After analyzing brands’ user generated content (UGC) and social media trends for the first half of 2025, Emplifi reports Instagram remains the top platform for branded organic content

Emplifi, a leading social media marketing platform, today released analysis of UGC and social media performance trends for the tens of thousands of brands leveraging Emplifi UGC and social media management tools for US brands during the first half of 2025. According to the findings, brands that implemented Emplifi’s UGC solution drove a 5.29x increase in conversions compared to non-UGC posts during Q2 2025, up from the 3.73x increase in Q1. Emplifi’s UGC solution also helped brands increase website visits quarter-over-quarter—up from a 1.05x increase in Q1 to a 2.35x increase in Q2. Average order values were also up, gaining a 4.3x increase in Q2 compared to 3.78x increase in Q1.

In addition to UGC trends, Emplifi analyzed brand performance on Instagram and Facebook, revealing that Instagram remains the top social media app for branded organic content, delivering a greater audience size and more engagement compared to Facebook.

Emplifi also analyzed paid media performance on Facebook and Instagram, finding minimum shifts during the first two quarters of 2025. Click-through-rates (CTR) for Facebook Reels ads were up from 0.56% in Q1 to 0.63% in Q2. The overall CTR for Facebook feed ads remained at 1.3% for both quarters. Facebook ad spend continued to outpace Instagram in Q2 by 22.78 percentage points. According to Meta’s most recent earnings report, advertising revenue for the company reached $46.56 billion during the second quarter of 2025, with total revenue up 22% year-over-year.

While Facebook and Instagram ads continue to deliver for advertisers, ecommerce brands have generated exceptionally high engagement on both platforms. When looking at business sectors, Emplifi’s data shows that ecommerce brands made up 23.7% of all interactions on Instagram in Q2 and 27.6% of interactions on Facebook during the same time period.

There were some dips in performance for brands, specifically with organic content. Engagement on organic Instagram content declined slightly for brands during Q2: Instagram Carousel posts earned 40 median interactions, down from 46 during the first quarter of the year. Brands’ Instagram reels experienced a similar decline, with median interactions down from 38 in Q1 to 35 in Q2. Facebook Live video engagement also decreased, dropping from 21 median interactions in Q1 to 17 median interactions in Q2.

“Our insights reinforce what we have always known: UGC is imperative to a brand’s social media strategy and more valuable than ever. Consumers have told us time and again that they want authentic content—there’s simply no better way to connect with your audience than giving them content that not only resonates, but deepens the brand-customer relationship,” said Susan Ganeshan, CMO, Emplifi. “The fact that the brands using our UGC solution saw more website visits, increased conversions, and higher average order values clearly indicates that UGC not only moves the needle but fuels growth.”

For social media marketers looking to refine their strategies before Q4, Emplifi recommends brands lean further into UGC and keep their content fresh across all platforms and formats. The company is also bullish on video with Facebook Reels continuing to deliver improved engagement on both organic and paid posts.

Review the full findings from Emplifi’s analysis at: Q2 2025 Social Media Benchmarks Reveal UGC Surge and Reel Momentum.

About Emplifi

Emplifi is a leading customer engagement platform that empowers brands to deliver meaningful, connected experiences across digital channels. Recognized as a Leader by renowned analysts and celebrated as a customer favorite, Emplifi provides innovative, data-driven insights and AI-powered tools to help brands optimize social media performance, elevate their influencer marketing strategies, and deliver impactful customer engagement across marketing, commerce, and care.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250820036908/en/

“The fact that the brands using our UGC solution saw more website visits, increased conversions, and higher average order values clearly indicates that UGC not only moves the needle but fuels growth," said Emplifi CMO Susan Ganeshan.