Why 92% of Consumers Trust UGCs More Than Ads

Which restaurant will you choose? The one whose ads pop up on your social media? The one endorsed by a well-known influencer? Or the one with over 1K 4.5-star reviews that are actually UGCs? My guess is the one with the reviews. Did I get it right? 

Between paid ads, influencer promotions, and polished brand campaigns, one strategy continues to stand out for its authenticity and effectiveness. That strategy is user-generated content or UGC.

But what is user-generated content?

User-generated content, or UGC, refers to any form of content, such as images, videos, text, reviews, or social media posts, created and published by individuals rather than brands. UGCs are motivated by real experiences and emotions, which makes them inherently more trustworthy. 

In fact, according to the 2024 Nielsen survey, 92% of consumers trust organic, user-generated content more than they trust traditional advertising.

Why? Because UGCs aren’t just testimonials, they are proof. 

Unlike curated brand messages, user-created posts feel unbiased, human, and spontaneous. Most importantly, they tap into the power of the community, urging people to become part of their brand story. 

This sense of involvement turns even the most casual buyers into the fiercest loyal advocates.

Now, if you’re wondering how to spot user-generated content in the social media wilderness, we’ve got you covered. 

Here are: 

The Different Types of UGC That Build Brand Credibility

1. Product Reviews and Testimonials: Honest reviews inform prospective buyers of all they need to know to make a confident purchase decision. Brands like Swiggy, Zomato, and Amazon all have thriving reviews and feedback forums. This form of user-generated content creates transparency and a feedback loop that improves products over time.
2. Social Media Posts: When customers tag a brand in their Instagram story or post a TikTok using a product, they are lending their personal brand to your business. This kind of unpaid endorsement is seen as more trustworthy and relatable by consumers than influencer marketing.
3. Customer Photos and Videos: Sharing customer UGC moments on your website makes them feel involved in the brand journey and creates an inclusive image library that reflects diverse body types, lifestyles, and cultures. 
4. Unboxing and Review Videos: YouTube or TikTok’s unboxing or first-impression videos offer authentic, in-the-moment reactions that brands cannot script. They are especially powerful in the tech, beauty, and lifestyle sectors where experience is part of the product/service.

How Can You Encourage and Curate UGCs

While the nature of user-generated content is organic, brands can encourage them strategically by: 

1. Creating Shareable Moments: Manufacture packaging, in-store experiences, or campaigns that people want to share. Starbucks’ seasonal cups and Apple’s minimalist packaging are strong examples that naturally prompt customers to post.
2. Using Hashtags and Challenges: Launch campaigns that involve. For instance, Coca-Cola’s #ShareACoke or GoPro’s #GoProAwards encourage users to create and tag content. Hashtags also make it easier for brands to track and reshare their user submissions.
3. Featuring UGC on Owned Channels: Posting user-generated content on your website, product pages, newsletters, or social feeds shows appreciation and incentivises other customers to contribute. For example, Cider, a fashion retailer, often use customer photos in their app to show clothes in real-life settings.
4. Rewarding Contributions: Reward user-generated content through discounts, shoutouts, giveaways, or competitions. By doing so, customers are motivated to create and share. For example, Airbnb occasionally features guests’ travel photos on its social media and blog.

It is no secret that brands that market ethically are the ones winning in today’s digital market. So, here are Dolphin Branding’s: 

Top 4 best practices to keep in mind when dealing with UGCs

1. Always seek permission before reposting user’s content to avoid legal or ethical issues.
2. Feature content that feels natural and reflects multiple different voices. Avoid over-editing and branding the post excessively. This undercuts the authenticity that makes UGC powerful in the first place.
3. Ensure you actively respond and engage with the creators through comments, DMs, and features. Direct engagement strengthens relationships and encourages ongoing advocacy.
4. Ensure the content you highlight represents a wide range of experiences, demographics, and perspectives, building inclusivity and trust across a broader audience.

Now, you may ask:

How futureproof are UGCs?

According to our estimates, the value of UGCs is likely to increase steadily in the face of influencer fatigue and AI-generated content. 

Brands that prioritise genuine customer experiences and empower users to share them with others, will stand out in an increasingly crowded and sceptical marketplace.

In an age where trust is a valued currency, leveraging user-generated content is no longer optional. It’s the bridge between your brand and your audience. It’s now the digital version of a trusted friend’s recommendation.

By placing your audience at the heart of your storytelling, you turn them into your most influential marketing partners. So, the next time a customer tags you, leaves a review or shares an unboxing video, don’t just say thanks. 

Share it!

Celebrate it!

We at Dolphin Branding are eager to help you efficiently wield the secret weapon brands use to win hearts, and sales: UGCs. To work with us, drop us an email at: contact@dolphinbranding.in