5 UGC Trends to Watch in 2025

User-generated content (UGC) continues to be the beating heart of effective marketing campaigns. Why? Because people trust people, not polished, overly produced ads. As we move into 2025, the UGC landscape is evolving in exciting ways, making it more inclusive, creative, and accessible than ever.

Here’s a closer look at five UGC trends to watch in 2025—and how they can transform your brand’s strategy.

1. Inclusivity Is Non-Negotiable

2025 is the year brands fully embrace diversity in their UGC strategies. People want to see creators who look like them, live like them, and understand their needs. This means hiring UGC creators from different racial, cultural, and ability backgrounds—and making room for all body types.

Speaking of body types, let’s talk about plus-size UGC creators. This group is often overlooked, despite the fact that the average American woman is a size 16 or above. Seeing relatable body representation in UGC, whether it’s for fashion, fitness, or even furniture, builds trust and loyalty. Plus-size creators bring authenticity to your brand and show your audience you truly value inclusivity.

Inclusivity isn’t just good for society—it’s great for business. Brands that represent a wide variety of people in their campaigns connect with audiences on a deeper level and win more loyal customers.

2. Small Creators, Big Impact

Here’s the truth: A good UGC creator doesn’t need a massive social media following. They just need to be skilled at creating high-quality, engaging content.

In 2025, brands are ditching the idea that only influencers with large followings can deliver results. Small creators—whether they’re amateur photographers, filmmakers, or just passionate storytellers—are making waves with content that feels real and relatable.

These creators often focus on crafting stunning visuals and authentic narratives instead of worrying about follower counts. The result? Content that resonates deeply with your audience. For brands, hiring small creators is a win-win: they get incredible UGC without the price tag of working with big-name influencers.

Pro tip: Look for creators who excel at short-form videos and product photography. They’ll help you stand out on platforms like TikTok and Instagram, even if they don’t have a blue checkmark next to their name.

3. Short-Form Video: The Gift That Keeps Giving

Short-form video content continues to dominate in 2025, and UGC creators are leading the charge. TikTok, Instagram Reels, and YouTube Shorts are prime platforms for bite-sized, engaging content that grabs attention in seconds.

UGC creators are capitalizing on this trend by producing quick tutorials, reviews, and “day-in-the-life” clips that showcase products in a natural, authentic way. These videos don’t have to be fancy—they just need to feel real.

What makes short-form video even better? It’s perfect for repurposing. A single 30-second video can be shared across multiple platforms, used in ads, or even embedded on your website.

4. Local and Niche UGC Takes Center Stage

UGC isn’t just for big, national brands anymore. In 2025, more local businesses, boutique hotels, and niche industries are leveraging UGC to tell their stories. Think Airbnb hosts showcasing their cozy rentals, restaurants sharing foodie photos, or LARPing events featuring epic battles captured by local creators.

What’s driving this trend? Audiences crave authenticity and a sense of connection. By partnering with small, local creators, businesses can highlight the unique aspects of their offerings while supporting their communities.

If you’re a business owner, start tapping into your customer base or local talent pool for creators who can show off your brand in a relatable, compelling way.

5. Community-Driven Campaigns Are the New Norm

Forget one-off UGC collaborations—2025 is all about building long-term relationships with creators and communities. Brands are shifting from transactional campaigns to community-focused strategies that foster loyalty and engagement.

For example, a fashion brand might run an ongoing campaign where customers share their favorite outfit photos, or a boutique hotel could feature guest stories and reviews in their marketing. These campaigns turn your customers into your biggest advocates, creating a constant stream of fresh content.

To make the most of this trend, engage directly with your audience. Share their posts, comment on their content, and offer rewards for participation. This builds trust and keeps your community excited to interact with your brand.

Common Mistakes to Avoid

While these trends are exciting, there are still pitfalls to avoid:

• Ignoring Inclusivity: If your UGC doesn’t reflect the diversity of your audience, you’re missing out on valuable connections and sales opportunities.

• Overlooking Small Creators: Don’t focus solely on influencers with huge followings. Smaller creators often deliver more authentic, high-quality content.

• Over-editing Content: The charm of UGC lies in its authenticity. Let creators keep their unique style.

Wrapping It Up

2025 is shaping up to be a game-changing year for UGC. By focusing on inclusivity, hiring small creators, embracing short-form videos, tapping into local talent, and building strong communities, brands can create campaigns that feel fresh, real, and unforgettable.

The best part? You don’t need influencers with millions of followers to succeed. What matters most is finding creators who are skilled at telling your brand’s story in an authentic and compelling way. So, start connecting with talented creators today—you’ll be amazed at what they can do!