← Glossary

What is User-Generated Content (UGC)?

User-generated content (UGC) is any form of content -- text posts, images, videos, reviews, or testimonials -- created by a brand's customers or users rather than by the brand itself, typically shared organically on social media or review platforms.

UGC is one of the most powerful forms of social proof because it is authentic by nature. When a customer writes a post saying "I just switched to this tool and it saved me 5 hours this week," that carries far more weight than the company saying the same thing about itself. People trust peer recommendations over brand messaging, and UGC provides exactly that -- real people sharing real experiences.

For founders and small brands, UGC is especially valuable because it creates content you did not have to write. Every customer tweet, LinkedIn shoutout, or review site comment is raw material that can be repurposed into your social media strategy. The challenge is finding it, collecting it, and turning it into posts that work across your platforms.

Types of UGC

The most common forms of UGC in B2B and SaaS marketing are: social media mentions (customers tagging or talking about your product), reviews on platforms like G2 or Product Hunt, testimonials shared directly with you, screenshots of your product in use, and community discussions in forums or Slack groups. Each type serves a different purpose. Mentions show organic adoption. Reviews build credibility for buyers doing research. Testimonials provide quotable proof points for marketing.

Using UGC in Your Social Media Strategy

The best approach to UGC is to make it a regular part of your content calendar. Set aside one or two posts per week to highlight customer stories, share testimonials, or repost user mentions. Always ask permission before resharing someone's content (even public posts), and credit the original creator. UGC posts consistently outperform brand-created content in engagement rate because they feel genuine and invite conversation.