User Generated Content (UGC)

UGC is content published by consumers. Often it’s independent from branded content and not requested by the brand, for instance, on a social network. Here the UGC could be positive or negative, so companies need to use social listening to review and respond.

However, UGC can also be prompted by a brand for publication on their site, sometimes as part of a campaign.

Product reviews prompted by users are commonly used by retailers, prompted by email.

In this email example, Claires repurposes fan-made content to include visuals to their welcome emails:


Welcome to my personal site where I blog about the latest developments in digital business to help students, professionals or lecturers using my books in their studies or careers.

Visit my main Smart Insights Digital Marketing Strategy site to download planning templates, strategy guides and daily updates on the latest developments.

I also write about assistive technology to help others teaching the visually impaired as part of my volunteering work for charity AbilityNet.

My latest books

Full details on Amazon:

Digital Marketing: Strategy, Implementation and Practice
8th edition

Digital Marketing Excellence
6th edition

About Smart Insights

Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

Free members can download our free templates and benchmark their digital capabilities.