Written by Trish McGee

In today’s economic climate, every marketing dollar counts. As budgets tighten and consumer trust wavers, brands are seeking authentic, cost-effective solutions to connect with their audiences.  

That’s where user-generated content (UGC) comes in. 

Understanding UGC 

UGC involves collaborating with brand advocates, whether they be influencers, creators, or loyal customers, to produce high-quality content specifically for a brand’s owned channels.  

This strategy allows companies to bypass traditional, high-cost production, leveraging genuine customer perspectives across a variety of platforms and channels.

And it’s on the rise in Australia. In The IMPACT Agency’s latest Influencer Pulse Check, creators stated that they have seen a significant increase in requests for user-generated content, up 83 per cent on last year. 

The genius behind UGC 

It’s no coincidence that brands are turning to UGC in 2025. The benefits of the high-ROI content strategy include, but is not limited to: 

• Cost-effective production: Brands seek out creators to generate engaging, authentic assets to use on their owned channels, without the hefty production fees. 

• Building trust + connection: 84 per cent of consumers trust recommendations from their peers over traditional advertising. UGC is inherently more authentic as it’s a genuine depiction of how a customer uses a brand or product. It’s a great way to connect with customers online, especially if the creator is someone they recognise and trust. 

• SEO driving: UGC can help with driving SEO, which boosts online visibility through organic keywords and customer-driven narratives. It can help transform ‘browsers into buyers’, with 79 per cent of people admitting that UGC heavily influences their purchasing decisions. 

• Reach younger audiences: If you’re looking to target younger audiences, UGC highly appeals to Gen Z and millennials who value authenticity and are more likely to engage with content from a peer or creator they like. 

• Influencer preference: Creators appreciate the creative freedom and reduced pressure of UGC projects. IMPACT’s Influencer Pulse Check unveiled that 55 per cent of influencers prefer working on UGC campaigns.  

UGC in action:

If you’re trying to place a brand that has done UGC well, then look no further than Apple’s global campaign, Shot On iPhone.  

The campaign centred on showcasing the new iPhone’s camera capabilities by featuring photos and videos taken by everyday iPhone users and influencers. It shifted the focus from traditional, polished advertising to authentic, real-world content, and started a movement online under the hashtag #ShotOniPhone.  

IMPACT’s work with NAN Supreme also harnessed the power of UGC for a new category launch. Two hero creators with strong brand and audience alignment were engaged to develop images and short-form videos for NAN Supreme’s owned channels, while also posting select content on the creator’s own profile to reach parenting audiences. Over 30 pieces of high-quality, authentic, UGC were developed for the campaign, which drove strong engagement for the brand.  

IMPACT’s top five tips to execute a powerful UGC campaign:  

1. Strategic creator selection: Establish hyper-targeted content creator selection criteria to ensure brand and audience alignment. 

2. Data-driven benchmarking: Evaluate potential creators against your criteria to guarantee authenticity and impact. 

3. Content planning: Define specific asset requirements and usage rights. It’s important to be clear on this from the start.  

4. Create a clear brief: Provide a prescriptive brief of the vision and any brand requirements but allow room for the creator’s unique creativity.  

5. Amplify + repurpose: Make sure you make the content work hard for you. Maximise ROI by strategically distributing and boosting content across all relevant channels. Whether it’s owned social media, website, or even a billboard – the world is your oyster! 

To learn how IMPACT can support your brand with influencer marketing strategies, such as UGC, to help build authentic, cost-effective content, contact Trish McGee at: trish@impactagency.com.au