In 2025, authenticity has become the strongest marketing currency on Instagram. Brands that showcase real customer stories are earning more trust, engagement, and conversions than those relying on traditional advertising.
A new case study from Snoopreport reveals that 84 percent of consumers say they trust brands more when they feature user-generated content (UGC) in their campaigns.
These real customer photos, tagged Reels, and honest product experiences outperform studio-created ads across every major metric.
According to Backlinko, 93 percent of marketers report that UGC outperforms branded content, while MarketingLTB notes that UGC campaigns deliver up to 70 percent higher engagement.
Brands using authentic customer content also record a 29 percent higher conversion rate compared to those relying on polished visuals or influencer partnerships.
The appeal is clear. Consumers connect more deeply with authenticity than with perfection. On Instagram, where over 2 billion users share their daily lives, UGC has become the most effective form of digital word-of-mouth.
Anatolii Ulitovskyi, founder of UNmiss.com, explains why this shift matters for every brand.
“Trust cannot be bought. When people see real users sharing genuine experiences, that credibility turns into loyalty faster than any ad campaign ever could.”
The full study explores how top-performing brands are turning everyday customers into their most valuable marketing assets while addressing new challenges such as AI-altered visuals, rights management, and ethical moderation.
