User-generated content (UGC): Everything you need to know

User-generated content is any media (like photos, videos, or reviews) created by people outside your organization, usually customers or brand fans. It’s shared organically on social media or submitted directly, and brands often repurpose it for marketing. UGC creators are trusted because it comes from real experiences, not polished brand messaging.

UGC can be used across many touchpoints: social media posts, paid ads, websites, product detail pages, emails, and even in-store displays. It’s especially powerful on eCommerce pages where social proof influences purchase decisions.

Encourage UGC by running contests, using branded hashtags, featuring customer posts on your profile, or offering incentives. You can also invite UGC creators or micro-influencers to contribute content as part of ongoing collaborations.

Before using customer content in marketing, always obtain permission. Rights management is important to protect your brand and respect creators. Emplifi’s UGC platform can help streamline rights requests and keep usage compliant.