User-generated content (UGC)

User-generated content (UGC) is any content about a brand, such as photos, videos, reviews, testimonials, or social posts, that is created by customers, fans, or other people rather than by the brand itself.

Quick facts

• Also known as: UGC, consumer-generated content
• Category: Content types
• Applies to: X · Instagram · TikTok · Facebook · YouTube · Threads · Pinterest · review sites
• Common formats: unboxing videos, customer photos, product reviews, tagged posts, hashtag campaign entries
• Key trait: it is trusted more than brand content because it comes from real people

What is user-generated content?

When a customer posts a photo of their new sneakers, films a TikTok review of a skincare product, or tweets praise for a support team, that is user-generated content. The brand did not write it, design it, or pay for it (in its original, organic form). That independence is exactly why it works: people tend to trust other customers more than they trust advertising.

The term came into wide use in the mid-2000s, as blogs, YouTube, and early social networks let ordinary users publish at scale. Brands quickly realized that encouraging and resharing customer content was a cheap and credible way to fill their channels. Hashtag campaigns, photo contests, and review requests all became standard UGC tactics.

Organic UGC vs. paid UGC

Today "UGC" has two meanings.

Organic UGC: content customers create on their own because they like (or dislike) a product. Brands find it, ask permission, and reshare it.

Paid UGC (UGC creators): creators who are paid to make content that looks and feels like a normal customer video, which the brand then uses in ads or on its own channels. This is technically sponsored content and should follow disclosure rules, such as the FTC Endorsement Guides in the United States.

Why UGC matters

UGC works as social proof: seeing real people use a product reduces doubt for potential buyers. It also solves a practical problem, because brands need far more content than their teams can produce, and customers create a steady supply for free. On algorithm-driven feeds, authentic, less polished content often blends in better than obvious ads. For ways to turn happy customers into regular content creators, see this guide to finding your brand advocates on X.

How Circleboom helps with UGC

The hardest part of a UGC program is finding the content, because many customers mention a product without tagging the brand.

With Circleboom's Real-time Tweet Search feature, you can collect tweets that mention your brand, product names, or campaign hashtag from a chosen start date onward, and filter for posts that include images or videos. The results show both the tweets and the accounts that posted them. The Historical Tweet Search feature does the same for past date ranges, which is useful for finding older customer photos or reviews.

Once you have permission from the creator, the Circleboom Publish tool lets you schedule that content across X, Instagram, Facebook, LinkedIn, Bluesky, Threads, Pinterest, YouTube Shorts, TikTok, and Google Business Profile from one calendar. For reposting tips, see how to repost a Reel on Instagram and how to repost on Facebook.

Frequently asked questions

Do I need permission to reshare user-generated content? Yes, you should always ask. Native reposting tools on a platform are generally fine, but using a customer's photo in your own post or ad needs explicit permission and credit.

What is a UGC creator? A creator who is paid to produce authentic-looking content for a brand. The brand usually owns or licenses the content and may use it in ads.

How do I encourage customers to create UGC? Create a branded hashtag, run contests or giveaways, feature customer posts regularly, and make it easy by asking for photos or reviews after purchase.

Is a review considered UGC? Yes. Written reviews and ratings on review sites, app stores, and social platforms are some of the most influential forms of UGC.

Related terms: What is social proof? · What is influencer marketing? · What is a hashtag? · What is a stan?

By Arif Akdoğan, reviewed by Kevin O. Frank. Last updated 2026-10-03.

Sources: FTC, Endorsements, Influencers, and Reviews guidance; Circleboom, Real-time Tweet Search; Circleboom Publish.