Sakshi Kalani Founder & CEO of Savy Click and Jaipur Unfolded

The marketing landscape of 2025 is poised for a transformative shift, with User-Generated Content (UGC) and Employee-Generated Content (EGC) taking center stage. These content strategies are helping brands connect with an increasingly discerning audience through genuine, relatable storytelling that fosters trust and engagement.

Indian consumers are becoming more mindful of their choices, prompting brands to leverage UGC and EGC to build stronger connections and community-driven narratives.

“2025 is going to be all about finding better ways to humanize brands,” says Sakshi Kalani, CEO and Founder of Savy Click. “Consumers want to see real people and real stories. UGC and EGC are the most powerful ways to make that happen.”

Brands are already demonstrating the power of these strategies. Airbnb’s marketing strategy, for example, heavily relies on UGC. Guests share their travel experiences and unique stays on social media, which Airbnb amplifies on its own platforms, adding credibility and authenticity. Meanwhile, Zomato’s quirky social media posts incorporate employee-driven content, offering relatable glimpses into its culture and making the brand feel more human.

With consumers prioritizing trust, brands that embrace UGC and EGC will stand out. A 2024 study published in the Cogent Business & Management journal found that UGC positively affects both user emotions and purchase intentions. Another study highlighted that employee-generated content garners three times more engagement than official brand channels.

As businesses gear up for the challenges of 2025, integrating UGC and EGC isn’t just innovative, it’s essential. By positioning customers and employees as co-creators, brands can thrive in a competitive, authenticity-driven landscape.

Sakshi Kalani Founder & CEO of Savy Click and Jaipur Unfolded