The Future of UGC: What Brands Should Expect in 2026

At Livano, we are always studying how the creator economy evolves and how brands can stay ahead of the curve. This week, I’m featuring insights from Elijah Khasabo, the founder of Vidovo, a platform that helps DTC and retail brands scale authentic, high-performing UGC through vetted creators.

Elijah’s journey started in e-commerce when one creator video went viral and generated millions of views. That experience shaped his obsession with creator-led growth. Today, Vidovo partners with more than 100 brands to help them turn creator content into a repeatable growth engine.

In this piece, Elijah shares his perspective on where UGC (User-Generated Content) is heading in 2026 and why brands that do not adapt will fall behind. Below, I summarize his key ideas and share my take on each.

1. Automation Is Transforming the Process

Elijah notes that running creator campaigns used to mean chasing files, contracts, and feedback across multiple tools. Now automation tools are simplifying the entire process.

At Livano, we have seen how automation allows brands to move from “we need 20 videos” to “they are live and performing” within a week. It doesn’t replace creativity, it gives more time for it. The faster a brand can test and launch, the faster it can scale.

2. Whitelisting Is a Major Advantage

Whitelisting lets brands run paid ads through a creator’s handle so that the ad looks like organic content. Elijah calls it a missed opportunity for those who are not using it, and he is right.

We notice the same trend across campaigns. When ads run through real people instead of brand accounts, CPMs drop and engagement rises. Audiences trust the message more because it feels personal and genuine. This has become one of the most powerful ways to improve paid performance.

3. The Importance of Volume Over Virality

The era of one viral video carrying an entire campaign is over. Elijah explains that the strongest brands now treat UGC like a continuous engine that creates, tests, and scales content consistently.

This is how we operate with TikTok Shop campaigns at Livano. Out of twenty creator videos, only a few might outperform, but those few pay for the rest. The secret is not luck, it is volume and iteration.

4. Consumers Expect Authenticity

Today’s audiences can easily tell when something feels staged. Elijah emphasizes that consumers prefer content that feels natural and honest. We see the same pattern daily.

Good UGC does not need to look messy or unprofessional, but it should look real. People want to see other people using products in their daily lives, not actors in a studio. Brands that embrace this approach consistently outperform those that overproduce.

5. Local Creators Are Becoming Essential

Elijah also highlights the growing importance of local creators. A brand based in Austin will perform better with creators from the same city because the connection feels real.

This approach works particularly well for retail, CPG, and hospitality brands. Local creators understand the culture, trends, and language that make their content resonate. They turn marketing into something that feels community-driven.

6. The Need to Keep Evolving

Elijah’s final message is that UGC is not a one-time tactic. It needs to grow and evolve with your brand. Algorithms change, audiences mature, and creators raise their standards.

At Livano, we view UGC as a living system that fuels brand growth. The brands that stay curious, keep testing new formats, and collaborate with creators who truly understand their audience are the ones that win in the long run.

Final Thoughts

Elijah’s insights reflect what we believe at Livano. The future belongs to brands that combine creativity with systems, use data to guide content, and maintain authenticity at every step.

UGC is no longer the new marketing trend. It is the standard for how people discover, trust, and buy products online. Brands that stay consistent, genuine, and fast-moving will continue to lead in 2026 and beyond.