User-Generated Content
User-generated content (UGC) is any content created by customers rather than the brand, such as reviews, ratings, photos, and videos of a product in real use.
What user-generated content is
User-generated content, or UGC, is content your customers make: written reviews, star ratings, unboxing photos, videos, and social posts featuring your products. Because it comes from real buyers rather than your marketing team, shoppers treat it as more honest than brand-produced content.
Why UGC matters
Shoppers trust other shoppers. UGC shows a product in real hands and real settings, which answers questions a polished studio photo cannot. Visual UGC in particular, customer photos and video, tends to lift engagement and conversion because it is concrete proof rather than a claim.
Common forms of UGC
- Reviews and ratings on the product page
- Customer photos and video, often shown in a gallery
- Testimonials and social posts
- Questions and answers between shoppers
Frequently asked questions
Do you need permission to reuse customer content?
Yes. Reusing a customer’s photo or post in your marketing needs their consent, which is why rights management is part of any UGC program.
Is UGC the same as a testimonial?
A testimonial is one type of UGC, usually a named endorsement. UGC is the broader category that also includes reviews, photos, and video.