{"id":4523,"date":"2026-09-25T11:15:23","date_gmt":"2026-09-25T04:15:23","guid":{"rendered":"https:\/\/student-activity.binus.ac.id\/imcb\/?p=4523"},"modified":"2026-09-30T11:34:50","modified_gmt":"2026-09-30T04:34:50","slug":"when-consumers-become-marketers","status":"publish","type":"post","link":"https:\/\/student-activity.binus.ac.id\/imcb\/2026\/09\/when-consumers-become-marketers\/","title":{"rendered":"When Consumers Become Marketers"},"content":{"rendered":"

Social media has transformed consumers from passive buyers into active promoters who influence trends and purchasing decisions. Through platforms such as TikTok and Instagram, consumers now play an important role in promoting products and shaping online trends. This phenomenon is closely related to user-generated content (UGC), which refers to content created and shared by users based on their personal experiences with certain products or brands.<\/p>\n

Content such as reviews, unboxing videos, tutorials, and daily vlogs has become an important part of modern marketing. Unlike traditional advertisements created by companies, UGC often feels more authentic and relatable. Audiences tend to trust real experiences shared by other users more than direct promotions from brands. For example, many skincare products such as the Rhode Peptide Lip Treatment and Laneige Lip Sleeping Mask gained massive popularity after being repeatedly featured in TikTok reviews, \u201cget ready with me\u201d videos, and influencer lifestyle content. As more users shared their experiences online, these products quickly became viral and highly demanded by consumers.
\nFrom a marketing perspective, UGC provides major advantages for brands because it creates organic exposure. Viral review videos can quickly attract public attention and encourage more people to try the same product. Supported by social media algorithms that continuously recommend popular content, many products become successful not because of large advertising campaigns, but because consumers actively share their experiences online.<\/p>\n

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However, UGC may also create challenges. Not all online reviews are completely honest or objective, and some content may exaggerate product quality simply to gain views and engagement. This can influence consumers to make impulsive purchasing decisions based on trends rather than actual needs.<\/p>\n

Ultimately, the rise of UGC has transformed the relationship between brands and consumers. As digital platforms continue to evolve, consumers will likely play an even greater role in shaping marketing trends and influencing purchasing decisions. In the future, brands may rely more heavily on user participation and authentic online engagement, making UGC an increasingly essential element of modern marketing strategies.<\/p>\n

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