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Everything You Need to Know About User-generated Content (UGC)

Everything You Need to Know About User-generated Content (UGC)

User-generated Content (UGC) is all online content that is created by online users. Find out what it is and how you can use it for your business here.

23rd September 2019

The internet has given users a louder voice than ever before. Whether it’s through mechanisms such social media comments, tweets or even business reviews, consumers can publish content which is accessible to anyone with an internet connection. This can be both a blessing and a curse, but it can be a crucial instrument in growing your business if used wisely.

In this article, we’ll explain what User Generated Content (UGC) is and how you can use it as an effective marketing tool for your business.

User-generated content (UGC)

UGC is anything online that users create. The vast majority of all content that exists online is created by users, for example blogs, status updates and photos. This is in contrast to branded content, which is defined as content created by businesses. Of the two, UGC has become the preferred form of content marketing – and it’s not hard to see why.


UGC applies to a multitude of different types of online content, but some of the most common are:

  • Blog comments
  • Facebook comments or posts
  • Reviews
  • User generated videos
  • Blog posts
  • Forum posts and comments

How your business can use UGC

Trends in digital marketing are a reflection of how consumers are behaving online. It’s not surprise then, that the most savvy businesses have leveraged UGC to market their products. This has the combined effect of involving customers in your business and conveying an inclusive and fun brand.

Some examples of how you can use UGC are:

  • Encouraging customers to leave reviews on your Facebook page or Google listing
  • Sharing posts of your customers enjoying your products online
  • Running competitions which require customers to engage in UGC
  • Using hashtags in your social media posts
  • Customer testimonials
  • Running a blog where you encourage engagement from readers


Your business, Sun Vision, sells sunglasses. You have decided to run a competition in which users post a photo wearing sunglasses on Instagram with the caption ‘I wish I had my sunglasses when…’ and tag your business in the post. The most captivating story will win a $500 voucher to spend at your store. This promotion will increase awareness among the Instagram community of your business.


UGC is a modern way to market your business which bridges the disconnect between users and businesses. Effective use of UGC will not only be informative in growing your business, but will also be beneficial for your business’s reputation amongst the general public. At the same time, your customers will have a more authentic experience purchasing your products. If you have further questions about using online information from your customers to market your business, it may be worth contacting a business lawyer.

Don’t know where to start? Contact us on 1800 529 728 to learn more about customising legal documents and obtaining a fixed-fee quote from Australia’s largest lawyer marketplace.

Jackie Olling

Jackie is the Content Manager at Lawpath and manages the content team. She has a Law/Arts (Politics) degree from Macquarie University and is an admitted solicitor in the Supreme Court of NSW. She's interested in how technology can help shape the future legal landscape.