User-generated content plays a significant role in digital marketing by fostering authenticity and trust. This type of content, created by consumers rather than brands, includes reviews, testimonials, and social media posts. It enhances brand visibility and engagement by encouraging community interaction and providing relatable experiences. Such content is often perceived as more trustworthy compared to traditional advertising, influencing potential customers' purchasing decisions. By promoting user-generated content, brands can leverage social proof to enhance their credibility and increase conversion rates.