Guide
What is UGC?
UGC User Generated Content — content created by a person rather than by the brand itself. In marketing, the term refers to photos, videos, reviews or other material where a creator shows a product or service in their own, natural voice.
Many brands and marketers are currently trying to understand what UGC really means — and how to use it across social channels and paid ads.
How UGC works in practice
Instead of a traditional commercial with actors, a studio and a script, a UGC creator makes content that looks like something they would post in their own feed. It might be a product demo in the bathroom, an honest review on the sofa, an unboxing at the kitchen table or a short tutorial filmed on a phone.
The goal is for the content to feel authentic, relatable and trustworthy. To the viewer it looks like a recommendation from a real person — not an ad.
Common types of UGC
Product demo
Shows how the product is used and what results or benefits it delivers.
Testimonial / review
A personal story about why the creator likes the product.
Unboxing
The first impression as the packaging is opened — often focused on details and experience.
How-to / tutorial
Educational content that teaches the viewer how to use or choose well.
Lifestyle & storytelling
Places the product in an everyday context that feels relevant.
Voice-over
Visual material with a warm, clear narration that carries the message.
Why do brands use UGC?
Builds trust
People trust a personal recommendation more often than polished advertising.
Feels native in the feed
UGC is made for social media and blends into how people scroll.
Cost effective
A handful of videos can be used both organically and in paid campaigns.
Faster to produce
Smaller production teams, less logistics and shorter lead times.
Who is UGC right for?
UGC works for most brands that want to reach people on social media, but it is especially effective in categories where trust, aesthetics and experience matter:
- Beauty & skincare
- Health & wellness
- Lifestyle & fashion
- Food & drink
- Home & interior
- Tech & apps
- Kids & family
- Services & education
Frequently asked questions
What is the difference between UGC and influencer marketing?+
Influencer marketing is usually about a profile with a large following exposing a brand to their audience. UGC focuses on the format and tone of the content — it should look like something a regular user would create. UGC videos can be used by the brand in its own channels and ads, even if the creator does not have a large following.
Can a brand use UGC videos in ads?+
Yes, but only with an agreement on usage rights. Before production starts it should be clear where and for how long the material may be used.
How long is a UGC video?+
The most common formats are 15–60 seconds, made for Instagram Reels, TikTok and YouTube Shorts. Length depends on the channel, message and audience.
What does a brand need to send a UGC creator?+
A clear brief with audience, message, desired format, channel and any must-have moments. The product is usually shipped to the creator, who then films and edits the content.
Ready to try UGC?
Let's create content that feels at home in the feed.
I create UGC videos for brands in beauty, wellness, health and lifestyle. Browse the portfolio and send an enquiry — I'll tell you more.