People don't trust ads anymore — everyone knows this. And yet, those same people will act on a stranger saying 'this product actually works.' The paradox is explained by a very simple psychological principle: social proof.
User-generated content works precisely because of this. When a customer unpromptedly pulls out their phone and says 'look what I got, I love it,' the assumption is that this person has no financial relationship with the brand. That makes the message automatically more credible.
You don't have to wait for this to happen organically. You can actively encourage customers to create content: unboxing contests, discount codes in exchange for photos, branded hashtag campaigns. The key is keeping it raw and real — over-edited content that clearly signals 'brand involvement' breaks the spell of UGC.
One final note: get your rights in order. Before using a customer's content in paid advertising, get written permission. It's both the ethical and legal requirement — and most customers are genuinely happy to give it when you just ask nicely.
Zeynep Arslan
InfluencerPortal — Content Team