With TikTok Shop and viral trends like employee-generated content (EGC), brands have more opportunities to connect with consumers in 2025. As guidelines tighten and new strategies like whitelisting and live shopping grow, UGC becomes even more important.
Heading into 2025, it’s clear that UGC has become a key strategy for brands and marketing agencies looking to make an impact online. With TikTok Shop, Instagram features, stricter guidelines, and new trends emerging like employee-generated content (EGC), UGC has evolved into a strategy brands can’t ignore. Let’s break it down.
TikTok Shop has turned product recommendations into entertainment. Creators authentically show off products in quick, relatable videos that feel more like honest endorsements than advertisements. These videos sit directly alongside purchase buttons, making it incredibly easy for viewers to buy.
Instagram, on the other hand, continues to refine its shoppable posts and stories. With tools like in-app checkout and reels, brands and creators can collaborate to make UGC feel native while driving conversions.
92% of people trust recommendations from others over brand ads (Nielsen). TikTok and Instagram make these recommendations highly visible—and instantly actionable.
👉 Want to know how TikTok Shop can work for your brand? Read our blog here.
We’re seeing brands hand the reins to their employees to create content that feels relatable, fun and approachable. This could be anything from a quick behind-the-scenes clip to a personal tip about using a product.
Why does EGC work? Audiences love authenticity, and what’s more real than your team sharing their genuine enthusiasm? Plus, it’s cost-effective!
EGC is great for more than just social media. Use it for recruitment campaigns, email marketing, or even your company blog. It’s versatile, and it builds trust. Want to learn more about EGC? Click here.
With the ASA cracking down on paid partnerships, transparency isn’t optional anymore. Every sponsored post must come with clear disclaimers—hashtags like #ad or labels like “Paid Partnership.”
While some might see this as a limitation, it’s actually an opportunity. Transparency builds trust, and trust drives conversions. In 2025, audiences will know when they’re being marketed to, and they’ll appreciate brands that play by the rules.
👉 Not sure how to handle disclaimers? We’ve got you covered with this guide.
Whitelisting lets brands run ads directly from a creator’s account. Why is this effective? Because it keeps the creator’s authentic voice while giving your brand the benefit of their reach and credibility.
For example, a creator’s video showing how they use your product can be turned into a targeted ad. The audience sees content that feels natural, not like a polished commercial.
Pair this with TikTok’s algorithm, and you’re looking at a winning strategy for retargeting and scaling. Read our Whitelisting Case Study with Trip Drinks here.
Live shopping is exploding, especially in markets like Asia, and it’s gaining traction elsewhere too. Think of it as QVC for the TikTok generation. Creators go live, show off your products, answer questions, and drive purchases—all in real-time.
Pair this with UGC for pre-event promotions and post-event highlights. The result? Content that drives interest before, during, and after the live shopping experience.
UGC meets audiences where they are—on social media platforms, looking for recommendations that feel real. It’s cost-effective, builds trust, and delivers results.
Brands that invest in UGC in 2025 will stay ahead because they’re not just selling products; they’re building connections. By using platforms like TikTok Shop, involving employees, and following best practices for transparency, you’ll create content that resonates and converts.
The future of marketing? It’s created by your customers, employees, and advocates. Don’t just let them talk about your brand—make it part of your strategy.
Twirl is your go-to partner for UGC. Whether you're a brand, agency or a UGC creator, we bring together 2000+ talented creators to produce authentic, scroll-stopping content for ads, websites, emails, and social channels.