User-Generated Content (UGC) refers to content created and shared by the users or customers of a brand, such as reviews, photos, videos, or blogs. This content has high credibility because it comes from real people and not directly from the company. UGC promotes engagement, increases brand authenticity, and acts as social proof, which can lead to increased conversions. The motivation for users to create UGC includes contests, challenges, or benefits in the form of discounts.