Earned content
In one sentence
Earned content is UGC that arrived without a brief, payment or campaign trigger. The customer chose to post, tagged the brand, and the brand earned the mention. Highest-credibility tier of UGC.
Not the same as
Paid UGC
Paid UGC is briefed and paid; earned content is voluntary.
Gifted UGC
Gifted content involved a brand-funded product send; earned did not.
Read more on this
Strategy
What is user-generated content (UGC), and why it out-converts studio content
UGC is the photos, videos and reviews your customers create about your product. It out-converts studio content because shoppers, and now AI agents, trust evidence over advertising. Here is why, and where to put it.
Strategy
How to get more UGC for your store without paying for it
Most stores have a UGC supply problem, not a quality one. Ask at the post-delivery peak, make it one tap, and visibly feature what comes in. No creator budget needed.
AI search
UGC vs Brand-Produced Content: A/B Results from 2,000 PDPs
UGC won conversion by median 19%, time-on-page 27%, AOV 11%. Brand content retained the edge on hero images. The hybrid model that beat both.
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