In the ever-evolving world of digital marketing, one thing remains constant: people trust people. Whether it’s a TikTok review from a stranger or a day-in-the-life video from a store employee, content that feels genuine and human performs better than overly polished brand ads. And that’s where UGC (and its close cousins CGC, IGC, and EGC) come into play.
You’ve probably heard the term UGC (User-Generated Content) tossed around a lot. It’s become the industry’s go-to label for almost any content made outside the brand bubble. But there’s more to the story, and it’s worth understanding the differences.
Before we get into the details, here’s a stat to chew on: spending on UGC has doubled since 2021 and is on track to hit a whooping $32.6 billion USD by 2030. That’s a 29% yearly growth. In other words, UGC isn’t just trending, it’s shaping the future of digital marketing.
Let’s clear up the confusion and break down UGC, IGC and EGC – what they are, how they differ, and why they’re must-knows in modern marketing.
UGC: USER GENERATED CONTENT
UGC stands for User-Generated Content and it’s exactly what it sounds like, content created by regular people. But UGC really falls into two camps: organic UGC and paid UGC, the latter also called CGC (Creator-Generated Content). While they can look similar on the surface, understanding the difference is key to using each one strategically.
Organic UGC
Organic UGC is content created by regular people (read: unpaid customers, fans, or product users), not influencers or professionals. It’s raw, unscripted, and often a spontaneous response to a product or experience.
Key traits of organic UGC:
- Completely organic
- Not commissioned or briefed by the brand
- Shared on personal platforms or in review sections
Examples:
- A customer posting an Instagram story in their new outfit
- A TikTok showing an unboxing from their order or shopping spree
- A product review left on a retail site
UGC resonates because it feels real. It reflects actual experiences, not marketing-speak. And for younger audiences, like Gen Z and Millennials, it’s far more trustworthy than traditional ads.
Paid UGC (aka CGC – Creator Generated Content)
Paid UGC is content that looks like organic UGC, but is created by paid creators. These creators aren’t necessarily influencers (though they may have small followings). They produce content for brands to use on their own channels or paid ads. UGC creators make content that feels native to social platforms while still nailing the brand message.
So what’s the difference?
- Organic UGC = unpaid and unsolicited
- Paid UGC (CGC) = commissioned, but designed to feel authentic
Examples of Paid UGC (CGC):
- A creator is paid to film an unboxing video for a brand’s paid ads
- A scripted skit that mimics real-life product use
- A “review-style” reel created for a landing page
Paid UGC (CGC) is a best-of-both-worlds strategy: high-quality, on-message content that doesn’t feel like an ad. And because it’s not posted on the creator’s own page, it’s about content production, not audience reach.
IGC: INFLUENCER-GENERATED CONTENT
IGC is where influencer marketing meets brand-owned media.
IGC (Influencer-Generated Content) is created by influencers, but used on the brand’s platforms, not the influencer’s. That’s the key distinction: if the content is posted to the influencer’s own feed, it’s a typical influencer campaign. If the content ends up on your brand’s Instagram, website, or paid ads, it’s IGC.
Why use IGC?
Because people recognise faces. The influencers bring credibility, authority, and a “cool by association” factor, even when they’re not posting to their own audiences.
Examples of IGC:
- A beauty influencer films a skincare tutorial for your brand’s TikTok
- A foodie creates a recipe video that gets published on your website
- A fitness influencer reviews your product in a brand-owned ad
IGC is ideal for brands looking to combine familiarity and reach with full control over how and where the content is used.
ECG: EMPLOYEE GENERATED CONTENT
You know who else can be powerful content creators? Your own team.
Employee-Generated Content (EGC) is exactly what it sounds like: content created by your staff. Think behind-the-scenes, fun, human, and relatable.
Whether it’s a retail worker hopping on a TikTok trend or an office employee filming a “day in the life,” this type of content helps humanise your brand.
Examples of EGC:
- A store employee does a TikTok haul of new arrivals
- An office team films a video about their workday
- Behind The Scenes-moments from shoots or events
EGC is powerful because it builds internal pride and external trust. And here’s a twist: many brands actually use CGC creators to simulate EGC, especially when in-house staff don’t want to be on camera. These creators are briefed to act like employees, often down to the uniform and tone of voice.
SO, WHY DOES THIS ALL MATTER?
Because understanding the differences helps you:
- Pick the right type of content for your goals
- Spend your marketing budget smarter
- Build better-performing campaigns
- Stay authentic while staying strategic
Whether it’s organic UGC, IGC or EGC, each format plays a different role in building trust, driving engagement, and ultimately boosting sales.
Armed with the right insights, you can start using each content type with purpose – and get the results that actually matter.