User-Generated Content (UGC): beyond the spontaneous
For years, user-generated content (User Generated Content o UGC) has been associated with spontaneity: a positive review, a photo shared by a happy customer, or a video showing a product in use. But in 2025, that perception is outdated.
Today, UGC has become a high-impact professional tool, managed by brands that aim to differentiate themselves, connect with audiences, and create authentic content, but with quality, intention, and purpose.
At MC Advertising (Publicitat Montseny), from our headquarters in Vic, we work with local and regional brands to integrate UGC strategically: not as a favor from customers, but as well-defined collaborations with real creators who provide long-term value.
Professionalized UGC: how it works in 2025
It’s no longer about waiting for a user to post something “if they feel like it.” Effective UGC is planned from the start of a digital strategy. It involves real profiles, not necessarily famous, known for their talent, visual sensibility, and credibility.
These creators — sometimes micro-influencers, sometimes ordinary consumers with an eye for aesthetics — receive products, exclusive access, or direct payment in exchange for content the brand can reuse with clear rights and defined objectives.
This approach turns UGC into a strategic asset that:
Improves brand perception.
Generates original and relevant content.
Increases organic reach.
Strengthens consumer trust.
Boosts conversions.
Why UGC is so effective for brands
Traditional advertising is losing effectiveness. Today, the content that most influences purchase decisions is the one that feels authentic, not promotional. That’s where UGC shines.
Key insights:
84% of consumers trust content created by other people more than brand-created content.
Well-managed UGC can increase conversion rates by up to 29%.
Campaigns that integrate UGC generate up to 50% more engagement than traditional ones.
But that kind of content doesn’t happen by accident. It’s built through strategy.
How to Professionally Integrate UGC Into Your Digital Strategy
For UGC to work as a growth driver, brands must move beyond improvisation and adopt a structured approach. At MC Advertising, we apply a proven and effective methodology:
Step-by-step UGC strategy:
Identify talented profiles: we don’t seek massive audiences, but great content and real connection with your target.
Define clear collaborations: offer products, payment, or both, in exchange for content with defined usage rights.
Flexible creative briefing: we guide without limiting. The goal is authentic content aligned with the brand.
Manage rights and permissions: essential for reusing content in campaigns, social media, or paid advertising.
Strategic content distribution: it’s not enough to receive it. We integrate it into websites, e-commerce, social media, email marketing, and more.
Impact measurement: we analyze how each piece converts, connects, and positions your brand.
UGC and Short Video: the perfect match for 2025 marketing
Most user-generated content now takes the form of short video, the dominant format of the current digital ecosystem.
Platforms such as TikTok, Instagram Reels, and YouTube Shorts have become ideal stages where creators share product experiences in a direct, visual, and effective way.
Advantages of video UGC:
High emotional connection.
Better watch and retention rates.
Greater viral potential.
Stronger conversion capability within the same platform.
At our agency, we manage collaborations with video creators who understand your industry’s tone, rhythm, and key insights.
Social Commerce: selling directly from content
In 2025, UGC doesn’t just inspire: it sells. And it does so within social platforms themselves, without redirecting users to external stores.
Brands that integrate UGC into social commerce environments (Instagram Shopping, TikTok Shop, etc.) achieve:
Higher conversion at the moment of inspiration.
Fewer friction points in the purchase process.
Instant social validation at the decisive moment.
User-generated content has enormous persuasive power in immediate purchase contexts.
Micro-Influencers with a creator’s soul: Strategic allies
Unlike traditional influencers, micro-influencers and emerging profiles have smaller but highly loyal communities. Their content feels more genuine, and their influence tends to run deeper.
These are the profiles leading the professional UGC movement today:
They create engaging, natural, and useful content.
They’re not oversaturated with brand deals.
Their audiences trust their opinions.
At MC Advertising, we collaborate with local and niche micro-creators who align with our clients’ brand values.
UGC, Brand Coherence, and Positioning
A coherent brand is one that says what it does — and does what it says. In this sense, UGC becomes the best reflection of the real customer experience.
When a company collaborates with creators who communicate truthfully — not following a brand script — it sends a clear message: we trust our product enough to let real people show it.
This strengthens:
Credibility.
Perceived value.
Differentiation from competitors.
Technology and automation serving UGC
Smart use of digital tools allows brands to scale UGC campaigns without losing the human touch. In 2025, brands combining automation + personalization get the most out of every collaboration.
Key tools:
Platforms to manage creator contracts and content rights.
Dashboards to measure UGC performance.
Software to automatically redistribute user-generated content.
Creativity remains at the core. But technology allows it to grow exponentially.
Conclusion: Professional UGC is the most powerful marketing tool today
User-generated content is no longer spontaneous or random. It’s now a strategic, professional lever that, when properly managed, builds trust, humanizes the brand, and drives measurable results.
At MC Advertising, we help you unlock this potential. Ready to stop talking about your brand and start showing it in real hands? Let’s talk.
At MC Advertising, we turn your creators into your best campaign
At MC Advertising (Publicitat Montseny), we’ve been helping brands of all sizes in their digital transformation for years. But in 2025, we go a step further: we place creators — not just brands — at the heart of the strategy.
We collaborate with companies that want to:
Professionalize their digital presence.
Generate authentic but controlled content.
Take advantage of local or industry-specific talent.
Turn recommendations into measurable results.
What type of UGC content drives the most sales?
Short videos, honest testimonials, and product demonstrations tend to perform best.
Can UGC campaigns be automated?
Yes. There are tools that help scale management without losing the human touch. We use them to optimize the entire process.
Does UGC work for small or local brands?
Absolutely. In fact, local brands have the advantage of forming genuine collaborations with nearby, relatable creators.
What’s the difference between UGC and influencer marketing?
UGC focuses on content creation, while influencer marketing focuses on reach. Many UGC creators aren’t influencers.
Can I use UGC in paid campaigns?
Yes, as long as rights are properly managed. At MC Advertising, we help you with that process.
Does UGC always have to be paid?
Not necessarily. Some brands offer products in exchange for content. It depends on the mutual value of the collaboration.