UGC is content published by consumers. Often it’s independent from branded content and not requested by the brand, for instance, on a social network. Here the UGC could be positive or negative, so companies need to use social listening to review and respond.
However, UGC can also be prompted by a brand for publication on their site, sometimes as part of a campaign.
Product reviews prompted by users are commonly used by retailers, prompted by email.
In this email example, Claire’s repurposes fan-made content to include visuals to their welcome emails: