User-generated content (UGC)
Also known as: UGC
In short
User-generated content (UGC) is any content created and published by people outside your company, such as customers, users, partners, or community members, that features or relates to your brand. Examples are reviews, social posts, case study quotes, community answers, and walkthrough videos.
In B2B, UGC matters because buyers trust peers more than brand claims. It supports consideration and the buying committee, where a shortlist often forms after reading what similar companies say.
Common types of B2B UGC
- Reviews and ratings: Feedback on third-party review sites that buyers read while comparing options.
- Social posts: Customers sharing results, tips, or screenshots on professional networks.
- Community content: Forum answers, user groups, and Slack or Discord community threads.
- Customer stories: Quotes, video testimonials, and co-written case studies.
- Templates and workflows: Setups that users build and share with others.
How to encourage UGC
Ask at the right moment
Request a review or quote right after a clear win, such as a successful launch or a renewal, when the customer is most positive.
Make it easy
Provide a short prompt, a direct link, and a simple format. A two-question form gets more responses than an open request.
Build a community
A user group or forum gives customers a place to contribute without being asked each time.
Credit contributors
Name and thank customers, with their permission. Recognition motivates people more than discounts.
How GTM teams use it
Sales reps can attach relevant customer quotes to outreach and proposals. Marketing can feature reviews on landing pages and in ads. Customer success can turn strong community answers into help articles. Say a rep is selling to a logistics company: a short quote from another logistics customer is more persuasive than a generic claim.
Risks and common mistakes
- No permission: Always get consent before reusing a customer's words, image, or logo.
- Cherry-picking: Showing only glowing feedback can erode trust when buyers find the full picture elsewhere.
- No moderation: Unchecked community spaces can drift off topic or spread wrong advice.
- Ignoring negatives: Respond to critical feedback publicly and constructively.
User-generated content FAQs
What is user-generated content (UGC) in B2B marketing?
In B2B marketing, user-generated content is anything customers, users, or community members create about your brand without being employed by it. Typical examples are reviews, social posts, forum answers, video testimonials, and shared templates.
What are examples of user-generated content for B2B companies?
Examples include reviews on software comparison sites, LinkedIn posts from customers sharing results, community forum answers, customer quotes in case studies, and workflows or templates that users build and share with peers.
Why is user-generated content effective?
Buyers tend to trust peers who have used a product more than a vendor describing itself. UGC provides that third-party perspective, which helps during evaluation when buyers compare options and seek reassurance from similar companies.
Do you need permission to use user-generated content?
Generally yes. Get clear consent before reposting a customer's words, images, or logo in your marketing, and keep a record of it. Rules vary by region and platform, so check with your legal team. This is not legal advice.
