The Future of UGC: Casual Content that's Transforming Lifestyle Brands

User-generated content (UGC) is no longer just an option for marketers; it's an authentic, unfiltered window into a brand's identity in a world of saturated social media that's become the expected norm by consumers.

UGC Creators are the New Influencers

Today, consumers are faced with a flood of polished advertisements, (which, in the totally gnarly and eye-catching world of board sports, does perform well on social media,) and thus are keen on brand messaging that feels real and relatable.

On social media, UGC delivers real-life experiences reflecting the everyday lives of consumers, with content such as unboxing's, day-in-life's, and product test drives. In 2025 and beyond, lifestyle brands will increasingly focus on authentic content that resonates with their audiences as a compliment to their core content strategies.

A recent study (Stackla: "Consumer Content Report: Influence in the Digital Age) shows that 79% of people say user-generated content significantly influences their purchasing decisions. This underscores the importance of brands constantly and consistently curating user content that genuinely represents their community, and this is especially true within tightknit niches such as extreme sports.

Let's emphasize the term "extreme sports" to make a point here: when the community you participate in has minimal room for error, you're keen on finding brands that can walk their talk -- and what better way to showcase that then from the relatable lens of UGC?

The Role of Micro-Influencers

Micro-influencers have gained significant traction and are now key players in the UGC landscape, and very specifically within the board sports niche of skateboarding, snowboarding, and surfing.

Within this community, you have both professional and casual, everyday riders. Most board sports riders tend to ride other boards -- meaning that surfers sometimes skate, and snowboarders sometimes surf. This crossover means there is a core community overlap of fans and participants who are eager to connect with brands who just get them.

Unlike traditional influencers, micro-influencers foster smaller, highly engaged followings that value authenticity and relatability, and this is highly reflected within our niche:

• We have moms learning to skate for the first time in their 40s

• A daughter/mother duo learning to skate together

• Surfers who are also travel bloggers

• Snowboarders who are men's health enthusiasts

And thus each niche has sub-niches, and those audiences tend to be the most loyal, the most plugged in, and the most digitally active and engaged.

Reports show that collaborations with micro-influencers can lead to up to 60% higher engagement rates. This shift away from relying solely on macro-influencers marks a notable change in strategy for most consumer-facing brands.

Interactive and Immersive Experiences

With extreme sports, people want to participate -- either directly with the sport itself, or as a casual viewer. This exciting world is fun to watch, and often comes with a lot of varied opportunities for brand sponsorship and activations to capture people when they're hot.

We'll continue to see brands use integrated technology like AR and VR to create experiences consumers can see and feel, as well as key onsite activations like pop-ups, product sampling, and data collection canvassing via fun things like giveaways and contests.

Skating, snowboarding and surfing all offer world famous opportunities for brands to find their biggest fans: at the skatepark in Venice Beach, on the mountain in Aspen, or at the reef break in Hawaii. Brands who break into board sports find loyal communities that thrive on authenticity, which is why UGC lifestyle content can perform well if done correctly.

The Rise of Long-Form Content

While short-form UGC will continue to thrive, there is an increasing interest in long-form content that dives deeper into narratives and answers key questions. By 2025, lifestyle brands can leverage user stories to create rich, emotional and memorable experiences around their products that inspire buyers to take action.

Upgraded tech like drones have opened the door to new ways of capturing sports like surfing that tend to go viral all on their own. People want to connect with something meaningful, relatable, valuable, emotional and/or educational. While that might seem like a tall order, remember that perfection isn't key here. True to the old adage, "just be yourself," you'll find that more people are willing to connect with brand content when it gives and resonates, rather than just promotes.

Sustainability and Social Responsibility

In the board sports scene, sustainability isn’t just a buzzword—it’s a lifestyle. Whether it’s surfers protecting the ocean, skaters supporting ethical streetwear, or snowboarders repping eco-friendly gear, today’s consumers want to know the brands they support care about the planet too.

UGC is a powerful way to tell that story. In 2025, surf, skate, and snow brands that encourage their community to share content about sustainable choices—like reef-safe sunscreen, recycled deck materials, or ethically made hoodies—will stand out. It’s not about being perfect; it’s about showing real people making conscious choices.

That kind of content doesn’t just align with your brand’s values—it builds trust and turns fans into advocates. We're not kidding when we say that brands who break into this niche have loyal fans who pass down brands they believe in to their kids, and make verbal recommendations to friends.

Looking Ahead

In this evolving reality, lifestyle brands must remember that success is not just about the products they sell; it is about the community they nurture and the stories they tell. What legacy are you trying to build?

The best part of UGC content is that it can be complimentary to a core content strategy. Keep making the glossy prints and highly curated videos -- those make a solid impression, too. But UGC offers the opportunity to jump on trends, tear down those digital walls, and spread your impact further than with your own organic content alone.

Ready to get started on a solid UGC strategy within the highly aligned world of board sports? Reach out to us today to get started.