Community Engagement UGC

The Real Definition of UGC (Beyond Influencers and Creators)


User-Generated Content (UGC) is often associated with consumer-generated media, influencer collaborations, or customer testimonials. The true essence of User-Generated Content (UGC) transcends conventional boundaries. It encompasses a myriad of innovative applications that redefine brand-consumer interactions and community engagement.

Let’s explore some examples:


Hershey’s: Crafting Emotionally Charged Connections Through Personalized Video Messages


Hershey’s sought to elevate the consumer experience beyond the mere exchange of products. By partnering with BrandLens, Hershey’s introduced personalized video messages accompanying each present, turning ordinary gifts into profound emotional experiences. Through this innovative approach, Hershey’s tapped into the power of storytelling to forge deeper connections with its audience.

The process is simple yet impactful:


  • The sender scans the QR code on the product box, chooses a branded video template, records a heartfelt message, and writes a secure retrieval code on the box.
  • The recipient, upon opening the gift, scans the QR code inside the box, enters the secure retrieval code, and enjoys the personalized video message from the sender.


UCLA Anderson School of Management: Fostering Community and Authenticity Through Student Engagement

At UCLA Anderson School of Management, the focus extended beyond academic excellence to cultivating a vibrant and inclusive community. Leveraging UGC, the school encouraged students to share their stories and experiences through video responses. This initiative facilitated orientation and transition support for students. Additionally, it nurtured a culture of authenticity and belonging within the student body.


This campaign served multiple purposes:


  • It facilitated orientation and transition support, helping students acclimate to the academic environment.
  • It strengthened the sense of community by providing a platform for students to connect and share their experiences.
  • It promoted authenticity and individuality through user-generated content, allowing students to showcase their personalities beyond traditional mediums.
ServiceTitan: Empowering Employees to Share Their Voices Through Video Content


ServiceTitan uses UGC to boost employee engagement and improve internal communications. Employees create and share videos with personal insights or work experiences. This initiative fosters a culture of openness and inclusivity. It makes employees feel valued and heard. Additionally, it helps reveal hidden issues or celebrate company successes.


The content can serve as a real-time feedback mechanism for management, fostering a responsive and adaptive corporate environment. Furthermore, shared videos can act as motivational tools, showcasing exemplary practices or offering peer-to-peer learning opportunities.


Streamlining Investment Decisions: Startups Pitches in the Digital Age


In the fast-paced world of startup funding, investors are constantly seeking innovative ways to identify promising ventures. With BrandLens, it’s possible to enable startups to deliver personalized video pitches directly to investors.


This streamlined approach not only accelerates the decision-making process but also provides a deeper understanding of each startup’s vision and potential. To explore how UGC can similarly boost your ecommerce sales, read How User-Generated Content (UGC) Can Boost Your Ecommerce Sales.


Here’s how it works:


  • Campaign Creation: Investors customize the Landing, Camera, and Thank You pages for the campaign, setting guidelines and collecting essential startup information.
  • Distribution: Share the campaign link or QR code with potential startups through various channels such as email, investor websites, or startup events.
  • Video Pitch Creation: Startups use the Camera page to record their pitches, following on-camera prompts and questions that guide them to explain their business model and vision.
  • Submission and Storage: Startups submit their pitches, which are stored in the investor’s content library on BrandLens for easy management and review.
  • Review and Decision Making: Investors review pitches at their convenience, using a standardized format that allows for effective comparison and assessment.
  • Feedback and Engagement: Investors use the Thank You page to provide feedback, ask for more details, or set up follow-up meetings.


As we’ve seen with innovative approaches from Hershey’s, UCLA Anderson, and ServiceTitan, UGC can profoundly enhance brand-consumer relationships, foster authentic community engagement, and streamline business processes. For more creative ways to utilize UGC, check out 12 Ways to Use UGC Beyond Social Media.


These examples highlight the versatility of UGC in creating personalized experiences. They foster a genuine sense of belonging among community members and drive efficient business decisions in the competitive startup ecosystem.