Enhances brand authenticity: UGC provides real-life experiences and testimonials from users, which can increase trust and credibility for the brand.

Engages audiences: User-generated content encourages active participation and interaction, leading to higher levels of engagement and loyalty.

Fosters community building: UGC creates a sense of belonging and community among users who share common interests or experiences, strengthening brand communities.

Cost-effective marketing: Leveraging UGC reduces the need for expensive advertising campaigns and allows brands to reach wider audiences through organic sharing and word-of-mouth.

Quality control challenges: Maintaining the quality and relevance of UGC can be difficult, as not all content generated by users aligns with the brand's values or standards.

Legal and regulatory risks: UGC may infringe on copyrights, trademarks, or other intellectual property rights, leading to legal liabilities for the brand.

Negative publicity: Negative or controversial user-generated content can harm brand reputation and undermine marketing efforts, requiring swift and effective damage control.

Lack of control over messaging: Brands have limited control over the content and messaging of user-generated content, which may result in misinterpretation or misrepresentation of brand values.