Brands are currently underestimating the importance of Authentic UGC driving sales for their brand and how UGC is increasingly a driver for In-Store sales as well as Online
Our study on emerging UGC trends for 2025 captured 3 distinct POVs from Brands, Creators, and Consumers, with an eye towards identifying discrepancies and gaps between them.
We've identified 2 things Brands are currently underestimating about UGC:
1. Brands underestimate the impact Authentic UGC has in driving sales for their brand.
Most Brands (71%) recognize that Consumers have been demanding more authenticity in their content this past year, yet they continue to view authenticity as only a "nice to have".
Only 1 in 3 Brands strongly agrees that Authentic UGC is more likely to drive sales for their Brand.
Consumers tell a different story!
9 of 10 consumers say they're more likely to be motivated to purchase a product/service based on Authentic UGC.
2. Brands don't yet grasp the extent to which UGC is now a driver for In-Store sales as well as Online
Only 18% of Brands consider UGC to be a driver for In-Store sales on the same level as Online.
3 of 4 consumers agree that the availability of UGC online has CHANGED the way that they shop In-Store: they're now making more informed purchase decisions.
Takeaway: Brands must make greater efforts to produce Authentic content as well as content catering to consumers researching Online while shopping In-Store
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