You are here: Home / Blog / Why User-Generated Content (UGC) is the Future of Marketing for Consumers and Brands
By on Feb 24, 2025
In a world where consumers are constantly bombarded with advertisements, trust is more important than ever. That’s why user-generated content (UGC) has become a game-changer for businesses looking to build authentic connections with their audiences.
Instead of relying solely on polished brand messaging, companies are turning to real customers, fans, and community members to share their experiences. And it’s working—UGC doesn’t just feel more relatable, it drives real results. If you’re looking for an effective, low-cost way to boost engagement and conversions, UGC should be part of your marketing strategy.
Consumers trust real people more than brands. Research shows that approximately 93% of marketers using UGC say it performs better than traditional branded content.
Why? Because UGC feels authentic. When potential customers see others enjoying a product or service, it reassures them that the brand delivers on its promises. Think of it like word-of-mouth marketing in the digital age—seeing a friend, influencer, or even a stranger endorse a product makes it more appealing.
Getting started: Encourage happy customers to share photos, videos, or reviews of their experiences. Feature their content on your website, social media, or marketing materials.
Consumers don’t just like UGC—they depend on it when deciding what to buy. Around 40% of shoppers say that UGC is “extremely” or “very” important when making a purchase, ranking higher than product comparison charts and even professional review videos.
When potential customers see real people using a product, they get an unfiltered, relatable perspective. Unlike ads, which are designed to sell, UGC feels like honest recommendations from people who have nothing to gain from sharing their experiences.
Getting started: Make it easy for customers to share their experiences by creating branded hashtags, featuring customer stories in email campaigns, or running giveaways where users submit photos or videos of your product in action.
Social media thrives on engagement, and UGC is one of the best ways to spark conversations. Whether it’s a TikTok challenge, an Instagram story shoutout, or a customer testimonial post, user-generated content gets more likes, comments, and shares than brand-generated content.
When brands feature their audience, they create a two-way relationship instead of just broadcasting messages. Customers feel valued, which increases loyalty and encourages more people to participate.
Getting started: Launch a UGC campaign where followers submit content related to your brand. Offer a small incentive, such as a chance to be featured or a giveaway entry, to encourage participation.
Adding UGC to your website—especially on product pages—can directly impact sales. When shoppers see real customer photos and testimonials, they feel more confident in making a purchase.
For example, fashion and beauty brands often showcase customer-submitted photos alongside their product images. Seeing how a product looks in real life (instead of just in a staged photoshoot) helps shoppers visualize themselves using it, which leads to higher conversion rates.
Getting started: Incorporate customer photos, reviews, or testimonials on product pages, landing pages, and even your checkout process to build trust and reduce hesitation.
One of the biggest advantages of UGC is that it’s affordable and scalable. Instead of investing heavily in high-production ads, brands can leverage the content their customers are already creating.
It’s a win-win: customers get a moment in the spotlight, and brands get fresh, engaging content without spending a fortune on production. This makes UGC an excellent long-term strategy that continuously fuels content marketing efforts.
Getting started: Repurpose UGC across multiple platforms—social media, email campaigns, ads, and your website. The more you showcase real customers, the more others will be inspired to contribute.
User-generated content isn’t just a trend—it’s a powerful way to build trust, boost engagement, and drive sales. At Umbrella Local, we help businesses create and execute UGC strategies that turn real customer experiences into marketing gold.
Whether you need help sourcing UGC, running campaigns, or integrating it into your website, we’re here to guide you. Contact us today to schedule a free consultation. Let’s build a marketing strategy that works—powered by the voices of your customers.
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