User-generated content (UGC) is any written content, video, imagery, or other content format that is created by users of a product or service, rather than the company who creates the product or service. User-generated content is often submitted to online forums or social media platforms and communities.

User-generated content can have major benefits for a brand. Because a brand typically has more customers than employees, user-generated content is a way to create a lot of content very quickly. Users are highly likely to share the content they create with friends, which increases word of mouth.

User-generated content also has potential drawbacks. When the volume of user-generated content is high, it is difficult to control the quality of content. Additionally, user-generated content can sometimes result in the creation of objectionable materials, which a brand may have to moderate or address through public relations.