User-generated content, or UGC, is content made by regular people, not brands. It shows real experiences, builds trust, and often outperforms traditional ads. If you’re working in influencer marketing, these numbers can help you understand what’s working and where to focus. Here are the key UGC statistics you should keep an eye on.
- 13% of shoppers say they would leave an online store without completing a purchase if they don’t see any user-generated content. They want to see real customer experiences before committing.
- 56% of brands run influencer campaigns mainly to generate user-generated content they can reuse across platforms. Only 23% say their main goal is driving direct sales, making content creation the top priority over conversions.
- For Gen Z buyers shopping directly through social platforms, 13% say UGC had the biggest influence on their purchase. While influencer posts and discounts still lead, UGC plays a bigger role than live shopping events.
- 85% of marketers believe that using visual UGC is a more budget-friendly option compared to hiring photographers or producing high-cost influencer content, especially when running frequent campaigns.
- A strong 81% of ecommerce professionals agree that customer-created content, like reviews and social posts, is more effective at reaching people than polished brand visuals or scripted influencer content.
- When it comes to building trust with audiences, 33% of marketers say user-generated visuals work best. That’s higher than professional product photos or even influencer-created images.
- 93% of marketers who include user-generated content in their campaigns report that it performs much better than standard branded content, especially when it comes to engagement and audience response.
- By 2033, it’s expected that 78% of all online content will come from users themselves rather than brands or media companies. This shift shows how much people trust real experiences and peer-created content.
- Around 60% of consumers view user-generated content as the most authentic type of marketing. It feels more real to them than any paid or branded message.
- About 40% of shoppers say UGC is a major factor in their purchase decisions—ranking it above things like product comparison tables or promotional videos.
Conclusion
If you’re serious about growing your brand through influencer campaigns, tracking these UGC performance metrics will help you stay focused. Numbers don’t lie. And the numbers say UGC works. For help building the right strategy, visit cable.so and get started with influencer marketing that actually performs.
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