User-generated content (UGC) is content made by customers, fans or creators instead of by the brand's own team. In Meta ads, it means ads built from that kind of content, such as a customer's video review, an unboxing or a photo, so the ad looks like a real person's post.
UGC, influencer content and brand content
| Type | Who makes it | How it is used in ads |
|---|---|---|
| Organic UGC | A customer, who posts it unasked | Reposted or turned into an ad, with permission |
| Paid UGC | A creator hired to film a script or brief | Run as an ad that looks like a customer's video |
| Influencer content | A creator with an audience of their own | Run as a partnership ad, with the creator's reach behind it |
| Brand content | Your team or a studio | Run as a polished ad in your own style |
The line between organic and paid UGC matters for honesty. A paid creator is acting as a customer, so the ad should not claim a result the creator didn't have. The answer on UGC ad creative covers the formats in more detail.
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Try for Free ($0 Trial)Why UGC works in ads
Most ads look like ads, and people scroll past them. UGC looks like the posts around it, which can stop the scroll and carry more trust, because a stranger's honest opinion reads as social proof. It also gives you creative that sounds like your buyers, in words you wouldn't think to write.
None of this is guaranteed. UGC that is dull, badly lit or unclear still loses. Treat it as an angle to test, not as a rule.
What a UGC ad needs
- A hook in the first seconds. "I didn't expect this to work" gives people a reason to stay.
- One idea. One product, one benefit, one story.
- Captions. Many people watch with the sound off, so the video has to work without it.
- Proof on screen. The product in use, a before and after, or a real result.
- A clear next step. A short ask at the end that matches the button.
How to get UGC for your ads
- Ask your customers. Email buyers a week after delivery, and ask for a short video or photo. Offer a thank-you, such as a discount on the next order.
- Look at who already tags you. Comments, tagged posts and reviews hold content you can request to reuse.
- Hire creators. Send a short brief with the product, the key message and what to show, and let them speak in their own words.
- Get rights in writing. Before you run someone's content as an ad, get their clear permission to use it in paid ads, and agree how long you can use it.
How to test UGC
Run UGC against your best polished ad, with the same offer and audience, in a proper creative test. Judge each version on cost per result, not on views or likes. Test several creators, because one person's delivery can matter more than the script. The answer on how to test ad creative lays out the steps.
UGC also wears out. When results slip, a new creator on the same script gives you a fresh ad, which is a quick creative refresh.
Example. A pet food store gets 9 customer videos after emailing buyers. It runs 3 of them against its studio ad, with $300 on each ad. The studio ad brings 15 purchases, a cost of $20 each. The best UGC video brings 24 purchases, a cost of $12.50 each, and the weakest brings 10, a cost of $30. The store scales the best video, drops the weakest and briefs 5 new creators in the style of the winner.
In Madgicx. Creative Insights breaks down every creative, including video, to show what makes winning ads win, so you can see which UGC hooks and formats work. The AI Ad Generator creates new image ads from a prompt, an image or any ad in the Meta Ad Library.
FAQ
What is UGC in advertising?
It is content a customer or creator makes about a product, used by the brand in its marketing. In Meta ads it usually appears as a video or photo that looks like a normal post, not a studio ad.
What does UGC stand for?
UGC stands for user-generated content. The term also covers creator videos made on request for a brand, which people often call UGC even though a brand paid for them.
Do I need permission to use UGC in ads?
Yes. Get the creator's clear permission, in writing, to use their content in paid ads, and agree how long you can run it. Posting it organically with credit is not the same as running it as an ad.
Is UGC better than polished brand ads?
Sometimes, and sometimes not. UGC often wins on trust, while polished ads can win on clarity. Test the two against each other with the same offer and audience, and let cost per result decide.
How many UGC videos should I test?
Enough to compare several creators and hooks, so you learn about the angle and not only one person. Start with a handful and keep the budget per ad even.
Related
- Related terms: Social proof, Hook, Creative testing
- In depth: How to make UGC video for ads
