User-generated content (UGC) has become a cornerstone of ecommerce success, helping brands build trust and connect with customers on a deeper level. As we head into 2025, UK businesses have the chance to unlock even more value from this dynamic user-generated content by staying ahead of emerging trends. Here’s what you need to know to make the most of UGC this year.
User-generated content (UGC) is exactly what it sounds like, content created by real people, not brands. Whether it’s a glowing review, an Instagram post featuring your product, or a creative TikTok video about a service experience, it plays a powerful role in shaping buying decisions. But why does UGC continue to make such a difference?
Managing UGC can be a bit of a headache, but AI is set to make life easier. From spotting trends and flagging top posts to helping with campaign ideas, smarter AI tools will help brands handle content at scale without the faff.
Love it or loathe it, TikTok’s grip on ecommerce is only tightening. Its blend of content creation, product discovery, and instant purchasing is something other platforms want in on. In 2025, expect more focus on shoppable videos, live streams, and creator tie-ins. And despite all the noise about TikTok in the US, it looks like it'll still be going strong globally. Partnering with micro-influencers who have a strong UK-based following will be a great way to tap into TikTok’s success, those smaller, more engaged audiences bring higher authenticity and trust.
While short-form video isn’t new, its role in UGC will become more sophisticated. In 2025, brands will prioritise interactive elements, such as polls, quizzes, and live Q&A sessions, within short videos to deepen audience engagement. Plus, running your own UGC campaigns, like competitions or challenges, will encourage customers to share content and get involved.
Building a loyal following pays off. Brands that invest in meaningful spaces (whether that’s forums, social groups, or memberships) will see their customers doing the talking and creating the content for them. And showcasing UGC creatively on your website, social media, and ads will help deepen those connections.
As people seek out more personal connections, brands that highlight local culture and values will win big. For UK businesses, that means leaning into regional charm while still keeping broader appeal in mind. Actively asking your customers to share experiences through reviews, photos, or videos can be a great way to build this local connection.
UGC can be brilliant, but it’s not without its challenges. Here’s how to tackle some of the most common issues:
2025 is set to be another great year for UGC. With AI making things easier, communities getting stronger, and short-form videos evolving, now's the time for brands to get on board. British businesses have a real chance to lead the way by keeping it genuine, celebrating local culture, and building true connections.
If you're ready to invest in UGC, the rewards speak for themselves: stronger customer bonds, better loyalty, and tangible growth. The real question isn’t if you should embrace UGC, it’s how quickly you can get started and make it work for you.