UUser Generated ContentCreator Content

UGC

User Generated Content: content from users or creators that feels close to real product experience.

Moritz Lambrecht

Updated: July 9, 2026

Definition

UGC stands for User Generated Content. In marketing, the term often describes creator assets that feel authentic, native, and less like classic advertising.

Also known as: User Generated Content, Creator Content

Use cases

UGC can appear organically on creator channels, be used on brand channels, or run as paid ads.

It is especially strong when it demonstrates product benefits, answers objections, or shows real usage situations.

Rights and quality

Before use, brands should define usage rights, runtime, channels, editing rights, and whitelisting.

Good UGC feels natural, but still needs a clear goal, clean briefing, and quality control.

About the author

Moritz is an expert in data-driven influencer marketing as well as co-founder and CEO of the influencer marketing agency Ad Specialist. Together with his team, he has already implemented over 10,000 influencer campaigns and managed more than €50 million in advertising budgets for customers such as HelloFresh, Emma, Clark, mymuesli and many other well-known e-commerce companies. His focus is on helping e-commerce companies grow profitably through creative and measurable influencer marketing strategies on channels such as YouTube, Instagram and Twitch.

Through his performance-oriented and effective approach, he has built a reputation as a leading expert and speaker in German e-commerce. In this blog - as well as on LinkedIn and his YouTube channel - he regularly shares valuable insights about data-driven influencer marketing.

Learn more about Moritz