What Is User-Generated Content?
User-generated content (UGC) is any content created and shared by your customers or followers — such as photos, reviews, or videos — that features your brand or products.
User-generated content, or UGC, refers to any type of content created by people outside of your business that highlights or relates to your brand. This could include photos of customers using your product, social media posts with your brand tagged, reviews, testimonials, unboxing videos, or even contest entries.
For example, if a customer shares a photo of themselves wearing your clothing brand and tags your Instagram handle, that’s UGC. Or if someone writes a glowing review of your product on your website — that’s UGC too. It’s essentially free content created by your community that builds trust, shows social proof, and supports your marketing efforts.
Marketers love UGC because it’s authentic and relatable. With tools like Gleam, you can run campaigns to collect user submissions and then showcase that content on your website using features like Galleries. Just make sure you always request permission before using someone’s content in your marketing.
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What Is Growth Marketing?
Growth marketing is a data-driven approach focused on experimenting and optimising strategies to acquire, engage, and retain customers across the full marketing funnel.