Content — reviews, photos, videos, testimonials — created by customers or users of a product rather than by the brand itself.
Why it matters
UGC is often perceived as more authentic and trustworthy than brand-created content, since it comes from a genuine customer rather than the company with an obvious interest in promoting itself.
In a sentence
"The UGC video from a real customer outperformed our own produced ad by a wide margin in both engagement and conversion."
Related terms
- Antonyms: Branded content (content created directly by the brand).
- Often confused with: Influencer content (UGC is typically created organically by regular customers, without a paid arrangement; influencer content usually involves a paid or compensated partnership).
- Synonyms: Customer-generated content.