UGC
User-Generated Content
In one line
User-generated content (UGC) is content created by customers themselves — reviews, photos, videos, social posts — and acts as both a credibility signal and a low-cost reach engine.
Going deeper
UGC covers content made by customers themselves — reviews, unboxing videos, social posts, in-app submissions. It tends to outperform brand-made content on credibility while simultaneously generating organic reach, which makes it close to free distribution.
Mature teams don't just wait for UGC to happen; they engineer it. Hashtag campaigns, review incentives and user galleries on-site are typical mechanisms, and recycling that UGC into paid creative usually beats traditional ads on both CTR and CVR.
There's also a quieter shift worth flagging: UGC sits inside a meaningful chunk of LLM training data. Reviews and reputation across third-party sites end up shaping how AI describes your brand, which is why review management is increasingly being folded into GEO work.
Related terms
Earned Media
Earned media covers exposure you didn't pay for directly — press coverage, word of mouth, organic mentions and user reviews.
MarketingInfluencer Marketing
Influencer marketing is the practice of partnering with creators who hold an audience's attention so they deliver brand messages in their own voice.
MarketingContent Marketing
Content marketing is the practice of building trust and demand by publishing genuinely useful content, rather than buying attention through direct advertising.
MarketingBrand Awareness
Brand awareness is the degree to which customers recognise or recall a brand within a category — one of the foundational assets of any marketing function.
GEO·AEOLLMO
LLMO (Large Language Model Optimization) is the work of shaping content, data and context signals so that LLMs understand and cite your brand correctly.
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