What is UGC?
UGC, user-generated content, is content produced by people outside the brand, customers or hired creators, in the style of someone showing the product in everyday life. Spontaneous UGC is the customer who posts and tags the brand; contracted UGC is the creator who films for the brand to use on its own channels and ads, without posting on their own profile. It works because it looks like a recommendation, not an advertisement. The brand needs permission before reposting and, for contracted UGC, must define usage and term in a contract.