In 2025, user-generated content—or UGC—has become the driving force behind brand marketing. The old days of simply handing out products to influencers for a quick post are quickly fading. Now, brands see the value in working with regular creators, everyday people whose posts feel real, authentic, and less like a traditional advertisement. This shift benefits everyone—brands get relatable content, and creators get a genuine chance to participate.
UGC is simply content that real people make about a brand. Unlike polished ads from professional agencies, these posts blend into social media feeds as naturally as a friend’s latest vacation photo or a helpful recipe tip. Brands repurpose this content across their ads, emails, and websites, giving a fresh and trustworthy feel to every campaign. People are much more likely to believe what a real person recommends—about 90% of shoppers trust peer opinions over sponsored ads. This level of authenticity is why UGC is so convincing in today’s social media-driven landscape.
Cost is another big reason brands have embraced UGC. Producing content through agencies can be expensive, requiring fancy shoots, stylists, and hefty budgets. But UGC skips all these steps. Instead, brands collect videos, photos, and reviews from creators who are already part of their audience. Not only does this save money, but it also leads to more organic results. Because these pieces of content don’t look staged, paid ads that use UGC often see stronger performance—viewers react to real voices, not just professional visuals.
Building a UGC strategy is much easier than most people think. Brands are launching simple creator challenges, encouraging their communities to share genuine posts about their experiences and using those submissions in marketing. Many brands also partner with smaller creators whose style and tone resonate with the local audience, rather than aiming only for big influencer names. Online marketplaces, such as Xley, make it possible to gather lots of user-generated content efficiently, with clear rules on how everything will be used, distributed, and credited.
The rise of user-generated content marks a smarter, more personal approach to marketing. It’s cost-effective, trusted by consumers, and endlessly reusable across campaigns and digital channels. As UGC continues to reshape brand strategies, any company looking to capture attention in 2025 should start building their own library of authentic, people-powered content. This is the future of marketing, and those who adapt early are set to stand out and succeed.
