What is UGC (User-Generated Content)?
UGC is content created by customers or creators that brands repurpose in ads. It feels native and authentic when done right.
Understanding UGC (User-Generated Content)
UGC is content created by customers, creators, or real users that brands repurpose in advertising to convey authenticity and social proof. Strong UGC shows the product in real use, states the benefit plainly, and feels native to the platform rather than overly polished or scripted. The best UGC balances genuine tone with clarity—avoiding vague lifestyle shots that look authentic but communicate nothing. Catalog overlays (price, reviews, ratings) add structure and conversion intent without sacrificing the UGC vibe.
UGC scales more easily than traditional production because you can source multiple perspectives, use cases, and hooks from various creators or customers. This variety supports rapid testing of angles and messaging. When paired with product-level video templates, UGC creative can adapt dynamically to SKU, audience, and placement while maintaining the authentic feel that drives engagement. Script for clarity by ensuring the product, benefit, and CTA are obvious within the first few seconds, and always add captions to preserve meaning when sound is off.
Why UGC (User-Generated Content) matters
UGC matters because it builds trust through social proof from real people rather than branded messaging. Authenticity often boosts CTR and CVR in prospecting campaigns where audiences haven't yet developed brand familiarity. UGC also scales creative production by enabling multiple creators to generate variations quickly and affordably.
- Trust: Social proof from real people.
- Scale: Easier to produce variations.
- Performance: Often boosts CTR/CVR in prospecting.
How UGC (User-Generated Content) works
UGC works by sourcing content from creators or customers who demonstrate product use, benefits, or outcomes in their own voice and style. Brands then adapt this raw content for paid ads by adding overlays (price, reviews, CTAs), trimming to optimal length, and exporting in native aspect ratios for each platform. Keep intros short and show the product immediately to prevent drop-off. Add captions and assume muted playback, especially in social feeds. Pair UGC with catalog templates when running dynamic ads to combine authentic storytelling with structured product information. Test UGC hooks against traditional branded creative to learn which resonates best with your audience, and monitor hold rate and conversion to ensure authenticity translates to performance.
