UGC is content created by customers, users, or fans of a product — reviews, social posts, testimonials, case study videos — rather than the brand itself. UGC converts better than brand-created content because it's trusted as authentic social proof. In B2B, UGC manifests as G2 reviews, customer case studies, testimonial videos, and social posts from customers sharing wins. Building systematic UGC programs (review campaigns, customer story pipelines) compounds brand credibility over time.
For example, a SaaS company that sends a Sendoso gift to customers who post about their product on LinkedIn creates a UGC flywheel — turning satisfied customers into brand advocates who reach new prospects in their networks.
We build UGC programs for clients — systematic campaigns to generate reviews, case studies, and social proof that are more credible than any ad.
Relevant Cactus Services
We implement User-Generated Content (UGC) strategies for B2B tech startups every day. Book a free 30-minute call to get a concrete plan for your situation.
Book a free strategy call →Influencer Marketing
Influencer marketing is partnering with content creators who have an engaged audience in your target market to reach that audience through authentic content — as opposed to traditional ads.
Affiliate Marketing
Affiliate marketing is a performance-based partnership where affiliates (publishers, influencers, review sites) earn commissions for referring customers.
Creator Economy
The creator economy refers to the ecosystem of independent content creators who monetize their audiences through brand deals, affiliate revenue, subscriptions, and merchandise — operating as media businesses.
Micro-Influencer
A micro-influencer is a creator with a smaller but highly engaged audience — typically 1,000–100,000 followers.
Macro-Influencer
A macro-influencer has a large following — typically 100,000–1M+ — and broad reach across a general or semi-niche audience.
Reach
Reach is the total number of unique accounts that saw a piece of content — distinct from impressions, which count multiple views by the same person.