VWO Logo
Request Demo

User-Generated Content

What is user-generated content (UGC)?

User-generated content refers to every material that has been developed, shared, or uploaded by users and followers of a brand. It’s typically the most helpful material for brands.

User-generated content is unique, brand-specific material developed by consumers and broadcast on social media or other platforms at no expense to businesses. Usually, creators are unpaid supporters who advocate for a brand rather than the brand itself. It is associated with a brand but is not produced by any of the company’s employees or associates.

According to both customers and advertisers, peer influencers outperform all other marketing techniques. Integrate the credibility of user-generated content into your marketing approach to establish a trustworthy connection with your target audience and community of customers.

User-generated content can be a valuable source of information and engagement for businesses and organizations, as it allows them to connect with their audience in a more personal and authentic way and to gather valuable feedback and insights from customers and users. 

Benefits of user-generated content

User-generated content (UGC) has several benefits that make it successful:


UGC is created by real people, rather than professional content creators, which can make it feel more authentic and genuine. This helps build trust and credibility with audiences.

Increased engagement

UGC is often highly personalized and specific to the individual user’s experience or perspective. This makes it more relatable and relevant to other users, which can increase engagement.

Social proof

UGC can serve as social proof, as it shows that other people have used and enjoyed a product or service. This can help to build confidence and influence the purchasing decisions of others.

Enhanced brand awareness

Since UGC is often shared on social media and other platforms, it can increase its reach and visibility. This can help to drive traffic and awareness for a business or organization.

Cost-effective marketing

It is a cost-effective way for businesses to market themselves, as it does not require the same level of investment as traditional marketing efforts.

Valuable insights

UGC can provide valuable insights and feedback about a business or its products or services, which can help the company to identify areas for improvement and better understand the needs and preferences of its customers.

Improved SEO

User-generated content can also help to improve a business’s search engine rankings, as it can provide valuable, relevant, and fresh content for search engines to index. This can make it easier for customers to find the business online.

Types of user-generated content

There are many different types of user-generated content, including

Blog posts

Users can write and publish their blog posts on a business’s website or a different platform. These posts can cover various topics, from personal experiences and opinions to industry news and trends.


Visitors can write comments on a company’s website, blog, or social media pages. These messages may provide recommendations, ask queries, or offer criticism.


Users can write reviews of a business’s products or services on the business’s website or third-party review websites. These reviews can help other users make informed decisions about whether to purchase a product or use a service.


This is where users can rate a business’s products or services on a scale (e.g., 1 to 5 stars). These ratings can help other users gauge the quality of a product or service.

Photos and videos

On social media and other platforms, users may post pictures and videos of a company’s goods or services as well as their interactions with the company. These user-generated visual content types can be very successful in capturing consumers’ attention.

Audio content

Users can create and share audio content about a business or its products or services, such as podcasts or audio recordings.

Social media posts

Social networking websites like Facebook, Instagram, and Twitter allow users to exchange content about businesses, their goods, or services. These postings can contain text, images, videos, and other types of media.

Q&A segment

A public platform where brand representatives and customers may have constructive dialogue and address inquiries about a product.

Case studies

These are unpaid, thorough user evaluations that detail the benefits and drawbacks of goods and services.


This can include opinions or details of a certain feature or product that customers have shared.

Sources of user-generated content

User-generated content can be primarily collected from the below three sources:


Consider YouTube unboxing videos or Instagram posts that are full of appreciation. Your consumers are often the most important group from which you’ll seek UGC, either because you’ve requested them to or because they’ve voluntarily chosen to share information about your business.

Brand lovers

Regardless of how you refer to them, your most devoted clients are usually the ones that are most excited about your company. Since brand devotees are so sincere in their devotion, this audience group is perfect for approaching and requesting particular UGC material.

UGC creators

UGC creators are those who produce sponsored material that seems genuine but is intended to highlight a particular company or item. In contrast to popular belief, UGC contributors are compensated by businesses to produce material that resembles conventional UGC.

User-generated content best practices

Listed below are some best practices for businesses and organizations to manage and apply user-generated content (UGC):

Promote involvement

Encourage consumers and users to produce and distribute UGC by offering clear instructions and participation criteria. To motivate more participants, you may provide incentives like discounts or prizes.

Analyze and regulate content

Maintain consistent monitoring and moderation of UGC to make sure that it adheres to your brand’s values and rules and is relevant, accurate, and appropriate. All incorrect or out-of-context information should be deleted.

Address feedback

Utilize user-generated content as a way to interact with consumers and customers while also gathering insightful feedback. To demonstrate that you respect your consumers’ thoughts and experiences, reply to comments, reviews, and other types of user-generated content.

Publish user-generated content

Publish UGC on your website and social media channels to expand its audience and visibility.  Before utilizing someone else’s material, give due credit to the author and obtain their consent.

Incorporate UGC into marketing

Use UGC in your marketing efforts, such as in social media posts, email campaigns, or on your website. This can help to increase the authenticity and credibility of your marketing efforts.

Protect user privacy

Be mindful to respect users’ right to privacy who share and contribute to UGC. Before publishing their material, get their permission and abide by data protection rules to secure their personal information.


There are some fairly inventive individuals out there who come up with fresh, entertaining methods to promote your business or product. Embrace your user-generated creativity to the fullest — your admirers are doing the job for you. User-created material is extremely important when you have a well-known brand that attracts fan attention.