You have probably seen the acronym “UGC” increasingly across the internet and in marketing strategy documents. Short for “user-generated content,” UGC has quickly become one of the buzziest tools in digital and social media advertising. However, many brands are still unclear on how it differs from influencer marketing and how best to source and incorporate it into a show’s marketing strategy.
What is user-generated content?
UGC is content created by fans and consumers rather than by the brand itself. This includes photos, videos, reviews and testimonials shared across social media. Users have become increasingly creative in the ways they shout out brands — by posting voiceover recaps of a live experience, filming unboxing videos or delivering glowing reviews straight to camera. It’s authentic, audience-driven and created without a formal production team behind it.
