When we first launched, like many brands, we invested heavily in high-end campaign-style imagery. The kind you see in glossy magazines: perfectly styled models in breathtaking locations, every detail meticulously planned. While these images looked stunning, they didn’t connect with our audience in the way we had hoped. Ads using this content weren’t converting, and it was frustrating, especially given the significant investment of time and money.
'UGC-style content is raw, authentic, and relatable—it feels less like an ad and more like a recommendation from a friend.' It wasn’t until we began incorporating UGC-style (user-generated content) from influencers and content creators that things started to change. UGC-style content is raw, authentic, and relatable—it feels less like an ad and more like a recommendation from a friend. As soon as we swapped out the campaign-style images for this type of content in our paid ads, the results were almost immediate. Engagement increased, ad performance improved, and sales skyrocketed.
Fast forward to today, and I’ve seen this same transformation play out with my clients. Take Horizon Athletic
We decided to test a different approach. Using the #gifted platform, Horizon partnered with micro-influencers and content creators to reshoot her collection in a more casual, relatable way. These were everyday women showcasing their swimwear and activewear in their own environments, whether it was at the beach, by the pool, or mid-workout. The difference in ad performance was astounding. Not only did her ads start converting, but her cost per click dropped significantly, and her sales began to climb consistently.
Why UGC and Influencer Content Works This shift to UGC-style content works so well because it builds trust and creates social proof. When potential customers see real people using and loving your products, it helps them imagine themselves doing the same. This type of content serves as a digital word-of-mouth recommendation , which is one of the most effective ways to influence purchasing decisions.
Unlike polished campaign imagery, UGC and influencer content doesn’t scream “ad.” Instead, it feels organic and genuine, blending seamlessly into someone’s social media feed. This is critical because today’s consumers have become experts at identifying and skipping over traditional advertising. A well-crafted, authentic-looking ad can capture attention where a glossy, high-budget campaign might be ignored.
The Bonus Benefits: Exposure and Brand Awareness Beyond ad performance, influencer and UGC content offers another huge advantage: added exposure. When influencers share posts of your products with their audiences, your brand is introduced to a whole new group of potential customers. Even if these followers don’t purchase immediately, they become aware of your brand. Over time, this familiarity builds trust and keeps you top of mind when they’re ready to buy.
‘When influencers share posts of your products with their audiences, your brand is introduced to a whole new group of potential customers’.
For Horizon Athletic , this exposure was an unexpected bonus. Many of the influencers she worked with through #gifted authentic endorsement not only drove additional sales but also helped her build a stronger, more engaged community around her brand.
A Smarter Way Forward The lesson here is clear: UGC and influencer content isn’t just a nice-to-have—it’s a must-have for e-commerce brands. It outperforms campaign-style imagery in paid ads, drives brand awareness through influencer sharing, and builds the kind of trust and social proof that leads to lasting customer relationships.
If you’re an e-commerce founder or designer still relying heavily on traditional campaign shoots, it’s time to rethink your approach. Platforms like #gifted
Authenticity sells. In a world where consumers are inundated with ads, the brands that prioritise relatable, genuine content will win. By tapping into the power of influencers and UGC, you’re not just running ads—you’re building trust, creating connections, and turning your customers into your biggest advocates.
