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FEBRUARY 27, 2026 |
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Key stat: Platform-agnostic user-generated content (UGC) accounts for 35% of influencer marketing campaigns worldwide, surpassing TikTok (21%) and trailing only Instagram (40%), according to a January report from Collabstr. |
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Beyond the chart: |
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The shift away from TikTok is already showing up in campaign data. TikTok-led campaigns fell 48% year over year as brands pivoted toward flexible, reusable content, and UGC now drives 29% higher conversions than non-UGC formats,
according to AdWeek. -
The conversion lift makes sense when you factor in what shoppers actually trust. Authenticity (35%) and track record (32%) are the top two factors US adults consider when deciding which online product reviewers to trust,
according to Ipsos, suggesting UGC earns clicks because it earns credibility first. |
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Use this chart: Drop this in your next influencer strategy presentation to make the case for platform-agnostic content. Show your team or agency partners how UGC has climbed the rankings, and use the platform breakdown to benchmark your current influencer spend against where the rest of the industry is heading. |
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Related EMARKETER reports: |
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EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more. See how clients use them to add credibility to strategy presentations, enhance pitch decks with market insights, and attract and engage prospects. |
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