User-generated content (UGC) is any content created by customers, fans, or creators rather than the brand. It's highly trusted and effective for marketing. Types of UGC: - Customer reviews - Photos with products - Unboxing videos - Social media posts - Testimonials - Tutorial content Benefits of UGC: - Higher trust than brand content - Lower production cost - Authentic customer voice - Fresh, varied content - Social proof Collecting UGC: - Post-purchase requests - Hashtag campaigns - Contests and challenges - Review incentives - Creator partnerships