User Generated Content (UGC) refers to any form of content - be it text, images or videos - that is created by users and not by brands or companies. In today's digital landscape, UGC plays a crucial role in many companies' marketing strategy as it promotes authenticity and user loyalty, as well as can increase brand awareness.

The importance of UGC arises for several reasons:

1. Credibility: Content from real users is viewed as more authentic and trustworthy than advertising content.
2. Engagement: UGC encourages interaction between users and brands and helps build an active community.
3. Content Pool: UGC offers a diverse and ever-growing source of content for marketing purposes.

A modeling agency brings together a specific target group in a variety of ways, which can be used to create user-generated content. Such are, for example Consumer videos and Gifted Reviews a popular form of online marketing in the fashion and beauty industry.