Glossary/Brand & Performance Marketing/User-Generated Content (UGC)
Brand & Performance Marketing
User-Generated Content (UGC)
Content about a brand created by customers rather than the brand.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
User-generated content (UGC) is content about a brand created by customers rather than the brand itself, such as reviews, photos, videos and social posts. Because it comes from real users, audiences often find it more authentic and trustworthy than brand advertising. Brands frequently reshare UGC, with permission, across social, product pages and ads.