<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/689cd448976382fee5dbf07d_678a3380c43d4812ebcb61f7_User%20Generated%20Content%202025%20(1).png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Growth</span> <h1 class="gn-title">Why User-Generated Content Matters to Brands in 2025</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>14 February 2025</span> <span class="pip"></span> <span>6 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">User-generated content is material that is created by a brand's user, <strong>as opposed by the brand itself</strong>. This comes in many forms, including social media posts, blogs, reviews, and videos.</p> <p class="gn-reveal">In this month's editorial, we asked our network of agency leaders to share their expertise on <strong>why UGC matters to brands right now</strong>, potential challenges, and tips to acquire user-generated content with practical guidance for in-house marketers looking to develop an effective UGC strategy.</p> <p class="gn-reveal"><em>Take a look at our calendar of </em><a href="https://www.thegonetwork.com/events" target="_blank"><strong><em>free virtual strategy workshops</em></strong></a><em>, designed to tackle the key challenges facing in-house marketing leaders.</em></p> <h2 class="gn-reveal">Why User-Generated Content Matters to Brands in 2025</h2> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Gideon Parirenyatwa, Senior Communications Manager, Bound to Prosper" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/689cd455b4f9863870491bc8_67a336de599c91a4163a23f8_Gideon%2520-%2520Banner.png" width="auto" height="auto" loading="lazy"></div> <figcaption><a href="https://www.linkedin.com/in/gideon-pari/" target="_blank"><strong>Gideon Parirenyatwa</strong></a>, Senior Communications Manager, <a href="https://www.boundtoprosper.com/" target="_blank"><strong>Bound to Prosper</strong></a></figcaption> </figure> <p class="gn-reveal">User-generated content builds trust and connects with audiences by showcasing real people loving your product. For brands it creates a relatable, human side and the data doesn't lie with <strong>40% of people saying UGC is 'extremely' or 'very' important</strong> when making a purchase decision.</p> <aside class="gn-quote gn-reveal"><q>Successful UGC campaigns start with simplicity. We've found that the most effective UGC campaigns make participation easy and rewarding.</q><cite>Gideon Parirenyatwa · Senior Communications Manager, Bound to Prosper</cite></aside> <p class="gn-reveal">Whether through a hashtag challenge, a prompt, or incentives, the easier it is for people to share their stories, the more likely they are to engage.</p> <p class="gn-reveal">Ultimately UGC brings an audience together, all focused on your brand, making people feel connected through authentic, unpolished content.</p> <p class="gn-reveal">Celebrating UGC through shoutouts, reposts, or featuring creators builds loyalty and encourages others to get involved. External agency support can help set clear guidelines around usage rights and give an external view to keep the UGC strategy aligned to brand objectives.</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Lucy Muircroft, Head of Content, We Are Hydrogen" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/689cd455b4f9863870491bc5_67a3371b6d2a1267118640cb_Lucy%2520-%2520Banner.png" width="auto" height="auto" loading="lazy"></div> <figcaption><a href="http://www.linkedin.com/in/lucy-muircroft-13a980a7" target="_blank"><strong>Lucy Muircroft</strong></a>, Head of Content, <a href="https://www.wearehydrogen.com/" target="_blank"><strong>We Are Hydrogen</strong></a></figcaption> </figure> <p class="gn-reveal">In a world where people trust peer-driven content over polished brand messaging, the UGC economy continues to thrive. Partnering with creators to produce 'native' content helps build brand trust and diversify content creation.</p> <p class="gn-reveal">A common challenge for in-house marketers is finding a cost-effective way to feature people in content - where UGC creators excel. They sit within your target audience and naturally produce relatable content.</p> <blockquote class="gn-blockquote gn-reveal">"<strong>Success lies in identifying creators who align with your brand's style and tailor their content to the platform</strong>, <strong>though this can be time-consuming</strong>."<cite>Lucy Muircroft · Head of Content, We Are Hydrogen</cite></blockquote> <p class="gn-reveal">At <strong>Hydrogen</strong>, we help brands analyse audience data <strong>to find platform-specific creators</strong> who are the perfect campaign fit. We collaborate with each creator to develop briefs that ensure the content feels authentic to their audience whilst staying true to the brand.</p> <p class="gn-reveal">As social spaces become increasingly crowded and new platforms emerge, UGC creators are a powerful way to produce authentic, impactful content.</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Grace Warren, Social and Influencer Lead, Ponderosa Agency" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/689cd455b4f9863870491bb4_67a337496581fb7f4be4d787_Grace%2520-%2520Banner.png" width="auto" height="auto" loading="lazy"></div> <figcaption><a href="https://www.linkedin.com/in/grace-warren-295269101/" target="_blank"><strong>Grace Warren</strong></a>, Social and Influencer Lead, <a href="https://ponderosa.agency/" target="_blank"><strong>Ponderosa Agency</strong></a></figcaption> </figure> <p class="gn-reveal">UGC (User-generated content) is basically everything your audience shares about your brand – whether it be on social media, a blog, reviews or video. And this stuff is really important.</p> <p class="gn-reveal">UGC feels much more authentic and trustworthy – it resonates more with your customer, because it's just like getting a recommendation from a friend rather than being served an ad from a brand.</p> <p class="gn-reveal">But, to get the most out of UGC, you need to make your audience want to share it with you:</p> <p class="gn-reveal"><strong>🤳 Simplify the process through the use of a hashtag.</strong></p> <p class="gn-reveal"><strong>🥇 Consider an incentive to encourage UGC submission – this could be a giveaway or discount.</strong></p> <blockquote class="gn-blockquote gn-reveal">"<strong>Whether you re-post it to your Instagram Stories</strong>, <strong>or repurpose UGC for future content</strong>, <strong>being featured on your channels will make them feel appreciated and help build a sense of community</strong>."<cite>Grace Warren · Social and Influencer Lead, Ponderosa Agency</cite></blockquote> <p class="gn-reveal"><a href="https://www.thegonetwork.com/resources/the-go-network-pulse-check-2025" target="_blank"><strong>DOWNLOAD OUR 2024/25 PULSE CHECK REPORT</strong></a> - <em>Discover what 120+ in-house and agency marketing leaders predict on rising industry trends - and challenges - that will shape your strategy.</em></p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Bella Roebuck, Senior Social &amp; Outreach Executive, BANC" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/689cd455b4f9863870491bc2_67a33d1a2522e5be679eb745_Bella%2520-%2520Banner.png" width="auto" height="auto" loading="lazy"></div> <figcaption><a href="https://www.linkedin.com/in/bella-roebuck/" target="_blank"><strong>Bella Roebuck</strong></a>, Senior Social &amp; Outreach Executive, <a href="https://banc.digital/" target="_blank"><strong>BANC</strong></a></figcaption> </figure> <p class="gn-reveal">User-generated content can help brands in all sorts of different ways. It's a huge trust builder, for one thing. It also creates a sense of community amongst customers looking to interact with you. <strong>And for budget-conscious brands</strong>, <strong>it keeps the need for expensive content creation to a minimum</strong>.</p> <p class="gn-reveal">As for getting started, aim to encourage participation as much as possible. Setting challenges and offering incentives are great ways to give customers a nudge to share content, which you can then feature on your site, socials and ads. Don't forget to interact with users who create content, to reinforce trust and credibility even more.</p> <p class="gn-reveal"><strong>If you're working with influencers</strong>, <strong>make sure you give them some creative direction</strong>, <strong>so their content aligns with your brand's messaging</strong>.</p> <p class="gn-reveal">As for using external support, there are loads of agencies out there who know how to structure UGC campaigns to ensure maximum impact across paid media, influencer and cross-platform marketing.</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Shauna Cook, Senior Social Media Manager, Live &amp; Breathe" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/689cd455b4f9863870491bbc_67a33d66e75abb86197331de_Shauna%2520-%2520Banner.png" width="auto" height="auto" loading="lazy"></div> <figcaption><a href="https://www.linkedin.com/in/shaunaccook/" target="_blank"><strong>Shauna Cook</strong></a>, Senior Social Media Manager, <a href="https://liveandbreathe.com/" target="_blank"><strong>Live &amp; Breathe</strong></a></figcaption> </figure> <p class="gn-reveal">UGC is a brands most effective tool for highlighting what makes their brand special – providing the opportunity to put the spotlight on what people love about your brand in the most authentic way possible by using people that are already talking about you online.</p> <blockquote class="gn-blockquote gn-reveal">"<strong>A good place to start is by identifying your most engaged customers through social-listening, building that relationship through community management and gifting to incentivise organic advocacy.</strong>"<cite>Shauna Cook · Senior Social Media Manager, Live &amp; Breathe</cite></blockquote> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Tierney O'Grady, Content and PR Specialist, Assisted" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/689cd455b4f9863870491bbf_67a33d977f40dbed922ba630_Tierney%2520-%2520Banner.png" width="auto" height="auto" loading="lazy"></div> <figcaption><a href="https://www.linkedin.com/in/tierney-o-grady/" target="_blank"><strong>Tierney O'Grady</strong></a>, Content for &amp; PR Specialist, <a href="https://www.assisted.co.uk/" target="_blank"><strong>Assisted</strong></a></figcaption> </figure> <p class="gn-reveal">User-generated content has been a game-changer for brands, and at <strong>Assisted</strong>, we've seen first-hand just how impactful it can be. <strong>People don't want to be sold to; they want to see real people using and talking about a product in a way that feels natural</strong>. <strong>That's why UGC works</strong>. It builds trust, creates genuine conversations, and makes brands more relatable.</p> <p class="gn-reveal">We've helped brands tap into UGC by encouraging customers to share their experiences through social posts, reviews, and videos and repurposing that content across organic and paid channels. The key? Making UGC feel like part of the conversation, not just another marketing fad.</p> <p class="gn-reveal">Done right, UGC can boost your credibility, increase conversions, and foster real brand loyalty. <strong>If your brand isn't tapping into UGC yet</strong>, <strong>you're missing a huge opportunity!</strong></p> <div class="gn-stats gn-reveal"> <div class="gn-stat"><span class="gn-stat__num">40<em>%</em></span><span class="gn-stat__label">of people say UGC is 'extremely' or 'very' important when making a purchase decision.</span></div> <div class="gn-stat"><span class="gn-stat__num">120<em>+</em></span><span class="gn-stat__label">in-house and agency marketing leaders surveyed in the GO Network Pulse Check Report.</span></div> </div> <aside class="gn-callout gn-reveal"> <div class="gn-callout__label">What this means for you</div> <h4>Practical tips for building an effective UGC strategy.</h4> <ul> <li><strong>Make participation easy.</strong> Whether through a hashtag challenge, a prompt, or incentives, the easier it is for people to share their stories, the more likely they are to engage.</li> <li><strong>Identify the right creators.</strong> Success lies in identifying creators who align with your brand's style and tailor their content to the platform, though this can be time-consuming.</li> <li><strong>Share and celebrate the content.</strong> Whether you re-post it to your Instagram Stories, or repurpose UGC for future content, being featured on your channels will make them feel appreciated and help build a sense of community.</li> <li><strong>Start with social-listening.</strong> A good place to start is by identifying your most engaged customers through social-listening, building that relationship through community management and gifting to incentivise organic advocacy.</li> <li><strong>Give influencers creative direction.</strong> If you're working with influencers, make sure you give them some creative direction, so their content aligns with your brand's messaging.</li> </ul> </aside> <p class="gn-reveal"><em>Preparing your content strategy for a successful year? Make sure you're getting the most out of your investment. </em><strong><em>The GO Network </em></strong><em>offer cost-free advice on best-practise, provide independent agency recommendations, pitch management, and more - </em><a href="https://www.thegonetwork.com/get-in-touch"><strong><em>get in touch</em></strong></a><em> to get started.</em></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/content-marketing-the-risks-and-rewards-elyua" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Content Marketing: The Risks and Rewards</span> <span class="gn-related__excerpt">Agency experts reveal how to avoid landfill content, integrate activity through the funnel, and build a content strategy that drives real bu</span> </a> </li> <li class="gn-related__item"> <a href="/articles/investing-in-content-finding-the-right-strategy-for-you" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Investing in Content: Finding the Right Strategy for You</span> <span class="gn-related__excerpt">Quarterly SWOT analysis, monthly measurement, and smart budget allocation: here&#39;s how agency leaders build a content strategy that compounds</span> </a> </li> <li class="gn-related__item"> <a href="/articles/marketing-to-midlife-women" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Marketing to Midlife Women with The Behaviours Agency</span> <span class="gn-related__excerpt">The Behaviours Agency reveals new shopping behaviours, semiotics insights, and how agencies can help brands represent midlife women to build</span> </a> </li> <li class="gn-related__item"> <a href="/articles/investing-in-pr-finding-your-strategy-in-2024" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Investing in PR - Finding your Strategy in 2024</span> <span class="gn-related__excerpt">Agency leaders get expert guidance on PR&#39;s evolving definition, key mistakes to avoid, and a practical framework for building a modern PR st</span> </a> </li> </ul> </aside>