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What is UGC (user-generated content)?

Lucian Calistru·Published on 9 juli 2026

UGC (user-generated content) is content such as photos, videos or reviews made by a real person about a product or business, not produced by the brand itself. It looks unpolished and authentic and is therefore often trusted more than official brand content.

In short

  • UGC is made by a creator or customer, not by the business or an ad agency.
  • It is all about credibility: UGC looks like a real experience, not advertising.
  • UGC creators are often chosen not for their reach, but for their style and production quality.
  • A business can reuse UGC in ads, if that is agreed up front.

UGC versus classic influencer marketing

In classic influencer marketing you rent a creator's reach: the content appears on that creator's channel, in front of their own audience. With UGC you mainly rent the content itself. A UGC creator makes a video or photo that the business then uses itself, on its own channels, in ads or on its website, regardless of how many followers that creator has.

That distinction is not absolute: many micro creators deliver both at once. They post the content on their own profile and give the business the right to use those same images elsewhere.

Why UGC works

People trust other people faster than a brand. A clip that feels like a spontaneous recommendation often performs better in ads than a polished studio production, precisely because it does not look like advertising.

For a local business without a production budget, that is an opportunity: no need to rent a photo studio. A creator with a phone and an eye for imagery delivers content that feels more honest than an expensive campaign.

How to start with UGC as a business

Describe concretely what kind of imagery you are looking for: an unboxing, a testimonial, someone using your product in a recognisable situation. The clearer the request, the closer the result gets to what you need.

Agree on usage rights before the creator starts: may you use the content in paid ads, on your website, in a newsletter? That is the one point where UGC agreements often differ from regular content agreements.

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  • Influencer marketing for your hospitality business: how do you start?
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  • Rules for influencer marketing in Belgium: what must you disclose?
  • Plekt vs an influencer agency: what is the difference?
  • Micro-influencers for beauty and fashion businesses

Frequently asked questions

What does UGC mean?

UGC stands for user-generated content: content made by a user or creator, not by the brand itself. Think of a video of someone testing a product or a photo of a dish, made by a customer or creator instead of a photographer employed by the business.

What is the difference between UGC and influencer marketing?

In influencer marketing you mainly pay for the creator's reach: the content appears in front of their audience. With UGC you mainly pay for the content itself, which the business then distributes. In practice the two often overlap.

Does a UGC creator need many followers?

No. For UGC, the quality and style of the content weigh more than the follower count, because the business uses the images itself instead of relying on the creator's audience.

May a business use UGC content everywhere?

Only if that was agreed up front. Pin down where the business may use the content, for example on social channels, the website or in paid ads, so no ambiguity arises after the collaboration.

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