User-Generated Content Statistics By Impacts, Campaigns, Consumer Trust and Influence

Introduction

User-Generated Content Statistics: User-generated content (UGC) is everywhere today. It includes things like social media posts, product reviews, videos, blogs, and photos made by regular people, not companies. The UGC has become a significant aspect of how people discover, share, and trust information online. Many brands also utilize it in their marketing because it appears more genuine and authentic. Statistics show that people often trust content made by other users more than traditional ads.

UGC not only helps increase engagement but also builds stronger relationships between customers and brands. From Instagram stories to YouTube reviews, user-made content is shaping how we shop, think, and connect online. In this article, we’ll look at key numbers and trends that show just how powerful and popular UGC has become.

Editor’s Choice

• According to the Wisernotify report analysis, nearly 79% of people report that content created by other users influences their purchasing decisions. ​
• Brands that utilise user-generated content (UGC) experience 29% more web conversions than those without it.
• Over 66% of people decide to buy clothes based on reviews and comments from other users.
• Including user-generated content in marketing can increase engagement by up to 50%.
• Advertisements featuring user-generated content (UGC) achieve click-through rates four times higher than those of traditional ads.
• UGC-based ads can reduce the cost-per-click by 50%, making them more budget-friendly.
• User-Generated Content Statistics indicate that approximately 60% of consumers believe UGC is the most authentic form of marketing content.
• 70% of Gen Z and 78% of millennials say UGC plays a significant role in their purchasing decisions.
• Websites that incorporate user-generated content (UGC) see a 29% increase in web conversions.

(Source: backlinko.com)

• Over 55% of Gen Z consumers want to be featured on a brand’s social media pages.
• Approximately 84% of consumers trust peer recommendations over traditional advertising. ​

General User-Generated Content Statistics

(Reference: wisernotify.com)

• Approximately 88% of people claim to trust advice from friends or family more than they do advertisements from regular sources.
• In 2024, 84% of Gen Z reported trusting brands that feature real customers.
• Around 50% of millennials trust user-generated content, and 34% strongly believe that user-generated content (UGC) is always more honest and believable.
• As mentioned in User-Generated Content Statistics, over 70% of people read or watch reviews before making a purchase.
• Millennials (young adults) find user-generated content 20% more helpful for purchasing items than other types of ads.
• Meanwhile, 82% of people consider buying something new after seeing a friend or connection post about it.
• Almost 92% of people trust reviews and user posts more than advertisements when shopping.
• Instagram posts featuring user-generated content receive 70% more likes and comments than those consisting solely of brand content.
• Only 16% of companies have plans to use user-made content in their marketing.
• User-made content gets 28% more responses from people than professional ads.

(Reference: wisernotify.com)

Impacts of User-Generated Content on Purchasing Decision

• Millennials are 20% more likely to trust user-generated content when making purchasing decisions than other types of media.
• Approximately 82% of people consider buying a product after seeing user-generated content shared by someone they know.
• Adding customer reviews to a website can help boost sales by up to 41%.

UGC and Marketing Professionals’ Statistics

• InBeat Agency show that approximately 48% of experienced marketers believe that UGC helps make their brand feel more human and relatable.
• 42% of marketers think UGC is a key part of their content marketing plans.
• Half of today’s marketers have already incorporated user-generated content (UGC) into their email marketing efforts.
• When it comes to measuring UGC success, 41% of marketers focus most on content engagement.
• Three out of four marketing experts believe that user-generated content (UGC) feels more authentic and trustworthy than other types of content.
• Only 16% of companies have a clear plan just for user-generated content.
• Around 50% of people prefer having clear instructions or tips before they create UGC.

Types of User-Generated Content Used in Marketing Campaigns

(Reference: googleusercontent.com)

• According to the findings, nearly half (48%) of the experts stated that photos are the most effective medium for user-generated content in marketing.
• Around 31% of the people in the survey felt that customer testimonials are also a strong visual tool for promoting products or services.
• Short videos ranging from just a few seconds to a couple of minutes were the top choice for 17% of marketers using UGC.
• Although quotes didn’t rank very high, 4% of respondents still viewed them as a helpful way to support marketing efforts.

Total Global Visitor Traffic to User-Generated Content Websites Statistics

(Reference: statista.com)

• In March 2024, people around the world visited YouTube about 32.5 billion times, making it the most visited video platform that month.
• Facebook, which Meta owns, had around 16.1 billion visits.
• Instagram and Twitter followed with roughly 7 billion and 6.1 billion visits each.
• Wikipedia, the site where users create and edit encyclopedia-style articles, got about 4.4 billion visits.
• Meanwhile, Reddit, a site known for its news and community discussions, had nearly 2.2 billion visits during the same month.
• Worldwide visits to websites hosting user-generated content in the same period are followed by LinkedIn (1.9 billion), Pinterest (1.3 billion), Twitch (1 billion), Blogger (0.36 billion) and Tumblr (0.19 billion).

User-Generated Content Statistics of Different Industries

#1. By Beauty

• Over 65% of Indian consumers aged 25 to 44 primarily consume user-generated content related to beauty, health, and wellness.
• Nearly 92% of people trust user reviews and content more than advertisements when making purchasing decisions.
• Surveys indicate that 86% of customers prefer the authenticity of user-generated content (UGC) when selecting products to purchase.
• A recent survey revealed that while purchasing cosmetics, 61% of customers preferred user-generated content (UGC) over traditional media.

#2. By Education

• Over 91% of marketers in the education sector believe that user-generated content (UGC) is a more effective way to connect with prospective students.
• At Newcastle University, when they shared UGC, students were three times more likely to sign up for the Unibuddy app.

#3. By Fashion and Apparel

• Approximately 66% of shoppers decide to buy something based on the number of reviews it has.
• When it comes to buying shoes, 85% of people typically consult reviews before making a purchase decision.
• Nearly 70% of customers read what others say and use that to decide if a product is good or not.

#4. By Travel

• According to FMI, the travel and tourism user-generated content (UGC) market was valued at approximately USD 184 million.
• By 2032, it is expected to grow to nearly USD 750 million.
• UGC connects better with people; it gets 28% more engagement than ads made by professionals.
• One significant reason is that nearly 70% of travelers say they have lost trust in travel agencies.

#5. By Food and Beverage

• Following the COVID-19 pandemic, nearly half of the population (47%) now prefer to check online reviews before trying a new food item.
• Adding user-generated content to monthly emails has resulted in a 47% increase in customer reviews.
• 74% of shoppers report enjoying the ability to view user-generated content, such as photos or reviews, directly on the brand’s official website.

#6. By Home Decor and DIY

• According to BaazarVoice, 63% of people who shop for DIY products trust user-generated content more than any other type of media.
• Over half of customers report that they typically learn about new products through friends or family.
• When DIY shoppers see or engage with user-generated content (UGC), businesses can experience a significant impact, with conversions increasing by 167% and revenue per visitor rising by 250%.

#7. By Fitness and Wellness

• About 85% of people trust online reviews for fitness and wellness equipment just as much as advice from friends or family.
• More than 70% of Americans search the internet for health tips and information, making content from real users highly valuable.
• When it comes to selecting a doctor, 61% of people rely on online reviews to inform their decision.

#8. By Finance and Investing (B2B)

• When financial companies utilize user-generated content, their chances of acquiring new customers can increase by three times.
• More than 70% of business buyers watch videos created by real users to inform their purchasing decisions.

Most Convincing Shopper Content Types

(Source: backlinko.com)

• User-Generated Content Statistics reveal that when people shop online, certain types of content influence their purchasing decisions, but only 21% consider detailed, high-quality reviews the most helpful.
• Another 19% look at the average star rating, and 13% pay attention to the number of reviews a product has.
• Most shoppers don’t notice the additional information on product pages. Still, some do, with 9% enjoying browsing through photos shared by other customers, and 8% checking the recency of the reviews.
• Only a few people look at features such as the Q&A section (6%), brand responses to negative reviews (5%), or videos posted by other buyers (4%).

User-Generated Content Statistics by Consumer Trust and Influence

• Around 85% of buyers report that content created by real users has a greater influence on them than content created by brands, such as photos or videos.
• Approximately 84% of people report trusting a brand more when it incorporates user-generated content (UGC) into its marketing.
• 72% of companies think that using UGC helps build more honest and meaningful connections with customers.
• For 90% of consumers, being genuine and authentic is crucial when choosing which brand to support.
• A huge 92% of people believe customer reviews and testimonials are more trustworthy than regular ads.
• Nearly all young adults aged 18 to 29, about 97%, say UGC affects what they buy.
• 80% of marketers agree that user-generated content (UGC) plays a significant role in shaping what people choose to purchase.
• Among millennials, 86% say that user-created content is a sign of a quality brand.
• Four out of ten online shoppers won’t buy something if there isn’t any user-generated content (UGC) on the product page.
• User-Generated Content Statistics further elaborate that 86% of people believe that reviews written by other customers are very important in their decision to make a purchase.
• At least 41% of buyers go through 4 to 7 UGC reviews before deciding whether to purchase the product.
• 77% of shoppers are more likely to purchase if they first saw it through user-generated content (UGC).
• And finally, 62% of people believe that incorporating more user-generated content (UGC) is a key way to make a brand feel more authentic and trustworthy.

Rise of User-Generated Video Content Statistics

(Reference: crowdriff.com)

• As of 2024, around 78% of DMOS are focusing on creating content specifically for Instagram Reels.
• Furthermore, other digital marketing channels destimnation marketers are followed by Website (55%), Facebook (45%), TikTok (32%), Instagram Stories (30%), YouTube Shorts (18%), Email (15%), LinkedIn (6%) and other (1%).
• More than half (56%) of marketers told HubSpot that they’re putting most of their money into short-form video in 2024.
• Almost all DMOS (98%) are willing to spend on Instagram ads featuring content created by creators.
• Every week, 91% of Instagram users are watching videos on the platform.
• Nearly half of Gen Z users (49%) discover new products and services by watching Instagram Stories.

User-Generated Content Usage Reason by Businesses

(Source: searchlogistics.com)

• User-Generated Content Statistics further reported that approximately 87% of companies utilise content created by their users, as it appears more authentic and helps them reduce marketing costs.
• On average, this type of content helps businesses save around USD 72,000 per year.
• Around 93% of companies report gaining numerous new customers through these videos.
• Additionally, 73% of people report that a good video convinced them to try out a new product or service.
• When people view both user-generated videos and professionally created brand content, engagement increases by 28%.
• Ads that feature content created by real users receive 73% more positive comments compared to standard ads.
• Additionally, 31% of people report that they recall social media ads featuring user-created content more effectively than those without.

Conclusion

User-generated content (UGC) is now a big help for brands. It builds trust, showcases real-life experiences from customers, and inspires others to take part as well. Whether it’s a review, a photo, or a post on social media, UGC feels more real than regular advertisements. It also helps save money while increasing attention and interaction.

As more people utilize the internet, the value of user-generated content (UGC) is expected to continue growing. Brands that utilize it effectively can connect more closely with their audience and differentiate themselves from the competition. Ultimately, real voices have the greatest impact.