In an age of information overload, people trust people more than brands. That’s why user-generated content (UGC) and building communities around content is so powerful now. When your customers or audience become your content creators or ambassadors, the content carries authenticity and social proof that no polished ad can match. As one analysis put it, people trust people, not logos, so UGC “outperforms polished brand ads”.
What’s working: - Incorporating UGC into Campaigns: Smart brands are actively encouraging and featuring content from their users. This can be as simple as re-sharing customer Instagram photos in your feed (with permission) or as complex as running contests or hashtag challenges to generate buzz. For instance, a fitness apparel brand might run a #SummerStrong challenge encouraging users to post workout videos wearing their gear. The community content then fuels the brand’s own marketing – real people with real stories. It not only reduces content creation costs, it builds a deeper bond; contributors feel seen and other customers see people like them. - Building Content Communities: This trend goes beyond one-off UGC. Brands are fostering communities where content is co-created and shared among members. Facebook Groups, Subreddits, Discord servers – wherever the audience gathers to discuss the niche. By facilitating these spaces, brands get an insider view of customer needs and tons of organic content fodder. For example, a beauty brand could moderate a Facebook Group for makeup enthusiasts to share looks and tips. The brand can then highlight popular user looks on their blog or email newsletter (“Look of the Week by [User]”). It’s a win-win – the community member gets a spotlight, the brand gets content with built-in trust and relatability. - Live and Interactive Content: Webinars, livestream Q&As, Twitter Spaces – interactive content where community members can participate or be featured is thriving. It’s content in the sense it educates or entertains an audience, but also community-building since it’s a two-way street. In 2025, more brands are hosting regular live sessions not just to push products, but to talk with their audience, take feedback, and let them shape the narrative. This “relational marketing” approach focuses on connection over pure promotion. - Employee-Generated Content: Let’s not forget, a company’s employees are part of its community too and can be great content creators. Some companies are empowering staff to take over Instagram Stories for a day, or do LinkedIn posts about work life, etc. It humanizes the brand and also provides content at the source. People like seeing the humans behind the brand; it builds trust and loyalty.
Why it works: It circles back to trust. According to surveys, a huge portion of consumers (some surveys say around 84%) trust peer recommendations over marketing. So when content comes from “someone like them”, whether it’s a fellow customer or a friendly employee face, it cuts through skepticism. Also, psychological triggers – seeing a community around something triggers FOMO and curiosity. If everyone’s talking about it, maybe I should tune in too. Belonging is a powerful motivator. A content strategy that makes your audience feel part of a tribe – an “insider” – can supercharge engagement and retention. As Josh George eloquently said, “humans don’t forget their tribes”.
Example: Look at GoPro – much of their marketing content is literally user footage taken on GoPros. They even run awards for the best user videos, and those clips become their ads. It works amazingly because the content is real and stunning and created by customers showing what GoPro enables. Another example: Adobe’s Behance platform – by highlighting community designers’ projects on their own social channels, Adobe benefits from showcasing what’s possible with their software while creators get exposure. That kind of community content strategy creates a virtuous cycle of engagement.