User-generated content is any post, photo, video, review or comment made by real people about a product or brand, rather than produced by the brand's own team. It ranges from an organic customer photo to content a creator makes under a paid agreement in a casual, authentic style. The defining trait is that it reads as a real person's experience, not an advertisement.
UGC matters because it is trusted. People believe other buyers far more than they believe brands, so genuine customer content tends to convert better, cost less to produce, and scale in ways studio shoots cannot. It also supplies a steady stream of fresh, on-platform-native creative.
Encourage it with a branded hashtag, easy prompts, reposts and light incentives, and always get permission before you reuse someone's post. Feature the best UGC in feeds, ads and on product pages, and track which pieces drive saves, clicks and sales.