Hello PR friends,
Today, I wanted to talk to you about a trend that’s absolutely exploding right now: UGC influencers, or User Generated Content — in other words, content created by real people, not marketing pros.
And believe me, in 2025, this has become essential.
Why?
Because both consumers and brands are tired of everything looking too polished, too perfect. What they’re craving now is authenticity.
They want spontaneous videos, honest opinions, and raw customer feedback — sometimes even a little clumsy — but real.
And you know what? It works.
You’ve probably noticed that short videos on TikTok or Instagram Reels have completely taken over our feeds. And this super effective format is perfect for UGC.
Brands are using it to get their message across — clearly, quickly… and above all, credibly.
Because it’s not a traditional ad — it’s someone “just like us” talking.
And that’s just the beginning.
Another major trend is personalization.
Thanks to UGC, brands can speak directly to micro-communities, with content that truly resonates with their expectations.
And to make all this happen, of course… there’s AI.
Artificial intelligence now helps brands identify top-performing content, track trends, detect fake reviews, and even auto-translate videos to suit different markets.
This is what we call “smart syndication“: a piece of UGC can live on Instagram, an e-commerce site, in a TV commercial — literally everywhere.
And there’s more: in 2025, consumers are the new brand ambassadors.
The line between influencer and customer is getting blurry. We’re not just talking about Instagram stars anymore — nano-influencers and even everyday users are becoming the new faces of brands.
And guess what? Social media has become the new search engine.
46% of Gen Z now use TikTok instead of Google to look for recommendations. That means brands need to optimize their content for those platforms — just like they used to do for SEO.
So, if you’re working in marketing, communications, or for a brand, here’s the key takeaway: UGC is no longer optional. It’s a full-fledged strategy.
And it’s built on three pillars: authenticity, personalization, and technology.
Want to talk about influencer marketing?
Get in touch: [email protected]
I’m here to help.
Nata
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