Content Marketing for Bitcoin Businesses

User-Generated Content (UGC) Marketing: A Beginner’s Guide

user-generated content marketing

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Imagine scrolling through TikTok, and suddenly, a photo of a friend sporting the latest sneakers pops up in your feed. The caption describes their sheer excitement at adorning the sneakers. That right there is an example of user-generated content!

Now, more than ever, brands are using this strategy to generate business leads. 

But what exactly is UGC marketing, and can it work for your brand? 

Read on to understand the value of user-generated content marketing and how it can help boost your brand’s visibility. 

What Is User-Generated Content in Marketing?

User-generated content (UGC) is any form of unsponsored or unpaid material that consumers create and revolves around your brand. 

While the content doesn’t typically originate from your marketing team, your company can repurpose UGC for its social media campaigns to show users how consumers are loyal to your brand. 

User-generated content comes in many forms, such as:

  • Photos
  • Videos
  • Customer reviews and testimonials
  • Blogs
  • Comments
  • Social media posts
  • Podcast conversations

Top 3 Examples of UGC Marketing from Digital Asset Brands

Now that you know about user-generated content, let’s look at some examples you can apply to your social media marketing strategy. We have narrowed our list to digital finance brands using UGC creatively to stand out. 

Here are three examples of brands using user-generated content for their marketing campaigns: 


Decentraland is an Ethereum-based metaverse built for a community of creators. The platform encourages users to share content like in-world scenes, games, and experiences. 

The metaverse also hosts regular user-generated contests and prize giveaways on social media. 

Axie Infinity

Axie Infinity is a blockchain-based play-to-earn game that enables players to collect, breed, and battle virtual creatures known as Axies. The project’s team has built a thriving community of gamers who share user-generated content like videos, streams, and more. 

Popular gamers engage with each other about gaming tools, and Axie Infinity shares these posts with its wider audience. 

Bored Ape Yacht Club

The Bored Ape Yacht Club (BAYC) is an NFT project that features 10,000 unique digital collectibles. BAYC is popular for its successful #BAYCChallenge, which encourages users to share BAYC-themed art, videos, and other content. 

The NFT project has a vibrant community of creators who regularly share UGC on platforms like

User Generated Content vs. Influencer Marketing: A Comparison

We have observed that consumers create and share UGC to promote your brand without expectations of payment from your business. On the other hand, influencer marketing involves partnering with individuals on social media with a large following to promote your content. Influencers typically charge high fees for their marketing services. 

Now, let’s examine the most significant differences between UGC and influencer marketing in the table below:

Influencer Marketing UGC Marketing
Content Authenticity Content is usually sponsored and promotional and is sometimes perceived as inauthentic. UGC content is derived from consumers without any incentives from the mentioned brands to promote their products. It’s mostly considered as original. 
Content Visibility Influencers post and share promotional content on social platforms like TikTok,, Instagram, etc, for their followers to engage with it and amplify its reach.  UGC is not published with social audiences in mind but is rather picked up by brands for their social campaigns.
Cost implication Influencers charge fees for promotional services, which usually depend on their social media audience size.  UGC is more affordable than influencer marketing since it uses free organic content from consumers 
Performance metrics It’s easy to track and measure influencer marketing success using metrics like engagement rate, conversions, etc.  Measuring the success of UGC is difficult due to the multiple formats and platforms used. 
Marketing goals Brands aim to tap into an influencer’s follower base to promote their products.  Its purpose is to build a community and enhance consumer loyalty among consumers. 

Benefits of UGC Marketing for Bitcoin and Web3 Brands

Leveraging the power of UGC for your content marketing strategy has many advantages. Here are some reasons why UGC marketing is valuable for Bitcoin and Web3 ventures. 

Organic and authentic content

A report showed that over 85% of consumers consider authenticity when deciding which brands to engage with. Genuine crypto users interacting and sharing their experiences about your products have a stronger impact than celebrity endorsements and influencers. 

Social proof

Research shows that more than 70% of millennials are more likely to be influenced by UGC from family and friends than traditional marketing content from brands. By posting UGC, Bitcoin brands provide valuable social proof of customer satisfaction and user loyalty. 

Cost-effective marketing strategy

According to a study, 57% of brands are shifting to a UGC marketing strategy as it’s easy and inexpensive. This strategy allows brands to maintain constant engagement on social media without investing in a marketing budget and personnel.

Demonstrate practical product use

Close to 40% of shoppers believe UGC is crucial for making buying decisions, with 13% likely to forgo a purchase if such content is unavailable. Showcasing the practical use of digital tokens, crypto platforms, and services is more effective for newbies trying to decide which Web3 brand to interact with. 

Higher return on investment

More than half of brands believe UGC yields better results than conventional marketing. Brands can spend next to nothing on paid endorsements, but using UGC campaigns records more sales conversions.

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