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User Generated Content (UGC) has become one of the most effective forms of social proof. Studies show that people trust other people’s recommendations far more than a brand talking about what they offer. In fact, 84% of people trust peer recommendations more than branded content and 79% recognize that UGC has directly influenced or still does, their buying decisions.
With this trend, it is no surprise that more and more brands are turning to online platforms like Tiktok, Instagram or YouTube to incorporate customer voices into their marketing strategies. UGC ads act as social proof, whether it’s a product demo from a creator or a “day in the life” video featuring a specific product or service, UGC content blends authenticity with marketing intent. These ad formats often mirror native content on each platform, making them more engaging, less intrusive, and ultimately more effective at driving conversions than traditional brand-led ads.
In this article, we’ll break down the most popular UGC ad formats, what makes them effective, and what brands should consider before launching their next UGC campaign. Let’s dive into it!
UGC refers to any content created and published by real people rather than brands. It showcases authentic experiences, opinions, and interactions with a product or service, making it more relatable and trustworthy to potential buyers.
The key to User Generated Content is that people trust it. It’s not a brand showcasing its own products and trying to make a sale, it's someone like them who decided to share their personal experience with a product or service.
UGC has become a key strategy for brands that are looking to engage with their audience in a more authentic way. That’s why brands must figure out how to effectively incorporate UGC into digital marketing operations, strategies and tactics to maximize their outcomes!
An UGC Ad is a piece of content created by a real person that shows off a product in a super natural, relatable way. These ads use content generated by users as the main creative, instead of counting on big production and editing teams to make the different pieces.
The Magic of UGC Ads lies in their authenticity. As it’s real people showcasing or using real products in their daily routines, the content is less likely to be skipped or ignored. For example, a UGC ad might show a TikTok creator walking through their skincare routine using your product, rather than a polished commercial with actors and studio lighting.
User Generated content comes in a variety of formats. Each type can be strategically used in ads to resonate with different audiences on different platforms.
While both types of content are produced around a brand’s product or service in order to promote it, UGC and Traditional Brand Content are not the same.
User Generated Content (UGC) is made by real users or customers, in most cases they are social media creators and fans of certain brands. This content feels more authentic and spontaneous.
Brand-created Content is made by the brand or marketing agencies to promote what they offer. This type of content is really polished, scripted and edited and the brand controls the whole creative process.
Down below is a quick comparison table between the two:
While both UGC ads and Influencer Marketing leverage content created outside a brand's team, they serve different purposes and follow different strategies.
UGC Ads are paid advertisements created from content made by real customers or fans of a particular brand. This content feels more authentic and spontaneous as it shows real people sharing genuine experiences.
Influencer Marketing is a strategy in which brands partner up with content creators to promote different products and services in exchange for an agreed compensation.
Down below is a quick comparison table between the two:
UGC Ads are becoming more popular among marketers as they showcase authentic experiences, opinions, and interactions with a product or service, making it more relatable and trustworthy to potential buyers. Here are the main reasons why UGC Ads easily outperform regular, more traditional online ads:
UGC Ads work best when placed where people are already engaging with creator’s content or recommendations. When it’s shown in the right context and platform, over 79% of consumers' buying decisions are highly impacted by UGC efforts.
Here are some of the best placements for your UGC Ads:
Here’s a breakdown of the most common types of UGC ads and how brands successfully use them:
Text UGC includes social media captions, forum posts, blog posts or comments or any customer feedback. While this type of content does not have any visual appeal, it’s incredibly valuable for context and brand storytelling.
UGC Text Ads works great in different scenarios:
UGC Ads in a text format work for brands because:
Tarte Cosmetics received a wave of comments on Instagram from followers asking them to send “real people” and not just influencers on their next branded trip. Instead of ignoring the feedback, the brand embraced these DM’s and shaped a story.
Tarte created a video response announcing that real fans would be invited to join the next Tarte trip. The idea came from users, not the brand. The way the brand responded boosted engagement and loyalty as it shows that the brand really listens and cares for its customers.
Photos shared by users showcasing the product or service can be turned into visual ads on Instagram, Facebook and some email marketing campaigns. Visual content is great to highlight the use of different products in real life scenarios and also adds a sense of credibility.
UGC Image Ads works great in different scenarios:
UGC Ads in an image format work for brands because:
Airbnb from time to time shares photos taken by real guests that capture the different aspects of their stay.
These images feel casual, taken from real moments at vacations.
UGC videos reflect real experiences, real opinions, and real people, making them incredibly powerful tools. Instead of polished ads, you get relatable, trustworthy content that feels like a recommendation from a friend.
Videos are the most powerful UGC tool that can go from product unboxings, reviews, “day in the life” content and so many more different types of UGC videos you can include into your marketing mix.
Video UGC Ads works great in different scenarios:
UGC Ads in a video format work for brands because:
Nike launched the #MagicBoots challenge on TikTok to promote their new football boots. First they feature different creators and professional players to encourage people to make their own videos and share them on the platform. The campaign achieved over 160,000 user-generated videos, significantly boosting brand engagement.
Users share personal experiences and opinions about a product or service. Whether you post them on your social media or platforms like Amazon or Trustpilot these types of content is gold. Product Reviews are great for new customers doing research.
Review UGC Ads works great in different scenarios:
UGC Ads in a review format work for brands because:
Glossier, the make up brand, often turns real customer reviews into minimalist ad creatives. The brand pairs it with a product shot and a swipe-up link . Simple, relatable, and effective.
Any social media post on X, Pinterest, Instagram Post or Stories, Facebook, TikTok and more can be used in static or animated formats ads on the brand’s page.
Post UGC Ads works great in different scenarios:
UGC Ads in a social post format work for brands because:
Sephora, the make up and skincare brand, frequently reposts TikToks and Instagram Reels from influencers and customers trying out their products with the hashtag #SephoraSquad. These social media UGC clips often become part of paid ad campaigns or in-feed posts that drive high engagement and conversions.
To make the most out of your UGC Ads strategy you can follow these best practices to ensure great results!
The key to UGC is that it is about everyday situations. So make sure to tell a story along with the product you want to advertise. Follow the classic narrative arc: introduction - problem - solution - outcome. Tell your story in a way that users can see themselves in the creator’s experience.
Make sure your ad has a clear and compelling call to action. It can be something like “Shop Now!” or “Try it out now” or even “Go check the link in bio”. UGC has a more relaxed tone yet don't ever forget the purpose of your ad.
Each content platform has its own rhythm and user expectations. For example, an UGC video that does well on TikTok may not perform that well on platforms like Facebook or YouTube. Understand the best formats, durations and styles for each platform and adapt your ads to match the platform where they'll be shown.
The beauty of UGC relies on authenticity. An informal setting and casual language can really boost performance by making the content feel more genuine and trustworthy. Always remember that UG works as a recommendation from a friend, you don’t go to a friend for perfection, you go for a real experience.
Don’t be afraid to make necessary changes. Never take any format or platform for granted and assume you know for sure what content will work. Test different creator personalities. Styles and visuals. This way you can find out if a casual video recorded at someone’s car performs better than a highly produced studio piece.
UGC Ads are a great way to showcase your brand. However there are some key mistakes you better avoid when incorporating this strategy into your marketing efforts:
Even the most authentic UGC ad can lead to legal trouble if you don't have the proper rights to use the content. Asking for a green light for content is a must in order to keep your UGC strategy running without any issues.
Your brand can draft a professional and polite message to the influencer asking permission to reuse their content. Getting legal stuff upfront protects not only your brand but also the creators you are working with.
Anytime you are partnering up with a creator you should keep up with content usage rights to fully respect creative property and ensure a good relationship between brand and creators. Usage rights define how, where, and for how long content can be used, preventing any conflicts due to misunderstandings. Clear usage rights agreements help maintain brand integrity, avoid potential legal disputes, and ensure that content aligns with brand guidelines.
UGC is a big world. There are plenty of UGC creators out there willing to make content or already making content around your brand. How to know which one to partner with? Finding the right creators is about aligning your brand voice with real people who already share your values, tones and audience.
Here’s how to start:
A great way to find creators is tracking your brand on different platforms.
Whenever you are working with UGC don’t be afraid to try new things. Test different creator styles until you find the perfect match:
Same goes here! Try every format you can until you find the best for your brand.
Engage with your community and ask them to create original content.
If you’re serious about scaling your UGC strategy, dedicated tools can save you time, ensure legal clarity, and help deliver consistent, high-performing content.
Here are the top 3 best platforms you can add to your UGC Strategy:
1.Influencer Hero
2. Billo
3.Trend.io
Influencer Hero, an influencer marketing platform offers a creator finding tool so you can get the perfect match for your brand! You can try out the platform's advanced search filters to quickly discover UGC creators based on platform, niche, location, engagement rate, and content style.
This makes it easier to identify creators already producing the kind of content your brand needs.
Main Benefits:
Billo gets you access to over 5,000 talented creators and lets you manage multiple projects seamlessly all in one platform. Billo specializes in simplifying your video production. It's particularly useful for brands looking to produce short-form videos for platforms like TikTok and Instagram.
Main Benefits:
Trend.io offers a curated network of pre-vetted creators. You can submit your brief and source for high-quality UGC. The platform emphasizes performance-optimized content and offers flexibility with no long-term contracts.
Main Benefits:
Whether you’re looking for a skincare enthusiast on TikTok or a fitness creator on Instagram, the platform makes it easy to find creators already producing the kind of content your brand needs. What are you waiting for? Check out Influencer Hero’s marketing tools and start your UGC strategy today!
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You can have different goals you want to achieve with the launch of a particular UGC campaign. Whatever those goals are, always make sure to work on usage rights with creators to make the most out of your UGC efforts.
Once you agreed on terms and conditions around the content, here’s what you need to do:
The clearer your goals are, the better you can align the content to drive the results you seek. Think about what you want to get out of this campaign. Is it brand awareness? Conversions? Consumer loyalty? Think of your funnel stages and where each ad type fits in:
Understanding your product category can help shape the format, tone, and platform for your UGC efforts. This is important to notice as not all products perform the same with UGC. Some naturally lend themselves to visual storytelling, while others may require a more creative approach.
Here’s a quick overview of how different product types align with UGC strategies:
Think of the people you are talking to and find out what type of content resonates better with them.
To make your UGC content effective you need to mirror the world of your audience. To do that, you must:
Set key performance indicators, such as engagement rate or CTR, to track your performance. Review existing data (view counts, retention, etc.) to track progress.
Use these metrics to evaluate which ad formats perform best across awareness, engagement, and sales stages.
Once you have your goals set and your target audience clear, you can work on these 5 things to really boost your content strategy!
If you’re still looking for the right tools to help collect, manage, and repurpose user content, check out our 12 Best UGC Platforms to find the perfect solution for your brand.
UGC Ads are every brand's best ally on social media and any other online marketing effort.
Whether you are more into text, photos and videos, or detailed reviews, counting on content generated by real people as material for your campaigns is really going to make your brand stand out and connect on a deeper level with its audience.
Brands can inspire customers to create user-generated content by running UGC challenges, offering incentives like discounts or feature opportunities, and engaging with their community directly through comments or DMs. Encouraging participation through hashtags or contests can also help gather valuable content.
UGC in email marketing increases engagement and can improve open and click-through rates. By incorporating real customer photos or testimonials, brands create more relatable and trustworthy content, boosting the chances that recipients will take action.
The success of UGC ads can be measured through various KPIs such as engagement rate, click-through rate (CTR), conversion rate, and video completion rate. These metrics help track how well the content resonates with audiences, how much attention it garners, and how effectively it drives sales.
Products that rely on authenticity and real-world usage, like beauty, food, fashion, and tech products, tend to perform exceptionally well with UGC ads. For example, beauty and skincare products thrive on platforms like YouTube and Instagram, where users look for real results and tutorials.
To maximize the effectiveness of UGC ads, brands should avoid over-editing content, ignoring creator consent for usage, or making the ad too product-focused. UGC is most successful when it feels natural and relatable, so excessive scripting, heavy production, or a lack of diversity can detract from its impact.
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