UGC vs Influencers: What’s Actually Driving Sales in 2025?

Influencer marketing isn’t dead. But it’s looking tired.

The shift happened gradually. First, a few unfollows. Then muted stories. Now? People barely blink when another polished ‘this product changed my life’ post slides into their feed.

The trust that once made influencers effective? It’s wearing thin. Not gone. Just weaker.

And right in that gap? Enters something raw, messy and strangely effective: User-generated content.

We’re talking shaky phone cams, grainy audio, people stumbling over product names in their kitchen. It’s unfiltered, sometimes awkward. And somehow, it's converting like crazy.

Remember When Influence Felt Real?

Let’s rewind a bit. There was a time when marketing was loud and linear. Think towering billboards, glossy magazine spreads and TV ads that blasted through living rooms at full volume. Brands talked. People listened. That was the deal.

Then came the era of celebrity. Famous faces peddled everything from shampoo to sports cars. It had glam, sure. But boy, was it transactional. You could feel the paycheck behind the smile.

Next up? Digital. Suddenly, marketing got smart. Hyper-targeted emails, Google ads that seemed to read your mind, social campaigns tailored to your behaviour. It was personal, precise and—for the first time—trackable.

Then influencers took the stage.

And at first, it felt like magic. Real people, sharing real opinions about products they actually used. The ads didn’t feel like ads. They felt like recommendations from a friend.

For a while, it worked. The trust was real. The connection felt fresh.

But over time, the curtain slipped. Templates repeated. Captions blurred. Authenticity turned into performance.

And just like that, the magic faded.

Why UGC Hits Different Right Now

The rise of UGC isn’t just a trend. It’s a response, a return to something that feels unscripted, unpolished and authentic.

But UGC isn’t new. What’s changed is how brands are using it.

They’re pulling videos straight from the hands of their customers. Real users. No sets. No script. Just someone fumbling through a demo in bad lighting. And? People love it! 

Because none of it looks like an ad. And that’s why it works.

But Let’s Not Oversimplify It

Let’s get something straight: this isn’t a ‘UGC is better than influencers’ hot take.

Influencer content still lands. SEO still drives traffic. A great landing page? Still converts.

The edge doesn’t come from the format itself. It comes from how well it’s executed.

Marshall McLuhan said it best: “The medium is the message.” 

How you deliver your message shapes how it's received. And in 2025? Scrappy, lo-fi UGC feels more trustworthy because it mirrors the way we actually communicate. It doesn’t feel polished—it feels personal. And personal wins attention.

The reason UGC is winning right now? Execution.

• The creative? Tighter.

• The tone? More human.

• The placement? Way more intentional.

So don’t worry about jumping on the next content bandwagon. Good marketing is all about making whatever format you choose feel fresh, feel real and most importantly—feel useful.

Because people don’t just want content. They want connection. And that’s what great execution delivers.

Here’s What the Smart Brands Are Actually Doing

The best brands right now? They’re mixing it up. Running UGC and influencer content side-by-side. Testing it against studio edits. Feeding it all into smart funnels. Watching what sticks.

They’re not micromanaging creators to death. They're letting real voices be real.

They’re agile. If it flops, they move on. If it works? They scale fast.

No ego. Just results.

What We Do at JRNY Digital

At JRNY Digital, we help brands across Australia cut through the noise.

Sometimes that means a gritty 15-second video from a customer’s phone. Sometimes it’s a sleek funnel with retargeting baked in.

The channel shifts. The strategy doesn’t.

We move fast. Learn faster. Build what performs.

So if your content’s feeling stale and your results are slowing, maybe it’s time to shake things up. Let’s talk. We’ll unpack what’s working, what’s not and what to do next.

Frequently Asked Questions

Is influencer marketing dead in 2025?

No, but it’s evolved. It still works when done well, but it can feel overproduced or less authentic if overused or poorly executed.

Why is UGC performing better now?

Should I choose UGC over influencer marketing?

What makes UGC effective?

How do I know what content type works best?

Can JRNY Digital help with content strategy and testing?

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For more insights on effective digital marketing strategies, read our blogs at JRNY Digital.