Ditch Your Old Ads and Focus on Authentic User-Generated Content NOW

Customers trust real people over brands these days—79% of consumers say user-generated content (UGC) strongly influences their buying decisions, while only 13% trust branded content.

Think about that for a second. When people see someone like them using your product, they're way more likely to buy. It’s the authenticity factor.

And this isn’t just a small trend—UGC is exploding on platforms like TikTok and Instagram. In fact, TikTok’s e-commerce mentions shot up 553% in 2021 alone.

Social commerce is booming, and UGC fits perfectly into that fast-paced, bite-sized content world. If you're not already tapping into this, you're missing out on a massive opportunity to put your products in front of more people.

Plus, UGC is extremely effective at getting people to talk and interact. UGC videos have been shown to drive 28% more engagement than your typical branded content. That means more likes, shares, and comments—all of which translate to better visibility and, ultimately, more sales.

So if you want to boost trust, reach more potential buyers, and turn engagement into profits, making UGC a core part of your strategy could make all the difference.

It’s authentic, relatable, and exactly what today’s consumers are looking for.

But how do you distinguish UGC videos from branded ones?

Here’s a simple comparison:

UGC videos are made by real customers or influencers. People trust these raw, unscripted videos because they feel real—like they’re getting advice from someone just like them. That trust is huge, with 92% of consumers saying they trust UGC more than traditional ads.

In contrast, branded videos are slick, polished, and obviously created by brands, which makes viewers more skeptical.

Another big difference? UGC videos are way more affordable. You don’t need a massive budget for professional production—customers are already creating the content for you. All you need to do is encourage them.

Meanwhile, traditional ads come with hefty costs for things like filming, editing, and hiring agencies.

UGC is also more engaging. Since it feels more relatable, people are more likely to comment, share, and interact with these videos. This kind of organic interaction gives UGC a longer shelf life, meaning it can continue to circulate and stay relevant long after it’s been posted.

And here's the kicker: UGC is more likely to go viral. People love to share authentic content that resonates with them, which gives it a much higher chance of spreading than a typical ad, which often feels more like a sales pitch.

Does this mean you, the brand owner, cannot create UGC videos to promote your products?

No, as a brand owner, you can absolutely create UGC-style videos to promote your products, and it can be a highly effective strategy. The key is to make these videos feel authentic, relatable, and unscripted, just like organic UGC.

You don’t need to have actual customers create every piece of UGC-like content—you can create videos that mimic the style of user-generated content, focusing on casual, everyday use of the product.

The goal is to remove the overly polished, "salesy" tone and showcase the product in real-life scenarios, which gives off the impression of a genuine, third-party review.

For instance, you can record behind-the-scenes footage, day-in-the-life videos, or tutorials that feature your product being used in a natural setting. 

This is often referred to as UGC-inspired content. Brands frequently collaborate with influencers or even create their own casual videos that replicate the authenticity and trust that UGC offers​.

Incorporating this style of content into your marketing strategy allows you to maintain control over the messaging while still tapping into the authenticity factor that resonates so well with today’s consumers.

This is a great way to bridge the gap between brand-produced content and true UGC, helping you build trust and connect with your audience in a more relatable way.

What’s new for UGC on TikTok, Facebook, and Instagram?

On TikTok, UGC continues to dominate, with features like shoppable UGC allowing customers to purchase directly from user-generated videos, making the shopping experience seamless.

TikTok’s Spark Ads now lets you repurpose UGC in paid campaigns, and they perform significantly better than traditional ads, driving 30% higher completion rates and 142% more engagement.

UGC-centered marketing is especially effective on TikTok, where it resonates with younger audiences like Gen Z and Millennials, boosting visibility and conversions.

Instagram has made significant strides too. The platform is now more UGC-friendly with tools like shoppable widgets that allow users to make purchases directly from posts that feature UGC.

Instagram has also introduced longer Reels (up to three minutes), providing more room for you to engage with UGC-style content. Additionally, the platform now allows businesses to include promo codes in ads, directly linking customer interaction with conversions.

On Facebook, although the focus is still heavily on community engagement, the platform continues to support UGC-driven marketing by integrating features like live sessions that foster real-time interactions and UGC sharing. This helps brands maintain authenticity and engage directly with their audiences.

Authenticity Is the Future of E-Commerce Marketing

As you can see, UGC is more than just a trend—it’s transforming the way consumers connect with brands, making it easier for businesses like yours to build trust, increase engagement, and boost sales.

If you’re still relying only on polished ads, now’s the time to tap into the authentic power of UGC, whether through customers or by creating UGC-style content yourself.

The best part? With platforms like TikTok and Instagram offering more tools to promote and integrate UGC, it’s never been easier to start. Keep an eye out for these new features and use them to connect with your audience in ways that resonate.

Stay tuned for more tips and strategies in our upcoming newsletters to help you grow your e-commerce business!