User-generated content (UGC) and short-form video have been widely studied and recognised as powerful marketing tools. These forms of marketing allow companies to showcase real-life experiences and perspectives from their customers, which can provide a sense of authenticity to potential customers.

Multiple studies have shown the effectiveness of UGC in comparison to traditional, overproduced marketing methods. A study conducted by the marketing research firm, Nielsen, found that 92% of consumers trust recommendations from other people, even strangers, over brands. Another study by Forbes Insights revealed that UGC is 50% more trusted by consumers than traditional forms of media.

In terms of cost savings, using UGC can also be more cost-effective than traditional marketing methods. According to a study by the Content Marketing Institute, marketers who prioritise user-generated content save an average of 15% on content production costs.

It is important to note that regularly posting authentic and relevant UGC is crucial to maximise its impact. A study by Hubspot found that companies that publish 16 or more blog posts per month see 3.5 times more traffic than those that publish 0-4 monthly posts.

UGC and short-form video can be a valuable asset for companies looking to increase customer engagement and advocacy, and can provide cost savings compared to traditional marketing methods. The studies mentioned above serve as evidence of the power of UGC in the world of marketing.

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