The Rise of UGC Creators in India

Over the last few years, India has seen a big change in how people create and consume content. One of the major reasons behind this shift is the rise of User Generated Content or UGC creators. These are everyday people who create videos, reviews, tutorials, or social media posts based on their personal experiences. Brands are increasingly working with UGC creators through influencer marketing platforms to drive real engagement and build trust with their audience. Unlike traditional influencers or celebrities, UGC creators are often real users and customers whose honest content makes a lasting impact.

What is UGC and Why is it Booming?

User Generated Content refers to any kind of content—videos, images, blogs, reviews—created by actual users rather than professional marketers or brand teams. The main reason UGC is becoming popular is trust. People believe other people more than they believe ads. According to a 2024 report by Statista, 58 percent of Indian consumers trust UGC more than branded content or celebrity endorsements.

With social media platforms pushing short-form content, UGC has found the perfect environment to thrive. Instagram Reels, YouTube Shorts, Moj, and ShareChat have allowed users from all parts of India to share content that is relatable, regional, and real.

Case Study: Mamaearth's UGC Strategy

One great example of how brands are using UGC is Mamaearth. Instead of only relying on big influencers, the brand actively encourages customers to post honest reviews and skincare routines. Through influencer marketing platforms, they identify and promote content from everyday users, often reposting these on their main pages. This strategy not only reduces costs but also builds authenticity and credibility.

Their “Real Users, Real Stories” campaign helped them reach over 25 million people and generated more than 100K pieces of UGC content, most of it created by micro and nano influencers across India.

The Growth of UGC Creators in India

India has more than 850 million internet users as of 2025. With cheap data and smartphones, even people in Tier 2 and Tier 3 cities are now becoming content creators. In fact, a report by RedSeer shows that 70 percent of digital users in India watch short-form videos daily.

What’s interesting is that content is no longer limited to English or Hindi. Creators are now making content in Tamil, Bengali, Marathi, and many other local languages, making it easier for brands to reach regional audiences through UGC.

Example: Lenskart and Regional UGC Creators

Lenskart partnered with regional UGC creators in South India to promote their affordable eyewear. Instead of running traditional ads, they used videos of everyday people sharing how they styled their glasses for college, office, or festivals. The campaign generated over 10 million views on Instagram and led to a 40 percent jump in sales from South India in just 3 months.

How Brands Use UGC for Growth

Brands now use influencer marketing platforms like Viral Pitch, One Impression, and Winkl to find UGC creators. These platforms help them connect with real users who are already talking about their products or could easily create natural content. UGC is cost-effective and performs better. According to a 2023 InVideo survey, UGC-based ads get four times more clicks than traditional branded ads.

Example: Zomato’s Customer-Driven Content

Zomato often shares UGC, especially food videos, memes, and funny tweets from users. During the IPL season, they ran a campaign where users were encouraged to share their food orders while watching matches. The brand reposted the best ones, creating buzz and interaction. This not only boosted orders but also strengthened brand loyalty.

Conclusion

The rise of UGC creators in India is not just a digital trend—it is a cultural shift. It is giving a voice to everyday Indians who once had no stage. And with influencer marketing platforms making it easier for brands and creators to work together, UGC is becoming the future of content and advertising.

If you are someone who loves to share your honest thoughts or daily life through social media, this is your time. You do not need fancy gear—just a phone, an idea, and your real voice. In the world of content, real always wins.