User-generated content started as organic posts by customers. In paid social, "UGC" now mostly means creator-made ads: a real person on camera, shot on a phone, talking about the product the way a friend would.
Why brands use UGC ads
- They look native to the feed, so they don't read as an ad straight away.
- A real person makes claims more believable.
- They're fast and fairly cheap to make in volume.
The catch
UGC has become the default. Every category is full of creators holding a product up to a phone in a kitchen, and it starts to blend together. Strong UGC needs a clear concept, the right creator and a script with a real hook. Mixing UGC with motion graphics (UGC hybrids) is one way to stand out.
See our work: UGC ad agency, UGC ad examples and the ultimate guide to UGC ads.
Related: talking-head ad, partnership ads, whitelisting.
