The average person sees an estimated 4,000 to 10,000 advertisements daily. When ads are inescapable, it’s hard for consumers to know which brands they can trust to provide quality goods and services. To combat this issue, more and more buyers are turning to UGC.

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According to a survey by Adweek, 85% of people find UGC more reputable than brand-created content. This credibility makes all the difference when convincing consumers to buy from you over your competitors. So, if you’ve been looking to expand your UGC marketing efforts, our guide has you covered. Keep reading to learn about the latest trends and best practices concerning UGC marketing!

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What is UGC marketing?

User-generated content (UGC) is created by product or service consumers and includes marketing materials like social media posts, testimonial and review videos, blogs, photos, and more. UGC marketing, therefore, is the use of UGC to promote a product or service. 

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There are two different types of UGC: paid and organic. Organic UGC is original content created voluntarily by consumers. Brands do not commission or pay for this type of UGC. Instead, content creators (typically social media users or bloggers) generate it independently. Organic UGC is a valuable form of marketing because of its authenticity. It is often viewed as more trustworthy than in-house marketing materials because brands do not influence the content’s creation or messaging. On the other hand, paid UGC is created by consumers in partnership with brands. Those commissioned by brands to make this kind of content are called UGC creators. 

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Paid UGC is often associated with influencer marketing, and while they share many similarities, one significant difference separates them. With influencer marketing, influencers create and share content on their own social platforms in collaboration with brands, who are then free to repost this content onto the brand’s social platforms; conversely, with UGC marketing, UGC creators are hired to make content that will be shared only on the brand’s social platforms. Thus, while influencers generally need a significant following to attract brand partners, UGC creators don’t have to have any social following whatsoever. 

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Paid UGC is intended to increase brand awareness and drive conversions (e.g., getting consumers to complete a purchase, follow the brand on social media, subscribe to the brand’s newsletter, etc.). It’s a vital marketing technique for building credibility with buyers and fostering more engagement with your audience, which, in turn, leads to a more loyal consumer base.

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Anticipated 2025 UGC Marketing Trends

UGC marketing continues to prove its effectiveness in 2025! Here are a few UGC marketing trends to keep an eye out for this year.

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  1. Short-Form Video UGC Will Remain Lucrative 

Users’ attention spans are fleeting—especially when it comes to ads. Hence, you need to be able to convey your message in about 15 seconds or less to keep viewers interested. That’s where short-form video comes in! Since the launch of TikTok, short-form video has taken over social media. Now, most social platforms have some sort of short-form video feature, such as Instagram Reels or YouTube Shorts. When you need to hook viewers quickly and get your point across before they scroll away, short-form videos are the way to go.

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  1. UGC Email Marketing Will Take Off

According to Forbes, half of all marketers cite email marketing as their top-performing channel. Despite this, email fatigue is real. When everyone’s inboxes begin overflowing with promotional emails, consumers are bound to purge the subscriptions that don’t provide value. To keep your audience from hitting “unsubscribe,” utilize UGC in your email marketing. Highlight positive reviews shared through organic UGC and commission high-quality testimonials to give consumers a more engaging experience. 

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  1. Community-Building Will Be Key 

Although consumers post organic UGC entirely of their own will, there are steps brands can take to encourage its creation. Most important is crafting a strong community around your brand. That means being attentive to what consumers say about you online, resharing reviews, testimonials, and other organic UGC on your own platforms, and thanking the users who post this content for trying out your products or services. Interacting with organic UGC is a surefire way to show your buyers there are real people behind your brand. If you need any proof of this, just take a look at Glossier’s strategy!

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Tips for Working With UGC Creators in 2025

UGC marketing has seen explosive success over the past few years, and it’s only continuing to pick up steam. Hence, any brand that wants to meet its marketing goals in 2025 needs to jump on the UGC trend! However, no UGC marketing plan can work without first identifying and acquiring the right collaborators. Follow the tips below to cultivate powerful partnerships with UGC creators.

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  1. Find Creators Who Understand Your Vision

Consumers appreciate organic UGC for its authenticity, meaning paid UGC must also come off as genuine. The best way to accomplish this is to hire UGC creators who have experience with your industry as a whole and your business’s products or services in particular. If these creators are truly passionate about your brand, that excitement will translate to potential buyers.

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  1. Establish Clear Guidelines for Content Creation

Before your UGC creators start producing content, communicate your campaign goals, target audience, and any specific content types you’re looking for. Not expressing your expectations up front is a recipe for disaster, so don’t forget to equip your creator partners with the information they need to succeed.

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  1. Foster a Collaborative Work Environment

UGC aims to attract consumers to your product or service, and as consumers themselves, UGC creators know best what buyers are looking for in an ad. Thus, you can make the most of their expertise by encouraging your collaborators to exercise their creativity. Though you may be tempted to micro-manage, taking your UGC creators’ skills and insights into consideration will only make your content stronger.

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UGC marketing is an invaluable strategy for brands looking to expand their reach and meet their conversion goals. Try out these tips to nurture lifelong partnerships with UGC creators!

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Go Beyond The Social With BlueTickSocial

BlueTickSocial is a woman-owned and women-led digital marketing agency. We focus on building your digital presence to generate sales, increase engagement, create brand awareness, and take your company goals to the next level.

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If your team needs assistance navigating digital marketing, let's create a brilliant strategy together. Contact us today, and watch your business grow tomorrow!

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Additional Sources:

Dos and Don'ts of Working with UGC Creators: A Comprehensive Guide for Brands

Leveraging UGC in 2024: Trends, insights and examples

The Difference between PAID and ORGANIC UGC

User-Generated Content: The B2B Marketing Trend to Watch in 2025

What Is User-Generated Content & How to Use it on Your Landing Pages

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