Social proof
Social proof is the tendency to judge something by how other people have judged it.
User-generated content (UGC)
User-generated content is any content about a brand created by its customers rather than by the brand: reviews, photos, videos, comments, forum posts, social media mentions..
Definition
User-generated content is any content about a brand created by its customers rather than by the brand: reviews, photos, videos, comments, forum posts, social media mentions.
It is trusted more than brand content for the obvious reason — the person who wrote it had nothing to gain.
What it looks like in practice
A customer’s photo of your product on Instagram is UGC. So is a two-paragraph Google review, an unboxing video, or a Reddit comment recommending you. Your own product photography is not, however candid it looks.
Why it matters
Reviews are the highest-trust and the easiest kind of UGC to obtain — people will write one when asked, and they will rarely make you a video. It is also the only kind that keeps producing itself once collection is set up.
Related terms
Social proof · Verified review · Collect customer reviews.
The full reviews glossary defines every term used across this site.
Questions
Related terms
Verified review
A verified review is one the platform can tie to a real transaction — a confirmed purchase, a completed booking, a finished job..
Google Place ID
The unique identifier Google assigns to a place. Find yours below.
Testimonial vs review
A review is unsolicited feedback left on a platform you do not control, alongside everyone else’s including the critical ones.