UGC Loyalty Programmes: The Next Big Shift in Irish Digital Marketing
A new wave is hitting brand marketing: content loyalty programmes. This is where customers earn rewards not just for buying, but for creating content. This model is emerging globally as a powerful way for brands to scale usergenerated content (UGC) with its relevance for Ireland’s highly connected consumers being immediate and significant.
According to Ogilvy’s global social and influence team, brands that build “sophisticated yet sustainable creator or communitypowered systems” will be the ones that win, particularly as 92% of consumers trust UGC over traditional ads. These schemes flip the traditional loyalty model by rewarding customers for posting reviews, photos, and videos, content that increasingly drives Irish digital purchasing behaviour.
Why This Matters in Ireland
Ireland’s digital maturity makes it a prime market for this shift. In January 2025, 98.9% of adults in Ireland were online, and 77.8% had active social media identities, placing peer content directly in the path of everyday purchase decisions. With 95% going online daily, consumers are already in the habit of researching brands, comparing value, and seeking validation from other users before buying.
UGC also sits at the heart of Ireland’s rapidly expanding social commerce landscape. Irish socialcommerce gross merchandise value is forecast to grow from US$1.55bn in 2023 to US$12.21bn by 2029, driven by increased purchasing through social platforms and a rising appetite for authentic peer recommendations.
How Content Loyalty Programmes Work
Content loyalty programmes build structured systems for customers to upload brandrelevant content in exchange for points, early product access, or exclusive experiences. Ogilvy’s work with Nestlé MILO in Vietnam illustrates the model: thousands of creators submitted over 3,000 pieces of content, driving 78 million views and creating scalable advocacy.
This structure isn’t limited to global FMCG giants. For Irish sectors like retail, telco, travel, hospitality, fitness, grocery, and finance, the model offers a scalable, costefficient way to generate rightsapproved, authentic content.
Why Irish Brands Should Pay Attention Now
Content costs are rising, UGC programmes reduce production spend while increasing output quality.
Irish consumers trust peers far more than ads, making UGC an essential conversion driver.
Demand for authenticity is surging, and creatordriven content is shaping decisions across categories.
The creator economy is booming, it is expected to reach US$480bn globally by 2027, meaning more consumers identify as creators and are eager to participate.
UGC loyalty programmes represent another evolution in digital marketing, and Ireland’s digitally fluent, socially engaged consumer base makes it an ideal market for early adoption. Brands that build structured, alwayson content engines now will gain credibility, efficiency, and competitive advantage as this model becomes mainstream.
SOURCES:
The next UGC: content loyalty programs | WARC | The Feed
With Grit Comes Glory - Milo | Our Work | Ogilvy
Social media influencers are going nowhere according to new consumer report
24 Key User-Generated Content (UGC) Statistics for 2026
Key Findings Internet Coverage and Usage in Ireland 2025 - Central Statistics Office
Digital 2025: Ireland — DataReportal – Global Digital Insights
Reports and Insights | Global Trust in Advertising and Brand Messages | Nielsen
The Power of User-Generated Content in Ireland's Digital Space - iLead Virtual Learning Centre
The creator economy could approach half-a-trillion dollars by 2027 | Goldman Sachs
