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The rise of UGC in ecommerce
Do you know what brands were really competing for in 2025?
It was not just mere attention. It was trust - from other customers.
In fact, 92% of consumers say they trust recommendations from people more than any other source, and 84% are more likely to trust a brand that uses user-generated content in its marketing. That shift explains why UGC has moved from a nice-to-have to a foundational growth strategy for modern brands.
Customers want to see real people using real products in real life. They want proof, relatability, and reassurance before they buy. As we move into 2026, brands that reflect those real experiences build credibility faster and create confidence earlier in the buying journey.
User-generated content is how that trust is earned.
How customer behavior changed and why UGC became essential
Today’s shoppers trust people more than polished campaigns.
Before purchasing, customers look for:
- Real photos and videos from other customers
- Social proof that feels authentic and relatable
- Evidence that a product fits into real life
This is why UGC consistently outperforms traditional brand creative. It reduces uncertainty, builds trust faster, and answers the questions customers are already asking.
Why collecting authentic UGC is still hard for brands
Even though UGC is valuable, most brands struggle to collect it consistently.
Common challenges include:
- No clear incentive for customers to contribute
- Content scattered across social platforms and inboxes
- Unclear or missing usage rights
- Limited moderation and approval workflows
Too often, great customer content exists but cannot be confidently reused across ads, product pages, email, or social. Without structure, UGC stays fragmented and underutilized.
How ethos turns UGC into a scalable loyalty system
This is exactly why we launched our new UGC feature, one of the most requested additions to our platform.
Instead of relying on organic posts or manual outreach, brands can now invite customers to submit content directly through their loyalty program. Every submission includes built-in moderation, approval workflows, and explicit usage rights, making the content immediately usable across marketing channels.
Customers know what to submit, how it will be used, and what they earn in return. Brands gain high-quality, rights-approved UGC without added risk or complexity.
Two ways to collect UGC through loyalty
ethos gives brands two flexible paths to collect customer content.
UGC as a way to earn
Customers earn rewards for submitting approved photos, videos, or reviews. This creates a clear value exchange and supports ongoing, evergreen content collection.
UGC challenges
Brands can run themed or time-based challenges to drive short bursts of creativity and engagement. These work especially well for launches, seasonal moments, or community storytelling.
Together, these paths make UGC repeatable, intentional, and easy to scale.
What UGC unlocks inside a loyalty program
When UGC lives inside loyalty, engagement goes beyond transactions.
Brands unlock:
- A steady stream of authentic customer content
- Rights-approved assets ready for ads, email, and product pages
- Stronger trust, retention, and community connection
Customers gain meaningful ways to participate, contribute, and feel recognized.
Building the future with your community
UGC is not replacing brand storytelling, it’s expanding it.
The brands that grow strongest are the ones that build with their customers, not just market to them. With UGC now live in ethos, brands can turn their community into a creative team and make authenticity a scalable advantage.
To see how this works in practice, our full announcement shares how the new ethos UGC feature helps brands collect, approve, and activate customer content with confidence.
Your customers are already creating content. Start capturing it today.
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