I’m thrilled to sit down with Milena Traikovich, a renowned expert in demand generation who has helped countless businesses craft powerful campaigns to attract and nurture high-quality leads. With her deep expertise in analytics, performance optimization, and lead generation strategies, Milena is the perfect person to dive into the world of user-generated content (UGC)—a rising trend in social media marketing. In this conversation, we explore how UGC is reshaping brand engagement, the opportunities it offers everyday creators, the challenges they face, and its broader impact on digital marketing strategies.
How would you define user-generated content, or UGC, and why do you think it’s become such a game-changer for brands today?
UGC, at its core, is content created by everyday people—think reviews, unboxing videos, or lifestyle posts—that brands use to promote their products or services. It’s a game-changer because it feels authentic. Unlike polished ads, UGC comes across as a genuine recommendation from a friend, which resonates more with audiences who are tired of traditional advertising. From a demand gen perspective, it’s also incredibly cost-effective for brands while delivering higher engagement rates. I’ve seen campaigns where UGC outperforms branded content by a wide margin simply because it builds trust.
What is it about UGC that makes it so effective in building trust and engagement compared to traditional branded content?
The magic of UGC lies in its relatability. When you see a real person using a product in their own home, with their own voice, it feels less like a sales pitch and more like a personal story. People are savvy these days—they can spot an overproduced ad from a mile away. UGC cuts through that skepticism by showing authentic experiences. In my work with analytics, I’ve noticed that UGC often drives higher click-through rates and conversions because it taps into a desire for real, unfiltered content.
From a business perspective, how can brands strategically incorporate UGC into their marketing efforts to drive leads?
Brands can start by encouraging their customers to create content through incentives like contests or giveaways. It’s also key to identify and collaborate with UGC creators who align with their audience—people who can authentically represent the product. From there, brands should repurpose this content across their channels, whether it’s social media, websites, or even paid ads. I always advise clients to track performance metrics closely to see which types of UGC resonate most. It’s about amplifying authentic voices while tying it back to clear calls-to-action that nurture leads down the funnel.
What are some of the biggest opportunities you see for everyday individuals looking to get into UGC creation as a side hustle?
The barrier to entry is incredibly low, which is a huge opportunity. You don’t need a massive following or fancy equipment—just a smartphone and some creativity. People can start by creating content about products they already use and love, building a portfolio that shows their style. Brands are actively looking for relatable creators, so there’s potential to earn money or get free products through partnerships. I’ve seen individuals turn this into a full-time gig, earning thousands monthly by focusing on niches like beauty or tech where demand for UGC is high.
On the flip side, what challenges should aspiring UGC creators be prepared for when starting out?
It’s not all smooth sailing. One big challenge is inconsistency—brands might reach out for collaborations and then disappear without payment or communication, which can be frustrating. There’s also a learning curve in understanding what makes content clickable, from scripting to editing. Plus, it takes time to build a reputation where brands trust you with bigger projects. I’d tell new creators to set clear expectations with brands upfront and focus on building a strong, reliable portfolio even if the early days are slow.
How do you see the role of UGC evolving within the broader landscape of social media marketing over the next few years?
I think UGC is only going to grow as audiences continue to crave authenticity. Platforms like TikTok have already fueled this boom, and I expect more brands to shift budgets away from traditional ads toward UGC-driven campaigns. We’ll likely see more tools and platforms emerge to connect creators with brands, making the process even more seamless. From a demand gen standpoint, I also anticipate UGC becoming a key part of personalized marketing—think hyper-targeted content created by everyday users for specific audience segments. It’s an exciting space to watch.
What is your forecast for the future of UGC and its impact on how brands connect with consumers?
My forecast is that UGC will become a cornerstone of brand-consumer relationships. As trust in traditional advertising continues to erode, brands will lean harder on real voices to tell their stories. I see UGC evolving into a more interactive space—imagine live-streamed reviews or community-driven content challenges becoming the norm. For brands, the impact will be deeper connections with consumers, but they’ll need to stay genuine and avoid over-managing creators. If done right, UGC has the power to humanize marketing in a way we haven’t seen before.
