How has the definition and nature of User-Generated Content (UGC) evolved over time, particularly in relation to the involvement of brands and creators?

User-generated content is any form of brand-specific content created and shared by consumers, fans, or followers of a brand on social media or other channels. This can include images, videos, reviews, testimonials, blog posts, and even podcasts.

UGC stands in contrast to branded content, as its authenticity gives brands a compelling consumer perspective and provides social proof. Traditionally, UGC was created without any direct involvement from the brand. However, UGC today can come from a creator who is paid by brands to create content that appears to be organic but is actually designed to showcase a specific product, service, or feature.

Source: https://www.widefoc.us/post/how-to-unlock-the-power-of-user-generated-content-on-social-media