User-generated content (UGC) refers to any form of content—such as text, images, videos, reviews, or audio—that is created and shared by consumers or end-users of a product or service, rather than by the brand itself.

While traditional social media content still plays a crucial role in brand communication, UGC offers unique advantages. It's seen as more trustworthy, relatable, and influential in decision-making processes. The interactive nature of UGC also aligns well with the participatory culture of social media, where users expect to be active contributors rather than passive consumers.