UGC

UGC (user-generated content) is media — usually short-form video or photography — produced by a creator and licensed for use by the brand in paid ads, owned channels, or on-pack. It is increasingly the dominant content format for performance marketing as audiences distrust polished brand-produced creative.

UGC vs. influencer content

UGC is generally licensed for the brand's reuse; influencer content typically lives only on the creator's channel. The same creator can deliver both, often in the same brief.

In the loop

UGC sits in the Run step: brief → draft → approval → license. A Creator Commerce OS makes the license terms explicit at brief approval, so the brand knows up front what it can and cannot reuse and where.