Raw UGC content

Raw UGC Content: Why authentic content beats polished ads

In an age where consumers are bombarded with ads, banners and polished campaigns, raw UGC content (User Generated Content) is becoming increasingly popular. But why is it that imperfect, honest videos and images have such an impact? And how can brands use it strategically in their marketing?

What is raw UGC content?

UGC stands for User Generated Content - content created by users themselves. When we talk about raw UGC content, we're talking about authentic videos, images or reviews where real people share their real experiences with a product or service.

It can be anything from a short video on TikTok where a customer shows how she uses a new skincare line, to an Instagram story where a dad shares how a product has made his life easier.

The raw expression is a big part of the strength - there are no advanced camera setups, no acting and no scripted advertising messages. Just an honest opinion that the target audience can mirror themselves in.

Why does raw UGC work better than polished ads?

There are several reasons why brands are increasingly investing in UGC over traditional advertising:

1. Authenticity builds trust
   Consumers have become critical of classic advertising. Raw and honest testimonials feel credible because they come from people who use the product themselves.

2. Social proof in practice
   When we see others - especially someone we can mirror ourselves in - using and recommending a product, it feels more legitimate than a polished commercial.

3. Better performance in advertising
   Experience shows that UGC often perform better than traditional ads on social media. This is because they blend naturally into the feed and are more similar to content from friends than from brands.

4. Lower production costs
   Professional commercials can be expensive to produce. Raw UGC can be made quickly and often at a fraction of the cost - without compromising on impact.

5. More engagement
   Authentic content drives more comments, shares and interactions because people feel a genuine connection to the message.

How to use raw UGC in your marketing

To harness the power of raw UGC content, you can start with these steps:

• Encourage customers to share
  Ask your existing customers to share their experiences via images or videos - for example in connection with a competition.

• Collaborate with micro-influencers
  Smaller influencers often have a closer relationship with their followers, resulting in more genuine and engaging content.

• Use UGC in your ads
  Test your campaigns with UGC against classic ads. Many brands experience higher CTR and lower CPA when using authentic content.

• Make it easy for customers
  Give them a simple way to upload their content - for example via your website or an app.

• Show gratitude
  Recognize customers who share content and use their material in a respectful way.

The future of marketing is authentic

Consumers don't want to be sold to - they want to be inspired. Raw UGC content is therefore not just a trend, but a new standard for how brands can build trust, relevance and conversions.

If you want to stand out in 2025, it's worth betting on user voices rather than just polished advertising messages.