User-Generated Content (UGC) refers to any form of content—such as text, images, videos, or reviews—created by customers or users rather than the brand itself. UGC is typically shared on social media platforms and provides a more authentic perspective on a brand’s products or services.

Why it’s important: UGC helps build trust and credibility because it comes directly from consumers rather than being created by the brand. It also encourages higher engagement, as other users are more likely to relate to content created by their peers.

Benefits of UGC for brands:

• Authentic promotion of products or services
• Cost-effective marketing material
• Increased engagement and customer loyalty
• Builds a community around the brand

Brands often encourage UGC by running contests, creating branded hashtags, or featuring customer content on their social channels.