The world of marketing is about to change in a big way. Last month, Unilever announced a significant increase in its investment in social media and influencer marketing, signaling a major shift in advertising strategy. UGC has long been a powerful marketing tool, but now it’s about to become an industry standard. When one of the world’s largest corporations leans into UGC, you can bet that others will follow suit.
Unilever’s Leadership Change: What’s Happening?
On February 25, 2025, Unilever made a surprising leadership announcement to replace its CEO, Hein Schumacher, upon mutual agreement with the Board.
Why the change? Unilever aims to accelerate the execution of its Growth Action Plan, ensuring faster turnaround times and stronger market performance. The company appointed Fernando Fernandez, its former Chief Financial Officer with nearly 40 years at Unilever, as the new CEO.
So, what is Fernandez’s vision for Unilever’s next phase? A marketing revolution. He is shifting Unilever from traditional branding to a consumer-first strategy that prioritizes demand creation, influencer marketing, and premium product positioning. His plan centers on a social media-first advertising model, increasing marketing spend from 13% to 16%, boosting social media spend from 30% to 50%, and working with 20 times more influencers (Food Ingredients First).
This marks a major shift in Unilever’s approach. Unlike past CEOs who focused on investor relations and corporate affairs, Fernandez is positioning himself on the front lines of marketing. His decision to prioritize UGC and influencer partnerships reflects a broader industry transformation—one that other brands need to pay attention to.
What This Means for UGC
Unilever has recognized that traditional advertising is losing its grip. Consumers crave authenticity, and the brands that win in this new landscape will be the ones that embrace UGC at scale. With Unilever shifting 50% of its total ad spend to social media and planning to partner with 20 times more influencers, the ripple effect on the creator economy will be massive.
The opportunities for UGC creators will expand dramatically. In 2023, the global influencer marketing industry was valued at $21.1 billion (Forbes), and with Unilever leading the charge, that number is set to surge even higher. Companies that once allocated only 10-20% of their ad budgets to influencer-driven content may now increase that share to 40-50%, mirroring Unilever’s approach. Brands will increasingly seek out micro-influencers over traditional celebrity endorsements.
The message is clear: UGC is no longer a side strategy. It’s becoming the dominant force in marketing, and as more companies follow Unilever’s lead, the demand for creator-driven content will only continue to explode.
How to Prepare for the UGC Boom
If you’re considering becoming a UGC creator, now’s the time to dive in. For current UGC creators, this is the time to refine your content strategy and establish yourself as a go-to creator. Brands are looking for high-quality, engaging, and authentic content, so focus on storytelling, video content, and relatability. If you haven’t already, create a UGC portfolio showcasing past work, testimonials, and metrics that highlight your engagement rates. Position yourself on platforms like TikTok, Instagram, and YouTube Shorts, where brands are heavily investing. Additionally, networking with brands directly through UGC marketplaces and influencer platforms can help secure paid deals and long-term collaborations.
For brands, this shift means rethinking your marketing strategy and considering UGC marketing agencies that specialize in driving authentic, creator-led campaigns. These agencies connect you with influencers and everyday creators who can infuse genuine authenticity into your brand. They assist in setting clear UGC guidelines while preserving creative freedom for influencers, ensuring your campaigns remain fresh and relatable. Additionally, they track performance to continuously optimize your influencer strategy. Partnering with UGC agencies is key to staying ahead of the curve as the demand for organic content grows.
The rise of UGC isn’t a trend—it’s the new standard. The brands and creators who move fast will be the ones leading the next wave of digital marketing.
