User-generated content (UGC)... it’s everywhere. On your feed, in the ads you scroll past, even on your favorite brand’s website.
Brands are turning to it for good reason—it’s real, relatable, and connects with people in ways other content can’t.
Still, you might want to see some hard numbers to understand its impact or decide if it’s worth exploring for your brand.
I’ve put together a list of UGC statistics to help you see why it’s becoming such a powerful tool in marketing strategies.
UGC Demographics & Reach
91% of Shoppers Read Online Reviews Regularly (Source)
Product research starts with customer opinions. When nearly everyone checks reviews before buying, your user content strategy needs to focus on collecting and highlighting genuine customer experiences across all channels.
80% of Gen Z Relies on User-Generated Videos for Purchase Decisions (Source)
The buying journey has fundamentally changed. Four out of five young consumers now count on user videos as their vital product research source. Your marketing strategy needs video content from real customers to influence these crucial purchase decisions.
Women Trust Customer Content More Than Men (Source)
Gender shapes how UGC performs across different products. Female audiences respond strongly to customer content in fashion and beauty, but tech product trust stays equal across genders. Your UGC strategy needs to adapt based on both your category and target audience.
69% of Adults—and 87% of Millennials—Share UGC on Social Media (Source)
People are already creating the content your brand needs. From selfies to reviews, most adults—and almost every millennial—post user-generated content daily. The opportunity is right there to bring their voice into your strategy.
93% of Marketers Report UGC Performs Better Than Brand Content (Source)
Your marketing budget might be working too hard. When nearly all marketers see user-generated content outperforming traditional branded materials, it's time to rethink your content layout. Smart brands are letting their customers become their best content creators.
UGC Performance & ROI
UGC Reduces Content Creation Costs by 30% (Source)
Producing content doesn’t have to break the bank. Using UGC can cut your costs by 30%. Your audience is already creating incredible material—why not make it work for you?
Reviews Drive 270% Higher Conversion Rates for Lower-Priced Items (Source)
For everyday purchases, buyers need that extra push of confidence. Customer reviews provide exactly that social proof. Product pages featuring authentic customer feedback convert significantly better, showing why collecting and displaying reviews should be central to your product strategy.
UGC Boosts Conversion Rates by Up to 4.5% (Source)
People need a nudge, and UGC does the job. Conversion rates jump by up to 4.5% when shoppers see real customers using your product. It’s the proof they’re looking for before they commit.
86% of Brands Say UGC Makes Paid and Owned Media More Effective (Source)
If you’re running ads, why not run the kind that work? Eighty-six percent of brands find their paid and owned media deliver stronger results when user-generated content is part of the mix. Who knew that sharing real stories from real people could drive such a difference?
81% of Ecommerce Marketers Find UGC More Impactful Than Professional Photos (Source)
Professional photoshoots might be hurting your conversions. Four out of five ecommerce marketers see better results from customer-created content than professional photography. Your most effective visual content could come from the phones of your own customers.
UGC Video & Visual Content Stats
Social Media Campaigns with UGC See 50% Higher Engagement (Source)
Want proof that authenticity matters? When brands add customer content to their social media platforms, engagement jumps by half. Real stories from real customers cut through the noise.
UGC Outperforms Professional Content by 8.7x in Driving Engagement (Source)
The battle between polished ads and authentic content has a clear winner. Your audience finds user-generated content 8.7 times more powerful than influencer posts and 6.6 times more influential than branded content. These engagement rates show exactly where your content strategy should focus.
62% of Consumers More Likely to Buy When They See Both Photos and Videos (Source)
The power of visual social proof is undeniable. When customers can see both photos and videos from real buyers, their confidence in making a purchase dramatically increases. This makes it essential for marketers to collect and display both types of visual UGC throughout the buying journey.
Employee Content Gets 2x More Engagement Than Brand Posts (Source)
If your team shares their experiences and stories, engagement doubles. Real posts from real employees resonate more than corporate content. Employee advocacy works because it brings authentic voices to your brand story.
UGC Trust & Authenticity Stats
Shoppers Are 2.5x More Likely to Trust UGC Over Brand Created Content (Source)
Ask yourself: would you trust a friend’s photo of their new gadget or a studio-shot ad of the same? That’s the difference UGC makes. Real stories and everyday moments connect, while brand-created content often feels too staged to trust.
60% of Internet Users Trust TikTok Creators More Than Celebrities (Source)
Who do people trust more—famous faces or relatable creators? For 60% of internet users, it’s TikTok creators. They’re sharing real opinions, not scripted lines, and that’s what clicks. If your audience looks to creators for inspiration, it’s time to add influencer content into your marketing strategy.
47% of Top Marketers Use UGC to Build Campaigns (Source)
The best teams know the power of real content. Nearly half of the top-performing marketers use UGC to create campaigns that connect with their audience. It’s how they stay ahead.
34% of Consumers Avoid Brands with Too Much Self-Promotion (Source)
No one wants to feel sold to all the time. A third of consumers admit they’re put off by brands that overdo it on self-promotion. UGC gives them what they actually want—genuine, relatable content.
75% of Marketers Call UGC More Authentic (Source)
Three-quarters of marketing professionals acknowledge that customer content resonates more than brand messaging. Yet many still struggle to integrate UGC effectively into their marketing mix. The key is building systems that make customer content a consistent part of your strategy.
UGC Consumption & Preferences Stats
47% of Consumers Want Fresh Social Media Posts from UGC Weekly (Source)
Customer engagement isn't a one-time thing. Nearly half of consumers expect brands to share new customer content 2-3 times every week. Successful brands leverage UGC consistently, making it a core part of their content strategy rather than relying on traditional ads alone.
90% of People Share Brand Experiences on Social Platforms (Source)
Your customers are already telling your story, whether you're listening or not. Nine out of ten people share their brand experiences online. The question is: are you amplifying these voices or letting them fade into the feed?
UGC Outcome & Strategy
48% of Marketers Say UGC Drives Brand Authenticity (Source)
Half of marketing leaders have cracked the code: customer content builds real connections where brand messages fall flat. Yet many still struggle to turn this knowledge into consistent action. Building systems to capture and share customer stories has become essential.
Only 16% of Brands Have a UGC Strategy (Source)
Most brands know UGC matters. Few actually do something about it. This massive gap means huge opportunities for brands ready to build real systems for collecting and amplifying customer voices.
60% Stay Loyal When Brands Leverage User Generated Content (Source)
Want long-term customers? Start sharing their content. Brands actively featuring customer stories and engaging with their posts see dramatically higher loyalty rates. Creating dedicated processes to spotlight customer content now drives retention more than traditional loyalty programs.
Go UGC or Go Home
Perfect product shots are out. Shaky unboxing videos are in. In 2025, brands that infuse customer content into their strategy will win customers' dollars.
To put these insights into action, start by auditing your content. Which posts feature customer voices? Where could real experiences replace brand messages?
Next, make it dead simple for customers to share. Create a simple hashtag for unboxing videos. Add review sections to product pages. Set up clear processes to reshare customer content.
The user-generated content statistics tell us what we already know as customers ourselves: real beats perfect, every time.
