The Power and Impact of User-Generated Content

92% of consumers place their faith in recommendations from friends and family over any form of advertising. Ads that show a person’s face in the opening frame tend to have much better results. 91.7% of ads featuring a person’s face attracted more attention than those that don’t.  These aren’t just numbers; they are testaments to the power of people and authenticity in a world cluttered with curated brand messages and staged glamour shots from social media influencers.

These are some fundamental reasons why user-generated content is so powerful. UGC content resonates more with audiences because it's perceived as trustworthy and relatable. It's not polished or overly produced; it looks and feels real and raw, just like the people who create it and consume it.

When it comes to reaching specific demographics, the data gets even more convincing. Millennials, for example, find user-generated content 35% more memorable than other forms of media. So, if you want to make a lasting impression, perhaps it's time to let your consumers do the talking.

But what about the bottom line? After all, marketing strategies need to translate into sales and conversions. Here's where UGC really shines. A compelling 79% of people say that user-generated content significantly influences their purchasing decisions. On TikTok, UGC videos outperform brand videos by 22%. If you're still not convinced, consider this: ads based on UGC have a 4x higher click-through rate and a 50% lower cost-per-click than average. Those are numbers any performance marketer would beg for.

Engagement is another area where UGC shines. Brands see a 28% increase in engagement when they mix professional content with user-generated content. Social campaigns that incorporate UGC see a 50% lift in engagement. It's like adding rocket fuel to your social media strategy.

A major theme is uncovered when you examine all of this data. A solid strategic marketing strategy includes multiple tactics and different approaches; most of all, it requires a test-and-learn mentality to identify what is working, what isn’t, and what can be optimized.  But most of all, if you don’t have UGC in your arsenal, you are missing out big time.

UGC isn't just a trend; it's a powerful marketing tool that builds brand trust, boosts engagement, and improves ROI. So, why not let your users tell your story? After all, they're your best advocates.

At Shook, we take the power of UGC and scale creative production so your performance marketing on TikTok can reach new heights, new consumers and make a huge impact.

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