Stock content feels staged, overused, and easy to ignore. UGC, on the other hand, brings authenticity, trust, and real engagement. Brands are shifting to creator-led content that feels genuine and actually resonates. Want to know why UGC is winning? Let’s break down the key differences and what it means for your brand.
In the past, stock photos and videos were an easy, go-to solution for brand content. They were quick to get, and they worked… sort of. But today, it’s a different story.
Consumers are tired of seeing the same picture perfect, generic images and can spot a stock image a mile away. It’s all starting to feel a little too... fake and that’s where UGC (user-generated content) steps in.
Here’s why UGC is taking over, and why your brand should consider making the switch.
Stock content may look good in theory, but there’s one glaring issue - it's often just too perfect to feel real. While stock images and videos can be visually appealing, they rarely reflect the real life, everyday moments that customers want to relate to. When you use stock content, it’s easy to get lost in the noise of other brands doing the same thing.
How many times have you scrolled past a stock image of a person smiling in front of a coffee shop, holding up a product like it’s the best thing they’ve ever seen? It's polished, it's picture perfect - but it’s also impersonal and fake. It’s not telling any kind of story, and it’s not giving your audience a reason to care.
On the flip side, UGC is all about authenticity. It’s content that comes directly from your audience or creators who genuinely use and care about your product. UGC doesn't come from a studio shoot or a photographer’s carefully curated vision. Instead, it comes from the people who actually interact with your brand in real life. And that's the beauty of it.
With UGC, you're showing how real people are using your product in their daily lives. There’s no fake smile, no perfect lighting - just genuine moments that your audience can relate to.
It feels genuine. And authenticity is what makes UGC perform better than stock content any day.
While we've covered the basic benefit of UGC over stock content, there are even more subtle differences that make UGC an increasingly powerful tool for brands. Here are some additional reasons why UGC trumps stock content in ways you might not have considered:
Using stock content can make your brand feel disconnected from your audience. It’s almost like you’re hiding behind generic imagery. UGC, however, humanises your brand and makes it feel more down-to-earth. Brands using UGC can present a more approachable, ‘real’ image that can shift public perception in a positive direction.
People trust recommendations from other people more than any other form of marketing and UGC acts as powerful social proof. When users see others enjoying and recommending your products, it encourages them to trust your brand too. It shows that other people, just like them, are using and benefiting from your products.
Stock content can’t provide that level of trust because it’s often viewed as ‘just another ad’ that’s selling to the audience.
Stock content, while helpful for quick fixes, can limit creativity. It’s typically constrained by a pre-existing style or aesthetic, and it’s easy to spot the same images across multiple websites.
With UGC, you get the creative freedom to work with real, raw content that can be edited and repurposed in countless ways. Plus, you can involve creators in the process of building the campaign, making it a much more collaborative effort that feels fresh and spontaneous.
Ever noticed how stock images pop out in your social feeds, almost like a big red flag for ‘advertisement’?
UGC blends seamlessly into social feeds. It feels like content your followers would post themselves, which makes people more likely to engage with it. If your goal is higher engagement, UGC will get you further.
tock content might look like the cheaper route, but creator-led UGC can be just as budget-friendly - especially for images.
Unlike stock photos, UGC images from creators connect better with audiences, all while being a more affordable option than video. Plus, working with creators gives you a steady flow of fresh content that actually performs, making it a smarter long term investment.
Stock images are created with a broad audience in mind, so they tend to be generic and mainstream. UGC, however, can help you tailor and connect with niche markets in a way stock content can’t.
While stock content has its uses (especially for when you need something quick and basic), UGC is where the magic happens if you're looking to connect with your audience.
For brands that want to go beyond surface level content and show the true value of their products, UGC should be the go-to. It’s not just about showcasing your product - it’s about showing how it fits into real, everyday life.
And that’s the kind of content that turns followers into fans.
Twirl is your go-to partner for UGC. Whether you're a brand, agency or a UGC creator, we bring together 4000+ talented creators to produce authentic, scroll-stopping content for ads, websites, emails, and social channels.