5 ways brands should look to utilise UGC

Top UGC trends we’ll see in 2025 

UGC content has been a hot topic for a long time now. What started as fans of brands simply sharing the products they love has become a full-blown marketing strategy and an industry worth over £4bn globally.

In the recommendation economy, where people trust people, more than brands or advertising, UGC has become so much more than a cheap alternative to influencer marketing. 

But with the social media landscape changing so rapidly, where will UGC go in 2025?

Key Points or Insights

1. Focus on community - focus on your community, the people who already love your brand and champion them. That is UGC at it’s core and it shows authentic love for you brand.
   
   Example - Refy: In 2024 Refy pulled off the gold star of community events; a 5* trip to Mallorca and not an influencer in sight. Just members of their community who genuinely love their products. They did the same thing for their new skincare launch earlier this month.
   
   

2. Less scripts equals more authenticity - A script with 5 USPs will send people running, so let the creator show your product in a way that feels authentic to them and your audience.
   
   Example - Topicals: Topicals have created a social presence that’s cool, aspirational and…authentic. Yes, there are campaigns, but there are also users and influencers (seemingly) doing whatever they want.

   Our own Alternaleaf campaign is another great example of this. We worked with talent to create a bucket of content that resonated with the audience. Allowing them to put their spin on it so it sounded natural and authentic. 
   
   

3. Lean into EGC - It’s UGC's cousin. It does the same thing for your brand, just with different people. Letting your team run and post on socials give your brand a human touch, it lets people in and gives them a reason to root for you. It allows consumers to gain insight into your brand without you slamming an ad in their faces.
   
   Example - Curry’s & Argos: Curry’s and Argos, are both seemingly functional retailers that you only pop into when you need a printer. But their socials are another story. In a world where it’s probably easier to just order whatever you need on Amazon, Argos and Curry’s are making sure they’re one of the first places you think of thanks to their EGC content on socials. It’s funny, trend-led and makes you want to champion the littler guys. 
   
   

4. Comfort content - Before people had comfort shows or movies, now we have comfort creators. More and more, people turn to social and their favourite creators to find comfort from the stress of everyday life. Allow your brand to lean into this and work with creators to help your brand feel inviting.
   
   Example - Shreddy: The fitness world is fast-paced and intimidating. Shreddy is changing that with comfort content. Content that feels inviting, makes healthy lifestyle choices attainable and sells their products, without selling their products. It’s the new product placement and it isn’t going anywhere soon. 
   
   

5. Be in it for the long term - we’ve been saying this about influencer marketing for a few years, but now, the same is true for UGC. Stop churning out one-off partnerships and find UGC creators you want to work with long-term.
   
   Example - 47skin: Learning from something Influencer marketing has been doing for a while now 47Skin consistently work with a few UGC creators for their content. These creators have become a familiar face, people customers can trust and drive consistency. 

Relevance to 2024/2025 Trends

It’s been a slow burn, but authenticity has been on the lips of marketers for a few years now and they are starting to notice that UGC is the quickest way to get there. 

How we search for things and figure out if a brand is right for us is changing. Gone are the days where Google and Trust Pilot reviews hold weight, people take advice from their personal, trusted sources, people they feel they connect with. If it’s not a product that your friends and favourite creators are recommending, you’re probably not buying it.

Additional Notes or Ideas

If I can leave brands with one thing, it’s this. Ignore follower count.

Bold I know, but in 2025 follower counts should be the last thing on your criteria list. Instead, look at the community the creator has built, and do their followers listen to them and trust them. If reach is what you’re looking for, utilise paid.

Look at whether the creator can create. No one wants to see a boring image of an influencer holding a product or saying how amazing something is. What content can they make that’s in line with your brand and will resonate with your customer?