We are in an era where trust determines user purchasing behavior and authenticity triumphs over perfectly curated content. That's why user-generated content (User-Generated Content – UGC) is becoming an absolute must-have in 2025.
Let's explain what UGC includes, how it works, why it is so effective, and how your brand can achieve real results thanks to it.
What are UGC videos?
UGC videos are created by your customers, fans, or community. They can take various forms, with your product or service playing the main role. Examples include:
- product reviews,
- unboxing videos,
- usage tutorials,
- authentic reactions to services,
- "before & after" comparisons,
- or just ordinary footage from everyday life with your product.
The important thing is, that it is not professional brand content – but real experiences of real people. That's why UGC appears trustworthy, authentic, and works excellently.
Why are UGC videos effective?
1. They appear trustworthy
People trust content from "ordinary" users more than traditional advertising. UGC appears authentic and less forced.
2. They build community and brand
When customers create content, they become part of the brand. This increases their loyalty and simultaneously spreads product awareness organically.
3. They are "relatable"
Content from other customers reflects real experiences and situations, which appeals to an audience that can relate to it.
4. They increase engagement
UGC often generates more comments, shares, and likes than professional ads because it feels natural and the content is more relatable to people.
5. They work excellently on social media
On platforms like Instagram, TikTok, or YouTube, algorithms love UGC, often favoring it, especially if it's entertaining or useful videos.
6. They save time and costs
The brand doesn't have to produce all the content itself. UGC can be creative, inexpensive, and at the same time very effective.
Trends in UGC for 2025
Micro-influencers and nano creators
Brands increasingly collaborate with creators who have smaller but engaged audiences. Their content appears more natural and less "advertising-like". Often, these are advantageous barter collaborations, where these creators are willing to create content for brands just in exchange for your products.
Vertical format and short-form video
In the era of Reels, TikToks, and Shorts, fast and vertical content works. These formats are ideal for UGC, as they allow quick and engaging presentations of products or services.
How to effectively use UGC in your strategy?
1. Support content creation
UGC is no longer created only by customers; this content often comes from fans, the broader community, or even employees themselves. Today, agencies also create content that visually and stylistically mimics UGC, known as curated UGC, which is tailored but still appears authentic and informal.
2. Select and coordinate content
Not every UGC content is suitable for use. Always choose the most authentic and relevant one, where your product or service stands out best.
3. Incorporate UGC into advertising
Boost the best videos through Meta Ads, TikTok Spark Ads, or Google Performance Max. The results will surprise you.
4. Create a content mix: UGC + EGC + professional content
Large brands are successful mainly due to the combination of various content formats. From user-generated content (UGC), through employee-generated content (EGC), to professionally edited content. This way, brands appear trustworthy, visually attractive, effectively build community, and can engage not only existing but also potential customers.
UGC videos are not just a temporary trend; it's a marketing area that finally listens to people. In an era saturated with advertising, authentic content is what determines whether a customer clicks, buys, and remains loyal.
In 2025, brands that rely on trust, authenticity, and real customer experiences will win. User-Generated Content offers everything in one, it is convincing, relatable, and naturally shareable. If you want your brand to grow organically and remain relevant, UGC should be a solid part of your strategy.
