UGC
User Generated Content: content produced by users or creators, sometimes as part of a paid arrangement.
Simple definition
UGC means User Generated Content. Historically it refers to content created spontaneously by customers or community members. In current marketing, the term is also widely used for creator-made assets commissioned by a brand for use on the brand’s own channels or advertising.
Formula and example
UGC has no single formula. Choose KPIs based on the use case: cost per asset, video completion rate, CTR, conversions, acquisition cost, number of creative variants or the duration and scope of usage rights.
How to interpret this KPI
UGC can be valuable because it feels native to a platform, supports relatable storytelling and provides multiple creative angles. But “authentic” does not automatically mean effective; performance still needs to be measured.
Do not confuse it with
Do not confuse UGC production with influencer distribution. A UGC creator can produce an asset without posting it to their own audience. In influencer work, access to the creator’s audience is usually part of the service and should be priced separately.
Practical use in Morocco
When commissioning UGC in Morocco, define the brief, number of versions, language, deadlines, revision rounds, usage rights, license duration, territories and any paid-media use. Obtain permission for reuse beyond the initial agreement.
Best practices
- Keep the same definition and denominator when comparing two periods.
- Segment by platform, format, campaign and audience before drawing conclusions.
- Always add context: objective, period, budget and data source.
- Prefer your own first-party performance data over external benchmarks when available.
When a platform or analytics tool uses a different scope, its documented definition takes precedence. See our methodology for assumptions and limitations. FaceTube methodology.
Frequently asked questions
Does UGC always mean free content?
No. It can be spontaneous or paid depending on context and the agreement.
Must a UGC creator post on their own account?
No. They may deliver the asset to the brand without publishing it to their audience.
Why do usage rights matter?
Because publishing, boosting, editing or reusing content may require separate rights and a defined duration.