Why Consumers Trust UGC More Than Ads

Consumers are rapidly shifting their trust from traditional advertising to user-generated content (UGC) due to its perceived authenticity and effectiveness. A growing number of people—60% in 2025—believe UGC is more authentic than other marketing forms. They also find it significantly more effective—9.8 times more so—than influencer marketing. Trust levels are notably higher, with 86% of consumers placing more faith in brands leveraging UGC. Furthermore, UGC leads to more engagement, with 72% likely to follow UGC-using companies and 61% more willing to interact. UGC videos stand out as the most trusted form (76%), especially among Millennials (77%) and Gen Z (74%). With half of consumers favoring UGC videos for brand credibility, it’s clear why UGC has become a marketing powerhouse.

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