What is UGC?
UGC, or user-generated content, is content created by customers, fans, or other people rather than by a brand itself. It includes reviews, photos, videos, and social posts. Brands often share it or use it in ads as a form of social proof.
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Types of UGC
Common examples are customer reviews, photos, unboxing videos, testimonials, and posts that mention a product. Some brands also pay creators to make UGC-style videos that look like a real customer's own recommendation.
Why brands use UGC
People tend to trust the experiences of other customers. UGC can make an ad feel less like a polished promotion and more like a recommendation, which fits the way many people use social platforms.
It can also lower production effort, since customers supply much of the material.
Getting UGC right
Always get permission before reusing someone's content, and credit them where appropriate. If a creator is paid or given a product, follow the platform and advertising rules for disclosure.
Review content for quality and accuracy before it represents your brand.
Common questions
What does UGC stand for?
UGC stands for user-generated content. It means content made by people who aren't part of the brand's own team.
Can you use UGC in ads?
Yes, with permission from the creator. Many platforms also offer tools for running ads that use creator or customer posts, and they have rules you should follow.
How do you get more UGC?
Ask customers directly through email or after purchase, or run a campaign with a branded hashtag. If you offer an incentive, never make it depend on a positive post, make sure the incentive is disclosed, and check each platform's rules, since some don't allow incentivized reviews at all.
Does UGC perform better than brand-made content?
Not always. It depends on your audience and the quality of the content, so test it against your other creative.
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