In 2025, brands are shifting gears, moving away from polished, high-budget ad campaigns to something more real, relatable, and human: user-generated content (UGC). This trend is reshaping how companies connect with their audiences, with a focus on behind-the-scenes stories, employee videos, and authentic customer voices. By tapping into the power of everyday people, brands are building trust, fostering engagement, and creating communities that feel personal and approachable. Let’s dive into why this approach is taking center stage and how it’s changing the marketing landscape.
What is User-Generated Content, and Why Does It Matter?
User-generated content refers to any content—photos, videos, reviews, or stories—created by customers, employees, or fans rather than the brand itself. Think of a customer posting a heartfelt review of their favorite coffee shop on social media, an employee sharing a behind-the-scenes video of a company’s creative process, or a fan showcasing how they use a product in their daily life. This content feels raw, unfiltered, and genuine, which is exactly why it resonates with today’s audiences.
In a world where consumers are bombarded with advertisements, trust in traditional marketing is waning. People are skeptical of overly curated campaigns that feel detached from reality. Instead, they crave authenticity—real stories from real people. According to recent studies, over 80% of consumers say they trust user-generated content more than brand-produced ads. This trust factor is driving brands to rethink their strategies, prioritizing content that feels human over content that screams “sales pitch.”
The Rise of Behind-the-Scenes Stories
One of the most exciting aspects of this trend is the focus on behind-the-scenes (BTS) content. In 2025, brands are pulling back the curtain to show what happens behind closed doors. Whether it’s a small business sharing how their products are handmade or a large corporation giving a glimpse into their team’s daily grind, BTS stories are captivating audiences.
Why does this work? Because it humanizes brands. Consumers want to know the people behind the products they buy. A clothing brand might share a video of their design team sketching new patterns, while a tech company could post clips of engineers testing a new gadget. These moments make brands feel less like faceless entities and more like a group of passionate people working to create something meaningful.
For example, imagine a skincare company sharing a video of their lab team testing natural ingredients or a bakery posting a time-lapse of their bakers crafting a wedding cake. These glimpses into the process build a sense of connection and transparency, showing customers that there’s heart and effort behind every product.
Employee Videos: The Heart of Brand Storytelling
Another key piece of the UGC puzzle in 2025 is employee-generated content. Brands are encouraging their teams to share their own stories, whether it’s a day-in-the-life video, a quick Q&A about their role, or a personal reflection on why they love their work. These employee videos are proving to be a goldmine for building trust and engagement.
When employees share their experiences, it adds a layer of authenticity that’s hard to replicate. A cashier talking about their favorite customer interactions or a product developer explaining the “aha” moment behind a new feature can make a brand feel approachable and relatable. These stories also show that brands value their employees, which resonates with consumers who care about ethical practices and workplace culture.
For instance, a retail brand might ask employees to share short videos about why they joined the company or what inspires them to come to work every day. These clips, often unpolished and shot on smartphones, feel authentic and connect with audiences on a personal level. They also give employees a chance to shine, fostering a sense of pride and ownership in the brand’s mission.
Why User-Generated Content Builds Trust
At its core, UGC works because it’s rooted in trust. When a customer sees another customer raving about a product, it feels more credible than a brand’s own claims. Similarly, when employees share their stories, it signals that the company is confident enough to let its people speak freely. This transparency is a powerful trust-building tool.
In 2025, trust is more important than ever. With misinformation and skepticism on the rise, consumers want brands they can believe in. UGC offers a way to cut through the noise and show authenticity. For example, a fitness brand might encourage customers to post videos of their workouts using the company’s equipment. These real-life testimonials are far more convincing than a glossy ad featuring a professional athlete.
Moreover, UGC creates a two-way conversation. When brands share customer or employee content, they’re not just broadcasting a message—they’re inviting their audience to participate. This sense of involvement makes consumers feel valued and heard, which boosts loyalty and engagement.
Engaging Audiences Through Community
Another reason UGC is thriving in 2025 is its ability to build communities. Brands are no longer just selling products; they’re creating spaces where customers and employees feel like they belong. By sharing user-generated content, brands are fostering a sense of shared identity and purpose.
For example, a pet food brand might create a campaign asking customers to share photos of their pets enjoying their products. These submissions could be featured on the brand’s social media, website, or even in-store displays. This not only showcases real customers but also creates a community of pet lovers who feel connected to the brand and each other.
Similarly, employee videos can highlight a company’s values and culture, attracting like-minded customers who share those values. A sustainable fashion brand, for instance, might share employee stories about their commitment to eco-friendly practices, resonating with environmentally conscious consumers. This sense of shared values strengthens the bond between brands and their audiences
How Brands Are Making UGC Work in 2025
So, how are brands putting this trend into action? Here are a few strategies that are gaining traction:
- Encouraging Participation: Brands are making it easy for customers and employees to contribute content. This might mean launching hashtag campaigns, hosting contests, or providing simple tools for creating videos or posts. For example, a coffee brand might ask customers to share their morning coffee routines with a specific hashtag, then feature the best submissions on their platforms.
- Keeping It Simple: UGC doesn’t need to be perfect. In fact, its imperfection is part of its charm. Brands are embracing raw, unpolished content that feels real. A shaky smartphone video of an employee talking about their work can be more effective than a professionally shot commercial.
- Amplifying Voices: Brands are curating and sharing UGC across their channels, from social media to email newsletters. By highlighting customer and employee stories, brands show that they value their community’s contributions.
- Staying Authentic: The key to successful UGC is keeping it genuine. Brands that try to overly control or script user content risk losing the authenticity that makes UGC so powerful. Instead, they’re giving customers and employees creative freedom to tell their stories in their own words.
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