User-generated content (UGC) is basically content that is not created by brands, but by ordinary people on social media.
User-generated content can help increase brand awareness and customer loyalty by enabling companies to tap into the enthusiasm and creative energy of their customers.
Traditionally, brands have collected this organic content through contests, branded hashtags, or simply by asking permission. When brands share this content with their own followers, they are running a UGC campaign.
However, the meaning of UGC has expanded in recent years to include the work of freelance marketers. Brands pay "UGC creators" to produce content that looks like organic UGC. Unlike influencers, who promote brands through their own channels, UGC creators provide the content they create for distribution on brands' own channels.