User-Generated Content (UGC)
User-generated content is content created by customers rather than the brand: reviews, ratings, photos, videos, and questions and answers, published on a product or store page where shoppers and search engines can read it as first-hand evidence of the product in real use.
UGC converts because it answers the question a brand cannot answer credibly: what is this product actually like once it arrives. A written review, a customer photo of the fit, or a short clip of the item in a real kitchen carries a different weight than studio copy, and shoppers who read it tend to buy with more confidence and return less.
It does double duty as text. Reviews and questions are crawlable, keyword-rich language written in the words real buyers use, which is exactly what search engines and AI answer engines pull from when they describe or recommend a product. A page rich in genuine customer content has more for a model to read, corroborate, and cite than a page of marketing prose alone. Getting that existing content readable, corroborated, and quoted back by AI is the gap BetterReviews is built to close.
The honest caveat: UGC only works while it is genuine. Incentivised, scripted, or fabricated content is against the policies of Google, Amazon, and most platforms, and shoppers detect it quickly. Collect it from verified buyers, leave the negative reviews in place, and treat photos and video as the highest-trust form rather than chasing volume of thin one-line text.