Brand Manager’s Guide to UGC

As a brand manager, you’re not only responsible for developing a brand strategy. You’re also managing how that plan is implemented across various communication channels and marketing initiatives. In other words, you’ve got a lot to juggle. There’s one aspect of your brand’s marketing strategy in particular that you can’t afford to drop: user-generated content (UGC). UGC is any type of content — from a product review to a selfie in a recently purchased outfit — created and shared by actual customers. Why is it important? Because the success of your brand depends on what people say about your products and company.