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User Generated Content (UGC)

Content and digital asset managementIntermediate Level

User generated content (UGC) is content made by customers and other unpaid contributors, such as reviews, ratings, photos, videos and questions about a product.

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What is User Generated Content (UGC)?

User generated content (UGC) is content that customers and other unpaid people create about a product, such as reviews, ratings, photos, videos, questions and social posts. UGC management is the work of collecting that content, checking it, getting reuse rights and showing it next to the right product. UGC differs from brand content because the brand does not write it, and from influencer content because the creator is not paid. Shoppers often trust it more for that reason, but it also needs moderation for spam, abuse and false claims. Reviews and customer photos usually live in a review platform, while the product data they sit next to lives in a PIM. Matching both on SKU or GTIN keeps each review on the right variant. The product content management guide explains how brand content and UGC fit together on a product page.

Why User Generated Content (UGC) matters for e-commerce

Shoppers read reviews and look at customer photos to judge fit, quality and how a product looks outside a studio. That makes UGC a strong complement to brand content, but only when it appears on the right product and variant. A review about size 42 on the size 38 page, or a photo of the wrong color, creates the confusion it was meant to remove. UGC also shows you which questions your own product content leaves open: if many reviews mention sizing, your size information is missing or unclear. Managing UGC well means moderation, clear reuse rights and clean product identifiers to match on.

Examples of User Generated Content (UGC)

  • 1Type: Review, Example: Four stars, fits half a size small, Linked to: Variant SKU of the shoe
  • 2Type: Customer photo, Example: Sofa in a living room, Linked to: Product and color variant, with reuse permission
  • 3Type: Question and answer, Example: Is this jacket waterproof?, Linked to: Product page FAQ
  • 4Type: Social video, Example: Unboxing on TikTok, Linked to: Campaign and product reference
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How WISEPIM Helps

  • Clean identifiers to match on: WISEPIM keeps SKUs, GTINs and variants consistent, so review platforms that match on these codes find the right product.
  • Approved customer photos as assets: photos you have permission to reuse can be stored with digital asset management next to the product record.
  • Fill the gaps reviews reveal: when reviews keep asking about the same detail, AI enrichment can help add that attribute or description to the product data.

Learn more about Product Enrichment: enrich product data with AI at scale.

Common mistakes with User Generated Content (UGC)

  • Showing reviews on the parent product only, so variant-specific feedback gets lost or misplaced.
  • Reusing customer photos in ads without written permission.
  • Deleting negative reviews instead of answering them.
  • Not moderating, so spam and off-topic posts reach the product page.
  • Ignoring what reviews say about missing product information.

Tips for User Generated Content (UGC)

  • Ask for a review a few days after delivery, when the customer has used the product.
  • Match reviews on SKU or GTIN so they land on the right variant.
  • Record reuse permission for every customer photo or video you share.
  • Reply to critical reviews in a factual, helpful tone.
  • Turn recurring review questions into attributes or FAQ answers on the product page.

Trends around User Generated Content (UGC)

  • AI summaries of reviews on product pages.
  • Short customer videos alongside photos.
  • Stricter rules against fake reviews in the EU and US.
  • Review syndication from brands to retailer sites.

Tools for User Generated Content (UGC)

  • WISEPIM: PIM for the product data and media that UGC is shown next to.
  • Yotpo: platform for reviews, ratings, photos and Q&A.
  • Bazaarvoice: collects and syndicates reviews and visual UGC.
  • Loox: photo and video reviews for Shopify stores.
  • Okendo: reviews and UGC platform built for Shopify.

Related Terms

3D Model ManagementA+ Content (Enhanced Brand Content)AI-powered product content creationAlt-Text Accessibility ManagementAsset TransformationAugmented Reality (AR) Product Visualization

Also Known As

Consumer-generated contentCustomer contentUGC management

Frequently Asked Questions

UGC management covers collecting reviews, photos and videos from customers, moderating them, securing permission to reuse them and showing them next to the right product. It usually runs in a review or UGC platform that is matched to your product catalog.

Product reviews and star ratings, customer photos and videos, questions and answers on a product page, unboxing videos and social posts that tag your brand. In B2B, installer comments and project photos also count.

No. UGC is made by customers without payment. Influencer content is made by creators who are paid or receive products, and it usually needs an advertising disclosure.

Only with permission. Ask the creator for reuse rights, record that permission and keep the original source. Without it, using the photo in ads or on marketplaces can lead to copyright claims.

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