User-generated content or UGC, as it corresponds to its acronym User generated content, comprises everything that Internet users create and publish on a website, social network, platform or other.
These publications or User generated content are usually comments that users post on networks or websites, opinions, posts, images and more.
In addition, they can be presented in a variety of formats, sizes and levels of depth, ranging from a small comment to extensive explanations.
In this sense, these comments are far from being just publications, they are actually very valuable resources for companies with a digital presence and the marketing they do.
From the point of view of digital marketing, user comments are used to guide strategies, in addition to being a free and natural dissemination tool, spontaneously provided by Internet users.
Making use of these strategies not only allows the company to have a clear idea of the users’ perception of the brand, but it is also free and does not require any type of investment.
A clear example of companies that have managed to profit from UGC is Amazon, the largest online sales platform today, and even travel sites such as Booking or TripAdvisor.
These companies have managed to profit from comments, reviews, responses and other posts made by users, generally in a positive way, regarding a product or service received.