Why User-Generated Content is More Relevant Than Ever

We're consuming more content than ever, inundated with information from every direction. With countless distractions at our fingertips, brands have mere seconds to capture our attention and make a lasting impression. If they fail to engage us with meaningful content, we’ll scroll right past them without a second thought. This reality is pushing brands to reassess and refine their strategies for engaging with audiences and one effective way brands are doing this is through user-generated content. 

Today’s consumers are discerning and won’t hesitate to call out inconsistencies. With cancel culture and trust issues looming, brands that don’t practice what they preach risk falling under scrutiny. Are you genuinely environmentally conscious, or is your sustainability effort just a marketing ploy? In a landscape where consumers demand authenticity, it becomes crucial for brands to not only engage but also demonstrate genuine commitment. 

As a member of Gen Z, brought up in a digital landscape flooded with information, I’ve become particularly adept at distinguishing authentic messages from empty marketing jargon. Brands that fail to present an authentic image quickly lose favour. Authenticity is crucial for building trust, but it’s not enough on its own. We want community and participation; we don’t just want to consume—we want to create, collaborate, and contribute. Co-creation has become essential. Brands that invite us into the creative process tap into a wealth of innovation and enthusiasm. It is in these collaborations that compelling narratives emerge—stories told not by marketing teams but by the very people they aim to reach. 

This collaborative approach leads to products and services tailored to our needs, transforming the consumer-brand relationship from a mere transaction into a partnership built on mutual respect and shared vision.

At Digital Day Out, I saw firsthand how brands like Duolingo and Spotify are embracing this shift towards co-creation. Duolingo’s “unhinged marketing” approach is a breath of fresh air. They are playful and quirky while staying authentic, making them relatable. Their green owl mascot engages audiences through user-generated content, Twitter interactions, and comment replies - It feels less like a marketing push and more like connecting with a friend. Spotify’s year-end "Wrapped" campaign celebrates our individual music journeys by turning user data into personalised, shareable stories. They engage us while making us feel part of a broader community. The "Correct the Internet" campaign by Team Heroine & DDB Aotearoa empowers individuals to combat misinformation, encouraging us to participate actively in a crucial dialogue. This is the meaningful engagement we crave—where our contributions are not just welcomed but celebrated. 

At 4AM, we’re also embracing the ever-changing marketing landscape by leveraging user-generated content to create campaigns. Our recent Auto Trader campaign is a great example—it’s not just about people watching ads but becoming part of them. Sellers in this campaign aren’t just listing cars—they’re becoming part of Auto Trader’s DNA. 

This campaign is already showing us how weirdly deep cars matter to people in New Zealand. With one of the highest car ownership rates globally, cars here aren’t just transportation—they’re woven into the fabric of our lives. Whether it’s your first car, the one that left you stranded, or the project you’ve been tinkering with for years, every car has a story. That’s why we’ve invited everyday Kiwis to share their car stories and adventures. Each month, ten lucky winners will have their listings and stories featured on billboards and the Auto Trader homepage.

Authenticity isn’t about perfection—it’s about letting people share their messy, funny, or unexpected stories. Real connections come from giving people the space to express themselves in all their imperfect glory. These raw moments resonate because they’re real. UGC works because it taps into this truth, letting people tell it like it is. By embracing this, brands stop speaking to their audience and start talking with them. And that’s what makes UGC more relevant than ever.