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 trust evidence over advertising.
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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