Why we share: Unpacking motivations for brand-related user-generated content

Abstract

In a constant stream of social media content, consumers have grown increasingly sceptical of traditional advertising and sponsored content, turning instead to organic user-generated content (UGC) for authentic brand information. This shift is particularly visible on platforms like TikTok, where everyday users, especially within beauty communities, play a growing role in shaping brand narratives. Despite the growing body of research on the influence of UGC, there remains a significant gap in understanding what motivates individuals to voluntarily create and share brand-related content without commercial incentives.

This thesis explores the psychological, emotional, and social drivers behind organic brand-related UGC creation and engagement, with a specific focus on beauty communities on TikTok. The study is guided by two research questions: (1) What motivates consumers to create brand-related UGC on social media? and (2) What characteristics of brand-related UGC increase engagement? The research adopts a qualitative approach through ten semi-structured interviews with active TikTok users, including regular consumers, content creators, and social media professionals.

The findings reveal six key motivational categories for content creation: Product performance, personal fulfilment, monetary incentives, altruism, community seeking and social validation. In terms of engagement, six additional characteristics were identified: Attention-capture, informational value, trendiness, authen-tivity, exclusivity and uniqueness.

These insights highlight the growing importance of organic UGC as a persuasive and trusted form of brand advocacy. They underscore the need for brands to understand and support organic advocacy by fostering community and recognizing consumer contributions. By centring consumer motivations, this research contributes to both academic literature and practical marketing strategies in an era increasingly defined by peer-driven influence.