Customer Generated Content

What Is Customer-Generated Content? (And Why It’s the Future of Marketing)

UGC has become polished, paid, and predictable. Customer-generated content (CGC) returns to real voices, real customers, and real trust. This blog breaks down why CGC matters, especially for brands, and how to start capturing it today.

Customer-generated content (CGC) returns to real voices, real customers, and real trust.

In the world of content marketing,
User-Generated Content (UGC) has lost its way.

Once the gold standard for trust, authenticity, and social proof, it’s now saturated with paid actors, staged scenes, and AI written captions dressed up as “real talk.”

Let’s call it what it is: UGC today is often just low-budget influencer marketing. And while creators have a role, it’s time to reclaim what made UGC powerful in the first place - real voices from real customers.

Sorry UGC creators!

That’s where Customer-Generated Content (CGC) comes in.
This isn’t just a rebrand. It’s a necessary shift.

Content should reflect the actual thoughts, opinions, and experiences of customers - not scripts performed by creators-for-hire. CGC should be the go to for brands, business owners, and marketers who are serious about building trust and connection that lasts. Especially in a world where trust is spoiled by AI.

The future of content is about real people & real customer experiences.

CGC vs UGC: What’s the Difference?

At first glance, UGC and CGC seem the same. Both involve content created by people outside the brand. But there’s a key distinction:

UGC refers to any content created by "users", which has now grown to include influencers, paid creators, actors, and even AI-assisted content.
CGC refers specifically to content created by actual customers
- people who have bought and used your product, not been paid to say they did.

In essence, CGC is everything UGC was meant to be - unfiltered, unsolicited, and unperformed. It’s content shared, not scripted - and it’s exactly what modern brands need to earn real trust.

Talkable breaks it down here
Further context from CX Index

Why CGC Is More Important Than Ever in the Age of AI

AI can now create marketing content in seconds. Paid creators can deliver perfect lighting, scripted soundbites, and polished testimonials on demand.

But consumers are catching on.

As shown in this video breakdown, today’s audiences are increasingly sceptical of polished content - even if it looks like it came from a peer.

People want content that feels real.

Customer-generated content wins because:

It’s unscripted
It’s contextual
It’s emotionally honest
It’s without strings

In contrast, AI and paid UGC might be high-volume, but they often lack the relatability and resonance that turn browsers into buyers.

As this creator insight video highlights, even experienced marketers can spot (and scroll past) UGC that feels like a performance. The trust factor drops when it’s clear someone’s being paid to say they love your brand.

The Challenges of Getting Real CGC
(And How to Solve Them)

Real customer content is hard to get.

You ask.
You follow up.
You maybe offer a discount.
And still—crickets.

Here’s what we’ve learned from brands in the trenches:

“UGC is a huge struggle. Don’t overlook regular people. Some scrappy DIY videos can do better than polished ones. Don’t overthink it—test, test, test!”

How to Encourage More Customer-Generated Content:

1. Ask for It (Clearly + At the Right Time)

Don’t just say “tag us!”—give a prompt, a format, and a why. Ask after a great support moment or right after delivery.

2. Incentivise Content (But Thoughtfully)

Small perks like loyalty points, discount codes, vouchers or the chance to be featured go a long way.

“Offer something for completing an action that’s exclusive or out of reach.”

3. Run Contests or Campaigns

Invite customers to submit photos or videos for a monthly feature or giveaway.

“We used to run photo competitions with small rewards—great engagement and great content.”

4. Build a Submission Funnel

Don’t rely on social tagging alone.
Use DM submissions, email replies, or website uploads. As one team shared:

“Brute force works: build an outreach system with specific, concise instructions. Incentivise where needed.”

5. Make the Process Frictionless

Use tools or widgets that allow one-click uploads.
Provide templates or examples.

6. Celebrate Contributions

Customers love seeing themselves featured.

“Feature standout UGC on your website or social media—it gives users well-deserved recognition.”

7. Mix Organic with Light Structure

Provide a short brief, tone, or example.
Help customers help you.

“Brands that give clear outlines for tone and message get better UGC—without killing authenticity.”

For additional inspiration,
see this TikTok content guide

CGC vs AI vs Paid UGC: Who Wins?

Feature	CGC (Customer)	Paid UGC	AI Content
Trust Factor	Very High	Mixed	Low
Visual Authenticity	Raw, relatable	Polished	Often generic
Emotional Connection	Real stories	Scripted emotion	Artificial tone
Performance in Ads	Strong (social proof)	Strong (if well made)	Fast, testable
Scalability	Slower	High	Instant

The result?

Customer-generated content builds long-term trust, while paid and AI content are great for scale and testing. The smart approach is a hybrid—one that doesn’t lose the heart of your brand.