User-Generated Content Statistics: How Brands Are Leveraging Community Creativity

User-generated content (UGC) has proved to be a powerful tool for brands seeking to build a loyal customer base, boost engagement, and drive sales with social proof. Created by customers rather than the brand itself, this authentic content is typically seen as more trustworthy than traditional advertising, especially among younger consumers who are digital natives.

Now, brands are tapping into their customer communities in a quest for more diverse voices and talent from people who already know, like and trust their brand. Here are some statistics showing why this shift to user-generated content is giving brands the boost they need to grow without the big marketing spend of traditional advertising.

Why brands can’t ignore UGC 

Why are brands turning to user-generated content over traditional advertising? Check out these statistics that help explain the shift.

39% of ages 18-29 say influencer posts are most likely to get them to try new products. [Source: Influencers & Discount Clubs, IZEA Insights]

Influencer content significantly influences product consideration across various age groups. This effect is particularly notable among 18-to-29-year-olds, with 39% reporting that influencer posts are their primary motivation for trying new products.

70% of consumers will avoid advertising entirely. [Source: Edelman]

Second only to price, today’s consumers say that trust is an essential factor when purchasing. This is especially true among consumers who shop via social media. They’re more likely to rely on the opinions of people they know, those they can relate to, and industry or technical experts.

85% of users find visual UGC more influential than brand photos or videos. [Source: Offerpop]

With so many brands using generative AI tools to create photos and videos, consumers are already feeling burned by their need to decipher authentic images from those drummed up by artificial intelligence. UGC created by real people lends a sense of authenticity to content, which can build trust and influence purchase intent. 

99% of consumers rely on online reviews before making a purchase. [Source: Cardrates.com]

Choosing between two or more similarly priced products doesn’t just come down to whether or not you recognize one of the brands. Nearly all consumers surveyed reported looking at reviews before making an online purchase. This type of UGC isn’t just a request; it’s a consumer demand, and brands of any size that share positive feedback from real customers can leverage these must-have assets to outplay even bigger and better-known competitors.

86% of consumers are willing to pay for a more expensive product with better reviews. [Source: Cardrates.com]

Most consumers say that reviews trump price when comparing similar products from two brands. Even if the cheaper product has mixed reviews, most people will decide based on the word of other buyers.

Although rates vary across platforms, creators cost brands $214 on average. [Source: MASV]

Lesser-known UGC content creators provide an affordable option for brands to acquire assets. In addition, UGC is among some of the most effective types of content due to its authenticity, earning brands a sizable ROI.

How brands are leveraging community creativity

Unlike influencer marketing, which uses the power of a creator’s built-in audience to promote a brand, product, or service, UGC creators don’t need large followings or high engagement rates to work with brands. Instead, UGC creators make authentic, organic-looking content that marketers can share — all for a fraction of the cost of traditional advertising.

Check out some of these statistics about the value of sourcing UGC from a community of creatives.

62% of consumers said a brand’s lack of diversity impacts their decision to buy. [Source: Amazon]

Representation matters, and as younger generations continue to become more diverse in terms of race, ethnicity, gender, and sexuality, brands must reflect this diversity in their content. UGC that draws from a spectrum of creators — whether in photos, videos, blogs, or reviews — demonstrates to consumers that your products hold broad appeal.

64% of consumers have tagged a branded hashtag on social media. [Source: Career Arc] 

Many consumers are eager to promote brands they know, like, and trust. They’re also more likely to share branded content when brands share UGC. Using content from your trusted communities can help drive more UGC as advocates recognize its value, look to be part of a group of like-minded people, and possibly earn rewards for their content.

40% of millennials and 34% of Gen Z have created social media content relating to environmental, human rights, political, or social issues. [Source: Deloitte]

Younger consumers aren’t just supporting brands that align with their values; they’re also taking action to drive the change they want to see in the world. Brands that promote sustainable products, fair labor and trade practices, ethical sourcing, and gender-neutral clothing, among others, stand to learn from creative communities at the forefront of these fights. 

Curious to learn more about how your brand could leverage community creativity to capture effective UGC? Reach out to our team to learn how you can generate UGC at scale.