Top User-Generated Content Types for Influencer Marketing & E-Commerce Success

User-generated content (UGC) has become the cornerstone of modern influencer marketing and e-commerce. From micro-influencers posting unboxing videos to customers leaving Amazon reviews, UGC comes in many flavors – and each content type offers unique benefits. In fact, brands today actively seek out UGC from content creators because it builds authenticity and trust with shoppers like nothing else. (It’s no wonder 84% of people are more likely to trust a brand that shares UGC in their marketing.)

In this guide, we’ll break down the best user-generated content types that micro‑influencers, Amazon sellers, and e-commerce brands can leverage. We’ll explain why each format is so valuable, with examples and tips to maximize their impact. By the end, you’ll see how these UGC content types can boost your social engagement, influencer marketing results, and online sales.

1. UGC Videos (Short-Form Video Content)

UGC videos are short videos created by real users or influencers – not your brand’s ad team. Think TikTok clips, Instagram Reels, YouTube Shorts, or unboxing videos filmed by everyday customers and micro-influencers. These bite-sized videos feel authentic, relatable, and unscripted, which is exactly why they’re marketing gold. Unlike polished commercials, UGC videos come across as genuine recommendations from peers, so viewers don’t tune them out as “salesy.”

Some popular types of UGC videos you’ll see on social media include:

• • Unboxing and “haul” videos – Creators excitedly unpack products on camera and share first impressions.

     

  • Product demos & tutorials – Showing how a product is used or its results (skincare routines, makeup tutorials, etc.).

     

  • Before-and-after or transformation videos – Demonstrating a product’s impact over time (fitness or beauty transformations).

     

  • “Come shopping with me” vlogs – Influencers take viewers on a shopping trip or product hunt featuring your brand.

     

  • Customer testimonial videos – Users film themselves reviewing or endorsing a product in their own words.

So why do UGC videos rank as perhaps the most powerful UGC type today? For one, consumers are increasingly turning to short-form video for product discovery. Gen Z and millennials are more likely to discover new products via UGC videos than older generations. TikTok and Instagram have basically become visual search engines for shopping – and content from creators drives that trend. No wonder brands prioritize video-centric influencer campaigns.

Beyond discovery, UGC videos excel at building trust and driving conversions. Seeing a real person use and love a product on video is persuasive social proof. In the survey above, over half of young consumers said they’re more likely to trust a brand or buy a product if it’s recommended by a creator they follow. This aligns with broader trends – one study found 79% of people say UGC highly impacts their purchase decisions. Shoppers today crave authenticity, and it’s hard to beat the authenticity of a customer’s unscripted video review or testimonial.

From a performance standpoint, UGC videos often outperform studio content. Brands repurpose these videos as ads with great success. For example, TikTok’s Spark Ads (which amplify creator posts) significantly outperform non-UGC ads, yielding higher watch times, engagement rates, and conversion lifts. Instagram reports similar results – campaigns that mixed influencer-created UGC ads with regular ads saw a 53% higher click-through rate and 19% lower cost-per-action than non-UGC ads. In short, real videos from creators tend to grab attention and drive action more effectively than polished brand videos.

Tip: To get the most from UGC videos, partner with micro-influencers who love your niche. Micro-influencers often have tighter-knit, engaged audiences who trust their opinions. Their content feels like advice from a friend. Encourage these creators to share honest video reviews, unboxings, or day-in-the-life product vlogs. You can amplify the best clips on your own social channels, website, or use them in paid social ads (with permission). Consistently featuring influencer and customer videos will humanize your brand and keep your content feeling fresh and relatable.

2. UGC Photos (Customer & Creator Images)

They say a picture is worth a thousand words – and in marketing, a UGC photo can be worth a thousand ads! UGC photos are real-life images of your product shared by customers or influencers. These could be Instagram posts of someone using your product “in the wild,” a before-and-after photo showing results, or a snapshot a customer uploads to your website. The key is that these photos are not the usual polished studio shots – they’re authentic, user-generated visuals that show your product in a real context.

Common and effective types of UGC photo content include:

• • Lifestyle shots “in the wild” – e.g. a camping gear brand re-posting a hiker’s photo using their tent in nature.

     

  • Before-and-after photos – showing a product’s impact (fitness progress, cleaning product results, etc.).

     

  • Aesthetic product photos by users – nicely composed images a customer shares, often via a branded hashtag.

     

  • Customer selfies or group photos featuring the product – great for fashion/apparel brands (real people modeling the clothes).

     

  • User-submitted images for product pages – shoppers upload their own photos alongside their reviews or in a gallery on your site.

UGC photos bring authenticity that staged product shots often lack. Seeing real people – who aren’t hired models – enjoying a product builds trust for new customers. In fact, 73% of consumers say customer photos make them more confident in a purchase. Shoppers want to know “Will this work for someone like me?” and genuine photos help answer that. For example, a skincare brand might showcase customer before-and-after pics to validate efficacy, or a furniture retailer might display buyers’ living room photos featuring the couch, so prospects can envision it in a home setting.

Another big benefit: UGC images can boost engagement and conversions across your marketing. Social media posts with customer photos tend to get higher engagement than slick ads, because they feel like stories from friends. And on e-commerce sites, integrating UGC can lift results — one analysis found that adding real customer photos to product pages increased time on site by up to 90%, and combining reviews with visual UGC can raise conversion rates significantly (upwards of +136%). Even Amazon has embraced this; many Amazon product listings prominently feature customer images in reviews, knowing these visuals can reassure buyers better than any stock photo.

From an influencer marketing perspective, micro-influencers often excel at creating beautiful yet authentic photos. Brands like Gymshark and GoPro built their social presence by regularly sharing community photos of real users. These posts not only provide social proof but also make the featured creators feel valued, strengthening brand loyalty. It’s a virtuous cycle: customers post photos out of genuine enthusiasm, the brand amplifies them (with credit), and other followers are inspired to do the same.

Tip: Encourage your customers and followers to share their photos by creating a branded hashtag or running photo contests. For example, a coffee brand might ask users to post their morning mug shots with a tag like #MyBrandMorning, then feature the best ones. Also, consider adding a UGC gallery or carousel on your website’s homepage or product pages. Seeing a feed of happy customers using the product can dramatically increase trust, essentially acting as visual testimonials. Just be sure to obtain permission and respect usage rights when repurposing anyone’s photos for your marketing.

3. Written Product Reviews & Testimonials

When it comes to conversion power, few things rival the classic written review. Star ratings, written testimonials, and customer reviews are still some of the most influential user-generated content types, even though they aren’t as “visual” as photos or videos. Think about it – when’s the last time you bought something online without reading at least a couple reviews? (Probably never!) In fact, research confirms this instinct: as many as 98% of consumers report that they rely on online reviews to inform purchase decisions. That makes reviews essentially a must-have UGC format for any brand or seller.

Where do reviews and testimonials shine? Practically everywhere in your marketing funnel:

• • On product pages (display star ratings and customer comments to push browsers over the finish line).

     

  • On dedicated testimonial pages or case studies highlighting customer success stories.

     

  • On third-party platforms like Amazon, Google, Yelp, or niche review sites – capturing new customers who are researching there.

     

  • Within social media posts or ads (e.g. share a quote from a happy customer in an Instagram caption or a Tweet).

     

  • In email marketing (include a short testimonial in a newsletter) and even in-store signage if you have physical retail.

The core value of written reviews is social proof and trust. Modern consumers are skeptical – they’re more likely to believe fellow shoppers than a brand’s own description. So, a collection of authentic 5-star reviews can do the convincing for you. One survey found 90% of consumers say customer ratings/reviews influence their buying decisions, and 85% trust them as much as personal recommendations. This is especially true in e-commerce and on marketplaces like Amazon, where products live and die by their review score. Amazon sellers know that even a half-star improvement can dramatically boost sales rank. It’s why tactics like follow-up emails urging buyers to leave a review (and addressing any issues) are standard practice.

For Amazon in particular, UGC reviews are critical. Shoppers not only read the text feedback, but also look for user photos and videos attached to reviews for extra assurance (combining content types!). Amazon has even enabled features like Q&A sections where prospective buyers can ask questions and get answers from actual owners – another form of user-generated content that builds trust. The impact of leveraging these reviews isn’t limited to Amazon’s site: Amazon reports that when brands syndicate or display Amazon customer reviews on their own DTC websites, it can increase shopper conversion by 38% on average. That’s a huge lift from simply amplifying existing UGC.

Even outside of Amazon, integrating reviews with other UGC magnifies credibility. For example, many direct-to-consumer brands embed customer quotes alongside a UGC photo gallery on their homepage. Mattress brand Nectar Sleep famously mixes written testimonials with customer pictures on its site to create a one-two punch of trust. Shoppers can read about real-life experiences and see real-life users, all at once. This kind of content can address doubts (“Is this product legit? Does it work as advertised?”) far more convincingly than any product description.

Tip: Make it super easy for customers to leave reviews. After a purchase, send a friendly follow-up email or text with a direct link to review the product. Incentivize feedback (e.g. entry into a giveaway or small loyalty points reward for an honest review – nothing that biases the content, just a nudge to participate). Respond to reviews, good and bad, to show that you as a brand are listening. Prospective customers often read not just the reviews but also how the brand reacts to them. A thoughtful response to a critical review can actually impress shoppers and demonstrate integrity. Finally, showcase your best reviews prominently – whether it’s a rotating testimonial slider on your homepage, a pinned customer quote on your Instagram profile, or snippets in your product ads. Let your happy customers do the selling for you in their own words!

4. Social Media Comments & Mentions

It might surprise you, but even something as brief as a social media comment can be a powerful type of user-generated content for your brand. These are the off-the-cuff replies, mentions, or discussions that happen on platforms like Instagram, TikTok, Twitter (X), Facebook, etc., when people talk about your product. Unlike an official review or a planned post, comments are often spontaneous reactions – which gives them a special kind of authenticity. A positive comment from a customer or influencer can serve as micro-testimonial that builds trust for other viewers.

A few examples of UGC in the form of comments/mentions include:

• • Replies to an influencer’s post where they featured your product. For instance, if a micro-influencer shares a video using your makeup and a follower comments “OMG I need this now!” – that comment itself is endorsement UGC.

     

  • Comments on your brand’s own posts from real customers. When you post about a product and people chime in “I bought this and it works wonders” or answer others’ questions, it’s valuable social proof.

     

  • Twitter threads or community discussions that mention your brand positively. A tweet saying “Just tried @YourBrand for the first time – I get the hype!” is UGC you can leverage (with permission).

     

  • Public Facebook or forum discussions where users recommend your product. These can be screenshots to share later as testimonials.

Why do comments matter? Because they’re unscripted and inherently genuine. A brand can’t easily stage or fake what real users decide to say in a comments section (and if you try, people can tell). So when potential customers see an organic stream of positive remarks, it’s incredibly reassuring. In fact, 92% of consumers trust word-of-mouth and peer recommendations more than traditional ads, and comments are basically word-of-mouth happening in real time online. You’ll often see that on TikTok or Instagram, if someone asks “Does this product actually work?”, other customers might reply tagging your account and saying “Yes, I love mine!” – those replies can clinch the sale for the person who asked.

Brands have started to get creative in highlighting this type of UGC. For example, some will take a screenshot of an uplifting customer comment and share it in an Instagram Story or tweet it out as a humblebrag (thanking the customer). We also see TikTok compilations where brands showcase a montage of the best comment reactions they got on a viral video. It’s a way of saying, “Don’t take our word for it, look at what people are saying!” – much more compelling than any ad copy.

Additionally, monitoring comments helps you gauge sentiment and identify your biggest advocates. Those enthusiastic fans leaving glowing comments could be great candidates for deeper collaboration (perhaps invite them to join a brand ambassador or micro-influencer program). On the flip side, comments also alert you to any issues or FAQs that customers have, allowing you to address them publicly and transparently. That transparency further boosts your credibility; shoppers appreciate brands that engage openly with their community.

Tip: Engage and encourage conversation on your social posts. Ask questions in your captions to spark comments (“Have you tried this? Let us know your experience!”). When positive comments roll in, respond and pin the best ones if the platform allows (for example, pinning top comments on Instagram or TikTok). This makes sure new viewers immediately see great feedback. You can even use a tool or manual process to periodically collect standout comments and mentions about your brand. With permission, these can be repurposed in marketing materials – much like you would with formal testimonials. For instance, include a quote from a social media comment in an email (“‘This gadget saved my skin – can’t live without it!’ – @jane_doe via Instagram”). It’s a small snippet of UGC, but it adds real voices to your messaging, which drives home authenticity.

Why These UGC Types Matter (and How to Get More of Them)

We’ve covered the big four user-generated content types – videos, photos, reviews, and social comments – that are driving micro-influencer campaigns and e-commerce growth today. While there are other forms of UGC (like blog posts, case studies, or forum discussions), these four are the bread and butter for most consumer brands because they directly influence the buyer’s journey. Each type builds social proof in a different way: videos humanize your brand story, photos showcase real-life product use, reviews bring credible assurance, and comments capture unfiltered customer sentiment. Used together, they create a powerful virtuous cycle where authenticity leads to trust, trust leads to conversions, and great experiences lead to even more UGC from your community.

It’s clear that UGC isn’t just a marketing fad – it’s now fundamental. Modern consumers (especially Gen Z and Millennials) expect to see content from real users at every stage of their shopping experience. They treat TikTok, Instagram, and YouTube as discovery channels full of influencer recommendations. They read reviews diligently – often making it the #1 factor in purchase decisions above even price or product descriptions. They look for signals of community and conversation (like comments) to judge whether a brand is authentic and has a loyal following. In summary, people trust people more than ads, so leveraging these UGC content types effectively means speaking the customer’s language and earning their trust organically.

That said, getting a steady stream of quality UGC can be a challenge. Brands large and small struggle with “content hunger” – in fact, about 90% of e-commerce brands say they find it hard to continuously produce fresh, standout images and videos in-house. This is where your influencer marketing and community building efforts come in. Collaborating with micro and nano-influencers is one of the best ways to generate UGC at scale. These creators love trying new products and sharing content with their followers. By seeding products to a network of vetted micro-influencers, you can organically spark a wave of UGC – from unboxing videos on TikTok to stylish photos on Instagram – often for a fraction of the cost of traditional content production. For example, Stack Influence helps brands and Amazon sellers connect with micro-influencers to produce authentic UGC (videos, photos, reviews) at scale, tapping into creators’ passion while you retain rights to reuse the content in ads or on your site.

Don’t overlook your own customers either. Encourage your buyers to share and tag you when they post about your product. Perhaps run contests or feature customer of the week spotlights to incentivize participation. Build communities (on Facebook groups, Discord, etc.) where your happy customers can share their experiences and tips – this often yields testimonial quotes and insights you can repurpose (with permission). And always listen and respond on social media: a little engagement from the brand side can go a long way in making customers feel heard and eager to advocate for you.

Conclusion to Top User-Generated Content Types

In the age of TikTok and Instagram, user-generated content types like the ones above aren’t just “nice-to-have” extras – they’re becoming the lifeblood of effective marketing. UGC is cheap (often free) to obtain, yet incredibly rich in persuasive power. It blurs the line between marketing and word-of-mouth, which is exactly what today’s skeptical audiences respond to. By strategically amplifying customer and creator content, e-commerce brands and influencers can boost trust and conversions without screaming “buy now!” in an inauthentic way.

By weaving together all these UGC formats, you create a 360° feedback loop where content from real people fuels your marketing, and that in turn inspires more real people to post about you. It’s a sustainable strategy that benefits everyone: brands get authentic content and social proof, and creators/customers get recognition and a sense of community.

In a world where consumers demand authenticity, doubling down on these user-generated content types is one of the smartest moves you can make. So start embracing UGC – partner with your micro-influencers, empower your customers to share, and watch how this authentic content can take your influencer marketing and e-commerce results to new heights. Your happiest users are ready to be your biggest marketers. 🚀