In MarketScale’s latest episode of UGC For B2B, From Control to Community: Why Big Brands Struggle with UGC, Alice Iversen and Bridget Benedetti explore one of the biggest shifts happening in marketing today: the transition from brand-controlled messaging to community-driven influence.
User-generated content (UGC) is no longer just a marketing experiment; it’s an essential strategy. Customers trust real voices over corporate messaging, and brands that fail to adapt risk losing relevance.
Why Brands Resist UGC
Many companies hesitate to embrace UGC because it introduces an element of unpredictability. After years of carefully curating marketing messages, the idea of letting customers shape the narrative can feel risky. As Alice and Bridget discuss, three major concerns prevent brands from fully leveraging UGC:
Quality control – Will user-created content reflect the brand’s professionalism?
Message alignment – What if content doesn’t match the brand voice or values?
Risk management – What happens when customers share critical or unfiltered feedback?
Despite these concerns, the data is clear: consumers trust peer recommendations more than direct advertising. Brands no longer dictate the conversation—communities do. The companies that recognize this shift and embrace it will build stronger, more engaged audiences.
Why UGC Works: The Power of Authenticity
Bridgett makes a key observation in the discussion: “A quick, unpolished video from a real customer can outperform a high-budget campaign.”
Today’s audiences value transparency and relatability over perfection. The most effective marketing content isn’t a carefully scripted ad, but a genuine experience shared by a real person. The most successful UGC includes:
Customer testimonials and reviews that feel honest and unscripted
Behind-the-scenes content that makes brands feel more approachable
Real-world product applications that showcase benefits in an authentic way
By shifting from broadcasting messages to facilitating conversations, brands can tap into a powerful source of credibility: their own customers.
How Brands Can Effectively Use UGC
Alice and Bridget agree that UGC doesn’t mean losing control; it means gaining influence by fostering authentic connections. Here’s how brands can make the most of UGC:
Encourage customers to share their experiences. Create opportunities for users to submit reviews, testimonials, and content showcasing your product in action.
Engage with UGC, don’t just observe. Acknowledge, share, and celebrate user-generated content to show that customer voices matter.
Emphasize authenticity over perfection. An unfiltered, real-world demonstration can be more compelling than a polished ad.
Create a community, not just an audience. Brands that actively involve their customers in storytelling will build stronger loyalty and trust.
The Future of Brand Marketing: Community Over Control
As Alice and Bridget emphasize, the marketing landscape is shifting toward community-driven influence. UGC isn’t just a passing trend; it’s a fundamental change in how brands interact with their audiences.
The brands that thrive will be the ones that embrace authenticity, empower their customers, and build trust through engagement. Those that cling to rigid messaging risk falling behind in an era where real voices drive real impact.
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