11 User-Generated Content Examples That Brands Wish They Had First

Most marketing campaigns don’t feel real—because they aren’t. 

A report from Nosto found that 88% of consumers prioritize authenticity when choosing which brands to support, and 59% believe user-generated content (UGC) is the most authentic type of content.

That's why the most effective campaigns today aren’t coming from polished brand photoshoots or scripted ads—they’re scrappy videos, mostly unedited and unfiltered, from real customers.

Below, we’ll break down 11 real examples of brands leveraging UGC to build trust, boost engagement, and drive sales.

What is user-generated content (UGC), and why does it work?

Customer-created photos, videos, reviews, and testimonials—these are all user-generated content. UGC has completely changed marketing by putting real people at the center. 

Unlike traditional advertising that consumers often tune out, brands can skip sounding overly salesy or inauthentic when their customers do the talking. People connect with seeing how products actually fit into someone's life—whether it's a TikTok skincare routine or an ASMR chocolate unboxing. This kind of content resonates because it doesn’t just tell—it shows. 

Popular UGC formats include:

• Customer testimonials & reviews – Product ratings, written reviews, or video testimonials.
• Unboxing videos – First impressions of a product, often on YouTube, TikTok, or Instagram.
• Before-and-after transformations – Common in beauty, fitness, and skincare brands.
• Branded hashtag challenges – Social media trends where users engage with a brand’s campaign.
• Influencer-style product demos – Customers sharing how they use or style a product.
• Meme or humor-driven content – Relatable, funny posts featuring a brand’s product.
• Contest and giveaway entries – UGC incentivized through brand campaigns.

11 UGC examples from brands that led to viral moments

These 11 brands have turned customer content into marketing gold, leveraging everything from viral TikTok moments to community challenges to build genuine connections and deliver impressive results.

1. Stanley

Originally a brand known for its outdoor gear, Stanley found itself at the center of a lifestyle trend when influencers and everyday users started sharing videos showcasing their tumblers in morning routines, car cup holders, and “emotional support water bottle” memes.

Stanley leaned into the organic, community-driven hype by engaging with UGC, resharing viral videos, and collaborating with creators who had already made their Quencher tumbler a trend. Now, they have a product that continuously sells, proving that UGC can turn a practical item into a cultural must-have.

2. Crumbl

Crumbl has revolutionized how we experience cookies, turning simple treats into full-blown social media spectacles with their iconic pink boxes and massive cookies (some packing a jaw-dropping 720 calories)! Their weekly flavor drops spark a frenzy as fans rush to unbox, taste, and rank each new lineup across TikTok and YouTube.

These standout features naturally draw in foodies who can't wait to capture their first Crumbl experience, creating a plethora of reaction videos and passionate reviews. The brand brilliantly fuels this fire by resharing the best customer content, diving into conversations, and embracing the hype around their limited-time creations.

3. Glossier

Glossier built its entire brand on UGC, turning everyday customers into brand ambassadors. The OG, clean girl beauty brand reposts real customer selfies, makeup routines, and testimonials across its social channels. The hashtag #GlossierPink became synonymous with the brand’s signature aesthetic, while #GlossierGirl encouraged customers to share their favorite Glossier looks.

This community-first approach has made Glossier one of the most recognizable beauty brands on social media, with new-gen beauty brands taking a page from their playbook.

4. Fix Chocolate Bars (Viral Dubai Chocolate)

Fix Chocolate Bars gained a cult following by leaning into viral TikTok and Instagram trends. The brand became popular through ASMR-style unboxing videos and influencer taste tests. Customers began showcasing the luxurious packaging and unique flavors, making Fix Chocolate Bars an internet sensation.

By featuring these organic posts on their official social media accounts, Fix Chocolate elevated word-of-mouth marketing into a full-fledged digital movement.

5. Popflex

Popflex, the activewear brand created by fitness influencer Cassey Ho, thrives on a unique form of UGC—behind-the-scenes content that makes customers feel like they’re part of the design process. Cassey posts short-form videos on YouTube and TikTok, showing her sketching out new clothing designs, improving traditional activewear constructions, and wearing the final products.

What makes her content stick? Listening to customer feedback. She addresses real comments in her videos and even involves her audience in Instagram polls, letting them vote on fabric choices, design tweaks, and new product ideas. By weaving audience feedback directly into her content, Cassey transforms potential customers into engaged brand advocates who feel part of Popflex’s success.

6. Liquid Death 

Liquid Death actively encourages fans to create and share outrageous, over-the-top content. From filming dramatic "murder your thirst" skits to tattooing the brand’s logo on their bodies. The company understands how important UGC is to their marketing strategy, so much so that they hire fans as content creators. 

7. Loewe

Loewe is breaking luxury fashion's standoffish tradition by embracing what real people do with their pieces. Unlike competitors who stick to celebrity campaigns, Loewe's #LoeweCommunity hashtag spotlights fashion enthusiasts styling everything from statement Puzzle bags to bold runway looks their own way.

The brand regularly refreshes its image by weaving customer content into its marketing, reposting from both celebrities and everyday fashion lovers.

8. Drunk Elephant

Drunk Elephant’s playful, colorful packaging has opened the gates for tweens and skincare newbies to explore products they might have otherwise ignored. Once-intimidating skincare staples like retinol, serums, and chemical exfoliants now feel more approachable, turning Drunk Elephant into an entry point for younger consumers looking to build their first skincare routine.

This accessibility has fueled a wave of UGC, with TikTok skincare routines, Sephora hauls, and “Get Ready With Me” videos featuring Drunk Elephant products as must-haves. Fans experiment by mixing different serums into custom skincare “smoothies”, and the brand leans into this trend by naming and promoting these user-created combinations.

9. Oura Ring

Oura Ring has built its reputation on real customer data and testimonials, turning user experiences into its most powerful marketing asset. Beyond data, Oura reshapes its brand story by sharing customer posts about how the ring has helped detect early signs of illness, improved sleep patterns, or optimized workout recovery. This content, often shared through Instagram stories and TikToks, creates an ongoing conversation between the brand, wellness, and its users.

10. Olipop

TikTok is filled with Olipop taste tests, colorful fridge restocks, and “what I eat in a day” videos, framing the soda as a health-conscious alternative to our favorite sugar-loaded carbonated drinks. Fans fawn over the product’s retro packaging, unique flavors, and gut-friendly benefits, making it feel like more than just another beverage.

Seeing the product repeatedly in everyday settings makes it feel like a natural choice. This kind of UGC shapes how viewers perceive Olipop, from just another soda to one that can belong to a health-conscious lifestyle.

11. Scrub Daddy

We all recognize the yellow smiley face sponge—the most adorable cleaning product to ever go viral. Scrub Daddy first gained attention after being featured on Shark Tank, where it secured an investment and quickly became a household name.

Fans showcase the sponge’s temperature-controlled texture, versatility, and oddly satisfying scrubbing power through TikTok cleaning videos, ASMR clips, and hilarious product demos.

The bottom line: The most effective marketing doesn't come from brands

People trust other people, not companies. When actual customers share their experiences through TikTok videos, candid reviews, or impressive transformations, they build trust that no marketing department can copy. Even the slickest ads can't compete with content that feels real.

The brands winning the UGC game have figured out the cheat code: their customers, not their products, deserve the spotlight. These smart companies celebrate the voice of the customer and amplify it. Whether you're selling kitchen sponges or luxury skincare, your customers are your most powerful marketing force. It's time to hand them the microphone.