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Content Creator specializing in UGC
Travel & Tourism

What is UGC

What does UGC mean? UGC stands for user-generated content.  By definition, user-generated content is any form of content - text, post, images, videos, reviews, etc. - created by invividual people (not brands).

Data shows that UGC has become the most trusted, memorable, infuential and freely abundant source of content that marketers can use.

How effective is UGC?

Marketers often invest a lot of time and money into crafting the "perfect" digital marketing campaign, but they don't realize that it lack and important aspect: authenticity.

When asked, 90 percent of consumers say authenticity is important when deciding which brands they like and support, and 60 persent say UGC is the most authentic form of content. 

It serves as excellent social proof.  Seeing content from real customers increases your credibility and brings your brand;s promises into prespective.  


Possibly one of UGC's strongests advantages is the fact that it creates trust and loyalty around your brand.

After all, promoting your product and having others promote it for you are two very different things.

Increases brand awereness

By investing in a UGC strategy, you'll collect a larger amount of content than what you'd  be able to create on you own, this equals more awereness and higher engagement rates for your brand.

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Let's create breathtaking content for your space 
Hotel | Resort | BNB | Lodge

Why does UGC work so well for travel brands? 

There’s no industry like the travel sector when it comes to visuals. Capturing people’s imagination and get them feeling different emotions with videos, to provide information visually and showcase all it has to offer; from the scenery, room and other spaces; food, amenities and more. Creating videos provides trust and desire to experience the same dreamy and luxury as seen from the UGC videos. Consequently, UGC works particularly well in the travel industry.

report from Stackla revealed that 60% of consumers were influenced by user-generated content before making travel plans. And those aren’t the only stats that shine a light on UGC and how it can affect customer behaviour.

  • UGC results in 29% higher web conversions than campaigns or websites without it

  • UGC increases conversions by 10% when included in an online purchase path

  • One-quarter of search results (25%) for the world’s biggest brands are links to user-generated content

  • UGC-based ads get 4x higher click-through rates and a 50% drop in cost-per-click than average

  • Millennials trust UGC 50% more than original content generated by the brands

*Source: everyonesocial

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Cathedral Peak 

Wine Estate 

KZN, South Africa


  • TikTok
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