UGC Marketing Examples for 2025 (+ Takeaways)

What is User-Generated Content (UGC) Marketing?

User-generated content (UGC) marketing is a strategy that involves encouraging and leveraging content created by a brand’s customers, fans, or community members rather than the brand itself. This content can include reviews, photos, videos, blog posts, or social media updates that showcase the customer’s genuine experience with the product or service. UGC marketing enhances authenticity, builds trust, and fosters stronger emotional connections between brands and their audiences.

Why User-Generated Content Matters for Modern Brands

User-generated content (UGC) has firmly established itself as a fundamental element of effective brand strategy. As consumers increasingly seek authenticity and personal connection with brands, UGC provides an unparalleled opportunity to engage audiences in a meaningful way.

Approximately 85% of consumers believe that user-generated content is more impactful than brand-produced photos or videos. Furthermore, 92% place greater trust in reviews and testimonials compared to traditional advertising. By leveraging the creativity and experiences of their customers, brands can cultivate trust, foster community, and drive organic growth.

2025 has seen brands push the boundaries of UGC, employing innovative techniques and campaigns that not only captivate audiences but also harness the power of collective storytelling. From incentivized challenges and interactive AR experiences to community-driven platforms and heartfelt customer testimonials, the best UGC campaigns of this year demonstrate the dynamic potential of user-generated content.

In this blog post, we will delve into some of the most compelling UGC marketing examples of 2025. With each UGC marketing example, we will illustrate how brands are successfully utilizing UGC to enhance their marketing efforts. We will also break down important takeaways from these examples, giving you practical tips to use UGC in your own marketing plan.

UGC Marketing Examples for 2025

Here are some stellar UGC marketing examples for 2025, along with key takeaways that can help elevate your marketing strategy.

#1. Starbucks' #RedCupContest: Leveraging AR for User Engagement

Starbucks has a long history of engaging its customers through creative and interactive seasonal campaigns. They took their efforts up a notch with the #RedCupContest, an innovative campaign that combined user creativity with cutting-edge technology.

How Starbucks Made UGC Interactive with AR

Starbucks introduced a special augmented reality (AR) filter within their app, allowing customers to design their own holiday-themed red cups. This interactive feature encouraged users to unleash their creativity, decorating virtual cups with festive patterns, colors, and designs.

Once customers completed their designs, they were encouraged to share their creations on social media using the hashtag #RedCupContest. The most impressive and creative entries were then selected to be featured on Starbucks' official social media channels.

The Incentive Driving Participation in Starbucks' UGC Campaign

To further incentivize participation, Starbucks offered a grand prize: the winning design would be turned into a limited-edition real-life Starbucks cup, available in stores for a limited time. This unique opportunity not only provided a sense of accomplishment for the winner but also generated excitement and anticipation among the broader customer base.

Takeaway

Incorporating interactive elements like AR filters can significantly enhance user engagement. These tools make the content creation process enjoyable and accessible, encouraging more participation.

Seasonal campaigns, especially those tied to holidays or special events, can create a sense of urgency and excitement. They capitalize on the festive spirit and encourage customers to get involved.

When brands let customers be creative and share their work, it helps them build stronger bonds with their audience, which boosts engagement and generates authentic user-generated content.

Providing significant rewards, such as the chance to see their designs turned into real products, can drive higher participation rates and enthusiasm. Meaningful incentives create memorable experiences for participants and enhance brand loyalty.

Showcasing the best user-generated content on official channels not only recognizes and rewards participants but also demonstrates the brand’s appreciation for its customers. This recognition can encourage more users to participate in future campaigns.

#2. Glossier's Strategy: Building Trust Through Authentic User Experiences

Glossier has built its brand on the principle of authentic, relatable beauty, and it deepened this connection by highlighting real customer stories in its marketing. They launched a campaign focused on capturing and sharing the personal skincare journeys of their users, transforming ordinary customer experiences into compelling narratives.

Channels Glossier Uses to Gather Customer UGC

Glossier invited customers to submit stories about how their products had impacted their skincare routines and confidence. These stories were collected through various channels (social media, email submissions, and their website). Customers shared their personal experiences, accompanied by before-and-after photos and videos, illustrating the tangible benefits of Glossier products.

The Power of Visual Testimonials in Glossier's UGC

The most impactful stories were then turned into mini-documentaries, professionally produced and shared across Glossier’s digital platforms, including their website, YouTube, Instagram, and TikTok. Each mini-documentary featured a deep dive into the customer's skincare journey, showcasing their challenges, successes, and the role Glossier products played in their transformation.

Takeaway

Sharing real customer stories creates a strong emotional connection with your audience. Authentic testimonials resonate more deeply than polished advertisements, as they reflect genuine experiences and outcomes. Collect stories through various channels to reach a wider audience. Social media, email, and direct website submissions can help gather diverse and compelling customer narratives.

Visual content (before-and-after photos and videos) can provide powerful evidence of your product's effectiveness. This type of content is highly engaging and persuasive, helping potential customers visualize the benefits.

Turning customer stories into professionally produced mini-documentaries adds a layer of polish and credibility. High-quality production values ensure that the stories are compelling and shareable, increasing their impact. Sharing these stories on various digital platforms maximizes their reach and engagement. Each platform has a unique audience, and tailoring the content for different channels can enhance its effectiveness.

Focusing on the personal and emotional aspects of customer stories helps to humanize your brand. When customers see themselves in the stories shared, it fosters a sense of community and belonging.

#3. LEGO Life: A Platform for Shared Creativity and User Content

LEGO has long been a pioneer in fostering creativity and community engagement through user-generated content (UGC). They continued to expand their efforts with the launch of LEGO Life, which is a platform where LEGO fans (all age groups) can share their creations, participate in challenges, and connect with fellow builders from around the world.

How LEGO Fosters Collaboration and Sharing Among Fans

LEGO Life serves as a virtual hub for LEGO enthusiasts to showcase their builds, ranging from intricate models to imaginative scenes. Users can post pictures and videos of what they've made, write about them, and interact with others (through likes, comments, and shares). The platform also features themed challenges and contests, encouraging users to push their creative boundaries and collaborate on large-scale projects.

Driving Engagement Through LEGO's Themed UGC Initiatives

One notable initiative involved collaborative building challenges where users worked together to construct expansive LEGO landscapes and structures. Participants contributed pieces of their designs, sharing progress updates and exchanging ideas within the LEGO Life community. These collaborative efforts not only demonstrated the power of collective creativity but also strengthened bonds among LEGO fans worldwide.

Takeaway

Themed challenges and contests inspire users to actively participate and contribute their own unique creations. By providing clear guidelines and objectives, brands can channel user creativity towards specific themes or campaigns.

Encourage projects where users team up to achieve a common goal. Working together boosts creativity and strengthens friendships among the group, creating a friendly and supportive atmosphere.

Showcase a variety of user-generated content, ranging from simple builds to complex designs. Celebrate the diversity of creativity within your community and invite everyone, regardless of skill level, to join in and share what they create. Recognize outstanding contributions through features on official channels or prizes for winners of contests and challenges. This recognition incentivizes participation and motivates users to continue engaging with the platform.

#4. GoPro's #GoProHeroChallenge: Amplifying User-Generated Experiences

GoPro has consistently utilized user-generated content (UGC) to highlight the exhilarating experiences captured by their cameras. They continued to excel in this strategy by launching the #GoProHeroChallenge. This campaign asked GoPro users worldwide to share their most exciting and amazing moments captured with GoPro cameras.

How GoPro Collects User Content Through Social Media

Participants were encouraged to upload their videos and photos to social media platforms using the campaign hashtag #GoProHeroChallenge. The entries showcased a diverse array of adventures, including extreme sports, travel escapades, wildlife encounters, and everyday moments made extraordinary through GoPro technology. GoPro curated and featured the best submissions on their official channels, amplifying the reach of these captivating stories.

Motivating Users to Share: GoPro's Incentive Program

GoPro also offered prizes such as exclusive gear, adventure trips, or the opportunity to be featured in future GoPro promotional material. This not only motivated users to share their content but also created a sense of community among GoPro enthusiasts worldwide.

Takeaway

Encourage customers to share their real-life adventures captured with your product. Authentic UGC resonates with audiences by showcasing genuine experiences and capabilities.

Provide the necessary tools and platforms to the users so that they can display their creativity, skills, and unique talents. GoPro users were able to demonstrate their unique perspectives and talents through their submissions.

Highlight the best UGC submissions prominently on your official channels. This not only rewards participants but also inspires others to engage and contribute their own content.

Motivate participation with incentives that align with your brand and audience interests. Prizes related to adventure, technology, or exclusive experiences can drive higher engagement and excitement. Foster a community around shared passions and experiences. By celebrating user achievements and creating opportunities for interaction, brands can strengthen loyalty and advocacy among their customer base.

#5. Airbnb's #StayLocal: Leveraging UGC for Authentic Travel Insights

Airbnb has embraced user-generated content (UGC) as a powerful tool to showcase the unique and personalized experiences available through their platform. They focused on highlighting local experiences through their #StayLocal campaign. This initiative encouraged guests to share their authentic and memorable moments from Airbnb stays, emphasizing connections with local cultures, communities, and activities.

How Airbnb Gathers UGC Focusing on Local Travel

Participants were invited to share photos, videos, and stories on social media using the campaign hashtag (#StayLocal). These submissions depicted a wide range of experiences, from culinary adventures and cultural exchanges to outdoor explorations and hidden gems discovered through Airbnb stays. By showcasing these diverse perspectives, Airbnb not only promoted the richness of local travel but also encouraged prospective travelers to explore destinations through the eyes of locals.

Airbnb's Strategy for Showcasing Authentic Guest Experiences

To further engage participants, Airbnb curated and featured select #StayLocal submissions on their official channels, including their website and social media platforms. This spotlight recognized the contributors, while also serving as authentic testimonials for the unique experiences offered by Airbnb hosts around the world.

Takeaway

Encourage users to share their authentic local experiences. Authentic UGC provides valuable insights and recommendations for prospective travelers seeking unique and personalized experiences.

Showcase diverse cultural experiences and activities available through your platform. Highlighting these connections helps to differentiate your brand and appeal to travelers interested in immersive and meaningful travel experiences.

Encourage participants to post captivating photos and videos that truly capture the spirit of their experiences. Visual storytelling enhances engagement and allows potential customers to envision themselves participating in similar activities. Curate and feature the best UGC submissions prominently on your digital platforms. This acknowledges and rewards contributors and also builds credibility and trust by showcasing real customer experiences.

Use UGC campaigns to inspire and engage your community. By highlighting the stories and experiences of users, brands can foster a sense of belonging and community among their audience.

#6. Nike's Athlete-Driven UGC: Inspiring Fitness and Community

Nike has long been synonymous with innovation and athleticism. They continued to engage their global audience through athlete-led UGC campaigns. Nike launched several athlete-led challenges throughout the year, inviting their community to participate in fitness challenges, training routines, and sports drills inspired by professional athletes endorsed by the brand.

These challenges were promoted through Nike’s social media channels and official website, featuring videos and content created by athletes themselves. Participants were encouraged to share their progress, results, and personal achievements using designated hashtags like #NikeChallenge or #JustDoItChallenge. Such an interesting approach not only motivated Nike’s audience to stay active and strive for personal fitness goals but also fostered a sense of community and camaraderie among participants worldwide.

The Role of Athletes in Nike's UGC Engagement Strategy

One notable campaign involved basketball drills led by NBA athletes, where participants could learn and showcase their skills through videos shared on social media. Nike curated and highlighted standout submissions, celebrating the dedication and athleticism of their community members.

Encouraging User Participation Through Nike's Fitness Initiatives

Nike's "Better For It" campaign demonstrates its ability to forge inspiring connections through motivational and relatable stories, particularly striking a chord with athletes and fitness enthusiasts. The initiative, aimed primarily at women in sports and fitness, was a dynamic rallying call. At its heart was the scripted series "Margot vs Lily," which depicted two sisters with contrasting fitness goals. This story delved deeper than just physical fitness, exploring how taking chances and aiming for self-improvement can impact various parts of life (careers and personal relationships).

Takeaway

Collaborate with well-known athletes or influencers to lead UGC campaigns. Their endorsement can attract a broader audience and lend credibility to your brand.

Encourage active participation through challenges and interactive activities that align with your brand’s values and audience interests.

Create opportunities for community engagement and interaction. Encourage participants to share their experiences, connect with others, and support each other’s fitness journeys. Showcase user-generated content that highlights personal achievements and showcases the effectiveness of your products or services.

Use athlete-led challenges to inspire your audience and demonstrate the potential of your brand to facilitate personal growth and achievement.

Key Principles for Successful User-Generated Content Marketing

As seen in the standout campaigns of 2025, the most impactful UGC strategies share a few common principles that brands of all sizes can adopt:

Authenticity Above All

Consumers crave real, relatable content. UGC thrives when it feels genuine, highlighting real customer stories, raw emotions, and unpolished moments that traditional ads often miss.

Community First, Campaign Second

The strongest UGC campaigns don’t just spotlight individuals—they build communities. Brands that foster belonging and dialogue naturally encourage users to share and engage.

Incentivize Participation

Contests, challenges, and simple recognition go a long way. Giving users a reason to contribute—whether through rewards, features, or social currency—boosts both participation and reach.

Meet Users Where They Are

Whether it's TikTok, Instagram, YouTube, or niche platforms, successful UGC marketing meets users in their preferred digital environments and formats.

Co-Creation, Not Control

UGC works best when brands loosen the reins. Encouraging creativity and diverse perspectives—not dictating the message—leads to richer, more resonant content.

Consistent Curation and Engagement

Collecting UGC is just the beginning. Actively curating, showcasing, and responding to user contributions keeps the momentum alive and deepens brand loyalty.

Data-Informed Decisions

Monitoring performance metrics (engagement, shares, conversions) helps identify what types of UGC resonate most, and allows you to refine future campaigns for even greater success.

By aligning your strategy with these principles, you can harness the full potential of UGC to build stronger connections, increase trust, and drive sustainable brand growth.

Final Thoughts

Looking at just some of the many UGC marketing examples of 2025, it becomes clear that user-generated content continues to redefine how brands engage with their audiences in meaningful and authentic ways. From global giants like Nike and Starbucks to innovative disruptors like Glossier and GoPro, brands have leveraged UGC to foster community, inspire creativity, and build trust.

Each UGC marketing example has highlighted key strategies that can be adapted and implemented in your own marketing endeavors:

• Authenticity reigns supreme: User-generated content offers genuine insights and experiences that resonate deeply with consumers, far surpassing the impact of traditional advertising.
• Engagement through participation: Interactive tools, challenges, and collaborative projects encourage active participation and strengthen community bonds among your audience.
• Storytelling that connects: Compelling narratives, whether through real customer stories or athlete-led campaigns, create emotional connections and enhance brand loyalty.
• Amplifying voices: By curating and showcasing the best UGC, brands can amplify the voices of their community members, celebrating their achievements and contributions.
• Inspiration and innovation: UGC campaigns not only inspire audiences but also showcase the innovative capabilities of products and services, fostering a sense of possibility and aspiration.

Implementing these methods can make your marketing better and help you connect more genuinely with your audience. It will also help you create and build a loyal group and get people involved in meaningful ways. As we look ahead, the evolution of UGC promises even greater opportunities for brands to creatively engage and empower their audiences in the years to come. User-generated content lets your brand story unfold through the voices and experiences of your customers.

You can also reach out to an established agency with UGC experience that can assist you with UGC and other marketing endeavors to further enhance your brand's impact.

FAQs

What makes UGC more impactful than brand content?

UGC is more impactful than brand content because it feels real and trustworthy. People are more likely to believe and relate to content shared by other customers than polished ads made by a brand. It shows genuine experiences, builds trust, and helps others feel more confident about trying the product or service.

How does UGC marketing differ from influencer marketing? 

UGC marketing comes from everyday customers sharing their real experiences, while influencer marketing involves paying or partnering with people who have large followings to promote your brand. UGC feels more authentic because it's usually unpaid and created by real users just enjoying the product.

What are the key metrics to track the success of a UGC marketing campaign? 

Key metrics to track UGC campaign success include engagement (likes, shares, comments), reach (how many people saw the content), conversion rates (how many took action), and the amount of content created. You can also track website traffic, brand mentions, and sentiment to see how people feel about your brand.

What are some common mistakes brands make when implementing UGC marketing?

Some common mistakes brands make with UGC marketing include not getting proper permission to use customer content, failing to give credit to creators, ignoring negative or off-brand submissions, and not having clear guidelines or goals. These missteps can hurt trust and reduce campaign effectiveness.

How do brands incentivize users to create and share content?

Brands often incentivize users by running contests, offering discounts or freebies, featuring customer content on their official pages, or creating loyalty programs. These rewards encourage people to share their experiences while making them feel valued.

What legal and privacy considerations should brands be aware of when using UGC?

Brands should always get permission before using someone’s content, clearly credit the creator, and follow platform guidelines. They must also be careful not to misuse personal data or violate copyright and privacy laws.