Updated
User generated content (UGC) is content that customers and users create about a brand themselves: photos, videos, reviews, posts or comments. Paid content made in the style of real customers is often called UGC too.
Types of UGC
- Reviews on Google, in your shop or on comparison sites.
- Customer photos and videos on social media.
- Unboxings, tutorials and testimonials.
- Questions and answers in communities and forums.
Why UGC works
People trust other customers more than a company’s own advertising. UGC shows the product in real life, answers questions and reduces uncertainty before purchase.
UGC vs influencer marketing
With influencer marketing you pay for the reach of a well known person. UGC is about credible content, which often runs on your own channels and in your ads.
Using UGC in advertising
Videos in the style of real customers often outperform polished ads in Meta Ads, Reels and YouTube Shorts. Always get the creator’s permission and label paid content clearly.
Further reading: Social media algorithms in 2026.
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