User-generated content (UGC) includes all types of content that real users create and share organically online. Most UGC lives on platforms like Instagram, TikTok, and YouTube — spaces designed to showcase real people sharing real experiences.
Historically, brands haven’t had much control over the quality of UGC. One person might post a polished video on TikTok, while another shares a review full of typos. That inconsistency can be frustrating for brands trying to maintain a unified look and feel across platforms.Still, UGC is too valuable to ignore — especially in a time when traditional advertising is met with growing skepticism. Consumers trust real people more than polished campaigns, and brands that embrace and promote UGC tend to build stronger, more authentic connections with their audiences.
UGC vs. Traditional Advertising
Consumers often view traditional advertising as overly polished and disconnected from real life. Most people have experienced ads that feel artificial, and when that happens, audiences tune out.
In contrast, UGC feels genuine. It’s content people choose to engage with — not because it’s perfect, but because it feels familiar and relatable. Great UGC is like a recommendation from a friend, while traditional ads often come off like a sales pitch.
When done well, UGC builds trust, drives engagement, and helps brands show up in a way that feels natural — not forced.
By using user-generated content to promote your brand, you benefit from:
- Authentic messages that your target audience finds relevant to their unique needs.
- Truthful messages that discuss your product’s pros and cons, helping consumers make accurate decisions so they don’t suffer from disappointment or “buyer’s remorse.”
- Exposing your products and services to a wider audience you might not reach with traditional ads.
- Engaging stories that help consumers understand why they should use your products and services.
UGC can be an effective way to control your advertising budget while increasing return on ad spend (ROAS). In some cases, it may not cost anything at all. For example, you can repurpose a comment or reply from one of your brand’s social posts to offer social proof — reinforcing that real customers love your product.
More advanced UGC strategies shift how and where you invest. Instead of spending heavily on traditional ad production, UGC can reduce upfront costs by working with creators who produce content designed to perform in native environments like TikTok, Instagram, and Meta. Depending on the approach, you may pay creators a flat fee, offer performance-based incentives, or work with platforms that structure costs around production and media spend. In all cases, the goal is the same: to align spend with impact and create content that drives real results — not just impressions.
Compare that to traditional tactics like pay-per-click (PPC), where you’re charged for every click — whether it converts or not. With UGC, you’re investing in creative that feels authentic, performs across platforms, and delivers measurable results.
Real Results: Brands Winning with UGC
Many brands are turning to UGC to expand their reach, increase engagement, and improve performance — all while keeping costs in check. Below are a few examples of how companies have partnered with brkfst.io to get better performance results.
QVC+ HSN+
QVC+ HSN+ approached brkfst.io looking for new ways to capture attention, grow their audience, and acquire high-quality customers for their streaming platform on Meta.
Working with brkfst.io’s creator network, the brand launched a campaign featuring hundreds of UGC video ads — each showcasing real people engaging with the QVC+ HSN+ streaming platform in ways that felt authentic and relatable.
Results:
- 71% increase in net new users reached vs. traditional business-as-usual (BAU) content
- 27% overall increase in reach compared to BAU content
Timberland
Ahead of its Motion Access Low Lace-up sneaker launch, Timberland needed to stand out in the competitive athletic footwear space. The brand partnered with brkfst.io to develop content that would highlight the product’s performance, comfort, and design — but in a way that felt native to social platforms.
brkfst.io collaborated with 10 content creators to produce 40 unique video ads, all focused on relatable, real-world use.
Results:
- 45% increase in ad frequency
- Video completion rate (VCR) 3.7x higher than benchmark
- 22% lower CPM compared to benchmark
UGC Marketing: Challenges and Best Practices
While UGC offers clear advantages, brands still face difficulties when implementing it effectively. One of the most common is finding the right balance between maintaining brand guidelines and allowing creators to express their authentic voice. It can also be difficult to identify creators who consistently produce content that feels both high-quality and native to the platform. Additionally, measuring the performance of UGC in a way that aligns with traditional marketing benchmarks remains a challenge for many teams.
These challenges underscore the value of working with platforms, like brkfst.io, that not only provide access to skilled creators, but also offer the strategic support and measurement tools needed to drive meaningful results at scale.
With a network of over 5,000 vetted content creators, brkfst.io ensures you can find brand-aligned content creators that connect with your audience. Plus, our track record speaks for itself: we’ve produced over 25,000 pieces of content for more than 100 brand partners. Learn more about our services or contact one of our UGC experts to discover how we can help you create high-performing UGC.