute, and AI videos cost $5 each. The free plan adds a 15% platform fee, and paid plans lower it to as little as 8% (pricing).
For typical rates by format and experience, see how much UGC creators charge.
Common mistakes
- Writing a script word for word. Give the creator the key points and let them say it their way. A scripted read loses what makes UGC work.
- Choosing creators by follower count. For content you’ll run as ads, the quality of past videos matters more than audience size.
- Using a video in one place only. The same video can run as an ad, sit on a product page and go into an email.
- Testing one video. Order several with different hooks and openings, then put your budget behind the ones that perform.
- Skipping the rights. Agree on usage before the content is made, not after an ad is already live.
FAQ
What does UGC stand for?
UGC stands for user-generated content: content about a product or brand made by people outside the company, such as customers or creators.
What is UGC content?
Photos, videos, reviews and social posts that show a real person using a product. Brands use it in ads, on product pages and on social media.
What is a UGC creator?
A person who makes UGC for brands as paid work. They film or photograph the product and deliver the files, and the brand uses them in its own marketing. Followers don’t matter much, because the brand pays for the content, not for reach. Creators who want to start can join JoinBrands as a creator.
Is UGC the same as influencer marketing?
No. In influencer marketing, a brand pays for a post to the influencer’s audience. With UGC, the brand pays for the content and uses it in its own channels. Many campaigns include both.
Can brands use UGC in ads?
Yes, with the creator’s permission for paid use. Paid UGC usually includes those rights; on JoinBrands every purchase includes unlimited usage rights. For content customers post on their own, ask first and keep a record.
