Maisie Lloyd
Maisie is the Digital Content Manager at Intelligency, handling all things creative for the agency. Her experience centres around the production of digital content, pertaining to graphic design, writing copy, and video and audio content.
A report released by Emplifi on Q1 for social platforms has revealed that UGC is driving 6.7x higher conversions than in Q4 2025, increasing from 4.27x, totalling a 57% jump in just one quarter. Crossing a threshold from being a supporting type of content to a primary revenue driver for marketers.
User-generated content is part of a broader performance shift. The conversion uplift significantly surpasses traffic uplift. Resulting in UGC bringing in often higher-intent users.
Platform and content dynamics
Short-form content is particularly compatible with UGC, with Reels, TikTok and Shorts all fitting into their native platforms’ user behaviour. This type of content consumption feeds into the ease of algorithmic discovery. Users want to engage with lo-fi, fast-paced, natural and observer-style content, often in vertical format.
Video format often outperforms static content because it increases dwell time, finds ways to prompt interaction, all while making it feel less staged or manufactured. It feels less interruptive and therefore tends to hold attention for much longer. It also blends in with other feed content, which takes on a naturalistic, in-situ style.
What does this mean for Q2 in marketing
Q2 for marketers can be expected to shift in a couple of ways, with UGC being looked at from an entirely different standpoint.
- User-generated content will dominate marketing strategies
We expect to see a shift with brands adopting more UGC into their overall marketing strategy. Utilising the value of naturalistic, in-situ content to position, promote and sell products/services, rather than depending on heavily branded and often overly-produced content.
2. Video-first is non-negotiable
Short-form content, whether that be Reels, Shorts or TikTok videos, is rewarded with high engagement and a greater opportunity to reach new people.
Algorithms are shifting, displaying content that’s relevant to your most-watched content themes, rather than displaying users because you follow them. This has contributed to the ease of discovering new short-form content.
3. Shares and saves matter more than likes
Q2 KPI’s will likely begin to move further toward deeper engagement signals. Think shares, saves, watch time, and whether DM’s have been sent as algorithms prioritise content people actively interact with and distribute.
4. TikTok will absorb more budget for brand awareness
Brands will continue reallocating top-of-funnel spend toward TikTok as it outperforms other platforms on engagement and discovery. This could result in a surplus of budget being spent just to cut through the noise and heavy competition.
5. Revenue accountability intensification
Marketing teams will likely face growing pressure to account for all marketing spend in a bid to prove the commercial impact. Forging stronger connections between content, creators, attribution and e-commerce.
6. Agile brands may outperform larger competitors
Smaller and mid-sized brands could gain an advantage in Q2 because platform algorithms increasingly reward speed, relatability, and creator-style execution over heavily polished campaigns.
It’s less about who a creator is and more about the type of content they create, as well as the format it is in.
In conclusion, Emplifi’s Q1 report highlights a clear evolution in digital marketing, with user-generated content emerging as a key driver of both engagement and revenue. As platforms continue to prioritise short-form, creator-style video content, brands that embrace authenticity, agility, and performance-led strategies will be best positioned to succeed in Q2.
The shift away from polished brand messaging toward relatable, community-driven content signals a new era where trust, discoverability, and measurable impact are becoming central to social media marketing success.
