What UGC is and how to use it in your business
UGC (User Generated Content) is content where a real person talks about a product the way a customer would. I've been filming UGC videos for brands since 2023: in this guide I explain what it is, what it's for and how it's made, without the jargon.
Written by Pol MoreraUpdated on
What is a UGC video?
A UGC video is a video where a person, usually filmed vertically and talking to camera, shares their experience with a product or service. It doesn't look like a typical ad: it looks like a recommendation.
UGC started as whatever customers posted on their own. Today brands commission it from UGC creators, who film that kind of video professionally: with a script, good light and good sound, and with a clear goal (selling, getting known or explaining something).
What is UGC for?
Mainly three things:
- Ads on Meta Ads (Instagram and Facebook) and TikTok Ads: it's the format closest to what people already watch on those platforms.
- The brand's social media: to post consistently and get the business recognised.
- The website and product pages: to explain how something works and build trust before people buy.
Why do UGC videos work in ads?
Because they don't interrupt: they look like just another video in the feed. A real person speaking clearly builds more trust than a heavily produced ad. And since they're quick to film, you can make several versions and test which works best.
I do it with the 3×3 method: 3 ads with 3 hooks each, 9 versions to test. For MasterD, the main creative of a TikTok Ads series got 390 conversions in 3 months.
What's the difference between UGC and influencers?
An influencer posts the video on their own profile, and what you pay for is reaching their audience. A UGC creator films the video for the brand to post: in its ads, on its social media or on its website.
That's why with UGC the creator's follower count doesn't matter; what matters is that the video works. On your social media and website you can use it with no time limit; for paid ads, usage is licensed for set periods.
How is a UGC video made?
This is how I do it, in 5–7 working days:
- 1Call: you tell me about your business, what you sell and to whom.
- 2Script: I send it over and you approve it before filming.
- 3Production: I film at your business or with your product, and my team edits.
- 4Delivery: you get the videos ready to post, changes included.
How much does a UGC video cost?
It depends on how many videos you need, where they're filmed and where you'll use them. I work from a single video and send you a fixed quote within 24 h, no strings attached. If you're not sure where to start, get your free proposal: I'll tell you which 3 videos your business needs.