User-generated content is any content the users create, be it blogs, images, or videos. User-generated content is different from the content generated by any brand itself. Usually, you can see brand customers, brand advocates, and employees creating user-generated content. 

It is important for a brand to track its user-generated content because it helps to influence engagement and drive better sales. It also grows the community for your brand and opens up interactions between the brand and the customer. You can consider user-generated content as a marketing technique because the audience will trust it more than the brand’s standard marketing content.

Example

Coca-Cola launched its ‘Share a Coke’ campaign, which brought great examples of UGC into the limelight.