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 advertising because it comes from people like themselves.  For cultural marketers, this means that visitors and participants are more than just an audience. They are ambassadors, storytellers, and co-creators of your story. 

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

UGC works for 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 comes from recognition. The Gen Z Brand Credibility Study 2026 (opens in new tab) shows that 72% of Gen Z trust customer reviews when evaluating a brand — more than brand advertising (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. 

What types of UGC work in the cultural sector?

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

From occasional reposts 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 fixed steps, you can make it a structural part of your youth marketing. 

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

2. Collect. Ensure you can find UGC. Think of a fixed hashtag, a clear call to tag you, and monitoring 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 do and don’t share. Does it fit your values, tone, and context? Ensure diversity among creators so more youths can relate. 

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

By regularly following these steps, UGC grows from a nice extra into a core engine of your youth approach. 

Which UGC formats 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 approach revolves around clear guidelines and genuine engagement, not random reposts. Five guidelines can help. 

UGC is not only valuable for your organic channels. You can also use it in advertisements, for example, to give youths a real impression of an exhibition or festival. Precisely because it doesn’t feel "produced," 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 you use it carefully and transparently. Always ask permission before reposting something, especially if people are recognizable. Consistently give credits with a tag or name mention. 

Also, consider the context: a meme or joke may come across differently on your channel than it does with the creator. Make agreements in advance about moderation: how do you respond to offensive or polarizing comments? 

Additionally, consider image and content rights. Permission to repost does not mean you can use the content everywhere. Make separate agreements about whether you can also place it on your website, in newsletters, or in paid campaigns. Check if additional rights apply, such as with music, recognizable artworks, or third-party images. 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 do you measure the success of user generated content? 

Look beyond reach. Engagement and trust say more about your connection with youths. Therefore, primarily measure these indicators. 

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

• Hashtag usage and submissions: are people actively posting within your format or call? 

• Saves and shares: often a stronger signal than likes, as 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 an engaged community. 

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

The future of user generated content 

The line 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 themselves. 

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