← The student decision journey

    Research · Pain point

    Gen Z skepticism

    Prospects scroll past polished brochures and trust peers they recognize from their feed.

    6.7× UGC conversion

    6.7× higher conversion from user-generated vs brand content

    Legacy

    Polished, scripted corporate videos and brochures Gen Z scrolls past.

    UpperClass

    Raw peer storytelling, kept brand-safe via smart creator briefs and moderation.

    What this means

    • Content feels native to TikTok / Reels because students made it.
    • Brand guardrails stay enforced without scripting the creators.

    Sources: Stackla / Nosto UGC vs brand content studies

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