An Interview with Sam Gieseking, UGC Specialist at Firebelly

In a social media landscape flooded with polished campaigns and paid endorsements, user-generated content (UGC) has emerged as one of the most trusted and compelling forms of content for food and beverage brands. To dig into why UGC is thriving (and how brands can actually do it well) we sat down with Firebelly’s UGC lead, Sam Gieseking.

Firebelly: Let’s start with the big picture. Why do you think UGC works so well for food and beverage brands?

Sam Gieseking: Everyone is running ads on social media because, well, they work. But people are tired of content that looks scripted. UGC works because it shows real people interacting with products in their everyday lives. That relatability helps drive actual action, like going out and buying the product.

Why UGC is an essential part of any Food & Beverage brand’s marketing strategy

Firebelly: So UGC feels more natural than influencer content?

Sam: Yeah! Think of it as the next step in the evolution of influencer marketing. Influencer content often feels very polished and scripted – and is focused on their audiences (which they have influence with). With UGC, we skip that. We give creators a general creative brief but no scripts. We want them to engage with the product how they actually use it, and talk about it in their own voice. We are looking for content in the wild.

Firebelly: Is there a certain type of creator that tends to do better with UGC?

Sam: It really depends on the brand. Some creators with massive followings drive awareness through things like giveaways, while smaller creators tend to have tighter, more engaged audiences. What we’ve noticed is that UGC creators often care deeply about the content they’re producing. It’s not about follower count; it’s about authenticity and effort.

RELATED: UGC: An Essential Social Media Content Type For Food and Beverage Brands

Firebelly: What types of UGC content are performing best right now?

Sam: Short-form videos. Hands down. We typically ask for content between 7 and 60 seconds. Think: mini-reviews, “Get Ready With Me” style videos, or just real-life usage . . . like someone walking into a store and finding a product, or cooking with it at home. Carousels and photos still have their place, but video captures attention fastest.

Firebelly: Where are you posting these? Is the creator publishing them?

Sam: No. In our programs, the brand owns the content. We purchase it from creators and then post it on our clients’ accounts. This gives us full control over how the content lives online, how it’s boosted, and how it fits into a larger strategy.

Get Better Performing Content for Social At Scale

Firebelly: What platforms are performing best for UGC right now?

Sam: Meta platforms (Facebook and Instagram) are killing it in terms of conversions. TikTok is great for brand awareness. On Meta, we can do more targeting, tagging, and ad budgets, which means we see better link clicks, saves, shares… actual numbers that drive business.

Firebelly: Do you see a difference in perception between traditional branded content and UGC?

Sam: Absolutely. Studio content gives you that polished, branded feel: perfect lighting, sharp edits, that kind of thing. It’s important, and it’ll never go away. But UGC has this casual, relatable feel that consumers connect with differently. We’re all consuming media through our phones now. UGC reflects our lives more accurately.

Firebelly: So where does studio content fit in the mix?

Sam: It has its place. Our team is amazing at studio content. It shows the detail and craft of a product: stuff that might get missed in phone-shot content. Studio shoots highlight the finesse, while UGC shows how it fits into daily life. Both are necessary, just for different reasons.

Firebelly: How are you measuring success with UGC?

Sam: Every piece of content is tracked. We use native platform analytics and tools like Sprout Influencer and Agency Analytics. Because we own and post the content, we can track link clicks, saves, shares, engagement… everything. Plus, we adjust future briefs based on what works.

Firebelly: What role do incentives or gifting play in getting great UGC?

Sam: It’s important. For example, with our client, Bake Believe, we send creators personalized goodie boxes. And it’s about more than just asking them to go buy the product. That kind of gesture makes it a true partnership. A lot of UGC creators also have day jobs! They’re doing this because they’re passionate about it. It’s a real job, and we treat it that way.

Firebelly: We can’t talk about social content without asking about AI. How is it impacting your work?

Sam: We’re using it where it makes sense: early ideas campaign briefs, refining ideas, helping clarify messaging. But it’s not a magic bullet. You still need a human touch. AI can’t replicate real emotion or human insight. The creators who use it well treat it like a tool, not a replacement.

Firebelly: Where do you see UGC going in the next 5–10 years?

Sam: I hope it stays grounded in authenticity. That’s what makes it powerful. I also think we’ll see more niche creators and new platforms come into play. We’re already seeing more business leaders using LinkedIn in a relatable way and businesses using leaders to produce content for them. It’s so relatable.

Firebelly: Final thoughts?

Sam: UGC isn’t going away. People crave realness. It’s not about perfectly polished content, it’s about showing how a product fits into someone’s life. That’s what makes it powerful. And if brands can respect the work creators put in and lean into that authenticity, they’re going to win.

---

Want to learn more about how Firebelly can build your brand’s UGC strategy?

Contact us to generate brand awareness and leads through User Generated Content