What is user-generated content?
Also called: UGC
User-generated content
Posts about a brand created by customers or creators rather than by the brand itself.
UGC is unpaid, un-art-directed, and generally outperforms brand-produced content on engagement, because it reads as evidence rather than advertising.
Finding it is a mention problem: most people posting about a brand do not tag it, so the volume a brand can see through notifications alone is a small fraction of what exists.