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User-Generated Content (UGC) :
What It Is + Why It Matters

User-generated content (UGC) is any content—text, videos, images, reviews, etc.—created by people, creators or influencers rather than brands.
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#WhatisUGC?

User-generated content (also known as UGC or consumer-generated content) is original, brand-specific content created by social media users and published on social media or other channels.

UGC comes in many forms, including images, videos, product reviews, a testimonial, or even a podcast.

Types of user-generated content

Organic UGC

Organic UGC is content that your real-life customers share of their own accord. This is the most authentic type, and what you’re hoping to see from your customers.

Videos

Social media and YouTube videos can also be great forms of UGC. In fact, many YouTubers will share “product hauls” of items they bought recently, featuring several brands in a single video. Share that video—or the snippet mentioning your brand—to showcase what they have to say about your product.

Reviews and testimonials

Online reviews count as a type of UGC. Positive ratings and reviews can be shared across your website and social media as social proof.

Social media content

Sometimes, even a simple positive mention of your brand can be great content to reshare. Repost if you’re on X (Twitter), or take a screenshot and share it as a graphic on a platform like Instagram.

Photos

Photos, of course, are one of the most common types of UGC. This typically looks like an image of a customer using your product or sharing their results from your product.

Paid UGC

The other main type of UGC is paid UGC. This is becoming more and more popular, especially for newer brands that want to share this type of content but don’t have enough customers sharing photos yet. Paid UGC is made by UGC creators. This is different from influencers and is typically just as sincere as regular UGC—you’re just footing the bill.

Why user-generated content is important

#Importance

UGC is used across all stages of the buyer’s journey to help influence engagement and increase conversions. This customer-centric content can be used on social media and other channels like email, landing pages, or checkout pages.

Authenticity

No other content type is more authentic than UGC from your customers. 86% of consumers are more likely to trust a brand that shares UGC compared to 12% who are likely to purchase a product promoted by influencers.

Videos

Social media and YouTube videos can also be great forms of UGC. In fact, many YouTubers will share “product hauls” of items they bought recently, featuring several brands in a single video. Share that video—or the snippet mentioning your brand—to showcase what they have to say about your product.

Reviews and testimonials

Online reviews count as a type of UGC. Positive ratings and reviews can be shared across your website and social media as social proof.

Social media content

Sometimes, even a simple positive mention of your brand can be great content to reshare. Repost if you’re on X (Twitter), or take a screenshot and share it as a graphic on a platform like Instagram.

Photos

Photos, of course, are one of the most common types of UGC. This typically looks like an image of a customer using your product or sharing their results from your product.

Paid UGC

The other main type of UGC is paid UGC. This is becoming more and more popular, especially for newer brands that want to share this type of content but don’t have enough customers sharing photos yet. Paid UGC is made by UGC creators. This is different from influencers and is typically just as sincere as regular UGC—you’re just footing the bill.

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