The Explosion of UGC Content – How It’s Changing the Way Brands Communicate (Part 2)

In just a few years, UGC (User-Generated Content) has evolved from a social media phenomenon into a core pillar of digital marketing.

Both large and small brands now build their communication strategies around authentic content created by real people — not by studios.

To understand how authenticity has become the new currency of digital communication, you can also read our article “Important pillars for the brand's reputation in today's online environment!” where we explain how brands build real connections in an automated world:👉 https://www.miriodev.ro/en/post/important-pillars-for-the-brand-reputation

This second part of the “Global Digital Content Creation Market 2024–2030” series explores:

• what UGC is and how it works,

• why brands are massively investing in it,

• how it has transformed the brand–creator relationship,

• and how it is reshaping the entire content production model.

  
  

What Is UGC Content and Why Has It Exploded?

UGC stands for user-generated content: short videos, recorded reviews, testimonials, unboxings, or product demos created by real customers, influencers, or freelancers.

It’s authentic, naturally filmed content that builds trust — and performs significantly better in digital marketing campaigns.

Examples of UGC

• vertical videos on TikTok, Reels, or YouTube Shorts;

• real customer testimonials;

• quick product demonstrations;

• visual reviews or “before & after” clips.

UGC is widely used in e-commerce, advertising, and across all major social platforms.

The UGC Content Market in Europe (2024–2030)

Western and Central Europe are investing significantly in virtual content and UGC, and the region’s growth rate exceeds the global average.

Countries such as the United Kingdom, France, Germany, Italy, and Spain have become benchmark markets for user-generated content production.

Market Outlook by Country

Country	Estimated 2030 Market Size (USD million)	CAGR (2024–2030)	Dominant Segment
UK	955.2	26%	Games / 360° Photos
France	928.3	29.1%	Games / 360° Photos
Germany	1,173.3	25.5%	Games / 360° Photos
Italy	813.9	29%	Games / 360° Photos
Spain	682.8	29.3%	Games / 360° Photos

Market growth in Western Europe is driven by the massive adoption of short-form video, virtual tours, and 360° content.

CAGR stands for Compound Annual Growth Rate. It is a financial metric that indicates the average annual growth rate of an investment over a defined period.

From traditional production to fast digital production

The marketing and advertising industry is undergoing a historic transformation. Traditional productions, which relied on large teams, studios, and high budgets, are being replaced by fast, scalable digital content creation.

Through digital content creation, brands can:

Benefit	Description
Premium assets	Generate high-quality photo and video materials without a physical studio
Cost efficiency	Reduce production costs by 50–80%
Agility	Rapidly test creative concepts across different markets

Market studies show that 78% of brands now prefer reusable digital content, easily adaptable across multiple campaigns.

Why does UGC perform better than traditional ads?

UGC is perceived as authentic and natural. Campaigns that use user-generated content achieve conversion rates 2.4 times higher than ads based on traditional production.

Direct advantages of UGC

Advantage	Impact
Increased consumer trust	UGC feels genuine and relatable, which boosts brand credibility
Higher social media engagement	Audiences interact more with real, non-scripted content
Lower cost per conversion	Media efficiency improves as content resonates more
Scalable and fast production	UGC can be produced rapidly and in high volume

By combining UGC + AI, creators can generate professional visuals without expensive equipment and can work from anywhere in the world.

In the era of user-generated content, online authority and trust signals become critical. See how you can build these signals in the article “Web Authority and Trust Signals for Google and AI.”

Impact on social commerce

Social commerce, meaning direct sales through social platforms (Instagram, TikTok, Facebook), has grown rapidly. Visual content has become the primary currency of attention.

Through virtual content and UGC, brands can:

• test visual concepts before full production

• personalize ads by country and language

• launch campaigns in hours, not weeks

The result: higher engagement and lower cost per conversion.

How is the brand–creator relationship changing?

The collaboration model has been completely transformed.

Before	Now
Brands paid influencers for exposure	Brands pay for content
Influencers acted mainly as promoters	Creators act as digital content providers

Creators now supply content for brands’ own campaigns: ads, websites, Amazon listings, banners, and more.

Modern brand requirements include:

• vertical content for Reels and TikTok

• short, emotional videos

• assets that adapt to multiple platforms

• fast delivery and consistent volume

Conclusions Part 2

UGC is no longer just a trend; it is a paradigm shift in digital communication. Authenticity, speed, and cost efficiency have replaced large, expensive productions.

Brands that adopt the UGC model today double their conversion potential and significantly reduce production costs.

In Part 3 (in a few days), we will analyze in detail the cost of digital content in 2025, comparing global and regional pricing for UGC, articles, social media management, and video production.

If you missed the first part of the series The Global Digital Content Creation Market 2024–2030, you can read it here: https://www.miriodev.ro/en/post/global-digital-content-creation-market-2024-2030

For additional analyses and articles on digital marketing, the full blog section is available here: https://www.miriodev.ro/en/blog-marketing-digital