Modern marketing is no longer a one-way conversation. Thanks to social media and digital tools, customers today expect to participate in the brand journey. They want to share ideas, create content, and feel heard. That’s where co-creation and user-generated content (UGC) come in — turning your audience into active brand collaborators.
This article explores how brands are embracing this shift, why it matters, and how to build campaigns that let customers shape your brand story in authentic, lasting ways.
What is Co-Creation in Marketing?
Co-creation happens when brands and customers work together to create value — whether that’s a new product, campaign, experience, or idea. It invites users to:
- Suggest or vote on new features
- Submit designs or product names
- Share personal stories or tutorials
- Remix branded content in their own style
Co-creation isn’t about giving up control — it’s about sharing the spotlight. It makes people feel involved and emotionally connected.
What Is User-Generated Content (UGC)?
UGC includes any content — photos, videos, reviews, or stories — created by real users rather than the brand. It’s considered the most trusted form of content online:
- 84% of people trust peer content over branded ads (Nielsen, 2023)
- UGC boosts ad engagement by up to 28% (Stackla, 2022)
- Co-created campaigns see twice the conversion rate of traditional ones (Crowdtap, 2023)
When people see other people just like them interacting with your product, it builds trust, relatability, and community.
Why Co-Creation and UGC Work
✅ Builds Trust and Credibility
Real people sharing real experiences feels more honest and convincing than brand-crafted messages.
✅ Boosts Emotional Engagement
When customers help create something, they feel pride — which deepens brand loyalty and increases word-of-mouth.
✅ Delivers Creativity at Scale
You’re no longer limited to your internal team. Millions of users bring fresh, diverse ideas that can spark innovation.
✅ Cost-Effective Marketing
UGC is free to create, often more effective, and gets better engagement than traditional content.
Top Brand Examples of Co-Creation and UGC
👟 Nike By You
Nike allows users to customise and co-design their own shoes. This turns shoppers into creators — giving them control and a unique product to show off and share.
🎨 LEGO Ideas
Fans can submit LEGO designs online. Winners get their product manufactured — plus royalties. Sets like “The Globe” and “Friends Central Perk” came directly from fans, proving the power of community design.
🎥 GoPro’s UGC-Driven Social Strategy
GoPro’s marketing is built almost entirely on content submitted by customers. Their social feed is a non-stop showcase of user-generated footage, from skydives to bike rides.
“70% of our top-performing content comes from customers,” says GoPro’s 2023 report.
☕ Starbucks White Cup Contest
Starbucks asked fans to draw on blank cups and submit photos. Over 4,000 entries came in within weeks, and the winning design became a real product. The campaign went viral — at almost no cost.
How to Launch a Co-Creation or UGC Campaign
✅ 1. Set a Clear Goal
Do you want more reach, product feedback, or emotional connection? Your campaign’s format will depend on your objective.
✅ 2. Keep It Simple
Ask people to do something fun, fast, and easy. For example, “Share a photo with this hashtag” or “Vote for the next flavour.”
✅ 3. Offer Recognition or Reward
People don’t always want money — they want to be seen. Highlight creators, offer product giveaways, or let winners shape future releases.
✅ 4. Provide Shareable Tools
Use branded templates, filters, or sounds (especially on TikTok or Instagram) to make it easy for people to create content that fits your brand.
✅ 5. Celebrate and Reuse the Best Content
Put top entries on your site, social feeds, or product pages. This shows appreciation and encourages more users to participate.
Top Tools for UGC and Co-Creation
| Tool | Use |
| TINT | Collect and display UGC on websites or event screens |
| Yotpo | Gather reviews and visual UGC for eCommerce |
| ShortStack | Run contests and collect UGC submissions |
| TikTok Creator Marketplace | Connect with influencers and creators |
| Canva | Design templates for fans to customise and share |
| Bazaarvoice | Moderate and curate high-quality UGC |
Mistakes to Avoid
- Too much brand control: Creativity dies with too many rules. Guide, don’t restrict.
- No legal clarity: Always have clear terms for how submissions will be used.
- Not rewarding contributors: A simple thank-you or feature goes a long way.
- Failing to moderate: Always review content before it goes live to avoid reputational risks.
The Future of Brand Co-Creation
As digital platforms evolve, co-creation is set to expand with:
- AI-powered remix tools: Let users co-create with branded assets and AI assistance.
- NFT-based product design: Customers could earn ownership or royalties for their ideas.
- Live co-creation events: Real-time group brainstorming via livestreams or hybrid meetups.
According to Grand View Research (2024), the UGC platform market is growing at 29.4% CAGR through 2030 — showing the explosive demand for user-driven brand interactions.
Note
Today’s most successful brands don’t just create content — they invite their customers to create with them. Co-creation and UGC aren’t just tactics; they are strategies for authenticity, loyalty, and lasting emotional connection.
When you let your customers tell the story, your brand becomes part of theirs — and that’s a relationship no ad budget can buy.
More Read
References
Crowdtap. (2023). Co-Creation: The Future of Consumer-Centric Marketing. https://www.crowdtap.com/
GoPro. (2023). Annual Report and Social Content Metrics. https://www.gopro.com/
Grand View Research. (2024). User Generated Content (UGC) Platform Market Report. https://www.grandviewresearch.com/
Nielsen. (2023). Global Trust in Advertising Study. https://www.nielsen.com/
Stackla. (2022). Consumer Content Report: Influence of UGC on Buying Decisions. https://stackla.com/resources/reports/
