User generated content, or UGC for short, is content that is created not by the company itself but by users. This includes reviews, comments, photos, videos, testimonials or social media posts, for example.
UGC is created voluntarily by customers, fans or community members and often comes across as more authentic than classic advertising.
What types of user generated content are there?
User generated content can take many different forms.
Typical examples are:
- product reviews
- comments on blogs or in forums
- photos from customers
- videos on TikTok or Instagram
- testimonials
- posts on social networks
- questions and answers on product pages
Many companies actively use content of this kind because it builds trust and shows real experiences.
Why is UGC important?
User generated content can increase a brand’s credibility, because the content comes directly from real users.
UGC can also be helpful for SEO. Reviews, comments or new content on product pages often mean that pages are updated regularly and contain additional keywords.
In addition, UGC can improve the conversion rate, because potential customers tend to trust the experiences of other users more than purely promotional copy.