Here’s the truth — people trust other people more than they trust brands.

Everything a brand says just comes united states of america email lead off as a sales pitch, because, well, they’re trying to sell something. Of course, they’re going to boast.

Messages and praise from fellow consumers are seen as more trustworthy and reliable because they don’t have a horse in the race. That’s why word-of-mouth marketing and influencer marketing are so effective and why so many people turn to product reviews before making a purchase.

When real people share their experiences with you online, it acts as social proof of what you claim. So, lean into this in 2025.

Encourage your customers to post content about your brand on social media or to send it to you through email or direct messages.

Create a unique hashtag they can use to showcase their content, or even better, offer the chance to have it shared on your account. This not sweden cell phone number list only shows appreciation for your customers and gives you great content to highlight to your audience, but it also fosters a sense of community.

One of my favorite UGC efforts is Apple’s #ShotOnIphone. The campaign turns 10 this year and continues to supply the bulk of content shared on the tech giant’s Instagram account.

(I mean, just search the hashtag and you’ll be met with over 30 million posts.)

Not only do iPhone users get to enjoy their fifteen minutes of fame by having their content showcased to nearly 34 million people around the world, but Apple gets to highlight just how good its camera quality really is.

Check out How to Leverage User-Generated Content in Your Marketing Strategy to learn more about UGC.

2. Creating Content That Reflects Your Brand’s Values

Last year, Manuela Gaitan, Head of Marketing at Awtana, told us:

“There has been a growing trend towards creating content that reflects a brand‘s values, particularly those centered around social responsibility. While this approach may not be as popular as focusing solely on product features or lifestyle imagery, it’s proving to be a worthwhile investment for B2C companies.”

And that trend only continues in 2025. Almost 56% of B2C marketers plan on addressing social issues in their marketing in 2025, while 57% said doing so was effective in their marketing in the last year.

But why is it so effective?

Gaitan believes there are three reasons creating content that reflects brand values is important for B2C marketers. As she puts it:

“Aligning marketing content with a brand’s values helps establish a deeper emotional connection with consumers. By showcasing a commitment to social responsibility through content, companies can resonate with their target audience on a more profound level, fostering loyalty and trust in the process.”

“Communicating brand values in marketing content can set a

company apart from its competitors in future outlook for inbound tourism in kansai a crowded marketplace. By highlighting these values, B2C companies can carve out a distinct identity for themselves, attracting like-minded consumers who are drawn to their mission and purpose.”

Now, I know. It can be scary to take a stand — nearly 73% of marketers are concerned about this, too (though about 44% say it’s only a minor concern).

You may fear alienating buyers and losing money, but here’s the thing: more and more people will be putting their money where their values are in 2025.

It’s already common among Gen Z and millennials, who are quickly becoming the most prominent players in the buying market. So, ignoring this buying behavior now could hurt you long term.

Also, while, yes, some buyers may turn away, showcasing your values in your content and marketing will also help you attract new buyers — buyers who will likely stay more loyal and even promote your brand because they align with your vision on a deeper level.

(They might even create some of that gold UGC content we talked about.)

So, take the chance.

Pro tip: Whatever values you showcase, make sure they are authentic to your brand and practices.