Marketing and SEO termsUpdated
User-generated content (UGC)
Also called: UGC, customer content, employee-generated content
Definition
User-generated content (UGC) is content about a brand created by people outside its marketing team, such as customers, employees, partners or fans. Reviews, social posts, photos and testimonials all count when someone other than the brand made them.
UGC on LinkedIn
What sets UGC apart is that the brand didn't write it. That's where its credibility comes from, and also why it can't simply be taken and reused.
- A client's post about results they got working with you.
- Employees posting about a launch, an event or life at the company.
- Partners or customers mentioning your Page in their updates.
- Recommendations written for individual team members.
- Comments under your posts that answer or extend them.
- Photos attendees post from your event, mentioning your Page.
Reusing it responsibly
- 1
Ask first
LinkedIn's User Agreement says members own their content. Ask the author, say where it will appear and keep their reply.
- 2
Keep it intact
Show it as written, with their name and a link back to the original.
- 3
Prefer formats the author controls
An embed of a public post disappears if the author deletes it; a screenshot stays up regardless of their wishes.
- 4
Remove it on request
If someone changes their mind or leaves the company, take it down promptly.
When and how to ask is covered in do I need permission to embed someone else's post?
When UGC backfires
A simple route on a company site is to repost employee or customer posts from your Page and show your Page's feed with reposts included; the reposts question explains the setting.
- Only the glowing examples, so the selection looks staged.
- Employee posts that read as scripted, which undermines the authenticity UGC is meant to add.
- Old posts from people who no longer work with you.
- Content that doesn't fit the page, such as a lighthearted team photo next to a pricing table.
Related terms
- Social proof
- Social proof is evidence that other people trust, use or recommend you, such as testimonials, reviews, client logos, follower counts or endorsements. Visitors lean on it as a shortcut when deciding whether a business or person is credible.
- Employer branding
- Employer branding is how an organization presents itself as a place to work: its culture, values, people and the experience of working there. It influences whether candidates notice the company, apply for roles and accept offers.
- LinkedIn repost
- A LinkedIn repost shares someone else's public post with your own network. A plain repost passes it on unchanged; “Repost with your thoughts” adds your commentary on top, with the original post shown underneath.
- LinkedIn @mention
- An @mention tags a LinkedIn member or Page in a post or comment: you type @, start the name and pick it from the list. The name becomes a link to their profile or Page, and a mentioned member receives email and app notifications.
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