What is user-generated content?

User-generated content, or UGC, is any content, such as photos, videos, reviews or posts, created by customers or fans rather than by the brand itself.

UGC is powerful because it comes from real people. Potential customers often trust a fellow buyer's photo or review more than a brand's own marketing. Sharing UGC also makes customers feel valued and encourages others to post about you.

UGC appears across all networks, from tagged Instagram photos and TikTok reviews to Facebook recommendations and YouTube unboxings. Brands often collect it through hashtags, tags, mentions and requests after purchase. The term UGC is also used for creators who are paid to make customer-style content for brands.

Always ask permission before reposting customer content and credit the creator. Create a branded hashtag and encourage customers to use it. Feature UGC in your feed, stories and website. Thank people publicly, and consider small rewards for great submissions.

Example

A swimwear brand asks customers to share beach photos with its hashtag and reposts favorites each week.