What it means
UGC (User-Generated Content)
What types of UGC are there?
UGC takes several forms, and each is used differently. The table lists the common types.
| Type | Example | Typical use |
|---|---|---|
| Reviews and ratings | Product reviews on a store or review site | Product pages, trust signals |
| Social posts | A customer photo or video tagged with the brand | Social feeds, community building |
| Testimonials and stories | A customer describing their experience | Case studies, campaigns |
| Community content | Forum answers, questions and discussions | Support, insight, advocacy |
| Challenges and hashtag campaigns | Fans posting under a campaign tag | Awareness drives. See hashtag strategy |
What is the difference between true UGC and UGC-style content?
True UGC is created by customers or fans on their own, while UGC-style content is made by creators the brand pays or supplies. The second can look like everyday user content but is advertising, so it follows advertising rules. Paid creators and those who receive free product must disclose that relationship. See FTC disclosure, micro-influencers and deliverables. Presenting commissioned content as spontaneous customer content can mislead audiences.
What rights and permissions are needed?
A person who creates content owns it by default, so a brand needs permission to reuse it. Practical steps are:
- Ask the creator before reposting or using the content in ads, and keep a written record of the yes.
- State where, how long and in what form the brand will use it. See usage rights.
- Credit the creator where appropriate and honor requests to remove content.
- Check for third-party rights in the content, such as music, other people's faces or branded items.
- Follow each platform's terms, since platform tools for sharing and licensing differ.
Illustrative permission request (example only)
- "We love your post. May we share it on our channels and website for 12 months with credit to you?"
- State whether it may be used in paid ads, which usually needs separate agreement
- Offer a way to withdraw permission
What advertising rules apply?
Advertising and review rules apply to how brands solicit, display and use UGC. In the United States, the FTC's Endorsement Guides say incentives given for reviews or posts can be a material connection that should be disclosed, and the Consumer Reviews and Testimonials Rule, in force since October 2024, restricts fake reviews and certain review practices, according to published summaries. Brands should not write fake reviews, buy reviews tied to a particular sentiment or suppress honest negative reviews. Rules in other countries differ. These rules change and a counsel check is sensible for review programs.
How do you run a UGC program?
- Set a goal, such as more reviews, social content or community participation.
- Make it easy to take part with a clear prompt, tag or form.
- Offer recognition or incentives carefully, and require disclosure of any incentive.
- Moderate comments and content for safety, accuracy and brand fit, using clear rules.
- Reply to creators and reviewers, including those with criticism.
- Feature the best content with permission and credit.
How do you measure UGC?
Measure the volume, quality and effect of UGC. Common measures are the number of reviews and average rating, volume of tagged posts, sentiment, engagement with UGC compared with brand content, and conversion on pages that show it. Public reviews and posts can also be read by AI tools, which may summarize opinions about products, but how they weigh any source is not published and no effect is guaranteed.
Frequently asked questions
What is user-generated content?
It is content such as photos, videos, reviews and posts that customers or fans create about a brand, not content the brand makes itself.
Can a brand reuse a customer's post?
Only with permission. The creator owns the content, so ask first, say how it will be used and keep a record.
Is UGC-style content the same as UGC?
No. UGC-style content is commissioned from creators, so it is advertising and the paid relationship must be disclosed.
Can a brand offer a reward for reviews?
Often yes, but the incentive must be disclosed and the reward cannot depend on the review being positive. Check platform rules and the law in each market.
How should a brand handle negative UGC?
Respond honestly and promptly, fix real problems, and do not delete honest criticism. Remove only content that breaks clear, published rules.
Related terms and services: Social proof, Usage rights, FTC disclosure, Hashtag strategy, Micro-influencer, Influencer and creator glossary, and social media marketing services.
By the 5W Editorial Team. Reviewed by a human editor before publication. Updated October 28, 2026.