User-generated content (UGC) involves content created by customers, fans, or influencers that promotes a brand. An effective UGC strategy includes knowing the audience, choosing platforms like Facebook, Instagram, and YouTube, and providing tools and hashtags to encourage sharing. GoPro is an example of a company that succeeded with UGC by providing content guidelines, hashtags, and platforms. Korean startups also found success by encouraging contributions from early users and building communities. The document provides tips for companies to kick off their own UGC campaigns, such as setting goals, researching audiences, and engaging with users.