Why User-Generated Content Belongs in Every Media Plan

Consumers don’t just want polished. They want relatable. In a digital landscape where authenticity matters more than ever, user-generated content (UGC) has become a go-to format for marketers looking to connect with audiences in a more meaningful way.

From unboxing videos to casual testimonials, UGC blends the voice of the customer with the goals of the brand. And when used strategically, it drives engagement, trust, and performance across every stage of the funnel.

What Is UGC (and What Makes It So Effective)?

UGC refers to content created by real people, not the brand. This includes everything from enthusiastic reviews and product demos to selfie-style videos and unboxing clips. Once seen as purely organic and unsponsored, UGC has evolved to include content commissioned from creators specifically for brand use, without losing that authentic feel.

So why does it work? Because people trust people.

• 84% of consumers trust peer recommendations more than brand content
• 79% say UGC directly influences their purchasing decisions
• UGC videos get 73% more positive comments than branded videos

Today’s consumers scroll fast and skip faster. But when they see someone who looks and sounds like them talking about a product, they pause. That emotional pause is what makes UGC so valuable—it creates a moment of connection in a crowded feed.

It’s Not Just About Trust—It’s About Performance

UGC isn’t just feel-good content—it delivers. Performance-focused marketers are increasingly incorporating it into their media plans because it earns attention and drives action.

• UGC-based ads have been shown to generate 4x higher click-through rates (CTR)
• Websites that include UGC, like customer reviews or photos, see a 29% increase in conversions
• Brands that incorporate UGC into paid ads often experience 20–50% lower cost per acquisition (CPA)

And unlike influencer content, which typically lives on the creator’s own feed, commissioned UGC gives brands full usage rights. That means you can repurpose content across channels—social ads, landing pages, email marketing, Amazon product pages, and more—without limits.

UGC isn’t a replacement for studio-quality creative or influencer partnerships. It’s a powerful complement that adds relatability and depth to your existing campaigns.

In Practice: How a Skincare Brand Scaled Results with UGC

Imagine a skincare brand launching a new moisturizer. Their initial campaign includes polished product shots and an explainer video, but engagement feels a bit flat. To add a more relatable layer to their media mix, they commission UGC creators to develop selfie-style “first impression” videos and casual testimonials that highlight the product in real-life routines.

These UGC assets are then integrated into their paid social campaigns, email flows, and even product detail pages. While their branded content establishes credibility, the UGC brings in a human touch, helping the brand connect with audiences on a more personal level.

By layering UGC into their campaign, the brand adds emotional resonance without changing their core messaging. It’s not about replacing what’s working—it’s about making it more impactful.

Where UGC Fits in Your Media Strategy

Because of its flexibility and resonance, UGC can plug into multiple stages of your media plan:

• Awareness: Use unboxing or product-in-action videos on TikTok and Instagram to introduce your brand in a natural way
• Consideration: Incorporate testimonials and creator-style reviews into paid social ads or retargeting campaigns
• Conversion: Feature UGC on product pages, emails, and Amazon listings to build trust and nudge buyers to take action

This type of content also performs exceptionally well on platforms like Meta and TikTok. In fact, Meta reports that UGC-style content drives 41% higher ad recall and 2x the return on ad spend (ROAS) compared to traditional formats.

UGC That Works—At Scale

Sourcing high-quality UGC doesn’t have to be a one-off experiment. With the right strategy and partners, it can become a reliable part of your creative pipeline. At Digilant, we connect brands with vetted creators who understand your tone, audience, and goals, while ensuring that all usage rights are secure and scalable.

Whether you’re launching a new product, testing creative variations, or refreshing an evergreen campaign, UGC can give your ads the boost they need to break through.

Let’s Add More Realness to Your Media Plan

In a market that values authenticity more than ever, UGC isn’t just a trend—it’s a tool. And when used strategically, it can help brands of all sizes drive stronger results across channels.

Want to see what UGC could do for your brand? Connect with us to explore scalable, rights-owned UGC solutions tailored to your goals.