What is user-generated content (UGC)?
Definition
User-generated content (UGC) is content about a brand created by its customers or fans, such as photos, videos, reviews and posts, rather than by the brand itself.
Why it matters
People trust other customers. UGC adds social proof and gives brands authentic content to share.
How to do it
- Encourage customers to share, for example with a branded hashtag.
- Always ask permission and credit the creator before reposting.
- Mark links in user comments on your site with rel="ugc".
Example
A restaurant reposts a customer's photo of its new dish, with permission and credit, in its Instagram Stories.
FAQ
Can I repost UGC without asking?
Ask first and credit the creator. It respects their rights and builds goodwill.