User-Generated Content (UGC)

User-generated content (UGC) is content created by customers, fans, or everyday users rather than by a company or brand. It includes reviews, ratings, photos and videos of products in use, social media posts, and comments.

In marketing practice, UGC matters because audiences often trust the voices of fellow customers more than brand advertising. Firsthand accounts from real people act as social proof for others weighing a purchase, and brands frequently repost or repurpose this content across product pages, ads, and social channels.

When reusing UGC in advertising, brands should obtain the creator's permission and disclose any paid or sponsored relationship. Authenticity is the core value of UGC, so fabricated or fake reviews tend to erode the trust that makes it effective.