Why User-Generated Content is Your Brand’s Secret Weapon

When it comes to shopping, authenticity isn’t just a buzzword anymore—it’s the baseline. Today’s shoppers are savvy, selective, and increasingly sceptical of polished marketing campaigns. They want to hear real voices behind the brands they trust—and the latest Shopper Experience Index from Bazaarvoice proves just how much power user-generated content (UGC) now holds in shaping purchasing decisions.

This year’s findings, based on responses from over 8,000 global shoppers, reveal a striking shift: customers crave connection, not perfection. And that means brands need to get real—fast.

1. Customers Crave Real Talk—and Real Reviews

It’s official: 77% of shoppers trust UGC more than brand-created content. That’s right—reviews, unboxing videos, and TikTok tutorials aren’t just cute add-ons; they’re driving conversions. In fact, 56% of shoppers say they won’t buy a product without them. So, if your brand isn’t prioritising UGC, you’re not just missing out—you’re losing customers.

Pro Tip: Lean into the power of customer stories. Share user photos, highlight testimonials, and let your community’s voice be the loudest in the room. Your customers are ready to speak up—let them.

2. Gen Z Wants It Visual—So Give It to Them

It’s no secret that Gen Z leads the charge in the digital space. But when it comes to product discovery, they’re not just scrolling—they’re engaging. A whopping 80% of Gen Z says UGC is crucial in their buying decisions, but it’s not just written reviews they’re after. They want visuals—photos, videos, and creative content from fellow consumers.

But don’t think Gen Z is the only group to jump on this trend. While Baby Boomers still lean on traditional reviews, Millennials and Gen Z are all about the visual content.

Pro Tip: Tailor your approach and embrace the platforms where your target audience actually spends their time. Gen Z loves TikTok and Instagram, but Millennials might prefer Facebook or YouTube. Know your audience and meet them where they are.

3. Omnichannel Is the New Black

We’ve all heard the buzz about “omnichannel,” but here’s the data to back it up: 88% of shoppers want a seamless experience across in-store, online, and social channels. And this isn’t just a trend—it’s a shift in behaviour. 31% are now purchasing directly from social platforms, turning Instagram, TikTok, and Facebook into modern-day storefronts.

Pro Tip: If your social feed isn’t shoppable, you’re leaving money on the table. Make sure your presence across social channels isn’t just a portfolio—it’s a direct sales channel. Your audience is already there, waiting to buy.

4. The Rise of the Everyday Creator

More than half of today’s consumers now identify as creators—people who are eager to share their experiences, rate products, and post about their latest finds. It’s a major shift from the passive consumer mindset, and it’s a win-win. Customers get authentic insights from their peers, while brands get free (and powerful) marketing.

Pro Tip: Encourage customer-generated content actively. Create campaigns that inspire creativity, share customer shoutouts, and let your audience know their voice matters. The more they share, the more your brand grows.

5. Personalisation Is Your Not-So-Secret Weapon

Finally, the data shows that personalised offers drive 45% of shoppers to complete a purchase. And this is especially true for Gen Z, who expect tailored deals that speak directly to their interests and preferences.

Pro Tip: Get strategic—build customer profiles, analyse their data, and deliver experiences that feel custom-made. If you can tailor your offers to meet individual needs, you’ll unlock deeper engagement and higher conversions.

The future is clear—and the strategies are simple. Your customers are ready to champion your brand. All you need to do is meet them halfway. Embrace UGC, prioritise authentic connection, and make every interaction count. The brands that succeed aren’t just selling products—they’re building trust, one review, photo, and TikTok at a time. Are you ready to make your mark?