The term user-generated content refers to any content created and shared by individuals rather than brands or organizations. This includes reviews, videos, blog posts, social media comments, and any other media produced by users. User-generated content is valuable for businesses as it fosters community engagement and helps build trust with potential customers. It serves as authentic feedback and can influence purchasing decisions. By encouraging and leveraging user-generated content, brands can enhance their marketing strategies and create meaningful connections with their audiences, ultimately boosting brand loyalty and visibility.