Marketing today isn’t what it used to be. Traditional ads and carefully crafted brand campaigns are struggling to connect with audiences who crave authenticity. You’ve probably noticed it yourself. Consumers want to see real people, genuine experiences and honest opinions. This is why user-generated content (UGC) is stealing the spotlight. Over the last decade, we’ve seen it first-hand at Find My Influencer.
UGC is content created by your brand’s customers and advocates. It could be photos, videos, reviews or social media posts. It’s the digital equivalent of a friend’s recommendation - unpolished, relatable, and, most importantly, trustworthy. In fact, 84% of consumers say they trust peer recommendations over traditional advertising. It’s no wonder brands embracing UGC are seeing record-breaking results, from higher engagement rates to boosted conversions.
The numbers don’t lie. Did you know that UGC is 8.7 times more powerful than influencer content? Or that UGC-based ads achieve 4 times higher click-through rates and a 50% reduction in cost-per-click? Consumers value authenticity more than ever, with 90% saying it’s a key factor when deciding which brands to support.
In this blog, we’ll explore 35 incredible UGC statistics that prove why it’s not just a trend. User-generated content is the future of marketing. From its ability to build trust to its unmatched influence on consumer behaviour, you’ll see why UGC should be at the heart of your strategy.
Whether you’re already using UGC or just starting to experiment, these insights will inspire you to double down on the power of real, user-driven content. Ready to get started? Read on as we dive into the UGC stats that are reshaping the world of marketing, right after we ask the question…
What the heck is UGC anyway?
User-generated content (UGC) is exactly what it sounds like - content created by your audience, not your brand. It includes everything from customer reviews and social media posts to photos, videos and testimonials. When someone shares a photo of their new purchase on Instagram or leaves a glowing review on your website, they’re creating UGC.
For example, take a look at this video created and shared by a customer about a hotel chain based in Surrey, England - Exclusive Collection…
But what makes UGC so effective? It boils down to trust. People trust other people more than they trust brands. Think about it. When was the last time you bought something based purely on a flashy ad? Chances are, you were more convinced by a friend’s recommendation or a five-star review from a stranger. UGC taps into this trust, creating a sense of reliability that traditional marketing just can’t replicate.
Whether it’s customer reviews, social media posts or unboxing videos, UGC is a dynamic way to build trust with your audience. Partnering with a UGC content creator agency can streamline the process of finding the right creators to generate this impactful content, ensuring it resonates with your target market.
Here’s why UGC stands out:
Authenticity that resonates
Today’s consumers are savvy. They can spot inauthenticity from a mile away. UGC cuts through the noise because it’s created by real people, sharing real experiences. It feels personal, not promotional.
Cost-effective marketing
UGC doesn’t just build trust. It’s also a cost-effective way to generate high-quality content. Rather than pouring money into elaborate photo shoots or big-budget ads, you can leverage content your customers are already creating.
UGC ads not only cost 50% less per click than traditional ads but also deliver significantly higher engagement. Collaborating with a UGC ads agency can help you design, execute and amplify these campaigns to maximise your ROI while staying authentic.
For example, this UGC campaign for Aldi included just five YouTube videos, created and shared by five different influencers. The results? Over 200,000+ YouTube views and an engaged audience of over 1.5 million people!
Increased engagement and reach
UGC has a natural way of connecting with people. Whether it’s a heartfelt testimonial or a fun TikTok video, it sparks engagement and encourages others to join the conversation. Social media posts featuring UGC often see higher likes, shares and comments compared to brand-created content.
Boosted conversions
UGC drives results. When customers see others enjoying your product or service, it helps build confidence in their decision to buy. The proof is in the stats (which we’ll cover shortly). UGC consistently outperforms traditional ads when it comes to conversions.
To put it simply, UGC isn’t just a trend. It’s a shift in how people connect with brands. By integrating UGC into your marketing strategy, you’re not just showcasing your product. You’re amplifying the voices of the people who love it. And that’s a message your audience is far more likely to trust.
35 UGC statistics that will transform your marketing perspective
Now, let’s dive into the data that proves just how powerful user-generated content can be. These 35 statistics showcase why UGC isn’t just a nice-to-have. It’s an essential tool for building trust, increasing engagement and boosting conversions.
Consumer trust and influence
85% of consumers find UGC more influential than brand photos or videos (CrowdRiff)
84% of people are more likely to trust a brand if they use UGC in their marketing campaigns (EnTribe)
72% of brands believe integrating UGC leads to more genuine customer relationships (Social Media Today)
90% of consumers value authenticity highly when choosing brands to support (Forbes)
92% of consumers trust reviews and testimonials more than traditional advertising (Linearity)
80% of marketers believe UGC influences purchasing decisions (Forbes)
86% of millennials consider UGC a strong indicator of brand quality (Bazaarvoice)
40% of shoppers won't purchase if there isn't UGC on the product page (Bazaarvoice)
86% of people consider customer reviews crucial for making purchase decisions (PowerReviews)
At least 41% of consumers read four to seven UGC reviews to gain insights on a product (Bazaarvoice)
77% of shoppers are more likely to buy a product they found through UGC (EnTribe)
Impact on engagement and conversions
UGC results in 29% higher web conversions than campaigns without it (InBeat)
Ads featuring UGC have four times higher click-through rates than average (InBeat)
Blogs with UGC see a 50% jump in engagement (Salesforce)
Instagram posts with UGC get 70% more engagement (Flockler)
UGC boosts a blog's organic traffic by 45% (Flockler)
Social campaigns that incorporate UGC see a 50% lift in engagement (Salesforce)
Websites with user forums keep people around 18% longer
Marketing performance and cost efficiency
Ads with UGC have 4 times the click-through rates and cost 50% less per click (Shopify)
UGC on TikTok is 22% more effective than brand-created videos, surpassing even engagement rates of Facebook ads by 32% and regular ads by 46%
On average, UGC can save brands the expense of a dedicated content producer ($72,000)
UGC testimonials can lift purchase intent by 30% (Flocker)
Social media and UGC trends
74% of consumers use social media to make shopping decisions (Business Wire)
People over 25 create over 70% of all UGC (DMNews)
25% of search results for big brands are links to UGC (Neonbrand)
Millennials find UGC 35% more memorable than traditional media sources
Social media campaigns with UGC increase engagement by 50% (Salesforce)
91% of active users on Instagram watch daily reels, increasing customer engagement for UGC (CrowdRiff 2024 Trends Report)
Employee and brand advocacy
Actual content from employees has twice the engagement of branded messages (LinkedIn)
When employees share UGC, messages receive 8 times more engagement than brand channels
Brand messages from employees are re-shared up to 24 times more frequently (business2community.com)
50% of employees are already posting about their company on social media (Weber Shandwick)
UGC in purchasing decisions
78% of all online content will be user-generated by 2033 (Linearity)
Nearly 90% of consumers have shared a brand or product experience on social media (Crowdtap)
Conversions increase by 10% when UGC is included in the online purchase path (EveryoneSocial)
These statistics tell a clear story. UGC is a game-changer for businesses looking to connect with their audience on a deeper level. Whether it’s building trust, driving conversions or increasing engagement, UGC delivers results that traditional marketing methods struggle to achieve.
Why these UGC statistics matter for your brand
The 35 statistics we’ve just explored tell a powerful story: user-generated content is no longer optional. But what do these numbers mean for your business? Let’s break down the key takeaways and why they matter for your marketing strategy.
1. Authenticity is king
The data couldn’t be clearer: consumers crave authenticity. With 90% of people valuing it highly when choosing brands and 92% trusting reviews more than traditional ads, your audience wants to see real experiences, not polished sales pitches. UGC delivers this authenticity in spades, building trust and fostering stronger connections with your customers.
To leverage this, encourage your audience to share their stories. Highlight their testimonials, showcase their photos and make their voices the hero of your marketing campaigns.
2. UGC drives engagement like nothing else
From social media campaigns with 50% higher engagement to blogs that see 2.5 times more shares (Linearity), UGC has the unique ability to grab attention and inspire action. Unlike traditional branded content, UGC feels genuine, sparking conversations and creating a ripple effect that extends your reach.
For your brand, this means integrating UGC into key platforms. Share customer content on Instagram, create TikTok challenges and embed testimonials or photos directly on your website.
3. Boosted conversions mean real results
It’s not just about clicks. It’s about what happens next. UGC’s ability to drive 29% higher web conversions and increase purchase intent by 30% shows its power in turning interest into action. When consumers see others using and loving your product, it builds the confidence they need to hit "buy now."
Make UGC a key part of your online purchase journey. Include reviews, star ratings and real customer photos on product pages. Use UGC in your retargeting ads to reassure potential buyers who are still on the fence.
4. UGC is cost-effective and scalable
With UGC-based ads costing 50% less per click and saving brands the expense of professional content creation, it’s clear that UGC offers unbeatable ROI. It’s content your audience is already creating for free.
Take a look at this project with the World Anti-Doping Agency. With just 16 pieces of user-generated content, this brand received over 7 million video views, 2,6 million reach and 82k engagements.
@ollierhoda Social media’s obsession with unattainable body standards can push people toward steroid use. I felt that pressure as a skinny, insecure lad, but I chose natural training. Steroids come with serious risks like acne, hair loss, mood swings, and heart problems. Join me and the Natural Training Movement by adding #NaturalIsEnough when posting your workout content. To watch more content and find out more about the risks of steroid use go to the WADA website or search #NaturalIsEnough ♬ original sound - Ollie Rhoda | Online Coach
5. Younger generations demand it
Millennials and Gen Z are driving the UGC movement. With millennials finding UGC 35% more memorable than traditional media and Gen Z viewing it as more credible than branded content, these demographics expect authenticity from the brands they support and UGC is the perfect way to meet those expectations. A UGC agency can help you tap into local creators who understand the cultural nuances of your audience, giving your campaigns a competitive edge.
To capture this audience, meet them where they are - on TikTok, Instagram and other platforms where UGC thrives. Use their language, their preferred content formats and, most importantly, let their voices shine.
The future of marketing is user-generated
If these stats have shown anything, it’s that UGC isn’t just a trend - it’s the future of marketing. From building trust and driving engagement to boosting conversions and saving costs, the benefits are too big to ignore.
The best part? UGC isn’t something you create. It’s something your customers give to you. By amplifying their voices, you’re not just showcasing your brand. You’re building a community of loyal, engaged advocates who want to share your story.
It’s time to embrace UGC and unlock its potential for your brand. Your audience is already creating content. Now it’s up to you to let it shine.
Ready to take your UGC strategy to the next level?
User-generated content is powerful, but when you pair it with influencer marketing, the results can be transformative. At Find Your Influencer (FYI), we specialise in creating bespoke influencer campaigns that combine the authenticity of UGC with the reach and trust of influential creators.
With access to a network of over 100,000 influencers in the UK and millions globally, FYI can help you:
Increase brand awareness through authentic, influencer-generated content.
Boost engagement and conversions with trusted voices in your sector.
Manage every aspect of your campaign, so you can focus on what you do best.
Join leading brands like Aldi, Frenchic Paint, Amazon Publishing and Exclusive Collection, who have already partnered with us to achieve outstanding results. Whether you’re launching a product, driving awareness or scaling your reach, FYI is here to help.
Let’s create something amazing together! Get in touch today and discover how influencer marketing can elevate your brand to new heights.