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    UGC (user-generated content)

    DefinitionCreative Strategy

    UGC (user-generated content)

    User-generated content: material made by customers or ordinary users rather than the brand. In paid social the term has stretched to 'UGC-style' - ads deliberately shot to look homemade, because feed-native imperfection often outperforms studio polish.

    Evidence from the library

    50%Half of all media time is now spent with user-generated contentStat+39% vs +4% avgCreator content is the second fastest-rising brand touchpoint since 2022Stat+3.4 vs +1.9Creator content beats other digital advertising on awareness and consideration liftStat+12 / -7Creator content wins on involvement and relevance but runs -7 points on brandingStatThe same brand cue needs different framing across Chinese platforms, from Weibo's text-heavy slang to Douyin's unpolished, authentic livestream style.Principle

    Source

    Marketing Definitions

    standard social media practice

    More on creative strategy

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