Why UGC Marketing is Gen Z’s Secret Weapon for Building Brand Loyalty

Blog 21.1.2025

Key Takeaways from UGC Marketing

  • UGC = Trust: Gen Z doesn’t care for polished ads—they want real, authentic content. Brands that embrace UGC will win their trust, while those who don’t will fall behind

  • Make Gen Z Feel Involved: Let them shape your brand! Whether it’s through product design or feedback, involving Gen Z turns them into loyal brand advocates.

  • Social Platforms Are Your Playground: TikTok, Instagram, and YouTube are where UGC thrives. If you’re not tapping into these platforms, you’re missing out on Gen Z’s attention.

  • Loyalty Built on Community: UGC isn’t just about content; it’s about creating a sense of belonging. When users see themselves in your brand, they stick around and become your biggest fans.


How does UGC marketing foster authenticity?

In a world where Gen Z consumers are sceptical of traditional advertising, user-generated content (UGC) has emerged as a beacon of authenticity and trust. This cohort values genuine interactions and seeks out brands that reflect their personal values and lifestyles. UGC marketing is all about letting your consumers become a part of your brand story, which resonates deeply with Gen Z’s desire for authenticity.

Consider the example of a lifestyle brand that invites Gen Z users to submit their designs for a product line. This not only boosts engagement but also gives these young consumers a sense of ownership and involvement in the brand’s journey. The outcome? An overwhelming response with thousands of submissions, discussions, and, eventually, a community of brand advocates. This participation creates a two-way dialogue where consumers feel heard and valued, fostering trust and authenticity.

Another case is a tech company that introduced a new feature based on user feedback gathered through polls and social media interactions. By sharing the development process and highlighting user contributions, they not only enhanced customer loyalty but also positioned themselves as a brand that listens and adapts. This transparency is crucial for Gen Z, who are quick to spot anything that feels contrived or insincere.

What platforms are most effective for UGC marketing?

When it comes to UGC marketing, the platforms that stand out are those where Gen Z spends most of their digital lives—Instagram, TikTok, and YouTube. These platforms are not just about sharing content; they are vibrant ecosystems where creativity thrives, and communities are built.

TikTok, in particular, has become a powerhouse for UGC. With its easy-to-use video creation tools and a culture that celebrates creativity and relatability, TikTok allows users to express themselves in innovative ways. Brands like Hollister have tapped into this by collaborating with TikTok creators to generate content that feels genuine and resonates with their audience.

Instagram continues to be a favourite for UGC campaigns due to its visual nature and strong community-building features. Brands can leverage hashtags and stories to encourage users to share their experiences, creating a rich tapestry of user-generated narratives that enhance brand perception.

YouTube, while more traditional, offers long-form content possibilities. It’s a platform where in-depth reviews and unboxing videos can provide authenticity and detail that Gen Z appreciates. By engaging influencers who genuinely love the product, brands can create a ripple effect of trust and reliability.

How can brands encourage user-generated content?

Encouraging user-generated content requires a strategy that invites participation and makes it rewarding for consumers. Here are a few techniques that have proven effective:

  • Contests and Challenges: Launch contests that motivate users to create content. For instance, a brand could ask users to share their unique ways of using a product, with the most creative entries winning a prize.
  • Hashtag Campaigns: Create a catchy and relevant hashtag that users can adopt when posting about the brand. This not only organizes the content but also creates a sense of community among participants.
  • Interactive Campaigns: Engage users with polls, quizzes, or questions that encourage them to share their thoughts or experiences. This can be a great way to gather feedback while also generating content.

Brands should also consider offering recognition and rewards for participation, such as featuring user content on the brand’s official pages or providing discounts and exclusive offers to contributors.

What are the challenges of using UGC marketing?

While UGC marketing is powerful, it comes with its own set of challenges. One of the primary issues is content moderation. Brands must ensure that the content aligns with their image and values while also being appropriate and respectful. This requires a robust moderation process to filter out potentially harmful or irrelevant content.

Another challenge is copyright issues. Brands need to navigate the legalities of using consumer content, ensuring they have the proper rights and permissions to share and utilize UGC in their campaigns.

Maintaining brand image is also crucial. While UGC is about authenticity, brands must ensure that the content shared by users does not misrepresent or harm their reputation. This means setting clear guidelines and communicating effectively with users about what is expected.

What is the impact of UGC on brand loyalty?

UGC has a profound impact on brand loyalty, especially among Gen Z. By engaging with consumers in a meaningful way and making them feel part of the brand’s journey, UGC fosters emotional connections that are essential for long-term loyalty.

Through UGC, brands can build communities where consumers feel a sense of belonging and shared purpose. This community aspect is powerful; it transforms consumers into advocates who are more likely to recommend the brand to others and remain loyal over time.

Moreover, UGC encourages continuous engagement. As users see their content featured or recognised by the brand, they are more likely to continue interacting and supporting the brand. This ongoing relationship is key to sustaining brand loyalty in an ever-competitive market.

Ready to make your brand Gen Z-approved? Let’s start the conversation at genz@bangeri.fi.