User-generated content

User-generated content (UGC) refers to any form of content, such as text, images, videos, and reviews, that is created by individuals rather than traditional content producers or publishers. This collaborative approach to content creation has become increasingly prevalent with the rise of the internet and social media platforms.^[1] User-generated content has transformed the way information is shared, consumed, and interacted with online.

Overview

Published content that is contributed to a website by an unpaid contributor is known as user-generated content (UGC). A picture, a video, a post from a blog or discussion forum, a poll result, or a remark posted on a social media platform could all contain information.^[2]

Accessibility: The creation and consumption of UGC are accessible to a broad audience, enabling widespread participation.
Engagement: Users actively participate in the creation and sharing of content, fostering a sense of community and engagement.
Varied Formats: UGC can take various forms, such as text posts, photos, videos, memes, reviews, and collaborative projects.
Authenticity: It is typically perceived as more authentic and genuine, as it reflects the real experiences, opinions, and creativity of individuals.
Diverse Origins: UGC can come from a variety of sources, including social media platforms, forums, blogs, wikis, and other online communities.^[3]

Important

The popularity of user-generated and organically reachable material has increased significantly with the growth of social networking channels. This brand-specific material is primarily created by customers and brand devotees, and it plays a critical role in shaping the buyer's journey.^[4]The following highlights how UGC can be beneficial if incorporated into a company's marketing mix: