2025: Why Customer Voices Will Outshine Brand Campaigns

This holiday season, the boldest campaigns won’t come from celebrities or brand spokespeople. They’ll come from customers. Shoppers are scrolling faster, comparing deals in real time, and increasingly skeptical of polished creative. What they trust are the voices of real people sharing their thoughts and opinions on your products and services.

The numbers make clear just how much of an impact authentic content has on your e-commerce goals: 65 percent of consumers say user-generated content (UGC) influences their buying decisions, compared to only 14 percent who say they're swayed by celebrity product endorsements. In a season when brands have only one chance to capture attention, amplifying customer voices could be the most important move marketers make.

Make UGC the Proof Behind the Promotion

Deals still matter. Sixty percent of social media users say discounts drive purchases, and 64 percent follow brands specifically for sales and promotions. However, promotions alone aren’t enough. Shoppers want proof that the product is worth it, and UGC delivers that credibility.

Brands like Carhartt have seen the impact firsthand. By turning customer-submitted stories into shoppable UGC galleries, Carhartt generated more than $150,000 in revenue directly from customer content. For Carhartt, authentic content didn’t just build trust among customers, it drove measurable results.

Social Feeds Are the New Storefronts

Most retailers have felt the pinch from direct-to-consumer (DTC) brands. DTC brands have no choice but to put all their marketing energy into online proof of their product. What’s more, consumers are being trained. Nearly half of frequent social media users have made a purchase in the past 90 days, and Gen Z is more than twice as likely as baby boomers to buy holiday gifts directly on Instagram or Facebook. That makes social media the real holiday storefront and UGC the window display for all brands, both DTC and those with physical stores.

Unboxings, peer reviews, and try-ons resonate because they're relatable. Fifty-one percent of social shoppers say they’re more likely to make a purchase when a post features “people like them.” The lesson: don’t just publish branded creative. Instead, prioritize UGC across your social platforms, making it the center of your brand’s social presence.

Elevate and Acknowledge Customer Voices

UGC doesn’t work if it’s left in the wild. It’s about consistency and frequency of the voice. Nearly 60 percent of consumers say brand responses on social media sites are important. A third of consumers expect acknowledgment of tags or DMs within an hour. When a customer takes the time to post a review, unboxing or product story, they’re not just sharing content, they’re inviting the brand into the conversation.

The most successful holiday marketers will treat UGC as a two-way street: acknowledging posts, resharing content, and spotlighting authentic customer stories and winning the proof war. This recognition not only validates the customer but also signals to others that their voices matter. In a season when authenticity is the differentiator, engaging with UGC is as important as publishing it.

Tailor UGC by Generation

Generational preferences shape how UGC lands. Gen Z is 31 percent more likely to purchase when humor is part of the content, while 84 percent of boomers prefer straightforward, informative reviews. Forty-two percent of boomers and 40 percent of Gen X consumers say videos featuring real customers are most compelling.

UGC offers flexibility to meet each audience where they are. For example, playful TikToks are effective for a Gen Z audience, while boomers prefer detailed testimonial clips — two different executions, but the same foundation of authenticity.

The Real Holiday Ad is the One Your Customer Creates

The holidays are crowded and competitive. However, consumers are telling us exactly what they want: deals, yes, but also authenticity, relatability and human connection. The brands that consistently amplify customer voices, pair them with promotions, and show up in real time will rise above the noise.

The most powerful holiday ad in 2025 won’t be scripted in a boardroom or shot in a studio. It will be created, shared and believed by your customers.

Susan Ganeshan is chief marketing officer of Emplifi, an AI-powered social media management and marketing platform.