In 2025, trust sells — and nothing builds trust like social proof. For Canadian e-commerce brands, leveraging influencer marketing and user-generated content (UGC) is no longer optional. It’s a proven way to spark viral growth, drive conversions, and build lasting brand loyalty.

This guide explores how to implement an effective influencer strategy for e-commerce in Canada, and how to harness UGC for online brands — especially in visually driven industries like beauty and fashion.

Why Influencer & UGC Marketing Works for Canadian E-Commerce

The Power of Social Proof

• 84% of Canadian consumers trust peer recommendations over branded content.
• 60% of online shoppers have purchased a product after seeing it on social media.
• Brands using UGC see 20% higher conversion rates and stronger engagement.

When customers see real people using and loving your products, it validates your brand and builds immediate credibility.

What Is UGC and Influencer Marketing?

User-Generated Content (UGC)

UGC refers to photos, videos, reviews, or testimonials created by customers — not your brand. It’s authentic, relatable, and perfect for social media, product pages, and ads.

Examples of UGC:

• A selfie with your product on Instagram
• A TikTok product review
• A YouTube unboxing
• A customer review with a photo
• A “Before & After” testimonial

Influencer Marketing

Influencer marketing involves collaborating with creators or public figures to promote your brand. In Canada, micro-influencers (1,000–50,000 followers) are especially valuable due to their high engagement and niche authority.

The Business Benefits of UGC & Influencer Marketing

Step 1: Choose the Right Influencers for Your Brand

The biggest mistake brands make is chasing follower counts instead of fit. Your influencers should:

• Reflect your brand values
• Have real engagement (not fake followers)
• Share content that aligns with your audience
• Be based in Canada (or city-specific like Toronto or Vancouver)

Types of Influencers:

• Nano (1K–5K followers): Super niche, ultra-engaged
• Micro (5K–50K): Best mix of reach and engagement
• Macro (50K–500K): Wider visibility but lower engagement
• Celebrity (500K+): Expensive and best for awareness campaigns

📌 For beauty and fashion influencer marketing in Canada, micro-influencers dominate because of their authenticity and tight community reach.

Step 2: Create Influencer Campaigns That Drive Sales

Don’t just send free products and hope for the best. Design your influencer collaborations around clear goals and outcomes.

Popular Influencer Campaign Ideas:

• Unboxing or first impression videos
• Try-on hauls (especially for fashion)
• Tutorials or how-to reels
• Giveaways or contests
• Affiliate partnerships (with custom discount codes or links)

Use tools like:

• Collabstr
• Influenster Canada
• Upfluence
• Hashtag Paid
• Or work directly via Instagram DMs

📌 Always set usage rights so you can repurpose content across your site and ads.

Step 3: Encourage & Collect User-Generated Content (UGC)

The best UGC often comes organically — but you can prompt more with the right tactics.

How to Encourage UGC:

• Create a branded hashtag (e.g., #GlowWithZrafted)
• Run photo contests or giveaways
• Send post-purchase emails asking for reviews with photos
• Offer small incentives (discount on next order)
• Add a UGC gallery on your website

UGC for Beauty & Fashion Brands:

• Before & after skincare transformations
• Makeup tutorials or GRWM (Get Ready With Me) videos
• Outfit-of-the-day (OOTD) posts tagging your brand
• Mirror selfies wearing your apparel

📌 Zrafted can help you set up automated flows that collect UGC post-purchase and sync it to your storefront.

Step 4: Use UGC and Influencer Content Across Channels

Don’t let great content live and die on Instagram. Repurpose it across your marketing ecosystem.

Where to Use Influencer & UGC Content:

• Product Pages → Increases trust and conversion
• Email Marketing → “Real customers wearing it”
• Homepage Galleries → Social proof at first glance
• Paid Ads → Higher CTRs, better ROAS
• Social Media Posts → Consistent content flow

UGC increases ad performance by 4x on average compared to brand-created ads.

Step 5: Add Social Proof to Product Pages for More Conversions

Your product pages should not only describe the product — they should show real people using it.

Social Proof Elements to Add:

• Customer review widgets with images
• Instagram UGC gallery feeds
• Influencer quote or testimonial cards
• Video reviews or demos

Related: Optimizing Product Pages to Convert More Shoppers →

Step 6: Track Performance & Attribution

To scale your influencer and UGC strategy, track what’s working.

Key Metrics:

• Engagement Rate (% of likes, comments per follower)
• Cost Per Engagement (CPE)
• Link Clicks or Swipe-Ups
• Promo Code Redemptions
• Sales from Affiliate Links
• UGC Usage Rate (how often content gets repurposed)

Use UTM links and influencer-specific promo codes to track direct ROI.

Influencer & UGC Trends to Watch in 2025

Stay ahead by adopting these trends early:

Common Mistakes to Avoid

Avoid these if you want your influencer and UGC campaigns to succeed:

• Prioritizing follower count over fit
• Failing to repurpose UGC across channels
• No clear brief or campaign direction
• Skipping permissions and usage rights
• Forgetting to measure results
• Not responding to or resharing UGC

Bonus: Influencer Marketing Regulations in Canada

Make sure you follow disclosure laws when partnering with influencers.

Key Rules (per Competition Bureau Canada):

• Influencers must use clear language like #ad or #sponsored
• Disclosures must be visible and upfront (not buried in comments)
• Affiliate links must be disclosed as such

Final Thoughts: Build a Brand People Want to Talk About

Influencer and UGC marketing are not just trends — they’re fundamental to how modern Canadian consumers discover and trust brands. Whether you sell skincare, streetwear, home decor, or supplements, investing in authentic social proof will accelerate your e-commerce growth.

Learn from this article that how top brands are using UGC and micro-influencers to fuel growth.