Digital Lab

In 2024, the advertising playbook changed… The most effective ads weren’t sleek, big-budget productions. Instead, they felt unpolished; raw, even. User-generated content (UGC) took over our feeds, and regular people with their everyday situations became the new faces of high-performing digital marketing campaigns.

This trend will not slow down in 2025. With the rise in AI-produced content, the demand for raw-authentic content is only increasing.

So grab the closest selfie stick and let’s talk about it…

UGC Is Dominating

UGC isn’t just a trend; it’s an entirely different way of communicating with prospects.

Why? Because it feels real. When someone sees a creator talking casually about a product (or better yet, enjoying it naturally) it doesn’t feel like an ad. It feels like a recommendation from a friend.

And the results? Staggering:

Conversions skyrocket: Pages featuring UGC see conversion rates jump by as much as 161%

It sticks in your brain: A third of buyers say they remember UGC ads better than traditional ones.

It builds brand trust: People overwhelmingly trust authentic recommendations. Over 90% say they’d pick what friends or family suggest over glossy ads.

Why “Ugly” Wins Hearts

When ads try too hard, they fail.

UGC completely dodges this problem by leaning into imperfection. It feels unscripted, honest, and refreshing. There’s no pretense, no “this looks too good to be true” skepticism. And in 2025, that’s exactly what people want.

Just check out each platform (by the numbers)

Instagram​
A visual powerhouse where 28% of e-commerce marketers report the highest engagement from UGC, surpassing other platforms.

TikTok​
The epicenter of unfiltered creativity, with UGC driving engagement rates up to 28% higher when consumers view a mix of user-generated and brand content.

Facebook​
Despite its age, Facebook remains a significant player, with 23% of e-commerce marketers identifying it as a top platform for engaging UGC.

YouTube​
The go-to for in-depth content, with 17% of e-commerce marketers citing it as a leading platform for engaging UGC.

LinkedIn​
A professional arena where 44% of B2B buyers acknowledge that peer reviews and UGC increasingly influence purchasing decisions.

X (formerly Twitter)​
A fast-paced platform where 10% of e-commerce marketers find the most engaging UGC, highlighting its role in real-time conversations.

Internationally marketers (and brands) are tuning into UGC as one of the most powerful growth tools. So you should be too.

The Business Case

If you’re still on the fence, consider the numbers:

UGC is cost-effective: Forget burning money on flashy ads. UGC does more with less and consistently delivers incredible returns.

Performance matters: Ads featuring UGC boast 4x higher click-through rates and 50% lower CPC.

That’s a HUGE shift in your campaigns.

While UGC can’t completely replace your marketing strategy and the need for branded campaigns, it certainly is a must-have addition to your strategy.

In 2025 no ad campaign is performing at its highest level without UGC.

The Take Away

We’re in an era of “authenticity-first” advertising. Audiences don’t want brands yelling at them. They want to see someone they trust (or even someone like them) enjoying the product. They crave honesty over polish, reality over perfection.

So, if your ads look “too pretty,” they might not perform. Ugly sells because ugly feels human.

This is the new standard. What are you waiting for?