After years of working in the influencer marketing industry, I saw first-hand how consumer trust was shifting.
There was a time when branded ads could persuade, and then a time when influencers — the so-called KOLs — became the trusted voices.
But over the years, the cracks started to show: sponsored posts became overproduced, audiences grew skeptical, and brands kept over-claiming what they could deliver. What really struck me was this idea of the third voice— a concept from marketing theory that reminds us people trust other people more than brands themselves.
And increasingly, the most effective third voice wasn’t a celebrity or influencer, but a regular friend, peer, or even stranger sharing something they loved.
That’s what user-generated content (UGC) embodies — and over time, it has grown beyond just “authentic content” into a serious, strategic marketing tool that actually drives results.
That’s why I knew it was time to start my own agency — one built not just to deliver UGC that works, but to do it in a way that brands could actually trust.
No overpromising,
no unnecessary drama,
no making clients’ jobs harder.
Just a fast, smooth process and real content that resonates. We’re not here to make polished, cinematic ads.
But to create the kind of stories people can resonate with and believe — because I know that’s what works.
Aleks Velev
Founder
