User-Generated Content Trends Shaping The Future Of Ecommerce

Amazon rewards people who can see what's coming around the corner. Social commerce is what's next. And it's coming fast. Amazon just introduced a partnership with TikTok that shows they KNOW it's future of e-commerce. And they've had the Creator Connections program for a while now. It's time for brands to really focus on it. The screenshot is a campaign we just ran with Creator Connections. 5X return on investment! Plus, this content can be used across YouTube, TikTok, Instagram, and Amazon Live. Brands MUST embrace collaborating with creators to drive traffic to Amazon if they want to be successful. I predict that in the future, creators' content will be licensed for use in Amazon ads. You'll be able to use UGC in video ads on Amazon just by paying a licensing fee. If you remember, only vendors used to have videos on their listings. I advised sellers around 2015-2016 to start creating videos for their brands, predicting that they would eventually be able to use them in listings and ads. Those who took that advice had a significant advantage when the capabilities were finally available. That's where we are now for Creator Connections. Brands that start leveraging this and TikTok today will be ahead of the curve. They'll have the content ready to license, run ads with, and vet for effectiveness.

Social/content is 5 years ahead in China So I’m here to learn and share with y’all 3 trends to keep an eye out for…. - 1. Ultra high production short form Authenticity is the current meta in the west. That often looks like raw unedited content shot on phone cameras. Like most forms of content, eventually people get used to it and want something new. A big trend in China is cinematic style short form with actors, sets, professional equipment but optimized for vertical video. Storytelling is the goal and you can unlock much higher levels with more production. 2. Live shopping streaming ecosystem Live shopping is the hottest category in China. The content reminds me of live streaming mixed with auctioneers and some late night TV infomercial. Most folks are streaming from professional setups with lights, cameras, and audio dialed in. What’s interesting is that much of it is set directly in the warehouses/showrooms vs a seperate dedicated space. I’m currently building a system for western 3PLs to get ahead of this trend in the US by unlocking this as a massive value add service for ecom clients. 3. “Cheap/free lifestyle” content People are tighter with money and discretionary spending is down. Aspirational “flexing” content is not in favor whereas people are flocking to content that shows how people can have interesting experiences without spending much or any money. Think cheap street eats, DIY tutorials, and free/low-cost local tourism content. As the average American faces tough times in the current market expect this type of content to gain more and more steam. - I’m meeting with some live shopping streamers in the coming weeks and will be here to share more learnings. #dinginchina

Amazon just shut down Inspire, their TikTok-style shopping feature. Here’s what this means for ecom in 2025: Most brands still think “social commerce” is just about adding a shop button to content. But what consumers actually want is authentic discovery, not obvious selling. The platforms that are falling short: • Prioritize transactions over relationships • Focus on products instead of entertainment • Separate shopping from the overall experience This is why creator-driven content consistently outperforms… When people follow creators, they: • Discover products naturally • Build trust before making purchases • Engage with content they actually enjoy Amazon's failure proves what we've been seeing across 1,000s of brand partnerships: Social commerce only works when entertainment comes first and commerce second. The future belongs to brands that understand their products aren't the entertainment… They're props in creators' stories. Implement this, and watch what happens in 2025. — Leo Limin

🚨 UGC vs CGC: What’s the REAL difference...and are they colliding? We often hear UGC (User-Generated Content) and CGC (Creator-Generated Content) used interchangeably. But there’s a critical distinction: - UGC: Content designed to look and feel like it comes directly from consumers. It can be organic or paid, the core value is authenticity: “real people using real products.” - CGC: Content created by professional or semi-professional creators, typically with higher production quality, and a clear brand narrative. The truth? Most UGC today is paid. The difference lies less in the paycheck, more in perception and positioning. For example, Glossier, Inc. built its identity on community UGC, selfies, product shots, reviews. Today, they complement that with curated creator partnerships to keep content polished but still personal. rhode skin thrives on reposting UGC that showcases the “glazed donut skin” effect, while also investing in creators to deliver trend-led, campaign-ready videos for TikTok and Instagram. UGC isn’t being replaced by CGC, it’s expanding into a spectrum of authenticity and scalability. Everyday fans build trust, while creators bring reach and consistency. The strongest brands orchestrate both. In my view, the future belongs to companies that can blur these lines seamlessly, making audiences care less about who created the content and more about why it resonates. The real power lies in orchestrating UGC + CGC as a unified strategy, because in a noisy digital space, trust and relatability are the ultimate ROI. So, is this coexistence sustainable, or will one eventually dominate? #MarketingStrategy #UGC #CGC #InfluencerMarketing #CreatorEconomy #DigitalMarketing #BrandStrategy #BeautyMarketing #RetailMarketing #ContentMarketing #SocialMediaStrategy #HybridMarketing #ConsumerTrust #CommunityBuilding #BrandGrowth #ContentCreators #MarketingTrends #BrandEngagement