What Is UGC?
User Generated Content (UGC) is any content published by the users of a platform or service. That can be text, posts, images, videos, or reviews. The internet makes it possible: users can become creators themselves on all kinds of platforms.
Strictly speaking, anything you publicly upload to a platform counts. Let's break it down.
What Counts as UGC?
User Generated Content covers all content that users create themselves and share publicly — from written reviews all the way to photos and videos. Users act as creators, producing content that shows up on social media, in forums, or on review platforms.
UGC is diverse and spans multiple formats and channels:
- Ratings and reviews: users give feedback on products or services and share their experiences on platforms like Google Reviews or Amazon.
- Comments and forum posts: discussions on social media or in online forums where users trade opinions.
- Photos and videos: content shared on platforms like Instagram or YouTube.
- Blog posts and articles: blogs and articles where users share personal experiences and opinions.
- Social media posts and stories: short, often visual content shared on social to pass along experiences, tips, or recommendations.
- Wikis and FAQ entries: yes, even content that ends up on Wikipedia or Quora counts as UGC.
The internet turned users into creators — and marketers have learned to harness that authentic power. Thank you, world wide web! So how do you put it to work for your marketing? Buckle up, because you're now boarding the bus with everyone who wants to know.
How to Use UGC Cleverly in Paid Social Media Marketing
In social performance marketing, UGC is a genuine power tool. Why? Because authentic content and real opinions build trust. Instead of polished, glossy advertising, more and more brands are betting on the "real talk" of actual users to reach their audience.
1. Build UGC Into Testimonial Ads
A great starting point is integrating real user reviews or comments into your creatives. These testimonial ads come across as credible and show potential customers that others already love your product.
Real-world example: for a pharmaceutical client's campaign, we at ADBAKER deliberately built user comments about a wound gel into the creatives. These authentic testimonial ads significantly boosted the conversion rate and built trust in the product — it ran like clockwork!
2. UGC as Its Own Format – The "Authentic" Look
If you scroll through Instagram or TikTok, you'll inevitably stumble across the "professional UGC look": ads that deliberately mimic the style of real user videos. It looks like a home video, but it's packed with strategy. Marketers provide clear direction, and UGC creators shoot the clips themselves — with an "authentic" vibe that builds trust.
Here's a formula that's proven itself: performance-driven script + creative, raw look = perfect UGC for social media ads.
The Advantages of UGC in Paid Social
UGC doesn't just win with its "authentic" look — it delivers hard benefits that catapult your paid social campaigns forward:
1. Authenticity and credibility
UGC works especially well on social media because these platforms are shaped by user content in the first place. When users see content from other users, it automatically feels more credible and less salesy. In an era where customers scrutinize brand authenticity closely, that's a decisive advantage.
2. More engagement through real voices
UGC brings your brand down to eye level with real people. The direct address and genuineness of the content invites users to interact — boosting your ads' engagement rate and driving more visibility and interactions.
3. Cost-efficient and time-saving
Producing UGC is usually simpler and cheaper than professional photo shoots or video productions. A clean briefing for UGC creators and a few clear guidelines are often all it takes to get compelling, high-performing content. More on that below.
4. Social proof as an amplifier
Users trust other users. When customers see that others have had positive experiences, they're more likely to buy — that's social proof. And UGC delivers exactly that effect. In your potential customers' feeds, real people praising your product are often more convincing than classic ads.
UGC as a Lever for Your Performance Campaigns
UGC doesn't just work on the emotional level — it delivers on the performance level too. Here are some specific applications for UGC in paid social:
- Retargeting with UGC: users who've already shown interest can be re-engaged with UGC ads, amplifying the trust effect even further.
- Variations in testing: UGC is perfect for A/B tests. Different UGC variants can easily be tested against each other to find out which messages and formats perform best.
Why UGC in Paid Social Is Here to Stay
UGC in paid social is more than a trend — it's a small revolution in how we build ad campaigns. The authenticity, the low barrier to entry, and the strong performance make UGC an unbeatable tool for marketers. It brings us closer to the audience and creates a level of trust and interaction that classic ad formats struggle to reach. UGC has even made its way onto TV by now — there, too, you'll see people "authentically" describing and using products on camera.
UGC Creators – The New Stars of Social Media Marketing
If you've spent any time in the social media world, you've surely noticed the so-called UGC creators. These aren't the classic influencers with millions of followers — they're often everyday users who produce content with an authentic look. And that's precisely their advantage. They deliver the perfect blend of professional content and genuine "home video vibe" that resonates with users. Sounds exciting? It is!
What Makes UGC Creators So Special?
UGC creators specialize in producing content that looks like it was shot by real customers. No high-gloss perfection — a natural, real style that builds trust and connects with people. They're basically the "undercover marketers" of the social media game — and that's exactly what makes them so successful.
How UGC Creators Work: Script Meets Authenticity
A UGC creator typically receives a performance-driven script from the brand, laying out the key selling points and the flow. But unlike conventional productions, the creator has the freedom to present those points in their own relaxed way. The result: content that feels like an honest product recommendation, not an ad. High-quality output that still comes across natural and spontaneous.
A Typical UGC Creator Workflow:
- Briefing and script: the brand sets the framework and provides a through-line.
- Creative freedom: the creator adapts the guidelines to fit their style and personality.
- Shooting in the "realistic look": no expensive studio, no elaborate gear — the footage feels authentic and relatable.
- Finalization and review: the brand reviews the content and gives feedback before it goes live or gets integrated into ads.
Why UGC Creators Are a Secret Weapon in Paid Social
UGC creators have a knack for telling stories around your product that land with audiences — without leaving the impression of a classic ad. And the best part? Thanks to the authentic look, these ads often outperform conventional campaigns. The content feels like recommendations from real users, and that builds trust.
1. Cost-benefit effect
Compared to big influencers, UGC creators are usually far more affordable and more flexible to work with. Production is quick and simple, and the output is a perfect fit for social ads that win on authenticity.
2. Flexibility in testing
With UGC creators, you can easily test different approaches — content production is uncomplicated and quickly scalable. Ads can be flexibly adapted and served in multiple variants to see which content strikes a nerve with your audience.
3. A low barrier to entry for users
UGC creators bring a "hey, I'm just like you" feeling. Since they deliver "real" videos and photos instead of glossy productions, the barrier to entry for the audience is low. The result: ads that feel approachable and invite interaction without coming across as pushy advertising.
How to Find the Right UGC Creators for Your Brand
Not every UGC creator fits every brand. The key is finding creators who credibly match your product and your audience. Make sure the creator weaves the product naturally into their content and comes across as authentic — that's the only way to get the "realness effect" your campaign needs.
Tip: test multiple creators and analyze which approaches and personalities perform best. It often pays to build long-term partnerships with creators who strike the right tone for your brand.
UGC creators are the new stars of paid social, bringing the authentic look and creative flexibility your campaigns need for that extra boost.
Why You Need UGC for Your Marketing
User generated content puts your brand at eye level with users and delivers maximum credibility. With authentic content and a clever paid social strategy, you can win your audience's trust and lift your campaign performance to a whole new level. So get after that UGC — let real voices speak for you and hit the performance turbo!
