Have you ever been scrolling through social media, seen someone using a product, and thought, “I need that!”? You’re mesmerized by the creator, and you trust their opinion. People in the comments are buzzing about how much they love the product—you’re convinced, so you make the purchase.

That is the unique power of User-Generated Content (UGC). UGC is content made by real customers posting about real products.

Think of users playing a video game or posting a "Get Ready With Me" (GRWM) video. You already know what’s great about your brand, but it’s more impactful when customers choose to post about it. This is why UGC stands out from traditional advertising and why companies like CRAFTSMAN+ focus on showcasing products authentically.

UGC is a must-have for brand awareness. Here are seven trends to help you stay ahead.

1. The Era of the Micro-Influencer

While macro-influencers have millions of followers, the spotlight has shifted to micro-influencers (5,000–100,000 followers). Because of their smaller, niche following, they are highly interactive. 60% of consumers say they trust micro-influencer endorsements more because of this personal connection and high engagement.

2. Pick the Right Partnerships

Partnerships benefit both sides through mutual exposure. The key is ensuring the partnership feels natural. For example, if you have a tennis gaming app, partnering with leading fashion or sporting brands to showcase on-court apparel makes perfect sense for your audience.

3. Authenticity is Everything

Authenticity is a deciding factor for 86% of consumers. People want to hear from real customers. Since 52% of consumers post about products at least once a month, genuine content likely already exists for your brand. Sharing this content is vital; 43% of consumers say they engage more with brands that share user-created content.

4. UGC Short Videos > Branded Videos

From TikTok to Instagram Reels, short-form video is king. UGC fan videos get 10 times more views on YouTube than branded videos. One in two shoppers reports feeling more confident in a purchase after seeing a user video.

5. Content Types and Style

The spirit of UGC is that users can make content however they want—whatever feels natural. To stay ahead, consider these popular formats:

• Customer reviews and testimonials

• Tutorials and "How-to" guides

• Picture-in-picture or reaction videos

• First-person or Third-person POV (Point of View)

• Live streams

6. Get Your Customers Involved

Don't wait for content to happen—encourage it! Here are a few ways to start:

• Hashtags: Ask your audience to use a specific tag to highlight your product.

• Contests: Offer incentives like gift cards, merchandise, or promo codes in exchange for posts.

• Reviews: 72% of consumers trust user reviews more than brand-made content. Create a space on your platform for buyers to leave photos and comments.

7. Inclusivity Matters

Customers want to see people who look like them. 65% of consumers say it is important to see diversity across a brand’s platform. Look at your UGC and ask if you are representing all backgrounds and celebrating your entire audience.

The Time for UGC is Now

UGC has taken over because users value real connections. Stay in the know about all things interactive and authentic by checking out more content on CRAFTSMAN+.

Want to explore a UGC strategy for your brand today? Reach out to our team!