What is meant by "user-generated content" (UGC)?

User-generated content (UGC) refers to any content that is created by consumers rather than brands or companies. This can include things like personal reviews, social media posts, videos, or images shared by users that discuss or showcase a brand or its products. UGC is valued particularly in marketing because it provides authentic perspectives and experiences from real customers, which can enhance credibility and engagement.

This type of content plays a crucial role in influencing potential customers, as people often trust the opinions and experiences of their peers more than traditional advertising methods. It creates a sense of community and connection around a brand, and companies often leverage UGC to build brand loyalty and encourage more organic interaction with their audience.

While companies may curate or encourage UGC, the key aspect is that it originates from the consumers themselves, rather than being produced or controlled by the companies. This differentiates it significantly from content created by professional advertisers or brand managers, which tends to be more polished and promotional in nature.