User-generated content (UGC) is increasingly shaping purchase behavior, with 70 percent of Gen Z finding it to be “a very helpful part of their buying journey,” according to a dcdx report.
At the same time, short-form video “reigns supreme as the media format with the highest return on investment (ROI), outperforming every other channel.” Together, these trends have become “a key part of how modern brands connect with young consumers.”
Platforms like TikTok, YouTube, and Instagram are also driving change. The three platforms are “responsible for new paths to brand discovery, setting cultural trends, and defining what resonates with today’s digital native consumers,” according to the report. On TikTok alone, viewers in the US watch “5 billion minutes of content” daily.
With “6 in 10” Gen Zers relying on UGC to “guide their purchase decisions,” brands are increasingly turning to authentic user content to reach younger audiences effectively.
