Content & Publishing
User-Generated Content (UGC)
User-generated content (UGC) is any content, such as photos, videos, reviews, or posts, created by customers or fans rather than the brand itself. Brands reshare or feature UGC because it acts as authentic social proof, showing real people using and endorsing a product or service.
Why it matters
UGC provides authentic social proof that tends to feel more trustworthy than brand-produced content, and it supplies a steady stream of creative at lower cost. It can also deepen community by turning customers into contributors.
How it is measured
UGC has no single formula. It is typically tracked by the volume of content collected, engagement and conversion rates on UGC versus brand content, and reach from branded hashtags or tags. Many teams also monitor sentiment and obtain rights before resharing.
Frequently asked questions
What counts as user-generated content?
Any unpaid, organic content made by customers or fans rather than the brand: social posts, photos, videos, reviews, testimonials, and comments. Paid creator content is often called influencer or sponsored content, though the lines can blur.
How is UGC different from influencer marketing?
UGC is typically organic content from everyday customers, while influencer marketing is a paid or formal partnership with a creator to promote a brand. UGC emphasizes authenticity and volume; influencer marketing emphasizes reach through a specific creator's audience.
Do you need permission to repost UGC?
Yes. Even when content tags your brand, you should request and document permission before resharing it on your own channels or in ads, since the creator holds the rights. Many brands ask in a comment or use a formal rights-management tool.