User generated content: how to use it effectively

What is user generated content? 

User generated content (UGC) is all content created by your audience, not your organization: photos, videos, reviews, stories, or memes about you. For youths, this feels more trustworthy than advertisements, as it comes from people like themselves. For cultural marketers, this means visitors and participants are more than just an audience. They are ambassadors, storytellers, and co-creators of your narrative. 

Why does UGC work so well with youths and Gen Z? 

UGC works with youths because they trust their peers more than brands. They believe personal stories, not sales pitches. Youths are strongly influenced by what their peers do, wear, and experience. This trust stems from recognition. According to the Gen Z Brand Credibility Study 2026 (opens in new tab), 72% of Gen Z trusts customer reviews when evaluating a brand—more than brand advertisements (57%). They follow creators who resemble them, with the same tone and humor. For cultural institutions, this is valuable. Giving youths a platform shows that their voice matters. 

Which types of UGC work in the cultural sector?

Not every form of UGC fits every organization. In art, heritage, and culture, four forms work best: reviews, visitor images, challenges, and collaborations with small creators. 

From accidental repost to a UGC routine in 5 steps 

UGC often arises spontaneously: someone tags you in a Story or posts a TikTok about your exhibition. With five structured steps, you can make it a regular part of your youth marketing. 

1. Encourage. Give youths a reason and a moment to share something. Work with clear prompts or fixed formats, such as "What was your highlight?" or "Show your favorite detail." 

2. Collect. Ensure you can find UGC. Use a fixed hashtag, a clear call to tag you, and monitor mentions, DMs, and reactions. 

3. Permission and credits. Always ask for permission before resharing content, and give clear credits. This is polite and strengthens the trust that makes UGC so powerful. 

4. Curate. Choose consciously what you share and what you don't. Does it align with your values, tone, and context? Ensure diversity among creators so more youths can identify with it. 

5. Give back. UGC is a conversation, not a broadcast channel. Respond, thank, ask a question back, or put creators in the spotlight. This builds a community. 

By regularly following these steps, UGC evolves from a fun extra to a core element of your youth strategy. 

Which UGC forms work best on TikTok and Instagram? 

On TikTok, spontaneous, creative formats work best: short first-person videos, challenges, and remix formats like duets or stitches. On Instagram, it's about visibility and repetition: Stories with tags, Reels with visitor highlights, and carousels with quotes or mini-reviews.

How to use UGC without it feeling forced? 

A strong UGC strategy revolves around clear frameworks and genuine engagement, not accidental reposts. Five guidelines can help. 

UGC is not only valuable for your organic channels. You can also use it in ads, for instance, to give youths a genuine impression of an exhibition or festival. Precisely because it doesn’t feel "staged," UGC works credibly in paid campaigns. Note: for ads, you always need explicit permission, preferably in writing. Agree on where, how long, and in what form you will use the content.

Permission, privacy, and rights: the UGC check 

UGC only works if used carefully and transparently. Always ask for permission before reposting something, especially if people are recognizable. Always give credits with a tag or name mention. 

Also, consider context: a meme or joke might come across differently on your channel than it does with the creator. Make prior arrangements about moderation: how will you respond to offensive or polarizing comments? 

Additionally, be mindful of image and content rights. Permission to repost does not mean you can use the content everywhere. Make separate agreements if you plan to use it on your website, newsletters, or paid campaigns. Check for additional rights, such as music, recognizable artworks, or third-party visuals. The larger the reach, the more explicit your agreements should be.

Examples of UGC in the cultural sector 

These examples show how cultural organizations use UGC.

How to measure the success of user generated content? 

Look beyond reach. Engagement and trust say more about your connection with youths. Focus on these signals. 

• Mentions and tags per week: how often do youths spontaneously mention your organization? 

• Hashtag usage and submissions: do people actively post within your format or callout? 

• Saves and shares: often a stronger signal than likes, as it shows someone finds your content worthwhile. 

• Sentiment in reactions: are reactions positive, neutral, or critical, and what is the conversation about? 

• Returning creators: do you see the same people sharing content more often? This indicates a committed community. 

By checking this regularly, you not only see how many people you reach but also how youths experience your organization.  

The future of user generated content 

The boundary between audience and creator is blurring. Youths are no longer spectators but co-creators. AI and social media make it increasingly easy to create content. 

For cultural institutions, this is an opportunity to let the new generation contribute to their narrative. UGC is not just a campaign form but a mindset: collaborating with your audience instead of talking at them. 

What does this mean for your organization? 

UGC makes your communication credible, human, and sustainable. Start small: choose one platform and one fixed UGC format this month, and create a rhythm around it.