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In a nutshell, user-generated content is any type of content (photos, videos, GIFs, Tweets, etc.) that are created by a brand’s followers, fans, or customers.

In its most organic form, UGC isn’t paid for by a brand, so it’s a genuine and honest recommendation being shared on the internet.

It can be as simple as someone Tweeting about your business or an influencer tagging a brand or product in their Instagram Stories:

It also has some seriously impressive benefits for businesses.

In a recent report, AdWeek found that 85% of Instagram users say visual UGC is more influential in their decision-making than brand-generated photos or videos.

Think of it as the digital equivalent of a word-of-mouth recommendation.

While UGC is commonly used for goals like building brand awareness and driving product sales, we’re now seeing the growing use of UGC in marketing and advertising campaigns on Instagram, Facebook, Pinterest, and more!