UGC (User-Generated Content) refers to content created by users, customers, fans or independent creators rather than by the brand itself. This can include photos, videos, product reviews, testimonials, tutorials, unboxings, social media posts and other forms of digital content that reflect real experiences or opinions. In marketing, UGC is especially valuable because it is often perceived as more authentic, relatable and trustworthy than traditional branded content.
It helps brands create a more human and credible presence, while also providing a scalable source of creative assets for websites, ads, email campaigns and social media.
UGC can improve engagement and conversion rates because audiences tend to respond more positively to content that feels spontaneous and socially validated. For many brands, it plays a central role in building community, strengthening social proof and making communication feel less corporate and more genuine.
Influencer Discovery
Influencer discovery is the process of identifying, researching and evaluating influencers or creators who are the best fit for a brand, campaign or marketing objective. It goes far beyond simply choosing people with a large following. A proper influencer discovery...