UGC Content: The Future of Digital Marketing

Over the last few years, UGC Content (User-Generated Content) alongside influencer marketing has dominated in the world of social media. Last year, 93% of marketers report that it outperformed traditional marketing methods. In 2025, we’re seeing marketers increasingly prioritise UGC more than ever before.  

So why is it taking centre stage? Let’s take a deep dive into the power of UGC content in today’s marketing landscape.   

What is UGC Content?  

UGC refers to images, videos, blogs, social media posts, reviews and other forms of content shared by anyone outside of a brand, or professional marketers. It showcases how ‘real’ users use an item or product in an everyday setting as opposed to the polished  and curated content produced by professional creative teams.   

With such a saturated social media and digital space, people crave authenticity. With this, we’ve seen the rise of UGC content with some of the biggest names in the industry utilising it to drive sales. Essentially, consumers are looking beyond flawless campaigns and leaning towards relatable content; real people in everyday settings.  

Sephora UK utilising UGC content at the bottom of their website.

 3 Ways UGC work in 2025? 

Authenticity

Think real, raw, relatable and unfiltered. Picture a TikTok filmed against your bathroom sink whilst you try a new skincare product, or BTS content of you cooking a new recipe from a cookbook launch filmed on your iPhone. This type of content particularly appeals to the younger generation consumer who approach purchasing with more scepticism, seeking transparency and authenticity before committing to a brand. They want to see real people utilising the product or service in generic and relatable situation they can picture themselves in.  

Community Building

Particularly valuable for B2B & service based brands who historically haven’t always have a presence in social media marketing. UGC content such as BTS, videos, interviews and authentic team content helps these brands build a sense of community and engage with their audience in meaningful ways. Picture a software company for example, putting out UGC content assists them in establishing a true brand personality, cultivating a loyal following and community.   

Cost Effective

With influencer rates skyrocketing in 2025, UGC is a great cost-effective alternative for brands. You don’t need all the bells and whistles to create impactful UGC Content, think raw, organic, and real. Simply pick up your phone and start creating. If you’re looking to outsource your UGC, there are endless UGC platforms such as Collabstr (great for small businesses) which allows you to scroll through a UGC Creator Directory. Others such as Heepsy, Modash & Klear do the same.  

So what’s the verdict?  

UGC continues to thrive 2025.

If you’re looking to build trust, foster authentic connections with your audience, or you’re looking for a cost-effective alternative to traditional marketing methods, UGC content is the way to go.  

Want someone to look after your UGC? Get in touch with us HERE or book in a discovery call and let’s chat about how we can help.