The evolution of marketing over the past few years has shown a major shift, especially as digital marketing becomes the primary strategy for many brands and companies. Where promotion once relied heavily on one-way conventional advertising, today’s approach has moved toward being more interactive, participatory, and centered on audience experience. Social media, short-video platforms, and easy access to information have made consumers more critical of advertising messages. As a result, brands are pushed to create content that doesn’t just sell, but feels relevant, honest, and close to everyday life.

Why UGC Became a Marketing Trend

In this landscape, a marketing trend that is increasingly adopted is User-Generated Content (UGC). Global marketing research suggests consumers tend to trust content created by fellow users more than direct promotional messages from brands. For example, a Nielsen report states that experience-based recommendations are viewed as more credible than conventional advertising—making UGC an important tool for building audience trust in the digital era.

This trend grows alongside rising public reliance on peer opinions and real experiences rather than one-sided brand claims. In today’s digital ecosystem, consumers often look for validation through reviews, testimonials, or other people’s real-life experiences before deciding to buy or use a product or service.

UGC is content created directly by users, customers, or an audience—rather than by a brand or company. UGC takes many forms: photo uploads, video reviews, product unboxings, usage testimonials, social media comments, and personal stories shared voluntarily. This kind of content is considered more authentic because it comes from real experiences, not from a structured and planned advertising production process.

For example, when someone uploads a skincare review video on TikTok based on their personal experience, or shares a café meal photo on Instagram Stories, that is already UGC. Even though it may look simple, the “as-is” feel is exactly what makes UGC attractive and easy for other audiences to trust.

The main reason UGC becomes a trend in marketing is higher consumer trust. The American Marketing Association and Hootsuite also note that UGC-based content tends to generate higher engagement because it feels authentic, relevant, and not like an ad. This makes audiences more comfortable receiving the message. Many studies and real-world marketing practices show that recommendations from fellow users are often perceived as more honest and convincing than brand promotions. UGC also feels more relatable because it uses a regular consumer’s point of view, with language that is closer and less formal.

From the company’s perspective, UGC also offers benefits in cost efficiency and engagement. Brands don’t always need to produce high-budget content, because user content can be repurposed as promotional material. At the same time, audience involvement increases because people feel included and appreciated by the brand.

Examples of Brands Using UGC

Many global and local brands have already used UGC as part of their marketing strategy. A global brand like GoPro is known for consistently using user-recorded videos as a core promotional asset. In the beauty industry, many skincare brands actively reshare customer reviews on social media to build trust among potential buyers. Meanwhile, in culinary and lifestyle sectors, customer content is often used as a digital storefront to showcase real consumer experiences.

To generate UGC, brands can take multiple approaches: launching dedicated hashtag campaigns, running social-media challenges or competitions, and actively appreciating audiences by reposting user content. Collaborating with micro creators is also an effective strategy because they typically have strong closeness with their audiences.

The Future of UGC in Marketing

UGC is expected to keep growing and remain increasingly relevant in marketing. A consumer behavior study by Think with Google shows that younger generations—especially Gen Z and millennials—are more interested in content that reflects real experiences than promotional content that feels overly staged. This reinforces the idea that UGC-based approaches will be more needed as digital content competition becomes even denser.

In the middle of an advertising flood, audiences value honest stories and real experiences even more. That’s why companies are not only expected to collect user content, but also to build strong relationships and communities with their audiences. Companies should start seeing UGC not merely as a promotional tool, but as a way to build long-term trust. By creating space for consumers to share stories and experiences, brands can deliver communication that feels more human.

In the end, UGC isn’t about how often a brand speaks—it’s about how many people voluntarily want to tell stories about that brand.