Authenticity, the new engine of trust
Consumers are increasingly sceptical of content that is too polished or too promotional. By contrast, when a customer shares a spontaneous photo, a video of their experience, or gives their honest review, it generates instant trust. UGC reflects a brand that people like, one that lives in the real world, and not only in its campaigns. According to a study by ARPP and France Pub reported by CB News, 18% of national advertisers, around 1,800, worked with content creators in 2025.
A higher engagement rate
User-generated content attracts up to 6 times more engagement than traditional branded content (source: Nielsen). Why? Because it is perceived as closer, more human, more authentic. Integrating UGC into your strategy helps create a more natural relationship and strengthen community involvement.
A win-win strategy
Encouraging UGC also means valuing your community. By re-sharing its customers' content, a brand shows that it listens, that it cares and that it says thank you. This fosters a strong sense of belonging and encourages others to do the same. The result? A virtuous circle that constantly feeds the brand's goodwill. Before re-sharing a customer's video or photo, ask for their permission: the CNIL reminds us that everyone can object to their image being reproduced or used without prior authorisation.
UGC as social proof
In a buying journey, customers look for reassurance. UGC acts as social proof, showing that other consumers have already tried, enjoyed and recommended the product or service. This is particularly true in sectors such as fashion, cosmetics, food and tourism.
How do you effectively integrate UGC into your strategy?
A few best practices:
- Create a branded hashtag to encourage sharing.
- Run challenges or contests on Instagram or TikTok.
- Showcase customer testimonials on your website and social networks.
- Regularly repost the best community-generated content (with permission).
- Collaborate with micro-influencers to combine authenticity and visibility. The ARPP's Communication publicitaire numérique recommendation (digital advertising communication) provides that its principles also apply when a brand reuses a user's content on its social media accounts.
Conclusion
User-generated content is not a passing trend: it is a strategic tool that lets brands create a strong bond with their audience while gaining credibility and visibility. By intelligently integrating UGC into your communication, you let your customers speak for you and very often, they do it best.
📲 Want to activate your community's voice and boost your awareness with UGC?
🎯 Contact Esekai : we create UGC campaigns that are tailor-made, human and high-performing.