With the possible exception of marketers themselves, nobody likes feeling marketed to.
Your internal "QA department" instantly flags obvious ads, bracing for the hard sell. No matter how good the product or service, it’s clear most marketing is still focused on one thing: revenue.
That’s why the best marketing often doesn’t feel like marketing at all. It feels like... trust.
That’s the power of user-generated content (UGC). And in 2025, it’s becoming the essential tool for both B2C and B2B brands who want to truly connect.
What Is UGC, Really?
At its core, user-generated content is any content—videos, reviews, testimonials, photos—created by people outside your brand.
Originally, this meant everyday users posting about brands they loved without any incentive. Think back to early YouTube, Reddit, or even classic forums.
But today, UGC also includes paid collaborations, where brands provide products, services, or compensation to creators who craft authentic-feeling content. Even employee-created “UGC-style” ads now fall under this umbrella.
"UGC isn’t sneaky. It’s smart. It meets audiences where they are—with content that feels natural, not forced," says Eliott Wahba, CEO of DolFinContent.
Why UGC Works for Both B2B and B2C
Many assume UGC only fits B2C.
But that’s a myth.
Sure, B2C embraced UGC first—just like they did video marketing, influencer partnerships, and memes. B2B often lags behind.
But the same emotional dynamics apply. Business buyers are still human. They crave authenticity. They respond to peer validation.
Here’s why UGC is thriving across both sectors:
Authenticity builds trust.
UGC resonates because it’s perceived as honest. When prospects see others vouching for a brand, confidence skyrockets.
Diverse content supports all funnel stages.
From awareness to decision-making, UGC can take many forms—testimonials, reviews, unboxings, case studies.
It humanizes your brand.
Paid UGC often highlights real people: customers, employees, partners. This relatability strengthens emotional connections.
Amplifies reach.
Promoting UGC through ads or collaborations helps brands reach new, targeted audiences.
Access to influencer audiences.
Even in B2B, influencer voices carry weight. Partnering with niche experts extends your reach and credibility.
Improves SEO.
UGC can include valuable keywords, backlinks, and fresh content—boosting search rankings.
Blends in when needed.
Unlike traditional ads, UGC-style content often flies under the audience’s ad radar. It engages without triggering resistance.
It’s measurable.
With clear data on engagement, conversion, and ROI, UGC is as trackable as it is impactful.
Types of UGC: Organic & Paid
Organic UGC
Content freely created by users—reviews, social posts, how-to videos. While authentic, brands can’t control or predict it.
Paid UGC
Sponsored or incentivized content. Brands work with creators (or employees) to develop assets that feel organic but align with messaging goals.
"The line between organic and paid UGC is intentionally blurred. What matters is perceived authenticity," notes Eliott Wahba.
Examples of UGC Marketing Done Right
1. BrightTrail’s B2B LinkedIn Shorts
BrightTrail, a SaaS workflow platform, launched employee-created “day in the life” shorts on LinkedIn. The casual, UGC-style approach built credibility and drew thousands of views from potential customers.
2. PeakPath’s Adventure Campaign
Outdoor gear brand PeakPath invited customers to share hiking and travel photos with branded tags. The campaign generated thousands of posts, many repurposed in PeakPath’s social ads and print campaigns.
3. Luna & Co’s TikTok Reviews
Luxury skincare brand Luna & Co partnered with micro-influencers to create casual, low-production “real talk” reviews on TikTok. Engagement soared, especially among Gen Z consumers.
4. FlexPoint’s “Workspace Wins”
FlexPoint, a remote team software company, ran a UGC campaign encouraging users to showcase their home office setups. The campaign humanized the brand and boosted platform sign-ups.
5. GreenGrid’s FAQ Series
Health benefits provider GreenGrid used employee-led UGC-style videos to answer common customer questions on social media. The relatable content reduced support requests and improved conversion rates.
Scaling UGC with Creative-as-a-Service (CaaS)
Consistently producing high-quality UGC-style content at scale is a challenge.
That’s where Creative-as-a-Service (CaaS) comes in.
DolFinContent’s CaaS model helps brands generate, manage, and optimize UGC-driven campaigns—without overloading internal teams or sacrificing authenticity.
"CaaS is the future of creative production. Fast, scalable, and adaptive," says Eliott Wahba.
Key Takeaways
- UGC drives trust by appearing unbiased and authentic.
- B2B and B2C brands alike can benefit by humanizing their marketing.
- Organic and paid UGC offer flexibility and reach.
- Creative-as-a-Service simplifies scaling authentic content production.
- 2025’s winning brands will leverage UGC to bridge the gap between promotion and trust.
Ready to scale your UGC content with DolFinContent?
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