• Statistics

The Top 52 User-Generated Content Statistics

  • Felix Rose-Collins
  • 4 min read
The Top 52 User-Generated Content Statistics


Marketing has changed since the internet became a cornerstone of marketing brands. No longer is what the company produces the only way customers can learn about brands, products, and services. User-generated content is becoming essential to marketing and helping brands convert more browsers into customers. So what are the top user-generated content statistics for you?

User Generated Content Builds Authenticity

  • Nine in ten consumers say authenticity is the most important element when choosing brands they support and like.
  • 92% of consumers will speak to people they know for referrals to help them find products/services.
  • More than four in five consumers (84%) trust the recommendations of their peers above any other source of advertising.
  • Nearly four in five consumers (79%) believe user-generated content influences purchasing decisions.
  • Consumers often find user-generated content 9.8 times more influential in their purchasing decisions than content produced by influencers.
  • Millennials trust content generated by their peers 50% more than content generated by the brand.
  • Nearly three-quarters of consumers rely on content via social media to help them make purchasing decisions.
  • Consumers believe that user-generated content is 2.4 times more authentic than other content.
  • Millennials spend 18 hours a day with media, 30% of this is with user-generated content.
  • Only 1% of consumers believe that generic adverts offer authenticity compared to user-generated content.
  • Third of all, businesses admit that negative news article ruins their brand reputation and so rely on remove negative news article to build a strong online brand reputation.

User Generated Content Creation

  • Over 70% of user-generated content is created by those between 25 and 40 (millennials).
  • User-generated content is 35% more memorable than mainstream content.
  • Consumers will spend more than five hours a day with user-generated content.
  • A quarter of search results will direct audiences to user-generated content.
  • 87% of brands will utilize user-generated content within their campaign strategies.

ROI of User Generated Content

  • Word of mouth marketing is more efficient in creating a successful product than paid advertising, generating twice the number and value of sales.
  • Only 16% of brands have a strategy regarding the creation of user-generated content.
  • Engagements increase by 28% when there is a mix of user-generated content and professional content on a brand's content stream.
  • Half of consumers would like brands to tell them what type of content to create and share.
  • User-generated content will achieve 29% higher conversions than campaigns without it.
  • User-generated content will improve conversions on a website by 10% if included within the purchasing path.
  • When user-generated content is used within adverts, they generate four times the click-through rate and reduce the price of the clicks by 50%.
  • 70% of consumers will read user-generated reviews before deciding on purchasing a product.
  • 41% of consumers will read four to seven reviews before making a purchasing decision.
  • Brands spent over $1 billion on influencer marketing last year, but only 8% of consumers trust their content.
  • 49% of brands plan to spend more on influencer marketing, even though the effectiveness is in question.

User Generated Content and Employees

  • Using user-generated content can save brands roughly $72,000 in hiring a dedicated content producer.
  • 50% of employees use their social media accounts to publish content about their employer’s brand, especially in remote-first companies.
  • Content shared by employees will have twice the engagement rate as other content.
  • On average, an employee has a network that is 1000% larger than a brand’s network.
  • Content shared by employees will get eight times the engagement than content shared by the brand.
  • Brand messages are re-shared up to 24 times more when an employee shares the content compared to the brand.

User Generated Content and Personalization

  • Two-thirds (67%) of consumers believe it is important for brands to offer a personalized experience.
  • Nine out of ten (92%) marketers believe they deliver personalized content to their audience.
  • However, only 45% of consumers agree the majority of brands offer a good personalized experience.
  • 19 out of 20 marketers believe that offering personalized emails has improved their email open rates.
  • More than half of consumers (55%) look forward to receiving discounts and offers personalized to their needs and wants.

User Generated Content being Shared

  • Nearly nine in ten consumers (89%) would post about their positive experience with a travel destination.
  • 85% of diners would post about a positive experience at a restaurant.
  • Just under two-thirds of your consumers would share information about their positive health or beauty product experience.
  • A new car is shared by about 62% of consumers.

User Generated Content and Video Marketing

  • Nearly half of people (45%) watch more than an hour of video on YouTube or Facebook, every week.
  • More than half of consumers want to see user-generated photos and videos from brands they engage with.
  • On YouTube, user-generated content fan videos will get ten times the views than brand content.

User Generated Content’s Impact on Website Visitor Time

  • Visitors who see user-generated content galleries on a website will spend 90% more time on the website.
  • User-generated content will improve visitor return rates by 20%.
  • When Leading Hotels of the World added user-generated content to their website, the average time spent on their page doubled.

User Generated Content on Social Media

User Generated Content on Social Media

  • There are 60 million images uploaded to Instagram every single day.
  • About 50% of people claim to create content daily. About 23% of social media users create content between two and five times a day.
  • Nearly half of people (45%) will unfollow a brand if they publish too much self-promoting content.
  • Social media content that utilizes user-generated content within them will see a 50% increase in engagement (likes, shares, and comments).
  • 51% of consumers will engage with brands more if the brand shares their photo, video, or interactive social media posts across their marketing channels.

Final Word

User-generated content is one of the unsung heroes of businesses. Without it, businesses can suffer and have limited results from normal campaigns. With user-generated content, revenues can increase and profits be higher because user-generated content is often cheaper to produce.

Felix Rose-Collins

Felix Rose-Collins


is the Co-founder of Ranktracker, With over 10 years SEO Experience. He's in charge of all content on the SEO Guide & Blog, you will also find him managing the support chat on the Ranktracker App.

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