The MVP of Modern Marketing: Harnessing the Power of User-Generated Content
May 21, 2025
Image from our UGC project with Riceland Foods.
For brands seeking to remain relevant, connect with their audiences, and achieve measurable results across platforms, it's time to elevate your omnichannel marketing strategy with one of the most powerful tools available today: user-generated content (UGC).
UGC delivers real results in a world where consumers crave authenticity and social proof. From organic product reviews on Instagram to TikTok hauls and unboxing videos, UGC builds trust, drives conversions, and boosts engagement at every stage of the shopper journey.
What Is UGC, and Why Should CPG Brands Care?
User-generated content is any form of content (text, video, images, reviews, etc.) created by consumers rather than brands. Instead of utilizing content derived from the brand itself, UGC is hand-crafted by real-life product users who genuinely enjoy the product.
UGC is more than just a buzzword; it’s a non-negotiable part of any high-performing social media marketing strategy:
● UGC-based ads get 4x higher click-through rates and a 50% drop in cost-per-click than average.
● 70% of consumers will consider ratings and reviews before making a purchasing decision.
● 93% of customers believe user-generated content is very helpful when making purchasing decisions.
Where to Use UGC in Omnichannel Marketing
Modern marketing does not use siloed channels anymore; it is now about consistency across every touchpoint of the shopper journey. UGC is the key to unlocking next-level connections with customers through authentic user-generated content, providing the social proof they need to take the next step.
The beauty of UGC is that, when sourced correctly and legally, it can be used anywhere:
Social Media
From Instagram Stories to TikTok trends, UGC is social media gold. Influencers and everyday users create relatable, engaging content that typically performs better than brand-produced assets. Create a user-centric feed that feels natural and native to each platform, incorporating UGC, to give your audience buy-in through authenticity.
Retail Media Networks
Integrating UGC into retail media networks (ex: using consumer product photos in paid display ads or testimonials on product pages) adds credibility and drives conversion. Consumers are not looking for polished ads; they want proof that real people love what they are considering buying.
Email and E-commerce
UGC isn’t just for social media. Rather, brands can embed customer reviews, Instagram galleries, and video testimonials directly into email campaigns or product pages, reinforcing trust and reducing friction in the buying process.
How to Source and Use UGC Effectively
Encourage Content Creation
Invite your audience to share their experiences. Create branded hashtags, run giveaways, or launch a TikTok challenge. Make it easy and fun for your customers to participate.
Collaborate With Influencers
Due to the ability to create high-quality and engaging content, micro-influencers and nano-influencers are ideal UGC partners. Partnering with these influencers to produce UGC can also be more cost-effective than a traditional influencer campaign, as they are not required to post and utilize the influence they have on their social channels.
Always Get Permission
Before reposting, ensure you obtain explicit permission from the creator and include every potential use of the content for which it would be used.
Repurpose for Omnichannel Distribution
A single video can become:
An Instagram Reel
A YouTube Short
A banner on your e-commerce site
A slide in a retail pitch deck
An email asset
Maximize value by adapting UGC across formats and platforms.
Choose the Easy Button for UGC
Utilize Soapbox Influence & Retail Media for all of your UGC needs. We have a diverse community of 20,000+ creators and influencers with a wide range of production capabilities, and we can source impactful UGC delivered to your inbox on a monthly basis. Talk about easy!
UGC Trends for 2025 and Beyond
Short-Form Video is Here to Stay
TikTok, Instagram Reels, and YouTube Shorts continue to capture the attention of users. Brands should focus on sourcing and creating vertical, bite-sized content with authentic voices and genuine use cases.
Community-Driven Marketing
As trust in brands continues to evolve, communities — especially private ones on platforms like Discord or DTC-owned apps —become key spaces where user-generated content (UGC) thrives. These micro-networks enable brands to gather feedback, foster loyalty, and co-create content with their superfans.
Shoppable UGC
Platforms like Instagram and TikTok are doubling down on social commerce. Embedding UGC with shoppable tags enables consumers to buy what they see, allowing inspiration to strike at any moment.
Final Thoughts
User-generated content isn’t just a trend; it’s a transformation. For brands navigating today’s complex digital landscape, UGC offers authenticity, scalability, and impact that is unmatched.
From boosting brand trust to increasing ROI, user-generated content is no longer just a “want”; it is the secret sauce your brand needs to stay competitive.
Need help sourcing and activating high-converting UGC? Soapbox Influence & Retail Media specializes in social media management and content strategy for brands! Let’s talk!
Heather Disarro
Social Media Manager
Soapbox Influence + Retail Media