In this episode of PR Adjacent, Ellie sits down with Julia Rubien, founder of Amie Social, to break down the basics of user-generated content (UGC) — and why it’s one of the most effective tools brands can use to drive sales today. From understanding what makes UGC different from traditional brand content to knowing how to source, brief, and repurpose it, Julia shares practical tips for beginners and brand owners alike. You’ll learn how UGC builds trust, stops the scroll, and turns casual browsers into loyal customers — plus how to start integrating it into your own marketing mix right now.