Influencers, Reviews, and UGC

In the digital age, trust is currency. Social proof has transformed from casual recommendations to a full-blown marketing strategy.

Social proof is the psychological phenomenon where people mirror the behaviors, opinions, or actions of others to make decisions. In marketing, it manifests as testimonials, reviews, endorsements, and more. The idea? If others vouch for something, it must be worth your time or money.

93% of consumers say online reviews influence their purchasing decisions, and 79% trust online reviews as much as personal recommendations. Social proof isn't just persuasive; it’s essential.

Reviews Rebranded

Back in the good old days, recommendations happened over coffee chats or dinner parties. Word-of-mouth was organic, trusted, and intimate. It still happens, but maybe a bit more rarely.

Platforms like Yelp, TripAdvisor, and Google Reviews have digitized and scaled this trust mechanism. Now, a single review can influence thousands of potential buyers. Businesses with more than 200 reviews generate 54% more revenue than their lower-reviewed competitors.

Reviews are the modern equivalent of a friend's advice—except this "friend" is a global network of strangers. I mean, I personally don’t trust an empty restaurant, why trust a lack of reviews?

The Importance of User-Generated Content

Any content created by real customers—photos, videos, or posts showcasing a product or service in action, is considered User-Generated Content (UGC). It has become the lifeblood of social proof, since people trust people more than they trust brands.

79% of people say UGC highly impacts their purchasing decisions. Slick ads are often ignored or quickly swiped through, but a raw, unfiltered TikTok or Instagram post feels real.

TikTok has revolutionized UGC. Viral trends and challenges create instant credibility and visibility for brands. TikTok has always preferred less-perfect and unedited content, which makes it a preferred platform to show the reality of your amazing products. If it’s on your For You Page, it’s legit.

Is Influencer Marketing Really #Dead?

Despite whispers that influencer marketing is “over,” it’s far from extinct—it’s just evolving.

With over 50 million influencers worldwide, the market feels crowded and oversaturated. Bigger influencers now have competition. Micro influencers (10,000–100,000 followers) and nano influencers (fewer than 10,000 followers) are gaining traction. Nano influencers see an average engagement rate of 7%, compared to just 1.6% for mega influencers. Their smaller audiences are highly engaged and trust their recommendations more than those of celebrity influencers.

Forced partnerships and exaggerated claims erode trust, which is why bigger influencers continue to lose authenticity. An increasing number of creators blur the lines between being influencers and authentic UGC. Their content feels organic, even when sponsored, making it a powerful tool for social proof.

But is influencer marketing still a good idea for your business? It is when you implement it the right way! Some brands struggle to see returns when they utilise influencers in campaigns, but a long term partnership might be the solution. Brands are shifting toward building deeper, ongoing relationships with influencers, leading to more authentic endorsements.