Why Gen Z Responds Better to UGC Than Traditional Ads: The Power of Real Content

👾 Who Is Gen Z?

Before diving into the why, let’s take a quick look at Gen Z. Born roughly between 1997 and 2012, Gen Z is the first generation to grow up with smartphones, social media, and constant digital connectivity. They’re savvy, socially conscious, and all about authenticity—which is why they’re turning away from traditional advertising in favor of UGC (User-Generated Content).

🧠 Why Does Gen Z Trust UGC More Than Ads?

Gen Z has been exposed to traditional ads their entire lives. Billboards, TV commercials, and sponsored posts on Instagram are just part of the noise they’ve learned to tune out. Instead, they’re tuning in to real, relatable content shared by actual people, like fellow consumers, influencers, and peers.

So, why are they choosing UGC over traditional ads?

1. UGC Feels More Authentic

Gen Z can spot a fake from a mile away. They’ve seen enough staged ads to know when something feels “off.” UGC, on the other hand, comes from people they can relate to—real experiences, real opinions, and no glossy, over-produced drama.

• Example: Instead of a model smiling in front of a product, Gen Z would rather watch a friend or influencer talking about how they genuinely love a product and why.
  
  

2. UGC Builds Trust

When you see a glowing review or a cool photo from a friend or even a random person who’s tried a product, it holds way more weight than any polished brand message. Social proof is huge with Gen Z—they trust the opinions of their peers more than they trust brands themselves.

• Example: “My friend posted about this skincare brand, and her skin looks amazing! I need to try it too!”—That’s how Gen Z thinks.
  
  

3. Gen Z Loves to Relate, Not Just Buy

Traditional ads often focus on selling, but UGC is all about sharing real experiences. Gen Z wants to connect, not just shop. They’re looking for relatable moments, shared experiences, and the feeling that they’re part of something genuine.

• Example: A TikTok video where someone shares how they use a product or service in their daily life resonates far more with Gen Z than a flashy ad.
  
  

4. UGC Feels Like Peer-to-Peer Recommendations

Instead of a brand pushing a product at Gen Z, UGC feels like a recommendation from a friend. They trust their peers to tell it like it is, with no ulterior motives. This peer-to-peer exchange is what makes UGC so powerful in influencing their decisions.

• Example: Instead of a celebrity endorsing a product, a real customer’s video showing how they use it in a real-life situation makes it feel more like a recommendation from someone they know.
  
  

5. UGC Encourages Engagement

Gen Z is all about interaction. They don’t just want to watch—they want to participate. UGC often invites them to share their own experiences, be it through comments, videos, or posts. This level of engagement is something traditional ads can’t replicate.

• Example: Hashtag challenges, Instagram polls, or TikTok trends are all great ways for brands to get Gen Z involved through UGC.
  
  

🔄 How Brands Can Leverage UGC to Connect with Gen Z

1. Create Shareable Hashtags

Encourage Gen Z to post content with branded hashtags. By joining a hashtag campaign, they get to be part of something bigger and showcase their creativity.

• Example: Think of the #ShareACoke campaign where people shared photos with their personalized Coke bottles.
  
  

2. Feature Gen Z Voices in Your Content

Share UGC from real Gen Z users on your social media platforms, websites, or in your marketing materials. Let their voices be heard, and make them feel seen.

• Example: Brands like Glossier have mastered this by reposting real customer photos and reviews.
  
  

3. Show Behind-the-Scenes Content

Gen Z wants to see the “real” behind the scenes, not just a curated, perfect brand image. Share moments that show the process, the challenges, and the authenticity of what goes into creating your product or service.

• Example: A fashion brand showing how a product is made or a restaurant showcasing how their chef creates a special dish.
  
  

💡 The Takeaway

Gen Z is changing the game when it comes to marketing. They’re tired of the perfect, highly polished ads that don’t feel real or authentic. Instead, they’re turning to UGC—content that feels true, genuine, and relatable.

Brands that embrace UGC in their marketing strategies have a better chance of connecting with this audience. So, instead of investing in expensive ad campaigns, try focusing on real people, real stories, and building trust with your Gen Z audience.