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 young people, this feels more reliable than advertising because it comes from people like themselves. For cultural marketers, it 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 for young people and Gen Z? 

UGC works for young people because they trust peers more than brands. They believe personal stories, not sales pitches. Young people are strongly influenced by what their peers do, wear, and experience. That 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 advertising (57%). They follow creators who resemble them, with the same tone and humor. For cultural institutions, this is valuable. Giving young people a platform shows that their voice matters. 

Which types of UGC work in the cultural sector?

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

From random 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 young people a reason and a moment to share something. Use clear prompts or fixed formats, such as "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 sharing content, and give clear credits. This is polite and strengthens the trust that makes UGC so powerful. 

4. Curate. Choose carefully what you share and what you don't. Does it fit your values, tone, and context? Ensure diversity among creators so more young people 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. 

If you regularly follow these steps, UGC evolves from a fun extra to a solid foundation of your youth approach. 

Which UGC formats work best on TikTok and Instagram? 

On TikTok, spontaneous and 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 frameworks 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 young people a genuine impression of an exhibition or festival. Precisely because it doesn't feel "manufactured," UGC is credible 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 for permission before reposting anything, especially if people are recognizable in the image. Consistently give credits with a tag or name mention. 

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

Additionally, take image and content rights into account. Permission to repost does not mean you can use the content everywhere. Make separate agreements about whether it can also be used on your website, in newsletters, or in paid campaigns. Check if there are additional rights involved, such as for music, recognizable artworks, or images from third parties. 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 young people. Measure these signals instead. 

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

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

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

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

• Returning creators: do you see the same people sharing content more often? That indicates an engaged community. 

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

The future of user generated content 

The line between audience and creator is blurring. Young people are no longer mere 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 help build their narrative. UGC is not just a campaign format but a mindset: working 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.