UGC content in social networks as a new sales tool

The article elucidates the strategic value of user-generated content (UGC) for brands in 2025 and reports the findings of an empirical study conducted among small and medium-sized enterprises in the Kaluga Region. Its objective is to quantify the influence of UGC on brand image, customer trust, and sales performance. UGC is defined here as any content created by a brand’s users or customers on social-media platforms; acting as a form of native advertising, it enables peer-to-peer product promotion. The authors analyse both the effectiveness of UGC in brand promotion and the tools that motivate users to create brand-related posts. The empirical section presents local case studies of the flower boutique Iris, the Komod store, the ChaCha restaurant, Pepper’s Pizza, and the wellness studio Tvoi Tai. The evidence shows that creative physical and digital touchpoints prompt customers to generate content, thereby achieving viral reach and increasing lead generation.