In the era of consumers dominating the game, user-generated content (UGC) has become a key factor for brands to build trust and connect deeply with consumers. The year 2025 marks a strong transformation of UGC with new, more diverse and creative trends, opening up many opportunities for brands to increase coverage, interaction and improve communication effectiveness.
In the article below, SEFA Media will analyze 5 outstanding UGC trends that brands cannot ignore if they want to upgrade their Marketing strategy!
Overview of UGC
UGC (User-generated content) is any content that is created and shared by a brand’s consumers, rather than produced by the brand itself. For consumer brands, UGC can be images, videos, social media posts, product reviews, experience sharing, or blog posts voluntarily posted by consumers after using a product or service. UGC is becoming increasingly important because it demonstrates authenticity, creating a connection between customers and brands.
The Difference Between UGC and Influencer Marketing
UGC is content that consumers voluntarily create and share about a product or service, without any agreement or payment from the brand. They do it because they love the product, want to share their real-life experiences, or simply want to contribute to the community.
In contrast, Influencer Marketing is a form of paid collaboration between a brand and an influencer. Usually, before the campaign, the two parties will clearly agree on content, posting schedule, caption, hashtag, etc. For example, a brand can collaborate with a celebrity like Duong Domic to take advantage of the popularity of the reality TV show Anh Trai Say Hi, or work with micro-influencers who are active in related fields.
In short, UGC is a natural sharing from customers, while Influencer Marketing is a form of promotion with a clear plan and cost. Both strategies bring their own value, but need to be used properly depending on the brand’s goals.
Benefits of UGC for Brands
In an era where customers increasingly value authenticity and real experiences, UGC has become a powerful “weapon” in brand communication strategies. Instead of glossy advertisements, today’s consumers trust more in real sharing from the community itself, and that is the core value that UGC brings.
Here are some of the key benefits that UGC can bring to brands:
1. Increase brand trust and authenticity
When users actively share their feelings about a product through photos, videos or articles, they indirectly endorse the quality of the product. This content is often personal, natural and easy to create empathy – something that traditional advertising can hardly achieve. UGC thus becomes a natural bridge, helping brands win the affection of new customers and maintain relationships with current customers.
2. Save costs and time on content production
Instead of investing large budgets in professional content creation, brands can leverage the creativity of their users. Each customer becomes a potential “content creator”, bringing diverse and unique perspectives that brands themselves would find difficult to think of. This not only saves costs but also helps brands refresh content regularly, thanks to community resources.
3. Contribute to building reputation and recognition
When consumers share positive experiences spontaneously, it is a sign that they are genuinely satisfied and willing to recommend the product to their community. Over time, the accumulated UGC becomes a valuable asset, strengthening the brand’s reputation and contributing to shaping a positive image in the minds of customers.
4. Positive impact on purchasing behavior
Before buying a product, consumers often tend to refer to the experiences of previous users. A good review from a real user is often many times more convincing than a well-written advertisement. UGC helps potential buyers feel more secure, see the real value of the product and make it easier to make a purchase decision. This is the strength that helps increase conversion rates in Marketing campaigns.
5 UGC Trends to Watch in 2025
Entering 2025, user-generated content (UGC) is no longer limited to images or comments, but is increasingly innovating in form and approach. So what are the rising UGC trends that brands should embrace?
1. Real user reviews and ratings
Customers leaving their feelings after using a product or service is not only an act of feedback, but also an extremely convincing form of UGC. Genuine reviews help other consumers make purchasing decisions more easily, because they trust the words of those who have experienced it more than glossy advertisements from brands. E-commerce platforms such as Shopee, Lazada or Amazon all take full advantage of this trend.
2. Branded images and videos
When users share moments of using the product along with tagging the brand on social networks, they are contributing to amplifying the brand’s coverage in a natural way. This type of content is highly vivid, helping the brand create a close and memorable image in the minds of consumers. This is a form of Marketing that does not require too much budget investment but still brings significant results.
3. Brand hashtag campaign
Campaigns that ask users to post under a common hashtag are becoming an effective way for brands to build community and spread their message. The campaigns group posts around a common theme, creating an interactive online space where consumers connect more closely with the brand. A prime example is the #FentyFace campaign by Fenty Beauty – Rihanna’s cosmetics brand, which sparked a strong response from the beauty community by encouraging them to share their personal makeup styles and the brand’s products.
4. Creative challenge video
Challenge videos continue to be a big trend, especially on TikTok and Instagram Reels. Brands often encourage users to participate in entertaining or style-changing challenges, then re-share the videos in their own way. This is a strategy that helps spread brand image in a creative, vivid and viral way. Maybelline once made headlines with the #Maybeli Dance Challenge campaign, where TikTok users were encouraged to participate in the brand’s dance challenge.
5. Product unboxing video
Unboxing videos always create excitement and curiosity because viewers can follow the entire initial experience from the moment the product is unboxed. This is a popular form of content in the fields of technology, cosmetics, and fashion. Typically, every year, when Apple launches a new iPhone, a series of “unboxing” videos from users appear densely on YouTube and TikTok.
> See more: 3 levels of Viral Strategy 2025 for B2B: Stop creating Content instinctively!
SEFA Media – Strategic partner in consulting and implementing UGC campaigns
UGC is increasingly asserting its key role in modern marketing strategies. Content generated by customers not only helps increase authenticity and trust for the brand but also creates a deep connection with the consumer community. Sharing, reviews and real experiences from users contribute to promoting interactions, expanding reach and improving conversion efficiency in promotional campaigns.
SEFA Media is a reputable strategic partner specializing in consulting and implementing professional and effective UGC campaigns. With an experienced team and methodical working methods, we accompany businesses to build creative content plans, optimize community resources and ensure all communication activities are carried out on target!
For more information, please contact us via:
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