8th March 2024 - By: Barbara

The Power of UGC in Building Brand Trust

UGC brand trust

There’s been a lot of chatter recently about authenticity, especially highlighted in key reports from 2023.  

It seems everywhere you turn, someone’s talking about how crucial being genuine has become. It’s not just a buzzword; it’s the big thing now. Brands and consumers alike are tuning in to this trend, recognising that the real deal stands out in a sea of curated perfection. This shift isn’t just changing the game; it’s rewriting the rulebook on how connections are forged in the digital world. 

In this blog, we’ll be explaining the heart of authenticity and its newfound crown as the king of marketing. You’ll get the lowdown on User Generated Content (UGC) and why it’s becoming a game-changer for brands keen on building trust. We’ll walk through how UGC fosters genuine brand-customer relationships, showcases products in the wild and turns customer testimonials into your brand’s trust badges. So, buckle up! We’re about to unravel how UGC is not just shaping brand narratives but also why it might just be your next big move in winning over your audience. 


The magic of UGC lies in its authenticity. Unlike traditional marketing materials, UGC is created by consumers, for consumers. It represents unfiltered opinions and real-life experiences with products or services, which makes it incredibly relatable. This authenticity is crucial in building UGC brand trust, as modern consumers are savvy detectors of insincerity. They prefer genuine recommendations from their peers over the perfect but impersonal content produced by brands.  

But let’s not forget influencer marketing. With the surge for authentic content, you might wonder, is influencer marketing dead? Far from it. While it’s true consumers are gravitating towards authenticity, influencer marketing is evolving, not disappearing. It’s about finding the right balance. Influencers who genuinely love and use the products they promote can create content that feels both authentic and relatable, much like UGC.  

So, rather than seeing them as competing strategies, think of UGC and influencer marketing as complementary forces. Each has its unique strengths – UGC for its raw authenticity and influencer marketing for its curated relatability.  


When we talk about the real-life applications of products through UGC, we’re entering a world where the glossy ads take a back seat and the real unedited experiences take the spotlight. Picture yourself scrolling through your social feed and stumbling upon a post from someone who mirrors your lifestyle, grappling with similar challenges and using a product to address them. This is UGC at its core – it’s powerful due to its relatability and shows how products perform outside the confines of controlled environments. 

This authenticity not only brings the product closer to potential customers but also builds a level of trust that no amount of polished advertising can achieve. It’s about seeing is believing. And in today’s world, where every brand is fighting for attention, those real, candid snapshots of life with your product can be the difference between someone scrolling past or stopping to take a closer look.  

Did you know that 86% of brands and retailers have observed improved ad and content performance through authentic UGC, underscoring its effectiveness in capturing audience engagement.  

Furthermore, consumers find UGC 2.5 times more authentic than brand-created content while around 60% of consumers view UGC as the pinnacle of authentic marketing, placing it at the forefront of trustworthy content. This authenticity translates into tangible results, with UGC-based ads seeing 4 times higher click-through rates compared to standard advertisements. 

Moreover, 77% of shoppers are more inclined to purchase a product after encountering it through UGC, highlighting the direct influence of authentic user experiences on buying decisions. With 85% of consumers preferring visual UGC over traditional brand content when making purchasing choices, the preference for content that offers a glimpse into real-life product usage is unmistakable. 

These insights weave together a compelling argument: nowadays, the authentic connections and trust built through UGC are invaluable. By incorporating UGC into their marketing strategy, brands can transform their approach to engagement and foster a deeper, more genuine relationship with their audience. 


Let’s chat about customer testimonials within UGC. Imagine scrolling through a brand’s page and seeing lots of rave reviews and heartfelt shoutouts from people who’ve actually used the product. It’s like overhearing someone praising a dish at a restaurant; suddenly, you want to try it too! This is where the gold lies in UGC.  

Positive feedback from the crowd isn’t just nice to have; it’s a powerhouse in pumping up brand credibility. When real users share their love for a product, it’s not just talk; it’s a solid nod of approval that can sway others. This authentic form of endorsement is key in magnifying UGC brand trust. It’s the kind of validation that money can’t buy. 


Now, how do we get more of this UGC goodness? First off, get creative with hashtag campaigns. They’re not just trendy; they’re your ticket to a treasure trove of UGC. Encourage your followers to share their experiences with your product using a unique hashtag. It’s a simple, yet effective way to gather authentic content and stories.  

Next, why not throw in a contest or two? Everyone loves the thrill of a challenge, especially if there’s a prize at stake. This not only boosts engagement but also increases your UGC collection. 

But don’t stop there. Make sure to showcase this user-generated gold across all your marketing channels. Feature it on your website, share it on your socials and even consider it for your email marketing. Each piece of UGC is proof of your brand’s impact on real lives. Remember, the goal is to foster a community of engaged and loyal customers who don’t just buy your product but become part of your brand’s story. 


To wrap things up, it’s clear as day that UGC isn’t just another marketing tactic. It’s a powerful way to weave authenticity, trust and community into the fabric of your brand. The real, unfiltered voice of your customers can do wonders in elevating UGC brand trust to new heights.  

So, jump into the world of UGC with open arms. Encourage it, celebrate it and let it shine across your platforms. The connection and trust it builds between you and your audience are unmatched.