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What Is User-Generated Content (UGC)?
Content
Updated 18 September 2026
Quick Answer
User-Generated Content (UGC) is content created by customers rather than the business itself — photos, reviews, social posts — used as authentic, trusted marketing material.
UGC vs. Testimonial — What's the Difference?
| UGC | Testimonial | |
|---|---|---|
| Created by | The customer themselves, often organically | Also from a customer, but typically solicited by the business |
Why It Matters
- It's often perceived as more authentic and trustworthy than business-created content, since it comes directly from real customers.
- It can significantly reduce content creation burden, since customers are creating valuable marketing material voluntarily.
How It Works
- A customer creates content (a photo, a review, a social post) related to their experience with a business.
- The business identifies and, with permission, features this content in its own marketing.
- This provides authentic social proof at a lower content creation cost than producing everything internally.
Key Takeaways
- UGC is content created by customers rather than the business itself.
- It's often perceived as more authentic and trustworthy.
- Explicit permission is always required before featuring a customer's content.
Frequently Asked Questions
Do I need permission to use customer-generated content?
Yes — always get explicit permission before featuring a customer's photo, post, or content in your own marketing.
How do I encourage more UGC?
A branded hashtag, a specific request, or a small incentive can all encourage customers to create and share content.
Is UGC more effective than business-created content?
It's often perceived as more authentic and trustworthy, making it a valuable complement to, though not necessarily a full replacement for, business-created content.