UGC or “user generated content” is any original photo, video, review, or testimonial customers post about a product, service or business, none of which is scripted by a marketing team. UGC is “word-of-mouth” for the digital age and is trust-building, conversion-boosting, and scalable. Best of all, it converts as consumers are more likely to buy a product or service they first saw via UGC. People trust real people more than traditional marketing.
Below is an infographic which reveals that 60 % of consumers view user-generated content as the most authentic, nearly 10 times more persuasive than influencer posts. 72% follow brands that share it, 86 % deem those brands trustworthy, and short customer videos top credibility at 76 %, especially among Millennials and Gen Z.
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Courtesy of Whop.
Why Consumers Trust UGC More Than Ads
User-generated content is replacing traditional advertising because consumers trust it more than ads. We explore why this is the case and what makes UGC a more trustworthy option.
A Greater Degree Of Authenticity
In 2025, 60% of consumers see UGC as more authentic than any other form of marketing.
They also found it 9.8x more effective than influencer content.
86% of consumers trusted brands that use UGC over influencer marketing and are 2.4x more likely to rate brands as more authentic for doing so.
Encourages More Natural Engagement
72% of consumers also say they’re more likely to follow a company that uses UGC.
A further 61% say that UGC encourages them to engage with brands.
More Valuable Than Any Other Type Of Content
Millennials – 77% and Gen Z – 74% feel that UGC is more trustworthy and valuable than brand, retailer, or influencer content.
Videos – 76% and Images – 13% are the form of UGC that consumers consider as the most trustworthy.
It’s also noted that 50% of consumers consider brands that use UGC video more trustworthy than those that don’t.
