Abstract
<jats:p>The article examines user-generated content (UGC), employee-generated content (EGC), and influencer-generated content (IGC) as key tools for increasing brand trust in social media. In the context of digital transformation and information overload, traditional advertising is becoming less effective, while authentic and personalized communication gains greater importance. The study focuses on the nature of UGC, EGC, and IGC, as well as their impact on audience trust, brand loyalty, and reputation building. It is substantiated that UGC, based on real consumer experience, enhances authenticity and credibility; EGC reflects corporate culture and humanizes the brand, strengthening emotional connections with the audience; and IGC expands reach and influences consumer decisions through trusted opinion leaders. The paper emphasizes that the integrated use of these content types within a unified SMM strategy enables companies to create transparent, engaging, and effective communication with their target audience. The advantages and limitations of each content format are analyzed, highlighting the need for proper management, moderation, and alignment with brand values. The study also outlines current trends in social media marketing, including the growing role of artificial intelligence, short-form video content, and personalized communication. The findings demonstrate that the synergistic combination of UGC, EGC, and IGC contributes to higher user engagement, strengthens brand image, and supports the development of long-term relationships with consumers. The integration of these content strategies enhances brand performance in the digital environment and increases overall trust.</jats:p>