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UGC content: when customer videos sell better than ads
A simple video a customer films on their phone often sells better than a studio-made ad. This kind of content is called UGC — user-generated content. Here is why UGC works, how to collect it and how to use it in ads.
What UGC is
UGC is photos, videos, reviews and comments about your product created by customers. In recent years UGC creators have appeared too: for a fee, they use the product and film videos "in the style of a customer".
Why UGC works
- Trust. People believe other buyers more than the brand itself.
- Naturalness. It doesn't look like an ad in the feed, so people watch it through.
- Cheaper. A few UGC videos cost less than a big production.
- Many variations. Different people mean different hooks — ready material for A/B tests.
How to get UGC from customers
- Ask. A few days after purchase, ask for a short video review.
- Make it easy. Give 2–3 prompts: "Why did you choose it? What did you like? Who would you recommend it to?"
- Incentivise. A discount on the next purchase or a gift — but never make a positive review the condition.
- Ask to be tagged. Keep track of posts that tag your page.
- Get permission. Ask the author before reposting or using their content in ads.
Working with UGC creators
| What the brief should include | Example |
|---|---|
| Product and audience | "An orthopaedic pillow for office workers" |
| Key message | "No back pain in the morning" |
| Hook options | 2–3 openings |
| Length and format | 20–40 seconds, vertical |
| Dos and don'ts | Competitors, claims |
| Rights | Use in ads, duration |
Honesty matters: the creator should genuinely use the product and not exaggerate results.
Using UGC in ads
- Run each video as a separate creative and A/B test them.
- Partnership ads show the ad under the creator's account name.
- Save your best UGC to a "Reviews" highlight on your profile.
Conclusion
UGC is content that turns trust into sales. Ask customers regularly, give creators a clear brief and test every video in your ads. For more on video formats, see 7 types of video ads.
