Consumers have become numb to hyper-polished advertisements and AI-generated fluff. They’re scrolling past picture-perfect posts and skipping ads that feel more robotic than human. What breaks through? Realness. Raw emotion. Relatable stories. In other words: authentic content marketing.
Consumers want brands to talk with them, not at them. Because of this, being authentic in marketing is now a fundamental tactic rather than only a nice-to-have; it’s become a foundational strategy. Whether you’re selling chocolate, tickets, or tech, winning content marketing in 2025 is grounded in being transparent, human, and honest. 90% of consumers want authentic content.
This is where BrandLens comes in. Built for modern marketers, BrandLens enables brands to co-create content directly with their community. Through interactive, guided user-generated content (UGC) video experiences, you get content that’s both authentic and brand-aligned, without the friction.
Why Audiences Reject Polished & Prefer Real
Gone are the days when slick production and agency-perfect copy guaranteed results. Today’s audiences crave imperfection because it feels like truth. Why authenticity matters in marketing:
- 60% of consumers said that user-generated content is the most authentic one, 3 times more authentic than brand-powered ones.
- Also, 90% of people said that customer ratings and reviews had the biggest influence on their purchasing decision.
- So, people trust content from other users over brands.
In an era of deepfakes and ChatGPT clones, trust is currency, and nothing earns it faster than real stories. But be clear: being real does not equate to being careless. Real means emotionally relevant. It means unscripted, spontaneous, and grounded in lived experience. Think less “studio ad” and more “face-to-face share.”
This shift has made user-generated content the backbone of winning content strategies. UGC is central to brand storytelling, lead generation, and even sales enablement. Want to understand the psychology behind this shift? Check out the psychology of UGC.
In short, why are brands embracing unpolished UGC?
- More Trustworthy: Feels real, not scripted.
- Higher Engagement: Raw videos spark more likes, comments, and shares.
- Faster to Produce: No big production team needed, just a camera and a prompt.
- Cost-Effective: Affordable at scale, especially compared to studio shoots.
- More Relatable: Real faces and real stories lead to a stronger emotional connection.
- Authenticity Wins: Audiences crave honesty over perfection.
UGC as the Engine of Authenticity
Authentic content marketing is content that speaks with the audience, and as we said before, UGC is its most powerful form. Why? Because it’s made by your biggest believers: your customers, employees, and fans.
Authenticity scales when you invite others to share their voice. From product unboxings to heartfelt milestone shoutouts, UGC brings emotion and relatability into your funnel:
Authentic content marketing examples:
- Customer Reviews: Short clips of customers sharing how a product changed their lives
- Event Reactions: Real-time footage of fans at sports games or concerts
- Employee Stories: Staff sharing their first day, career growth, or colleague appreciation
When these are created with intention and structure, they become far more than nice add-ons. They become strategic assets.
Some standout campaigns:
- Mr. Tortilla – Social UGC Activation: To increase their brand visibility on social media and establish a connection with their customers, Mr. Tortilla looked for an interesting approach. Consumers joined a gamified video experience featuring branded music and fun on-screen choices. Videos were shared on social for discounts and recognition, turning participation into joyful brand promotion.
- UCLA MBA Discovery Campaign: Incoming MBA students recorded short intro videos answering fun personal questions. The gallery of videos was shared with the class to build early connections and foster a strong community from day one.
- Rx Renew: Skincare Loyalty Campaign: Customers recorded 30-second videos showcasing their skincare journeys. Campaign links were shared via email and QR codes on product sets. With 108 videos created in two months, Rx Renew saw an 11% conversion rate and deepened brand loyalty through authentic testimonials.
These aren’t “viral for the sake of viral.” They’re real moments that build connection, trust, and loyalty.
Want to create these moments at scale? Keep reading about 5 Common Types of UGC Videos Your Brand Will Benefit From on our blog.
How BrandLens Can Help Scale Authentic Video Content
Creating a winning content marketing strategy with authentic UGC doesn’t happen by chance. You need systems, prompts, and purpose. That’s what BrandLens delivers.
Here’s how BrandLens makes authenticity scalable:
- On-Screen Prompts: Guide users with friendly instructions and branded scripts.
- Structured Scene Timelines: Ensure consistent storytelling; introduction, problem, solution, reaction.
- No App Required: Participants record videos through a browser, with no logins or downloads.
- AI-Powered Moderation & Tagging: Videos are instantly sorted, tagged, and approved.
- Built for Teams: Whether you’re a marketer, HR manager, or agency, BrandLens is collaborative from the ground up.
Let’s break it down with examples:
- “Finish the Story” Interactive Video: Brands provide a partially narrated video and invite users to complete it creatively.
- Lip-Sync Battle Challenges: Entertainment brands drive engagement with licensed soundtracks and fun overlays.
- Retail Product Unboxings: Customers record first impressions, which are auto-tagged for use on product pages.
Even more compelling, no production team required.
This is where video co-creation tools like BrandLens transform content operations with many features. You don’t just hope for great UGC, you design for it. That’s the future of content marketing. Learn more about the power of video co-creation on our blog.
Where Authentic Content Drives Real Results
Here are the industries that can benefit from authentic content:
- Retail & eCommerce: Shoppers want proof. UGC videos embedded on product pages drive higher conversion rates because they’re seen as unbiased.
- Gifting & Flowers: Emotional connection is everything. Video messages turn gift-giving into an experience, not just a transaction. Hershey’s campaign in Southeast Asia saw repeat orders surge when customers could add a video to their chocolate gifts.
- Legal Testimonials: A video from a real client will always carry more weight than a quote on a landing page. With BrandLens, law firms collect structured, repeatable testimonials that improve conversion and trust.
Other verticals where authenticity shines:
- Healthcare: Real patient experiences ease anxiety and educate future patients.
- Education: Student intros, alumni reflections, and class storytelling build tight-knit communities.
- Events: Attendee reactions create the Fear of Missing Out (FOMO) and amplify reach organically.
Authentic content is effective at every stage of the funnel.
Authenticity is no longer optional. It’s the standard by which all brand content is judged. From boosting sales to building long-term loyalty, the benefits of authentic content are undeniable. When people see others like themselves, they connect. They engage. They trust.
With BrandLens, you don’t need a full production studio. You just need a community and a smart way to activate it. Whether it’s a shopper, a student, or a sports fan, anyone can become a storyteller with the right prompt and platform.Ready to turn your audience into your most valuable content team? See how BrandLens helps leading brands win with real content. Request a demo.
