Imagine walking into a store, and instead of being bombarded with ads, you’re greeted by real customers sharing their experiences. That’s what user-generated content (UGC) does for your brand—it takes the spotlight off your marketing and places it on the people who matter most: your customers.

A striking 79% of consumers say user-generated content influences their purchasing decisions more than any other type of content. Brands are catching on fast, and those who integrate UGC into their strategy see powerful results. GoPro, for instance, isn’t just a camera company—it’s a community of adventurers. By amplifying content created by their users, GoPro has turned its customers into brand ambassadors, increasing engagement and, ultimately, sales.

Glossier took a similar approach with its Instagram-centric strategy, using UGC to build a tribe of beauty enthusiasts. The result? Glossier’s community-driven growth led to a reported 70% of their sales coming directly from their online community. The brand doesn’t just sell makeup; it sells an experience built around customer trust and shared stories.

But it’s not just big brands—small businesses can leverage UGC too. Think of it as your digital word-of-mouth, and it’s one of the most cost-effective ways to drive engagement and trust. When your customers share their stories, they’re essentially giving your brand a stamp of approval, which resonates far more than any paid ad.

So, whether you’re selling skincare or surfboards, UGC offers a level of credibility and authenticity that today’s consumers crave—and ultimately, that’s what builds lasting loyalty and trust.