What is UGC (User-Generated Content)?
User-generated content (UGC) is content about a brand made by its customers, fans or other creators rather than by the brand itself: photos, videos, reviews and posts. Brands reshare it, with permission, as social proof.
Updated · 3 min read
Why UGC matters
People trust other customers more than brand advertising. A customer's unpolished video of a product in real life answers the questions a polished ad can't: does it actually fit, work or taste good? UGC also gives a brand a steady supply of authentic content, shows prospective customers a real community, and rewards fans with recognition when they're featured.
Types of UGC
- Organic customer content: photos, videos and posts people share on their own.
- Reviews and testimonials: ratings plus written or video reviews.
- Campaign entries: content submitted through a branded hashtag or challenge.
- Paid UGC: creators paid to make ads and posts in a native, customer-style format, used mostly in paid social.
How to get more UGC
- Ask at the right moment: after delivery, after a good review or at the end of a visit.
- Give a clear prompt and a branded hashtag or account to tag.
- Make it easy with photogenic packaging or a spot in-store people want to photograph.
- Feature contributors regularly, so others see the reward.
- Always ask permission before reusing content, and credit the creator.
How to measure UGC
Count UGC posts and mentions per month, their reach and engagement, and the share of your own posts that feature customer content. In ads, compare the cost per result of UGC-style creative with studio creative.
Rights and disclosure
Being tagged is not permission to reuse. Ask the creator (a comment or DM asking for approval works for organic reshares; paid use in ads needs clear written permission), credit them and keep a record of the approval. If a creator is paid or given free products, their posts need an ad or paid-partnership disclosure.
A worked example
A running-shoe brand asks buyers to post their first run with #FirstMilesWithUs. It reshares the best entries each week with permission and credit, and after agreeing usage terms, runs three standout videos as ads. The ads show real customers in real conditions, which is exactly what shoppers wanted to see.
Common mistakes
- Reposting without permission or credit.
- Only sharing flawless content, when slightly imperfect posts feel more authentic.
- Asking for UGC without saying what you want or where it will be used.
UGC (User-Generated Content) FAQ
What does UGC stand for?
User-generated content: any content about a brand created by its customers, fans or other people outside the company, rather than by the brand itself.
What is a UGC creator?
A creator paid to make content in the style of a real customer, such as unboxings and reviews, which the brand usually runs as ads. Unlike influencer marketing, the value is the content itself, not the creator's audience.
Do I need permission to repost UGC?
Yes. Ask before reusing someone's content, credit them, and get written permission for paid use in ads. A platform's built-in share feature is generally covered by its terms; downloading and re-uploading is not.