61%
Odsetek marketerów, którzy deklarują, że zwiększą inwestycje w content twórców ze względu na swobodę twórczą.
Kantar06/2026global
Materials created by consumers, customers, or the community, such as photos, videos, reviews, testimonials, and posts. Requires moderation guidelines and appropriate consents and usage rights.
Why it matters
It gives a brand something it can't create itself: authenticity. Photos and reviews from real users are more convincing than polished shoots — because they look like truth.
What's missing without it
Without community content, a brand speaks only in its own, promotional voice — and audiences trust regular people more than brands.
When it is used
In social media, product pages, and advertising; always with regulated consents and rights.
How we use it
The brand collects UGC from campaigns and, after obtaining consent, publishes the best materials in a gallery.
Fun fact
User-generated content typically has higher click-through rates than materials created by the brand. The cost is losing control over exactly what appears next to the logo.
Numbers worth knowing