Creators & content
UGC (user-generated content)
By Rubén García · 3 min
Content (videos, photos, reviews or comments) created by customers or creators, not by the brand itself.
UGC stands for user-generated content. It includes a Google review, a customer video trying a product or a forum comment.
Example: a skincare brand reshares a customer's video using its cream. That video is UGC.
Many brands now pay creators to film videos that look like real customers. They're still called UGC, but they're advertising and must be clearly disclosed.
It matters for SEO too. Google asks sites to mark links posted by users in comments or forums with rel="ugc". Your tech team handles this, not you.
Watch out: believable UGC works because it feels authentic. Faking it with AI or hiding that it's paid erodes trust and may break advertising rules.
