What is user-generated content (UGC)?

• A. Content created by influencers.
• B. Content created by marketing teams.
• C. Content that cannot be edited by users.
• D. Content created by users, including likes, ratings, reviews, and user-submitted images and videos.

Answer: (D)

User-generated content is content created by customers or fans, not by the brand or paid creators. It covers a range of contributions that people share about a product or brand, such as reviews, ratings, photos, videos, comments, and other media that users themselves generate. In omnichannel marketing this matters because UGC brings authenticity and social proof—people tend to trust content from fellow customers more than polished brand messages. That’s why the description that says content created by users, including likes, ratings, reviews, and user-submitted images and videos, is the best fit: it directly captures both the creation by users and the variety of formats they can contribute. The other options describe content created by influencers or marketing teams, or refer to content that users can’t edit, which doesn’t align with the participatory, user-driven nature of UGC.