Content about a brand made by its customers or fans rather than by the brand: photos, videos, reviews and posts. Brands often ask permission to reshare it. The term is also used now for paid creators who make customer-style videos for brands to post.
Example
A customer posts a Reel of herself in Meera's lehenga at a wedding and tags the store. Meera asks permission and reshares it on her Story.
How you'll hear it
“Let's run more UGC in the ads; customer videos feel more real than our studio shoots.”
Don't confuse it with
- Influencer content: made by someone with an audience, usually under an agreement.
- Brand content: made by the brand or its agency.
Related terms
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Sources
- What is user-generated content (UGC)?, Hootsuite, 2026
- User-generated content (UGC): what it is and why it matters, Sprout Social