For years, the social media mantra has been UGC—User-Generated Content. Most of us have heard it: “Customers will bring your webpages to life.” “Advocates drive engagement.”
However, data recently released by Photoroom, a photo-editing platform ranked among the world’s top 10 generative AI products, reveals that’s not the case. Only 7% of brands cite UGC as a major driver of social media engagement, but nearly one-third still integrate it into their e-commerce listings, according to Photoroom’s data.
Photoroom’s 2025 Photo Editing Trends Report: Clothing and Apparel, looks at what actually drives e-commerce engagement. Some highlights:
- Full face or no face? Nearly 45% of clothing brands keep models’ faces fully visible in product images, while 42% crop them entirely, often to emphasize product details.
- Lifestyle and close-up shots dominate social media: 31% of brands report lifestyle images with models driving the highest social media engagement, followed closely by detailed close-ups (29%) and studio product shots (27%).
- Minimalist and lifestyle backgrounds drive sales: Clean, white studio backgrounds account for 47% of high-performing product images, while lifestyle settings contribute to only 19% of conversions.
I talked to Matthieu Rouif, the CEO of Photoroom, to learn more about how businesses can improve engagement.
Rieva Lesonsky: Do most small e-commerce retailers get photos from the clothing manufacturer? I’m assuming they can’t afford to hire models. If they do, can Photoroom help “fix” those photos?
Matthieu Rouif: Many smaller e-commerce retailers rely on photos provided by the clothing manufacturers, especially if they don’t have the budget to hire models or do their own shoots. However, just because they came from the manufacturer, doesn’t mean they sell better. Photoroom can help enhance generic images by improving quality, removing distractions, and customizing backgrounds to better fit the aesthetic. This is everything short of adding a model to an existing image (which is in the works right now).
Lesonsky: The survey shows UGC is not as vital as it was thought. Why do you think that is?
Rouif: While UGC is usually seen as an authentic and cost-effective way to build trust, it may not be as effective at driving social media engagement as once believed. Based on our survey, 77% of respondents use UGC, either in product listings (30%), for marketing assets (21%), or both (26%). However, less than 10% consider that UGC drives social media engagement, suggesting a disconnect between expectation and outcome. This may be due to oversaturation as consumers, especially younger generations like millennials and Gen Z, see so much content that even UGC can feel staged, or the “free” content comes across as lower budget, not showcasing the product in the best light.
Lesonsky: Is there a benefit to encouraging customer engagement, for instance, by asking customers to share their photos?
Rouif: UGC plays a key role in building community and trust. When users post images of themselves using a product, it creates authenticity that branded content can’t always replicate. It also boosts engagement—both with the brand and other potential customers—and can generate a virtuous cycle where more customers want to participate. For small retailers in particular, this kind of content can help fill the gap left by limited marketing budgets or lack of access to professional shoots. Apps like Photoroom can then help enhance these images for consistency and quality, addressing two of the biggest challenges identified in our survey.
Lesonsky: Are UGC trends cyclical? Meaning, will UGC become more important again?
Rouif: We anticipate that UGC trends are cyclical. The formats and platforms where UGC thrives evolve over time. For example, between 2015 and 2020, Instagram emphasized highly aesthetic content. Today, platforms like TikTok have made raw, short-form, and authentic content more appealing, especially to Gen Z. Events like the pandemic also affected UGC use—brands relied heavily on it during remote work periods due to budget constraints and the ease of remote creation. So, while UGC may seem less vital now in certain areas, its relevance tends to ebb and flow.
Lesonsky: Are there certain types of retail products that sell better with UGC?
Rouif: Our research shows specific categories, like beauty and skincare, see a better sales impact from UGC. This may be because shoppers are actively looking for proof points and real-life applications of products, including color matching. Beauty content is also easier to create at home and has a strong community online. In contrast, UGC has less effect on categories like jewelry, where consumers expect high-resolution, professional images to inspect fine details. Visual quality is key for these products, and that’s where tools like Photoroom can help elevate even amateur content to meet those standards.
Rieva Lesonsky is President of Small Business Currents, LLC, a content company focusing on small businesses and entrepreneurship. While you can still find her on Twitter @Rieva, you can also reach her @Rieva.bsky.social and LinkedIn. Or email her at Rieva@SmallBusinessCurrents.com.
Photo courtesy: Photoroom
