Content about your brand created by customers or fans rather than the brand itself.
User-generated content (UGC) is any content — photos, videos, reviews, posts — made by real users rather than your marketing team. Brands reshare it or feature it because it carries social proof: people trust other people more than polished ads.
UGC also eases the content load and tends to convert well, since it shows the product in real use. The trade-off is consistency and rights: you need permission to repost, and the look won't always match your brand, so many brands frame or caption UGC to fit.
Example
A coffee brand reposts a customer's morning photo with their cup, crediting the original poster — authentic proof that costs nothing to produce.
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