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What is User-generated Content (UGC)? Essentials for a Soaring Strategy
My personal social media is full of four main things: family, friends, food, and UGC. And as I type this, I hear the former saying, “Uh, what is UGC?”
My personal social media is full of four main things: family, friends, food, and UGC. And as I type this, I hear the former saying, “Uh, what is UGC?”
For over a decade, I’ve been creating social media content for brands, usually in exchange for complimentary products, ranging from skincare and makeup to spicy snacks and even water pitchers. This is an example of UGC or user-generated content, which can be an extremely valuable strategy for businesses of all kinds.
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Don’t believe me? In the 2025 State of Marketing, user-generated content was named one of the top three areas marketers plan on increasing their investment this year. Let’s dive into why and how you can use it to your advantage.
Table of Contents
What does UGC mean?
User-generated content (UGC) is content originally created by customers about a specific brand or product that is then used for marketing purposes.
This content can take any form (image, video, review, testimonial, etc.) and appear on a variety of platforms, though social media is the most common today. It’s usually not something brands pay for, but with the rise of content creators and influencers and the proven effectiveness of UGC, this isn’t always the case anymore.
Types of UGC in Marketing
Social Media
My guess is social media is the type of UGC you’re most familiar with, even if you didn’t call it that name.
It’s the aesthetic product photo on your Instagram feed, the TikTok about a new restaurant, the cooking video reviewing a kitchen appliance, the YouTube tutorial on a new design app, and the night routine Reel on your Explore tab.
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