The 10 UGC trends that will shape 2025 according to Skeepers

Entitled “Make the voice of the customer resonate“, the Skeepers report highlights the fact that brands will need to focus on authenticity and leverage visual, audio and short formats to capture attention and inspire trust. social networks, which have become search engines, will favor interactive and personalized content. The integration of AI tools will make it possible to effectively moderate, analyze and syndicate this content, meeting growing expectations for transparency and personalization. Assets for building strong relationships, generating conversions and guaranteeing an optimal customer experience.

2024 vs 2025: trends that are accelerating and growing

If the UGC trends of 2024 already highlighted pillars such as authenticity and the impact of short videos, 2025 marks a turning point by deepening these dynamics. Personalization, which was still perceived as a competitive advantage, is now becoming an absolute necessity thanks to the detailed analysis of customer feedback. Likewise, social networks, which were complements to traditional SEO, are now establishing themselves as full-fledged search engines for generations Z and Y.

Furthermore, UGC management solutions are increasingly enriched by AI, which enables real-time curation and maximizes their impact. The emergence of audio formats and short videos also responds to growing consumer demand for more dynamic and emotional content. In 2025, the evolution of UGC will therefore not only be a continuation, but a real accelerator of diversification of practices.

Ensuring a lasting consumer brand relationship: the 10 key trends for 2025

1. Visual evidence in reviews

Consumers are no longer satisfied with textual ratings or stars, but actively seek visual evidence such as photos and videoswhich better capture their attention and build their confidence. For example, the BeautyBlender brand uses photo and video reviews for its product launches, with impressive results: 99% of testers recommend the brand, and the average rating reaches 4.9/5. A produced video can increase cart additions by 50%. In 2025, this visual evidence will be crucial, especially for complex or technical products.

2. Sustainability before virality

In 2025, a shift will take place in consumer expectations: instead of favoring “viral” products, buyers adopt a mindset focused on sustainability and long-term valuea phenomenon amplified by social networks like TikTok and Instagram. Brands will need to respond to this development with campaigns promoting sustainability, with authentic testimonials, demonstrations of robustness and a commitment to responsible practices to satisfy younger generations concerned about quality and the environment.

3. Social networks as search engines

New generations now favor new platforms like TikTok, Instagram or Pinterest to explore products and services. Indeed, a study shows 46% of Gen Z use TikTok to search for recommendations, surpassing Google. Brands like Vanessa Bruno are capitalizing on this trend with targeted campaigns, generating millions of interactions via micro-influencers. In 2025, brands will have to adapt by optimizing their social content, and using relevant hashtags and short formats.

4. Personalization reinforced by customer feedback

UGC powers hyper-personalized customer experiences. By analyzing customer feedback, brands can adjust their products and messages. Thus, Princesse Tam Tam uses review data collected online and in stores to improve its products and better meet consumer expectations. Brands that integrate feedback into their creative processes in 2025 will benefit from increased loyalty and continuous improvement of their offering.

5. Consumers, new brand ambassadors

The boundaries between influencers and consumers are blurring. This is why brands that encourage their communities to actively participate in their storytelling will see them act as ambassadors. For example, Leroy Merlin saw its sales increase by 31% thanks to the sharing of authentic content from its community.

6. UGC syndication across all channels

In 2025, UGC will no longer be confined to brand sites or social networks: it will be distributed across all consumer touchpoints. For example, Moulinex replicates its authentic reviews and videos across distribution platforms, maximizing the reach of each content. With the rise of automated translation and AI, syndication is becoming a key tool for maintaining global consistency while tailoring messages to local specificities.

7. UGC and AI

AI transforms UGC by automating moderation, analysis and selection of the most engaging content. It also makes it possible to detect fake reviews and guarantee the security of content. In 2025, AI will help brands leverage the millions of data generated every day to better connect their messages to their audiences.

8. TikTok, still the essential platform for generation Z

With its short video format and an addictive algorithm, TikTok remains the favorite network of Generation Z. In 2025, brands will continue to exploit this channel to engage their communities through challenges and micro-influence campaigns. These initiatives strengthen product visibility and generate significant online sales.

9. The emergence of audio reviews

Audio is emerging as a new form of UGC, offering an emotional and engaging alternative to traditional formats. Thanks to the growth of podcasts and voice assistants, consumers are favoring recorded reviews, which are more authentic and practical. In 2025, brands will be able to integrate this content directly into their product pages or audio advertisements to enrich the customer experience.

10. The rise of short videos

Short-form video content remains a key trend. In 2025, brands will capitalize on customer-created videos to inspire trust and improve conversion rates. A product video, for example, can increase adds to cart by 50%. Short-form videos offer a perfect combination of impactful storytelling and high engagement, especially on mobile platforms.

“In 2025, UGC will play a real strategic role in bringing brands closer to their consumers. More than a marketing lever, they will embody a response to growing expectations of personalization, transparency and authenticity. With the growing integration of AI and the evolution of digital uses, brands will have to build engaging and adaptive ecosystems, capable of promoting customer feedback while innovating on immersive visual and audio formats. These changes will define the standards for marketing focused on customer relations and trust.” says Angelica Reyes, CMO of Skeepers.