The UGC (User Generated Content), or user-generated content, has become a must-have in 2025. Especially when it comes to the ultra-connected Generation Z, which prioritizes authenticity over traditional advertising.
Find out how to harness this phenomenon to propel your marketing strategy to new heights.
Why is UGC crucial to reaching Gen Z?
Today, UGC represents a powerful marketing lever for attracting Generation Z. This generation, born between 1997 and 2012, is constantly seeking authenticity, preferring to rely on real-life experiences rather than conventional advertising. Indeed, nearly 90 % of young people of Generation Z consider UGC to be more reliable than traditional advertising. UGC creates a real connection between the brand and its target audience, facilitating engagement and loyalty.
The power of UGC lies in its authenticity. Users see the creators of this content as people close to them: friends, family or colleagues. This generates greater trust and greatly improves the impact of marketing campaigns. By exploiting UGC, you significantly increase the likelihood of conversion, especially as this generation Z is particularly active on digital platforms such as
Gen Z's favorite UGC types
For your marketing strategy to be effective, you need to know what forms of UGC are most popular with Generation Z. Here are the main types that can transform your marketing campaign with dazzling success:
Authentic customer reviews
Customer reviews are a powerful form of UGC. Over 70 % of consumers consult these reviews before making a purchase. When these reviews include visuals or videos, their effectiveness is tripled. Take French brand But, for example: thanks to over 380,000 verified reviews, it has managed to double its online conversions. This social proof strongly reinforces trust and significantly improves conversion rates.
Short, engaging video UGC
Generation Z loves the short video format, thanks in particular to TikTok and Instagram Reels. This immersive content enables young people to better visualize products and interact easily with brands. In fact, 95 % of users better memorize messages presented in this dynamic and attractive form. For example, Chipotle's viral #GuacDance challenge generated 250,000 video submissions in just six days, resulting in an explosion of visibility and engagement on TikTok.
Interactive Live Shopping
Le Live Shopping has become a goldmine for UGC. This interactive format, where consumers can interact live, is particularly popular with Generation Z. According to the latest studies, the UGC generated during these sessions is almost ten times more influential than traditional content. Brands like Monoprix and Micromania have understood this perfectly, generating a massive volume of authentic, high-performance UGC.
The social platforms preferred by Gen Z
To make the most of UGC with Generation Z, it's essential to choose the right platforms:
| Platform | Key benefits |
|---|---|
| 70 % more engagement than traditional ads | |
| TikTok | 22 % more efficiency for UGC |
| YouTube | User-generated videos viewed 10 times more than branded videos |
By targeting these strategic platforms, you maximize your chances of effectively engaging Generation Z.
Future trends to exploit with UGC
In 2025, UGC will continue to evolve with trends such as the integration of artificial intelligence, augmented reality and gamification. Starbucks, for example, is betting heavily on UGC by showcasing its customers' experiences on Instagram, particularly during festive periods like Christmas.
Encourage your audience to share fun, interactive content. This will increase engagement while creating a loyal and active community around your brand. These interactions increase not only your visibility, but also consumers' trust and affection for your brand.
What you need to remember
By skilfully exploiting UGC with Generation Z, you can literally double your sales. In 2025, it's no longer possible to ignore the importance of this winning duo. Authenticity, trust and creativity are the key to successful marketing campaigns. So, are you ready to boost your strategy with UGC? Share your experience in the comments and find out how ValueYourNetwork, influencer marketing experts since 2016, can help you optimize your presence on social networks with powerful, authentic campaigns.