UGC (User-Generated Content) refers to any content—including videos, photos, reviews, or social media posts—created and published by a brand’s customers or clients, rather than the brand or its employees (known as employee generated content).
This type of content often appears organically on social platforms, where users share their personal experiences with a product, service, or brand. UGC is a powerful marketing tool because it not only increases brand awareness by reaching new audiences but also adds a layer of authenticity and trust—people are more likely to believe the opinions of fellow consumers than a brand’s website or ads. It can influence purchase decisions, drive engagement, and even spark viral trends. Brands often repurpose UGC in their marketing to highlight customer satisfaction and build reviews.
