What Is User-Generated Content?

Written by Caitlin Davidson


User-Generated Content Defined

User-Generated Content (UGC) is any type of content that is created and published by users on online platforms, such as social media sites, websites, blogs, and testimonials. The purpose of UGC is to improve a brand’s visual marketing.

UGC could include content such as:

  • Images
  • Videos
  • Text 
  • Audio 

UGC is successful and beneficial to businesses as:

  • It puts a spotlight on customers
  • It removes the distrust that customers have with marketers
  • It creates authenticity
  • It’s cost effective
  • It has a high return on investment 

An example of a company taking advantage of user-generated content is Coke’s “share a coke” campaign. This campaign encouraged customers to post images of themselves on social media sharing a coke.

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