Editorial Pillar

UGC & Social Proof

User-generated content, community trust signals, and authentic advocacy.

Real people. Real impact.

Latest Analysis

UGC vs. Branded Content: The Trust Gap Nobody Is Talking About

Research consistently shows that consumers trust user-generated content 2.4× more than brand-produced content. Yet most brands still spend 80% of content budgets on the latter.

22 February 20265 min read

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Case Studies

UGC

The UGC Machine: How a Beauty Brand Turned Customers Into Its Biggest Creative Team

By building a structured UGC advocacy programme, this beauty brand generated 2,400 pieces of authentic content per quarter—replacing a significant portion of studio production spend.

2,400 UGC pieces/quarter · 40% reduction in studio spend

22 February 20267 min

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Essential Vocabulary

User-Generated Content (UGC)

Any content—images, video, reviews, posts—created by consumers rather than brands.

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Social Proof

The psychological phenomenon where people mirror the actions or endorsements of others.

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Product Seeding

The practice of sending products to influencers or journalists without a formal paid arrangement.

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Nano-Influencer

Content creators with 1,000–10,000 followers who typically demonstrate high engagement rates and niche authority.

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Full UGC Vocabulary →