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:

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.

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