UGC is not dead: How User-Generated Content makes the difference in 2025

User-generated content (UGC) will remain a crucial part of creating creatives in 2025. But many brands and agencies are still failing to use UGC effectively. Why The right strategy is often missing.

In one of our podcast episodes, I spoke with Jim Schroen, co-founder of Go Viral, talked about exactly that. Jim is an expert in UGC and creative strategies and provides insights into how brands can bring authenticity to their campaigns without sacrificing performance.

UGC in transition: What has changed?

UGC has undergone impressive development in recent years. In the past, it was mostly purely random content from customers, but today it is a targeted element in marketing strategies.

According to Jim, “UGC isn't dead — it just evolved,”. For him, it's about using UGC more professionally without losing authenticity. That means:

• Strategic planning: UGC should be consciously integrated into the creative strategy instead of just serving as a supplement.
• Professional implementation: Authentic content can also be created with professional support, such as cooperation with creators.

The most common misconceptions about UGC

Jim also talks about the most common misconceptions brands have about UGC on the podcast:

1. UGC - costs: Many believe that UGC is automatically cost-effective. But high-quality content requires time, planning, and often collaboration with creators.
2. UGC works by itself: Just because content comes from users doesn't mean that it performs without strategic adjustment.
3. UGC is only for TikTok: UGC works across platforms when used correctly.

‍Ad concepts and ad angles: What's the difference?

Another exciting topic in the podcast is the difference between Ad Concepts and Ad Angles. According to Jim, understanding these two terms is critical to developing successful campaigns:

• Ad Concept: The overall idea or story behind an ad
• Ad Angle: The specific perspective with which the target group is addressed.

“The ad concept is like the frame, while the ad angle is the focus point that draws the target group's attention to what's important,” explains Jim. Both must be coordinated in order to develop convincing creatives.

How UGC and Authenticity are linked

One of the central points in our discussion was the importance of authenticity in modern marketing. UGC is often seen as a means of making brands more approachable — and rightly so.

“Consumers no longer want perfect advertising messages. They want content that looks real and that they can identify with,” says Jim. It is therefore important that UGC not only looks authentic, but also conveys real values and emotions.

‍How Jim integrates UGC into Creative Strategy

In the podcast, Jim shares practical tips on how he and his team use UGC strategically:

1. Target group analysis: It all starts with a deep understanding of the target group. Which content appeals to them? Which platforms do they use?
2. Brand analysis: Jim's team analyses which values and messages the brand wants to convey in order to align UGC with them.
3. Testing and iteration: Different UGC formats and styles are tested to find out what works best.
4. Tools and data: With data-based insights — supported by tools such as DatAds — Jim's team identifies the most successful combinations of messages and formats.

‍How DatAds helps brands with UGC

UGC is a powerful element in modern marketing, but its integration requires structure and data. Here comes DatAds into the game:

• Structured testing processes: Analyze various UGC approaches to identify the best variants.
• Cross-platform insights: Compare the performance of your UGC ads on platforms like TikTok, Meta, and Instagram.
• Efficient optimization: Automated recommendations help you develop winning creatives faster.

Jim explains how tools like DatAds help him optimize UGC based on data and make authentic content scalable.

Conclusion: UGC as the key to successful campaigns

UGC will continue to be an indispensable part of the Creative Mix in 2025. But the key to success lies in the right strategy. Brands that use UGC consciously and authentically can both emotionally address their target group and achieve measurable results.

Listen to the podcast episode with Jim and learn how to successfully integrate UGC into your creative strategy.

Listen now on YouTube and Spotify!

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