Top UGC Trends in 2025

In today’s fast-paced digital landscape, User-Generated Content (UGC) has emerged as a powerhouse for brands looking to build trust, grow a community, and drive sales. Now in 2025, the way UGC is created, consumed, and leveraged by brands is evolving at an unprecedented rate. If your brand isn’t already embracing UGC, now’s the time to jump in. The UGC trends shaping this space in 2025 are more impactful than ever, and we are going to lay out just a few to watch closely this year. 

Authenticity is Key

As consumers grow more skeptical of overly-polished advertising, authenticity has become the most important currency in the digital world. In 2025, UGC that showcases genuine experiences will reign supreme.

Consumers increasingly want to hear real stories from real people – they want content that feels relatable and honest. UGC now thrives in a form that is raw and organic. Content that displays behind-the-scenes looks or a genuine customer review appeals to the trust built between a creator and their audience (and thus the audience and the brand). Moreover, brands that prioritise these genuine connections and encourage their customers to share personal experiences will continue to grow a loyal and trusting community.

UGC as a Main Marketing Strategy

In 2025, UGC is no longer just an afterthought in marketing campaigns. Instead, brands will treat it as a cornerstone of their content strategy. UGC will not only serve as social proof but also as an essential tool for brand storytelling.

Brands integrating UGC across all touch points (paid ad strategies, newsletters, product pages) will only heighten the benefits. UGC holds the capability to humanise a brand and make it feel approachable. Brands that appeal to the customers desire to feel personally reflected in the content they consume at every turn, curating consistent UGC that puts forward a shared brand narrative, will stand out in the crowded digital marketplace. 

Short-Form Video Dominates

Short-form video content was once suspected to be just another trend. However, it is still a dominating form of content in 2025, proving it is here to stay. Platforms like TikTok, Instagram Reels, and YouTube Shorts have shown that bite-sized, entertaining videos are among the most engaging forms of content online.

Combining UGC with this form of content will be practiced by numerous brands this year. Quick un-boxings, a product demo, a viral challenge – these videos not only drive high engagement but also allow for creativity and humour (two things consumers crave). With social media platforms continuing to prioritise video content, brands can amplify their reach by encouraging customers to make this sort of content. 

Interactive UGC Campaigns

Consumers no longer just want to be passive viewers; they want to actively participate in the content creation process. Accordingly, brands can increasingly tap into this desire by running interactive UGC campaigns that encourage participation and reward creativity.

Contests, challenges, polls, and quizzes that invite users to submit their content in exchange for prizes or recognition are some examples of how brands can achieve this. By creating these campaigns that allow customers to co-create content, brands will forge deeper connections with their audience, making customers feel like they’re a part of something larger.

UGC in Virtual and Augmented Reality

Virtual reality (VR) and augmented reality (AR) are technologies that are continuing to rapidly improve in 2025. As they grow, they are creating an immersive space that brands can put to use. UGC is a perfect strategy for brands to combine with VR and AR – encouraging customers to generate content using AR filters or VR experiences that can be shared on social media.

This creates an opportunity for brands to engage customers in new ways, allowing them to interact with products, try on virtual items, or experience immersive brand stories. As VR and AR become more accessible, the line between physical and digital will blur, creating an entirely new space for UGC to thrive.

AI-Powered UGC Curation

Artificial intelligence is another thing that continues to advance in 2025. Brands will leverage AI to help curate, personalise, and optimise UGC. AI tools will be able to sift through vast amounts of user-generated content, identifying the most authentic, engaging, and relevant content to share across different channels.

In addition, AI can help brands personalise UGC experiences, tailoring what customers see based on their interests, behaviour, and preferences. This will allow for a more customised and meaningful experience for each individual user, further boosting the effectiveness of UGC in marketing strategies.

Sustainability and Purpose-Driven UGC

Consumers are more aware than ever of the importance of sustainability and social responsibility. In 2025, UGC that highlights these values will take center stage. Brands that authentically support causes such as environmental sustainability, social justice, and ethical production will increasingly rely on UGC to spread their message.

This trend aligns with the growing demand for brands to be transparent and purpose-driven. By encouraging customers to share how they are making a difference or showcasing their own sustainability efforts, brands can create a powerful narrative that resonates with like-minded consumers.

UGC in the Shopping Experience

UGC will play an even bigger role in the shopping experience itself. Consumers are already using reviews, photos, and videos shared by fellow customers to influence their buying decisions. In 2025, this trend will expand, with brands incorporating UGC directly into e-commerce sites and retail experiences.

UGC integrated into product pages, with features like “Shop the Look”, or customer-submitted photos of products in real-life settings will be great ways for brands to leverage the power of UGC in the shopping journey. Inspiring confidence and creating more seamless shopping experiences will only grow brands in a positive direction. 

In 2025, UGC will only continue to evolve, offering brands new ways to connect with their audiences. By embracing authenticity, creativity, and new technologies, brands can tap into the immense power of user-generated content to create meaningful relationships and foster brand loyalty.

Whether you’re using UGC in your social media campaigns, ads, or product pages, the key is to stay authentic and prioritise consumer engagement. The future of marketing is user-driven, and the brands that tap into these trends will be the ones leading the charge in 2025 and beyond.