said they were more likely to buy when reviews included photos and videos.
PowerReviews, 2024 · 15,870 US consumers
The case for UGC
People trust what feels real.
UGC shows people what a product looks like in real life. It helps online and physical retail brands build trust, get discovered and make more sales.
What the research says
Real content helps people decide.
These figures cover customer photos, videos and reviews. They show why people want to see honest content before they buy.
lift in the number of website visitors who bought after viewing customer photos and videos.
PowerReviews customer data, shared in its 2024 researchhigher chance of purchase for a product with five reviews compared with none.
Medill Spiegel Research Center, Northwestern Universitysaid they read online reviews when looking at local businesses.
BrightLocal Local Consumer Review Survey, 2026 · US consumersWorth knowing: customer reviews, photos and videos are traditional UGC. Creator-made UGC is paid for by a brand, but it uses the same natural style to show and explain a product. These results show why real content matters, but no single video can promise the same outcome.
Online meets in-store
People often look online before buying in-store.
Bazaarvoice found that 89% of Australian shoppers surveyed wanted an easy experience across online and in-store shopping.
For online brands
Customers cannot touch or try the product before checkout. UGC can answer the questions standard product photos miss.
- Shows the size, texture, fit and how it is used
- Builds trust on product pages and in ads
- Gives your brand different hooks to test
- Can be used for launches, email and social posts
For physical retail brands
A store visit often starts on a phone. Social content and real-life product demos can build interest before someone walks in.
- Gives people a reason to visit or ask for the product
- Turns in-store moments into social content
- Builds local trust and word of mouth
- Keeps the brand visible between purchases
Why invest
One shoot can give you much more than one post.
You are not only paying for one finished video. You can build a bank of content to test and use in different places.
Build trust
Show the product in a real setting and answer the questions people actually have.
Test ideas
Try different hooks and messages instead of relying on one video for the whole campaign.
Use it again
Use the content on social media, ads, product pages, emails and in-store screens when your usage rights allow it.
Using your content
What can your brand do with UGC?
Each type of content has a different job. Choosing the right mix gives your brand more ways to use what you have paid for.
Still images
Stills give your brand ready-to-use photos without booking another shoot. They work alongside your videos and help fill your content calendar.
- Carousel posts
- Reel covers
- Story uploads
- Product pages and email
Organic content
Organic content is made to look natural on the feed. It is less sales-heavy than a paid ad and works well for trial reels and everyday posts.
- Trial reels
- Instagram and TikTok feeds
- Launch and education posts
- Potential paid use with additional licensing
Paid ad creative
Paid ad content is made to have money put behind it. It shows the product in real life and clearly explains what it does, why it helps and why someone should buy it.
- Strong opening hook
- Feature and benefit demonstration
- Clear problem-to-solution structure
- Direct response call to action
Raw footage
Raw footage gives your team plenty to work with. The clips can be edited in different ways long after the first video is posted.
- B-roll and product demonstrations
- No-talking lifestyle clips
- Raw direct-to-camera delivery
- Fresh edits, hooks and cutdowns
Test smarter
A/B testing
A/B testing uses the same main reel with different opening hooks. Instead of paying for two completely different videos, your brand can test which opening gets more attention and better results.
- Same reel, different opening hooks
- Test ideas without paying for two full videos
- Compare views, clicks or sales
- Use the results to plan your next content
Usage matters: organic posting, paid ads and raw footage are priced differently. Usage should be agreed before the project starts, or added later if you decide to put ad spend behind an organic video.
Research sources
Where the numbers came from.
- 01PowerReviews, How User-Generated Visual Content Impacts Purchase Behavior. Survey completed by 15,870 US consumers in December 2023 and published as 2024 research.
- 02Medill Spiegel Research Center, How Online Reviews Influence Sales. Research on review display and purchase likelihood, first published in 2017.
- 03BrightLocal, Local Consumer Review Survey 2026. Consumer research on how people evaluate local businesses.
- 04Bazaarvoice, Shopper Experience Index Vol. 18. Research conducted by Savanta among more than 8,000 shoppers globally, including Australia.