{"id":71511,"date":"2023-07-03T19:07:48","date_gmt":"2023-07-03T19:07:48","guid":{"rendered":"https:\/\/mailrelay.com\/glossary\/ugc-user-generated-content\/"},"modified":"2026-10-07T11:03:03","modified_gmt":"2026-10-07T11:03:03","slug":"ugc-user-generated-content","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/en\/glossary\/ugc-user-generated-content\/","title":{"rendered":"UGC (User Generated Content)"},"content":{"rendered":"\n

**UGC (User Generated Content<\/em>) is content about a brand created by its customers or users, not by the brand itself.** Reviews, photos, videos, comments and social media posts are the most common examples.<\/p>\n\n

In Spanish, it is known as contenido generado por el usuario<\/strong>. Its strength is that it is created by someone who has no interest in selling you anything.<\/p>\n\n

What does UGC stand for?<\/h2>\n\n

User Generated Content<\/em> means content generated by users. Today the term is used in two senses:<\/p>\n\n

Type<\/th>Who creates it<\/th>Is it paid?<\/th><\/tr><\/thead>
Organic<\/td>Customers who share their experience on their own initiative<\/td>No<\/td><\/tr>
Commissioned<\/td>Creators who make customer-style videos or photos for a brand<\/td>Yes<\/td><\/tr><\/tbody><\/table><\/figure>\n\n

The latter are called UGC creators<\/strong>. Unlike an influencer<\/a>, they don’t need many followers: the brand uses their content in its own ads and channels.<\/p>\n\n

Types<\/h2>\n\n

Reviews and ratings.<\/strong> On your website, in online stores or on maps.<\/p>\n\n

Photos and videos.<\/strong> The customer using the product, the famous unboxing<\/em> or a before and after.<\/p>\n\n

Social media posts.<\/strong> Using a brand hashtag<\/a> or mentioning the brand.<\/p>\n\n

Testimonials and success stories.<\/strong> Customers who explain how your product helped them.<\/p>\n\n

Questions and answers.<\/strong> Forums, communities and comments where customers help each other.<\/p>\n\n

\"Infographic<\/figure>\n\n

Why does it work?<\/h2>\n\n

It builds trust.<\/strong> Before buying, most people read other customers’ reviews. This is known as social proof.<\/p>\n\n

It’s authentic.<\/strong> A video a customer recorded on their phone conveys something a studio photo can’t.<\/p>\n\n

It costs little.<\/strong> Organic content is free, and creator content is usually cheaper than a professional production.<\/p>\n\n

It boosts engagement<\/a>.<\/strong> Customers who see their photo published feel part of the brand.<\/p>\n\n

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Request reviews automatically<\/strong><\/p>\n\n\n\n

Create a post-purchase email in Mailrelay that asks every customer for their review, and use it in your newsletters.<\/p>\n\n\n\n

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Create a free account<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n

How to get content from your customers<\/h2>\n\n

1. Ask for it.<\/strong> This is the step people forget most often. A post-purchase email asking for a review works.<\/p>\n\n

2. Make it easy.<\/strong> A direct link to leave the review or a form to upload the photo.<\/p>\n\n

3. Create a hashtag.<\/strong> Short, easy to remember and visible on your packaging and website.<\/p>\n\n

4. Set challenges or contests.<\/strong> With clear rules and a prize people actually want.<\/p>\n\n

5. Show what you receive.<\/strong> If customers see that you publish their photos, they’ll share more.<\/p>\n\n

6. Ask for permission.<\/strong> Before using a customer’s photo or video on your channels, get their written authorization.<\/p>\n\n

7. Say thank you.<\/strong> Reply to every review and every mention. A public thank-you encourages other customers to take part.<\/p>\n\n

UGC and email marketing<\/h2>\n\n

Email is one of the best channels both to ask for content and to use it:<\/p>\n\n

To ask for it.<\/strong> A post-purchase email, a few days after delivery, with the review request and a direct button.<\/p>\n\n

To showcase it.<\/strong> Include real reviews or customer photos in your newsletters and product emails.<\/p>\n\n

To win over abandoned carts.<\/strong> A positive review of the product they left behind can be the final nudge.<\/p>\n\n

For the welcome.<\/strong> Testimonials from other customers help new subscribers trust you from the very first email.<\/p>\n\n

\"Infographic<\/figure>\n\n

Marketing examples<\/h2>\n\n

A clothing store<\/strong> publishes on its website and in its newsletter the photos its customers upload with the brand’s hashtag.<\/p>\n\n

A cosmetics brand<\/strong> includes short videos of customers applying the product on every product page.<\/p>\n\n

A rural hotel<\/strong> sends guests an email after their stay asking for a review and offering a discount on their next booking.<\/p>\n\n

A software company<\/strong> turns customer reviews into success stories for its blog and sales emails.<\/p>\n\n

UGC in SEO: the rel=”ugc” attribute<\/h2>\n\n

In SEO, it is also a value of the rel<\/em> attribute of links. Google asks sites to mark links published by users, for example in comments or forums, with rel=”ugc”<\/strong>. This indicates that the website does not necessarily endorse that link.<\/p>\n\n

Common mistakes<\/h2>\n\n

Using content without permission.<\/strong> Just because a photo is public doesn’t mean you can use it in your advertising.<\/p>\n\n

Deleting negative reviews.<\/strong> It looks like censorship and undermines credibility. It’s better to respond respectfully.<\/p>\n\n

Presenting paid content as spontaneous.<\/strong> If you pay a creator, it must be clear that it’s advertising.<\/p>\n\n

Not measuring the impact.<\/strong> Compare the clicks and sales of emails with customer reviews against those without them.<\/p>\n\n

How Mailrelay helps you<\/h2>\n\n

With Mailrelay you can automate the post-purchase email that asks for a review and add real testimonials to your newsletters. Click statistics show you which reviews are most convincing.<\/p>\n\n

The free account includes up to 80,000 emails a month and 20,000 contacts, with human support by chat, ticket and phone.<\/p>\n\n

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Send your newsletters with Mailrelay<\/strong><\/p>\n\n\n\n

Up to 80,000 emails a month and 20,000 contacts for free, with human support on every plan.<\/p>\n\n\n\n

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Try Mailrelay for free<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n

Frequently Asked Questions<\/h2>\n\n

These are the most common questions about this type of content.<\/p>\n\n

What is UGC in a nutshell?<\/h3>\n\n

Content about a brand created by its customers, such as reviews, photos or videos.<\/p>\n\n

What is a UGC creator?<\/h3>\n\n

Someone a brand pays to create photos or videos that look like customer content.<\/p>\n\n

What’s the difference between UGC and an influencer?<\/h3>\n\n

An influencer publishes on their own channels for their audience. A creator delivers the content so the brand can use it on its own channels.<\/p>\n\n

Can I use the photos my customers upload in my emails?<\/h3>\n\n

Yes, but with their express permission, especially if identifiable people appear in them.<\/p>\n\n

What does rel=”ugc” mean?<\/h3>\n\n

A link attribute that tells Google the link was published by a user, for example in a comment.<\/p>\n\n

Related terms<\/h2>\n\n