User-Generated Content (UGC)

User-generated content, or UGC, is any text, image, or video that a customer or fan creates about a product or brand, rather than content the brand produces itself.

Common forms include written reviews, unboxing videos, social media posts tagging a brand, and photos of a product in everyday use. Businesses often collect UGC through hashtag campaigns, review requests, or by monitoring social platforms, then republish it on product pages, in ads, or across their own social accounts with the creator’s permission.

UGC differs from an influencer partnership in that it is typically unpaid and created voluntarily, driven by genuine satisfaction or dissatisfaction rather than a sponsorship agreement, though the line blurs when a brand offers free products or small incentives in exchange for content.

Example

A skincare brand notices a customer posted a short video applying its $22 moisturizer and praising the results. With the customer’s permission, the brand reposts the clip on its product page and in a social ad, alongside its own professional photography. The unpaid post performs better than several of the brand’s studio-shot ads because viewers see it as a genuine, unscripted experience.

Key characteristics

• Reviews and ratings: Written or star-based feedback left on a product page or third-party review site.
• Photos and videos: Images or clips a customer shares showing a product in real use, often through social media or a review platform.
• Social mentions: Posts, stories, or comments that tag or reference a brand without being solicited or paid for.
• Testimonials: Longer written or recorded accounts of a customer’s experience, sometimes gathered directly by the brand for use in marketing.

Related terms

• Influencer – a creator whose paid or sponsored content differs from unsolicited UGC in that it typically involves a formal agreement with a brand.
• E-E-A-T – the experience, expertise, authoritativeness, and trust signals that genuine UGC can help reinforce for a brand.
• Conversion funnel – the path a shopper follows, which UGC can influence by building trust before a purchase decision.
• Product advertising – paid promotion that sometimes incorporates UGC as creative material.
• Ecommerce – the broader category of online buying and selling where UGC commonly appears on product and category pages.

Frequently asked questions

Does a business need permission to use a customer’s content?

A business typically needs a customer’s explicit permission before republishing their content in ads or on a product page, even if the post was public.

Why is UGC considered more trustworthy than brand content?

UGC often earns more trust than brand-produced content because it comes from an independent source with no direct financial incentive to promote the product.

Can UGC be collected and displayed automatically?

Yes, many ecommerce platforms and marketing tools include features for collecting, moderating, and displaying customer reviews, photos, and videos on product pages.

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