User Generated Content (UGC) refers to the contents posted by the user online and which usually comes in the form of reviews, videos, photos or blog posts. Wikipedia can be set as the best example of user generated content website where users make contribution and not professionals. Now-a-days companies are making wise use of these UGC by making this as part of their marketing mix.
Brands are using the user generated contents as a part of their marketing campaign. The main advantages for the companies in using UGC campaigns is that they are cost effective than other brand campaigns. UGC campaigns can create a lot of buzz in the social media creating a viral effect. Thirdly, UGC campaigns will help the brands to go viral as they will be shared across social networking platforms.