User-generated content is content created by customers or users rather than the brand, including reviews, posts, testimonials, and shared results. It carries credibility that brand-produced content cannot, because it comes from someone with no commercial interest in persuading the audience.

User-generated content works on the same principle as a referral: people believe other customers far more readily than they believe you. In B2B it rarely looks like consumer UGC, and more often appears as a client posting about a result, or mentioning you in a peer discussion. Encouraging and amplifying that is cheaper and more persuasive than producing more of your own content.

Example:

A client publicly describing a result they achieved carries more weight with a prospect than the same claim made in your own marketing.

What does user-generated content look like in B2B?

Usually client posts about results, peer recommendations in communities, reviews, and mentions in professional discussions rather than consumer-style content.

Why is user-generated content persuasive?

It comes from someone with no commercial interest in persuading the audience, which gives it credibility that brand-produced content cannot match.