User-generated content is certainly not a new marketing strategy, but it appears to be enjoying a renaissance.

UGC - which refers to any kind of content created by a customer and used by a business - helps brands to build an immediate sense of authenticity.

Unlike online reviews - which can easily be faked, biased, or skewed by an algorithm - user generated content is often visual and tied to a social media account - therefore more trustworthy.

And with UGC's grown-up cousin, influencer marketing, facing scrutiny over its lack of regulation towards influencers and how they disclose paid-for ads, is it any wonder brands are reverting back to user-generated content?

Using the genuine reactions and opinions of happy customers is a great way to build credibility and trust, as well as drive customer retention.

Here are just six examples of brands creatively incorporating UGC into their social strategies.