Definition
UGC (user-generated content) is content created by customers or independent creators rather than by the brand itself: reviews, unboxings, testimonials, tutorials and casual videos.
UGC in advertising
Brands increasingly pay creators to make UGC-style videos for ads. They feel native on social feeds, look less like traditional ads and often perform well.
Why advertisers buy it
- trust — real people are more believable than polished ads
- volume — ads fatigue quickly; brands need fresh creative often
- testing — many variations help find winning hooks
Who sells UGC
- independent UGC creators
- UGC agencies that manage creators
- creative agencies producing ad variations
Finding UGC clients
Brands running many Facebook and Instagram ads are the natural buyers. The Facebook Ad Library shows who is advertising and how long their creatives have run — long-running ads suggest a need for fresh content. See finding e-commerce brands that advertise.
Example
A skincare brand pays five creators to film 30-second videos using its moisturiser at home, then runs them as Instagram ads. The casual, real-person style often outperforms studio ads.
Key takeaways
- UGC is content made by customers or creators.
- Brands buy it for ads because it builds trust.
- Active advertisers are the natural buyers.