What if the content that sells your brand best isn't created by your marketing team?
That was one of the main ideas explored in the masterclass “UGC 2026: let your community create for you on TikTok and Instagram”, delivered by Patricia Schilt Morales (Account Manager) and Sergi Rodríguez (Community Manager) from Imagina as part of a training session organised by the Col·legi del Màrqueting i la Comunicació de Catalunya.
The session addressed one of the major shifts transforming digital marketing: the growing importance of User Generated Content (UGC) as a tool for building trust, increasing reach and improving conversions.
UGC is no longer a trend; it is a strategy
Consumers increasingly trust traditional advertising less and recommendations and experiences shared by other people more.
That is why UGC has become one of the most effective tools for connecting with audiences. It is not simply about users talking about a brand, but about using that content strategically in TikTok and Instagram campaigns, ecommerce and social media advertising.
Authenticity has become one of the factors with the greatest influence on purchase decisions.
UGC, content creators and influencers: what is the difference?
One of the most interesting parts of the training session was clarifying the difference between three concepts that are often confused:
- Organic UGC: content created spontaneously by customers or users.
- Creator UGC: content produced by specialist creators for the brand to reuse across its own channels and campaigns.
- Influencer marketing: collaboration with people who have an established community to amplify the reach of a message.
Although they may look similar, each format serves different objectives within a marketing strategy.
The best-performing formats on TikTok and Instagram
The masterclass also reviewed some of the best-performing formats on social media today:
- Native videos with a spontaneous feel.
- Unboxings.
- First impressions or reactions.
- Day in the Life content.
- Product demonstrations based on personal experience.
The recommendation was clear: test content organically first and use paid promotion only for the pieces that have already proved they connect with the audience. This approach helps optimise investment and reduce the risk of ineffective campaigns.
A real-world example: Caphunters and TikTok Shop Affiliate
One of the highlights of the session was the presentation of the Caphunters success story. Caphunters is a brand specialising in caps and snapbacks whose digital strategy is managed by Imagina Digital.
Through the TikTok Shop Affiliate programme, the brand has developed a scalable model in which hundreds of creators produce content independently and receive a commission for every sale they generate.
This system shows how UGC can move beyond one-off activity and become a continuous process capable of generating content, increasing visibility and contributing directly to sales.
A methodology for turning UGC into a system
Beyond the tools, the masterclass focused on the importance of working with a structured process.
From defining objectives and selecting creators to creative references, usage rights and reusing content in paid campaigns, every stage influences the strategy’s final performance.
The goal is not simply to produce more videos, but to build a sustainable content creation system that delivers trust and long-term results.
The future of marketing is built on authenticity
Platforms are constantly evolving, but one factor keeps gaining importance: people trust people.
The growth of UGC shows that brands no longer need to be the sole focus of their communications. Helping customers and creators share real experiences can become a major competitive advantage, increasing credibility and improving the performance of digital campaigns.
In an environment where capturing attention is increasingly difficult, authenticity remains one of the most valuable assets in any marketing strategy.
FAQ
What is UGC?
User Generated Content (UGC) is content created by users or creators that shows real experiences with a brand, helping to build trust and improve conversions.
What is the difference between UGC and influencer marketing?
UGC is created for a brand to use on its own channels, while influencer marketing uses the creator’s audience to amplify a message.
Why does it work so well on TikTok and Instagram?
These platforms prioritise authentic, relatable content, which usually translates into higher engagement and better results.
How do you start a UGC strategy?
Define your objectives, select the right creators, test content organically and reuse the best-performing pieces in paid campaigns.
Conclusion
UGC has become one of the most effective strategies for connecting with audiences on TikTok and Instagram. Investing in authentic content created by users or creators builds trust, increases visibility and improves campaign performance. More than a trend, UGC is an opportunity to turn your community into one of your brand’s most valuable assets.
