# What is UGC (user-generated content)?

> UGC (user-generated content) is content about your brand that is not made by you, but by real consumers or specially hired creators. It is organic and relatable, and it does not feel like a polished ad. Consumers simply believe other consumers much faster than a polished brand message.

- Canonical: https://www.influentials.com/en-us/knowledge/for-brands/what-is-ugc
- Locale: en-us
- Hub: brands
- Published: 2026-07-28
- Updated: 2026-08-18

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UGC offers significant advantages. Its strength lies in the large volume of creative variations, the use of native formats that perform strongly in ads, content that is cost-efficient and scalable, and the ability to test and optimize quickly.

As a brand you often buy this content directly from [creators](https://www.influentials.com/for-brands) and then use it as advertising (social ads) for maximum conversion.