What is User-generated content (UGC)? Learn the meaning of User-generated content (UGC) in brand advocacy and marketing. Understand how User-generated content (UGC) works, why it matters and how it supports growth with Duel
User-generated content (UGC) is original content—such as photos, videos, reviews, or posts—created by customers, brand fans, or community members, rather than the brand itself. UGC is often shared voluntarily and reflects authentic experiences with products or services.
UGC plays a vital role in brand advocacy by offering credible social proof, enhancing engagement, and building community. Brands may curate, feature, or incentivise UGC as part of their content strategy. It typically delivers higher trust and relatability than branded content.
“The brand encouraged user-generated content by asking customers to share their experiences using a campaign hashtag.”
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