UGC Statistics: The Impact of User-Generated Content

User-generated content has become a powerful element within marketing initiatives, helping to build authentic and trustworthy relationships between brands and consumers.

UGC encompasses a wide range of formats, including reviews, Q&As, images, and videos.

What is the value of user-generated content for brands? What do consumers think about this type of content? In this article, we answer these questions with the latest statistics on UGC.

15 UGC Statistics

1. 93% of marketers who use UGC in campaigns say it performs significantly better than traditional branded content

This statistic highlights a major shift in marketing strategies, as brands increasingly invest in content that—though different in origin—consistently connects with audiences.

The effectiveness of UGC lies in its ability to reflect genuine experiences and creative expressions from users, whether shared spontaneously or as part of a broader interaction with the brand.

Its authenticity and capacity to foster identification stand out amid the noise of traditional advertising, offering a more trustworthy and engaging connection with consumers. This trend underscores the evolution of digital marketing, where authenticity and peer influence play a decisive role in engagement and purchasing decisions.

2. UGC influences the purchase decisions of 70% of Gen Z and 78% of Millennials

User-generated content has a particularly strong influence on younger audiences: 70% of Gen Z and 78% of Millennials consider UGC a very helpful part of their buying process.

Unlike previous generations—who relied more on traditional advertising or expert recommendations—these groups place greater value on peer opinions and shared experiences, both organic and brand-driven.

This preference for UGC highlights its importance in shaping future marketing strategies, as brands seek to connect with these influential consumer segments in meaningful and authentic ways.

3. By 2033, 78% of all online content will be UGC

Looking ahead, a profound transformation is expected in the digital content landscape: by 2033, it’s estimated that 78% of all online content will be user-generated.

This projection not only reflects the growing influence of individual creators and consumers in shaping digital narratives, but also the expanding definition of UGC itself.

As digital platforms evolve and new forms of content creation emerge, the line between professionally produced brand content and user-generated material becomes increasingly blurred.

This shift points to a future where the boundaries between creator and audience disappear—and UGC plays a central role in setting trends, shaping perceptions, and influencing global purchasing decisions.

4. Social media users respond more positively to ads featuring UGC, showing a 73% increase in positive comments

This significant rise in positive feedback underscores the power of authenticity in digital marketing.

User-generated content naturally resonates with audiences by offering real, relatable experiences—making ads feel more like shared community stories than polished corporate messages.

This approach not only improves brand perception but also strengthens the emotional connection between consumers and brands.

5. 86% of brands and retailers believe authentic user content could significantly improve ad performance

This consensus reflects the growing recognition of the value that customer experiences and recommendations bring to advertising campaigns.

Authentic UGC—such as customer reviews and real-life product photos—offers potential buyers trustworthy, relatable insights, fostering more favorable ad responses and, in many cases, higher conversion rates.

6. Millennials remember user-generated content 35% better than regular ads

Millennials—a key demographic for marketers—find UGC 35% more memorable than traditionally created content.

This statistic highlights the impact of UGC among younger audiences, who tend to trust peer-shared experiences over conventional advertising.

The authenticity and personal touch of UGC make it more memorable, establishing it as an essential tool for brands that want to engage effectively with this audience.

7. El contenido UGC obtiene una tasa de interacción un 28% mayor en redes sociales que el contenido tradicional de marca

This finding demonstrates the strong impact of UGC in capturing attention and generating interaction.

For brands and marketers, it confirms the effectiveness of integrating various types of UGC—not only spontaneous consumer posts but also content strategically aligned with brand initiatives.

Strategic use of UGC can significantly boost social media engagement, providing a compelling reason to make it a core element of marketing strategies.

8. Las personas consideran que el contenido generado por usuarios es 3 veces más auténtico que el contenido creado profesionalmente por marcas

This finding is crucial for brands aiming to strengthen their market position, as it highlights the importance of leveraging different types of UGC to increase credibility and trustworthiness.

Brands can encourage the creation of UGC aligned with their messaging and values, using campaigns and platforms that facilitate the sharing of high-quality user-created content.

This approach not only enhances authenticity but also actively involves the brand in shaping its narrative.

9. 60% of consumers consider UGC the most authentic form of marketing content

A significant 60% of consumers view user-generated content as the most authentic form of marketing, emphasizing its value in building genuine brand perception.

For marketers, this represents an opportunity to diversify their content strategies and include UGC that aligns with audiences’ desire for authenticity.

By leveraging UGC, brands can better meet consumer expectations and create campaigns that feel more personal and trustworthy.

10. Recommendations from friends and family generate 92% more trust than any form of advertising

This preference underscores the lasting impact of personal connections and the perceived authenticity of recommendations from one’s social circle.

It reflects the enduring power of word-of-mouth marketing in the digital age—showing that even as advertising becomes more sophisticated, a trusted friend’s recommendation remains unmatched in influence.

Brands can take advantage of this by encouraging satisfied customers to share their experiences, turning them into a powerful marketing force.

11. Short-form video reigns as the top media format with the highest return on investment (ROI)

The dominance of short-form video as the leading media format delivering the highest ROI says a lot about changing audience consumption patterns.

Driven by the fast pace of modern life and the constant flow of information, audiences increasingly crave quick, engaging content.

Short-form videos meet this demand by delivering concise, captivating messages, making them an invaluable tool for marketers. Their ability to tell a story or showcase a product in just a few seconds or minutes maximizes engagement and sharing, amplifying both reach and impact.

12. User-generated product videos evoke 84% emotional intensity

UGC product videos have a unique ability to connect with viewers on an emotional level, achieving an emotional intensity rate of 84% compared to 77% for traditional branded content.

UGC videos often feature real-life scenarios, genuine reactions, and personal testimonials that viewers can identify with, making the content more impactful and memorable.

This emotional connection is crucial for brands since emotionally engaged consumers are more likely to develop strong brand affinity and make purchase decisions based on those feelings.

13. Half of marketers include user-generated content in their email campaigns

Despite UGC’s proven effectiveness in engaging audiences, it’s somewhat surprising that only 50% of marketers have integrated it into email marketing. This number seems modest, especially considering UGC’s powerful impact across other channels.

Incorporating UGC into emails can significantly enhance the personal touch consumers look for in their inboxes. Unlike standard branded messages—which often feel impersonal or overly sales-focused—emails featuring UGC, such as customer testimonials, photos, or stories, are perceived as more genuine and engaging.

This approach aligns with the growing desire for personalized email experiences, making recipients feel valued and part of a community rather than mere sales targets.

By leveraging UGC’s authenticity and relatability, marketers can turn their email campaigns into a more welcome and less intrusive presence—potentially increasing open rates, engagement, and customer loyalty.

14. UGC in email marketing increases click-through rates by 78%

This statistic highlights the huge opportunity that 50% of marketers are missing. The substantial increase in engagement, as measured by click-through rates, demonstrates the power of integrating relatable content into email campaigns.

Emails featuring UGC not only feel more personal and less intrusive but also more persuasive—encouraging recipients to take action more often than those with only brand-created content.

By embracing UGC, marketers can transform their email campaigns into a dynamic engagement channel, achieving not only higher click rates but also fostering deeper community and trust among customers.

15. 62% of consumers are more likely to click on marketing that features real customers

A significant 62% of consumers state they are more likely to engage with marketing materials—whether ads, social media posts, emails, or websites—that feature real customers instead of purely promotional brand imagery.

Consumers’ preference for content featuring real people reflects broader digital marketing trends where authenticity and personal connection are increasingly valued.

For brands, this offers a strong reason to integrate UGC and customer testimonials into their marketing strategies. Doing so can significantly boost engagement rates, as consumers are drawn to the credibility that comes from real customer experiences.

The numbers don’t lie: UGC drives trust, engagement, and revenue. Whether you’re building your brand from scratch or taking it to the next level, a reliable user-generated content agency can give you the competitive edge you need.