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How Brands Use User-Generated Content as Social Proof
Why do some brands seem to have an endless stream of authentic customer photos and reviews while others can't buy engagement? In this episode, Lucas and Luna break down the science and strategy behind user-generated content (UGC) as social proof. They dissect the 2019 Glossier case study — how a beauty brand built a billion-dollar valuation by turning customers into creators, leveraging 3.5 million Instagram posts with #glossier. They also explore the 'UGC tipping point' data from a 2025 Stackla survey: 79 percent of people say UGC highly impacts their purchasing decisions, yet…
The skinny
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