Glossy 101: What’s the deal with UGC?

As community becomes more important to brand building, more brands and marketers are coming to understand the importance of user-generated content. To simplify the concept, Glossy spoke to experts in the field, who explained everything from the basics of UGC to the ways and reasons UGC benefits brands today.

First things first, what is UGC?

User-generated content is exactly what the term suggests. According to William Gasner, co-founder and CMO at Stack Influence, a platform that helps brands generate UGC, the term means content created by a real person (and not AI). Though this generally means your “everyday, average person,” theoretically speaking, a celebrity could create UGC, too — because it comes down to the creator simply being human, Gasner said.

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