What is UGC (user generated content)?
UGC, or user generated content, is photo and video content created by everyday creators or customers that a brand uses in its own marketing, such as ads, social posts, and product pages.
Unlike influencer posts that go to the creator’s audience, UGC is usually licensed to the brand to run on the brand’s own channels. UGC creators are paid for the content itself, not for their following, so a large audience is not required.
UGC works because it looks authentic and native to the feed, which typically lifts ad performance versus studio-produced creative.