Significance of User Generated Content (UGC) in Social Media Marketing

What is UGC? User Generated Content or UGC as commonly known refers to content created by unpaid contributors. It can be in the form of pictures, videos, reviews, testimonials, posts, tweets, pins, etc. With social media platforms focusing more and more on customer engagement, brands are leveraging UGC for their social media marketing by incorporating it directly into their websites, campaigns, digital advertising, etc. Why UGC is