UGC (User-Generated Content)
UGC is photo, video, or review content created by actual customers rather than the brand, and it typically earns more trust than advertising.
Why does it outperform advertising?
When the brand says it, it's an ad. When a customer says it, it's evidence. Shoppers read a photo taken in a real room or on a real body as a more reliable reference than a styled campaign shot — which matters most in categories where size and color have to be verified.
How do you collect and use it?
Through hashtag campaigns or post-purchase review requests, then resurfaced on product pages and in the short-form section of your own store. The point is not to use it once and discard it, but to accumulate it as content the brand owns.
Frequently Asked Questions
Q. Who owns the copyright on UGC?
The creator does. You need explicit permission before reusing it, which is usually handled by stating the scope of reuse in the campaign terms.
Q. Is a review the same as UGC?
A review is one form of UGC. UGC is broader — it also covers photos, videos, and even what customers say in live chat.