What is UGC?
User Generated Content
UGC stands for User Generated Content, which is any content created by your users or customers, not by your business or marketing team (that is called Employee Generated Content). A review on your product page, a photo someone shares on Instagram, a comment on your blog or a video unboxing your product on YouTube. If it’s made by someone outside your organisation and shared publicly, it’s UGC.
When someone leaves a 5-star review saying how quickly their order arrived or shares a photo of your product in use with a tag on social media—that’s UGC. And it’s great for business reputation and brand recognition.
Why is UGC important?
The main reason User Generated Content is so powerful is trust. People trust recommendations from other customers more than brand messaging. Seeing other real people buying, using and enjoying what you offer builds confidence in your brand and helps customers make decisions.
UGC also adds personality to your brand. Bringing in different voices and perspectives, showing what your product or service looks like in everyday life.
Types of Content:
- Product reviews and star ratings
- Customer photos or videos
- Testimonials
- Social media posts tagging your brand
- Blog comments or forum contributions
- Unboxing or “how to” videos made by users
How can businesses use UGC?
Many businesses actively encourage User Generated Content as it helps tell their story in a more relatable way. You might feature customer photos on your homepage, re-post reviews or videos on social media or include testimonials in your marketing emails.
It’s also great for community building. When you share or engage with UGC, you’re showing customers you’re listening and that their voices matter.
Just make sure to ask permission before using someone’s content in your marketing and have clear community guidelines in place to keep things appropriate and on-brand.
User-Generated Content is a engaging and a great way to build trust and community. Whether it’s a photo, a review or a quick comment, UGC gives your brand a human touch.