User-generated content (UGC) refers to any content created and shared by customers or users, rather than the brand itself. This content can include text, images, videos, reviews, and social media posts, often produced voluntarily by consumers who want to share their personal experiences or opinions about a brand.

UGC is a powerful tool for brands because it provides authentic, trustworthy content that resonates with potential customers. It offers social proof, enhancing a brand’s credibility and often leading to increased engagement and conversions. By incorporating UGC into their marketing efforts, brands can showcase real-life customer experiences and foster a stronger sense of community.

For example, a customer might share a TikTok video showing how they use a brand’s product in their daily routine, tagging the brand and using relevant hashtags. This content is classified as UGC and can be leveraged by the brand to highlight authentic product usage. For example, check out this recent activation that leveraged influencers on TikTok to encourage their audiences to create their own takes on recipes for a soup brand campaign.

The impact of UGC can be measured through key metrics such as:

• Engagement rates (likes, shares, comments).
• The volume of content generated.
• Its influence on brand perception and sales.