Ad glossary
UGC (user-generated content)
Content created by customers or creators rather than the brand, often used in ads for its authentic, native look.
UGC, or user-generated content, originally meant photos, videos and reviews created by real customers. In paid social, the term now also covers content made by paid creators in a customer-style format: someone filming themselves on a phone, unboxing a product, sharing a routine or explaining why they switched. These are often called UGC ads, even when the creator was briefed and paid.
Why brands use it
- It looks native: a selfie-style video blends into Reels, Stories and feeds more naturally than a polished studio ad.
- It carries social proof: a person talking about their experience can be more persuasive than the brand describing itself.
- It is fast to produce: brands can brief several creators and get multiple angles and hooks to test.
Common UGC formats
- Testimonial or review videos
- Unboxing and first impressions
- Problem and solution demonstrations
- Before and after, where the claim can be substantiated
- List-style videos, such as three reasons to switch
In practice
Get written permission and the appropriate usage rights before using any customer or creator content in ads, and be clear about how long and where you can use it. If a creator is paid, disclosure rules in your market may apply. Running UGC through partnership ads lets the ad appear under the creator's identity as well as yours.
UGC is a format, not a guarantee. It still needs a clear ad angle, a strong opening and a relevant offer. Studying how other brands structure their UGC in the PixelSpyer library can help you write sharper creator briefs.
Last reviewed Oct 27, 2026