User-Generated Content, or UGC, refers to content created and shared by consumers, as opposed to brands or enterprises. It includes social media posts, reviews, testimonials, photos, videos, and blog posts created and shared by a brand’s consumers and followers. Brands frequently employ UGC as a marketing strategy to develop audience trust and engagement. Customers see themselves in user-generated content, which makes it more relatable. Featuring user-generated content shows consumers’ authentic satisfaction and investment in brands’ products or services.
Businesses can strengthen their brand community, increase social proof, and improve their overall marketing efforts by encouraging and utilizing user-generated content. Customers feel more connected to the brand and are more likely to become brand advocates as a result.