User-generated content | the new measure of authenticity

In the not too distant past, social media was awash with perfectly polished imagery: highly produced, shiny, bright and sponsored. Influencer marketing once dominated brand strategies, but the once-golden era is now tarnished under the weight of growing consumer skepticism. People are now placing their trust in the honest, unfiltered opinions of their peers. User-generated content is becoming the new measure of authenticity, and it’s rewriting the rules of brand-to-consumer engagement.

The trust deficit extends to influencers

Consumer trust in marketing is at an all-time low, and influencer marketing is facing similar scrutiny. As the industry matures, so does consumer skepticism, as the line between a genuine recommendation and a paid advertisement has become increasingly blurred. Consumers are now savvy enough to recognize when a brand endorsement is simply a transactional relationship - and it’s slowly eroding the credibility of the entire model.

This also ties in with a brand’s reputation. By partnering with influencers, brands tie their reputation to the influencer’s personal brand. Recent YouGov data highlights that, while the influencer marketing industry is still growing, almost 30% of global consumers say that when an influencer is embroiled in controversy, they lose trust in the brands connected to them. This is particularly true for younger demographics, with 32% of 25-34 year olds expressing this sentiment and lack of purchase intent.

Consumer skepticism is further compounded by the fact that many influencers fail to transparently disclose sponsored content, leading to a sense of deception. A 2025 study from BBB National Programs found that 80% of consumers lost trust when influencers aren’t genuine, honest or transparent. For example, the Scott Disick “copy and paste” ad for a protein shake, or Chiara Gerragni’s dishonesty leading to fines and a new law in Italy, and even the Wimbledon AI influencer controversy, highlights that a misaligned campaign or lapse in transparency can go viral for all the wrong reasons. These incidents don’t just generate negative press; they also have a tangible financial impact.

As a result, brands are looking to user-generated content and micro influencers to mitigate the risk associated with influencer marketing.

User-generated content amplifies trust among skeptical consumers

In stark contrast to the polished perfection of influencer marketing, user-generated content offers a breath of fresh air. UGC is any type of content - photos, videos, reviews, testimonials - created by a brand’s customers, fans or even employees, rather than the brand itself. It’s organic content and it’s powerful, proving to be a real driver of consumer decisions for several reasons.

One of the most obvious reasons is authenticity and social proof. User-generated content is inherently authentic because it comes from real people with genuine experiences, demonstrating that real people have enjoyed or benefited from a product, service or sample. A report from the UGC platform Tint, revealed that consumers are 2.4 times more likely to say that UGC is more authentic than content created by a brand. This authenticity resonates deeply with modern consumers, who are increasingly seeking honest feedback.

This authenticity fuels trust and influence. A landmark Nielsen study on trust in advertising found that 92% of consumers trust recommendations from family and friends, more than any other form of advertising. This extends to online reviews and peer-created content. A study by the marketing firm TurnTo Networks found that user-generated content is perceived as eight times more influential than traditional influencer content in purchasing decisions. Furthermore, TheIndustry.beauty recently published that almost two-thirds (65%) of UK consumers have made a purchase based on online reviews or comments from fellow shoppers, compared to 58% influenced by social media endorsements.

Beyond trust, user-generated content also delivers much higher engagement and conversion. A study by Offerpop recently discovered that ads that feature user-generated content can achieve four times higher click-through rates and a 50% reduction in cost-per-click compared to traditional ads. When included on e-commerce product pages, UGC dramatically increases conversion - with some retailers seeing a 161% increase in conversion rates on products with UGC.

User-generated content also creates a deeper sense of relatability and community. Consumers want to see themselves in the content they consume, and UGC provides a relatable, unfiltered perspective that reflects real-life experiences. This creates a sense of community around a brand, fostering a deeper connection and trust, while increasing the likelihood of repeat purchases and brand loyalty.

The new measure of authenticity

As consumers become more discerning and skeptical of traditional advertising, it becomes clear that brands need to move beyond tradition and embrace authenticity. User-generated content, peer-to-peer recommendations and genuine storytelling will only continue to grow. Brands that integrated UGC into their marketing strategies will be the ones that build lasting trust, foster strong communities and, ultimately, drive revenue.

At SoPost we work with some of the largest brands on earth to deliver strategic sampling campaigns that drive peer-to-peer recommendations and grow communities, consumer trust and brand loyalty. Find out how we do it, get in touch today.

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