Are influencers losing their power? The rise of UGC and ‘real’ content.

For years, influencers have dominated social media, shaping trends, driving sales, and acting as the ultimate digital tastemakers. But as we move through 2025, there’s a shift happening. Consumers are craving something different—something more real.

Enter user-generated content (UGC) and authentic storytelling. Brands are no longer just relying on big-name influencers with polished, picture-perfect feeds. Instead, they’re turning to everyday users, micro-creators, and raw, unfiltered content. So, does this mean influencers are losing their power? Let’s break it down.

The decline of traditional influencer marketing

While influencers still hold sway, their power isn’t what it used to be. Consumers have become more sceptical of overly curated, ad-heavy content, and engagement rates on influencer posts have dropped. Here’s why:

• Authenticity is king: Audiences can spot a paid promotion from a mile away, and trust in traditional influencer partnerships has declined.
• Over-saturation: With brands constantly pushing influencer collaborations, users are becoming numb to influencer-sponsored content.
• Shift to community-driven content: Consumers now trust real people over celebrities or mega-influencers, leading to the rise of UGC.

Why UGC is taking over

User-generated content isn’t new, but it’s more powerful than ever. Brands are embracing real customer experiences, testimonials, and organic brand love over staged influencer ads. Here’s why UGC is winning:

• Higher trust & relatability: People trust recommendations from real users more than influencers with paid partnerships.
• Better engagement: UGC often performs better than influencer content because it feels more genuine and less like an ad.
• Cost-effective for brands: Instead of paying influencers thousands per post, brands can use UGC at a fraction of the cost while still achieving great results.
• More control & longevity: Brands can repurpose UGC across multiple platforms, from social media to websites and ads.

Are influencers becoming obsolete? Not quite.

Before you write off influencers completely, let’s be clear: influencer marketing isn’t dead—it’s just changing.

The future belongs to micro and nano influencers—those with smaller, highly engaged communities that feel more like friends than celebrities. Brands are now focusing on:

• Micro-influencers (10K-100K followers): These creators have niche audiences that trust them deeply.
• Nano-influencers (under 10K followers): Smaller but mighty, nano-influencers have higher engagement rates and feel incredibly authentic.
• Content creators > influencers: The term ‘influencer’ is fading, with brands now valuing creators who produce high-quality, original content.

What this means for you

If you’re a brand or marketer, the takeaway is clear: stop focusing solely on influencers and start prioritising real, community-driven content.

• Encourage UGC: Get customers to share their experiences with your brand and feature their content.
• Partner with micro-influencers: Work with smaller creators who genuinely love your brand and have a loyal audience.
• Prioritise authenticity: Consumers can tell when content is overly scripted—keep it real, raw, and engaging.

The future of social media marketing

The power is shifting from polished, high-budget influencer campaigns to real voices, real experiences, and real people. Brands that embrace this shift will build deeper connections, stronger communities, and more trust with their audience.

Want to tap into the power of UGC and authentic marketing? Partner with Gather Social and let’s create content that truly connects.