User-Generated Content Statistics: The Key Numbers Every Marketer Should Know

User-generated content (UGC) has become a cornerstone of digital marketing strategies, enabling brands to build authentic connections with their audiences. We've already talked about the benefits and challenges of user-generated content, but what does the data really say about its effectiveness? To provide a clear picture, we’ve gathered the most compelling user-generated content statistics, grouped by macro topics. From UGC’s influence on purchasing decisions to its role in boosting engagement, these statistics offer valuable insights into why UGC matters and how it can drive growth for brands.

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1. UGC’s Impact on Trust and Credibility

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Trust is a critical factor in a consumer's purchasing decision, and UGC plays a pivotal role in establishing it. Here are some statistics that underline the trust-boosting power of user-generated content:

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• 90% of Consumers Trust UGC Over Traditional Advertising
  According to a report by Stackla, 90% of consumers say they find UGC more authentic and trustworthy compared to content created by brands.

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• 79% of People Say UGC Influences Their Purchasing Decisions
  UGC significantly affects buying behavior, with nearly 8 in 10 people saying it impacts their purchasing decisions. This indicates that consumers look to other customers’ experiences as a reliable guide when making purchases.

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• 84% of Millennials Believe UGC Influences Their Shopping Choices
  Millennials, in particular, trust UGC as a decision-making tool. A study by Bazaarvoice reveals that 84% of millennials report that UGC affects their shopping decisions, making it a must-have in marketing to this demographic.

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2. User-Generated Content and Engagement

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One of the most valuable aspects of UGC is its ability to increase engagement, particularly on social media. Here are some key statistics:

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• UGC Posts on Social Media See 28% Higher Engagement Compared to Brand Posts
  According to Social Media Today, UGC posts receive up to 28% higher engagement than brand-generated content. This engagement includes likes, comments, and shares, which amplify reach and create a more interactive community.

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• 50% Higher Engagement for UGC on Instagram Ads
  Hootsuite reports that UGC-based Instagram ads receive 50% higher engagement than typical branded ads, highlighting the effectiveness of UGC in paid media as well.

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• Brands That Use UGC See a 20% Increase in Return Visitors
  A study by TurnTo Networks found that brands incorporating UGC on their websites see a 20% rise in return visits, as users feel more connected to the brand and are more likely to revisit.

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3. UGC’s Effect on Conversion and Sales

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UGC has a tangible impact on conversions and revenue, making it a powerful tool in the sales funnel. Here’s how it influences purchasing behavior:

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• UGC Boosts Conversion Rates by Up to 4.5%
  Research from Yotpo shows that UGC increases conversion rates by as much as 4.5%. Seeing real people’s experiences with a product adds credibility and encourages hesitant buyers to complete their purchases.

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• Ads with UGC Are 4 Times More Likely to Have Higher Click-Through Rates
  Ads that feature UGC have four times higher click-through rates than those without, according to Adweek. This makes UGC a powerful option for digital advertising, as it attracts clicks through its relatable, authentic appeal.

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• 50% of Shoppers Use UGC to Inform Their Purchases
  BrightLocal reports that half of online shoppers actively seek UGC, such as reviews or photos, before making a purchase. This showcases the essential role of UGC in helping consumers feel confident about their buying decisions. Source

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4. UGC and Brand Loyalty

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Beyond attracting new customers, UGC also plays a role in retaining them. Here’s how UGC affects brand loyalty:

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• 64% of Millennials and Gen Z Are More Loyal to Brands That Engage with UGC
  According to Bazaarvoice, 64% of younger consumers are more loyal to brands that include UGC in their marketing. This reflects the importance of UGC in creating community and brand loyalty among younger audiences.

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• UGC Reduces Content Creation Costs by 30%
  Research by TINT found that leveraging UGC can reduce content creation costs by up to 30%. Brands can save on production expenses while also producing content that resonates better with audiences.

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• 60% of Consumers Are More Likely to Stay Loyal to a Brand that Engages with Them through UGC
  A study by Ipsos revealed that 60% of consumers are more likely to remain loyal to brands that interact with them through UGC, such as reposting their content or engaging with it in comments.

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5. UGC and Video Content

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Video UGC has become particularly popular with the rise of platforms like TikTok and Instagram Reels. Here are some statistics on the effectiveness of video UGC:

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• User-Generated Video Content Drives 10x Higher Engagement
  Animoto reports that video UGC receives 10 times more engagement than other types of content. This includes higher shares, comments, and views, making video UGC highly effective for social media marketing.

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• 93% of Marketers Say Video UGC Helps Increase Brand Awareness
  According to a survey by Wyzowl, 93% of marketers agree that video UGC increases brand awareness, especially when shared on platforms like YouTube and TikTok.

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• 50% of Consumers Want to See More Video Content from Brands
  HubSpot found that half of consumers are looking for more video content from brands, particularly UGC, as it provides real insights into products and services.

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6. UGC in Reviews and Ratings

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Customer reviews are one of the oldest forms of UGC, but they remain incredibly influential in shaping purchasing decisions. Here are some key statistics:

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• 91% of Consumers Read Online Reviews Regularly
  BrightLocal reports that 91% of consumers regularly read online reviews, with 84% trusting them as much as personal recommendations, making them one of the most impactful forms of UGC.

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• Reviews Can Increase Conversions by up to 270%
  According to Spiegel Research Center, reviews can increase conversion rates by up to 270%, particularly for lower-priced items where customers seek assurance.

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• 88% of Consumers Trust Online Reviews as Much as Personal Recommendations
  A study by Trustpilot reveals that 88% of consumers trust online reviews as much as recommendations from people they know, underscoring the importance of positive UGC.

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Conclusions

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The statistics make it clear: user-generated content is not just a trend but an essential part of a brand’s digital strategy. UGC helps build trust, fosters loyalty, drives engagement, and boosts conversions. With these data points in mind, brands can harness the power of UGC to improve customer relationships and drive growth.

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By leveraging these insights, brands can create strategies that incorporate the full potential of UGC, aligning their marketing efforts with consumer behavior trends.

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These statistics serve as a roadmap for brands looking to make the most of UGC. If you’re interested in implementing a UGC campaign, Movig can help you identify, manage, and amplify user-generated content for maximum impact. Contact us today to learn more.