What is user-generated content?

User-generated content refers to materials created by individuals or groups, often fans or customers, that are not officially commissioned or created by a brand itself. This type of content can include reviews, testimonials, blog posts, social media posts, videos, and any other creative output that showcases or promotes a brand's products or services. It effectively leverages the voices and perspectives of real users, adding authenticity and trust when it comes to brand representation.

Option B accurately captures this idea, highlighting that the content is created by unpaid contributors who voluntarily share their experiences, opinions, and creativity related to a brand. This form of content is particularly valuable in today’s digital landscape because it builds community engagement and can influence potential customers positively.

The other options do not align with the definition of user-generated content. For instance, content created by employees of a brand, content edited by a brand’s marketing team, or content exclusively created for promotional purposes by professionals do not reflect the grassroots, authentic nature of user-generated content, which is integral to its appeal and effectiveness in marketing.