The Leaderonomics Show: Rejie Samuel, CEO of Air Internation

Marketing has always been about storytelling. But in today’s hyperconnected digital era, consumers don’t just want to hear stories told by brands—they want to hear stories told by people like them. That’s where User-Generated Content (UGC) comes in. From Instagram Reels to TikTok challenges, from YouTube testimonials to unboxing clips, UGC has transformed from a “nice-to-have” into a non-negotiable growth engine. The numbers are staggering: according to Nielsen, 92% of consumers trust UGC more than traditional advertising, and brands leveraging UGC see conversion rates increase by up to 161% on product pages. But here’s the evolution: UGC isn’t just organic anymore. It’s being structured, scaled, and supercharged through dedicated tools and communities. Welcome to the era of UGC platforms for digital marketers.

Ruchita Dar Shah, the founder and CEO of First Moms Club shares how she made the leap from the creative field to entrepreneurship, her journey thus far, and the challenges that came with stepping out of her comfort zone and taking the road less travelled.