User-Generated Content (UGC): Meaning, Types & Malaysian Examples
Updated 20 October 2026
If you have ever bought something because of a stranger’s review or an unboxing video, you have already seen user-generated content at work. This guide explains what UGC means, the main types, organic vs paid UGC, three Malaysian examples, and how to reuse content safely.
What is user-generated content (UGC)?
User-generated content (UGC) is any content made by customers, fans or the public rather than by the brand, such as reviews, photos, videos, social posts and comments. Wikipedia describes it as content generated by users of the internet. You will sometimes see it spelt “UCG”, but the correct term is UGC.
For brands, UGC works as social proof: people trust what other customers say more than what a brand says about itself.
What is the difference between organic and paid UGC?
Organic UGC is shared by customers on their own, without payment; paid UGC is made by creators a brand hires, usually for a fee per piece, with the brand owning the usage rights. Hootsuite’s guide (31 August 2026) calls organic UGC the most authentic type and notes that brands should reshare it with permission.
| Organic UGC | Paid UGC | |
|---|---|---|
| Who makes it | Real customers and fans | Hired UGC creators |
| Payment | None (sometimes a prize or feature) | Usually a flat fee per asset |
| Rights | Belong to the customer; ask before reusing | Agreed in the contract |
| Best for | Trust, community, reviews | Ads and filling content gaps quickly |
What are the main types of UGC?
The main types are reviews and ratings, photos, videos, social media posts, testimonials, and community content such as forum answers or Q&A.
| Type | Example | Where brands use it |
|---|---|---|
| Reviews and ratings | Google or Shopee product reviews | Product pages, Google Business Profile |
| Photos | Customers tagging the brand on Instagram | Social feeds, product galleries |
| Videos | TikTok unboxings, tutorials | Ads, landing pages |
| Social posts | Branded hashtag entries | Campaign pages, social reposts |
| Testimonials | Written client feedback | Website, sales decks |
| Community content | Q&A answers, forum threads | Product pages, help centres |
Why is UGC important for businesses?
UGC helps people decide to buy, because shoppers trust other customers more than brand messages. Two studies with traceable sources back this up:
- Reviews lift purchase likelihood. Northwestern University’s Spiegel Research Center found the purchase likelihood for a product with five reviews was 270% higher than for a product with no reviews. The gains taper off once a product has a base of reviews.
- Shoppers rate reviews above brand content. The Bazaarvoice Shopper Experience Index Vol. 18 (November 2024, 8,000+ shoppers) found nearly half of shoppers see user reviews on retailer websites as the most influential content when researching products.
Other benefits are practical: UGC gives you a steady supply of content for social media, and reviews add fresh, customer-style wording to product pages that can help SEO.
What are some examples of UGC campaigns in Malaysia?
L’Oréal Malaysia, Maggi and Malaysia Airlines have all run campaigns built on content from their audiences. Only L’Oréal’s results are published by the platform involved; for the other two we describe the campaign without figures.
| Campaign | What people did | Reported result / source |
|---|---|---|
| L’Oréal Malaysia, #RayaCantikBergaya | Shared photos of their “best Raya look” in a Twitter contest | 12.9% engagement rate and 7K+ mentions |
| Maggi Pedas Giler | Recorded themselves making the noodles to a remix track | Fan videos invited through an official campaign page |
| Malaysia Airlines, #keepflying | Posted messages, photos and videos of support | Entered at Cannes Lions (campaign page) |
L’Oréal Malaysia #RayaCantikBergaya. During Hari Raya, L’Oréal Malaysia used Twitter with influencer tutorials and a contest asking users for photos of their Raya look. Twitter’s case study reports a 12.9% engagement rate, 7K+ mentions and 1.9 million trend impressions.
Maggi Pedas Giler. To win over young Malaysians who found the noodles too spicy, Maggi paired food with music, using a remix by K-Clique’s MK and inviting fans to put their own twist on the product. Maggi’s own campaign page invited fans to record themselves making their Maggi and share it.
Malaysia Airlines #keepflying. The campaign moved from #staystrong to #flyinghigh to #keepflying, seeding content with artists and travellers and inviting the public to post. The campaign was entered at Cannes Lions.
What is a paid UGC creator, and how is it different from an influencer?
A paid UGC creator makes content for your brand to post on your own channels and ads; an influencer posts to their own audience, so you are paying for reach. According to Hootsuite, brands buy the content and usage rights from UGC creators, while influencers usually keep ownership of what they post.
| UGC creator | Influencer | |
|---|---|---|
| Where it’s posted | Your channels and ads | Their own channels |
| What you pay for | Content and usage rights | Access to their audience |
| Follower count | Doesn’t matter much | Central to the deal |
| Typical use | Ad creative, product videos | Awareness, launches |
Many brands use both. If you want help finding the right creators, see our guide to influencer agencies in Malaysia. Paid UGC and influencer posts can also sit within a wider KOL marketing campaign.
How do you get permission to use UGC in Malaysia?
Get clear written permission from the creator before you reuse their content, credit them, and only use it in the ways they agreed to. This is general information, not legal advice; speak to a lawyer for your situation.
- Ask in writing. A reply such as “Yes, you can use this” to a comment or DM asking for permission is a start; for ads, use a short signed release.
- Be specific. State where it will appear (social, website, paid ads) and for how long.
- Respect copyright. Under Malaysia’s Copyright Act 1987, the person who took a photo or made a video generally owns it, so tagging your brand is not permission to reuse it.
- Handle personal data carefully. If the content shows faces, names or contact details, the Personal Data Protection Act 2010 (PDPA) applies to how you collect, use and store that data.
- Credit the creator and keep a record of every permission.
- Remove on request if a creator withdraws consent.
How do you start a UGC strategy?
Start with one clear goal, make it easy for customers to share, and build in permission from the start.
- Pick a goal: more reviews, more social content, or better-performing ads.
- Ask at the right moment, such as a post-purchase email or a QR code in the packaging.
- Use one branded hashtag and say clearly how you might feature entries.
- Collect and moderate submissions before publishing.
- Reuse the best pieces on product pages, social and ads, with permission.
- Track reviews, engagement and conversions to see what works.
If you’d like help planning UGC alongside the rest of your social channels, One Search Pro’s social media marketing service can help. We are based in Kuala Lumpur and have worked with Malaysian businesses since 2017. Call 03-3009 5621 to talk it through.
Frequently asked questions
What does UGC stand for?
UGC stands for user-generated content. It is any content, such as reviews, photos, videos or social posts, made by customers or members of the public rather than by the brand itself. It is sometimes misspelt as UCG.
What is the difference between organic and paid UGC?
Organic UGC is posted by real customers on their own, without payment. Paid UGC is made by creators a brand hires, usually for a fee per piece, with the brand getting the right to use the content.
Is a UGC creator the same as an influencer?
No. A UGC creator makes content for the brand to post on its own channels or ads. An influencer posts to their own followers, so the brand is paying for access to that audience.
Can I repost a customer's photo without asking?
It is safer not to. Ask for written permission first, credit the creator, and only use it for the purposes they agreed to. This is general information, not legal advice.
Is UGC good for SEO?
It can help. Reviews and questions on product pages add fresh, specific wording that matches how customers search, and they help shoppers decide. Moderate it so spam and low-quality posts do not end up on your pages.