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User-generated content (UGC) is any voluntary form of content created by your audience rather than by your brand or employees. Using content created by users is an effective strategy to build trust, authenticity, and boost audience engagement because it acts as social proof.
People trust people. According to a 2025 Consumer Research Report, 71% of people say that customer ratings, reviews, and UGC are ‘extremely’ or ‘very important’ in helping them decide to complete a purchase when shopping online.
There is one key difference between UGC and creator or influencer content: UGC is created organically by real customers and is unpaid. UGC is the opposite of this content, as it helps to foster genuine trust in your brand and encourages word of mouth promotion for the right reasons.
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