Key points at a glance
- UGC (user-generated content) is content that looks as if real customers created it.
- Commissioned UGC is produced by creators specifically for brands, mostly for ads and social media.
- In ads, UGC works like a recommendation, fits the vertical format of social networks and can be tested in many variants.
- Usage rights, duration and channels should always be agreed in writing.
What is UGC?
UGC stands for user-generated content: content created by users rather than by a brand itself. Typical examples are short vertical videos in which a person shows, tries out or honestly talks about a product.
What is the difference between organic and commissioned UGC?
- Organic UGC is created voluntarily: customers post photos, videos or reviews of a product without being paid for it.
- Commissioned UGC is produced by UGC creators specifically for a brand. It looks like organic UGC but is created according to a briefing and is paid for.
For ads, commissioned UGC is almost always used, because it lets brands plan content, quality and usage rights.
Why does UGC work in ads?
- It feels like a recommendation: a real person talks about their experience, which builds trust.
- It fits the platform: vertical format, direct address and a natural look blend into the feed.
- It is produced faster than a classic advertising shoot.
- It is easy to test: several openings and variants quickly show which message resonates best.
Which UGC formats are there?
- Testimonial: A person explains which problem a product or service solved.
- Unboxing: Unpacking and the first impression.
- Tutorial: Showing step by step how something works.
- Before and after: A visible difference thanks to the product.
- Problem and solution: An everyday problem solved with the product.
- Hook variants: Different openings for the same video to test in ads.
How is a good UGC video made?
- Briefing: Target group, core message, must-haves and no-gos are defined.
- Hook: The first seconds decide whether someone keeps watching. A strong opening is a must.
- Script: A loose script gives structure without the video sounding memorised.
- Shoot: With a smartphone, good light and clear sound, at home or on location.
- Edit: Short cuts, subtitles and a clear call to action at the end.
- Variants: Several hooks and lengths so ads can be tested.
What do you need to know about rights and labelling?
Agree in writing how long, on which channels and in what form you may use a UGC video, in particular whether it will be used as a paid ad. If a creator also publishes the video on their own channel, it must be labelled as advertising.
How do you become a UGC creator?
You do not need a large following, but natural videos and reliability. A portfolio with a few different UGC videos shows brands what you can do. Beginners can start too, with a good briefing and script.
Conclusion
UGC combines the credibility of real recommendations with the predictability of advertising. With a clear briefing, a strong opening, several variants and properly agreed rights, UGC becomes one of the most effective formats for social media ads.
Frequently asked questions
AIMelanie Dincdemir
Marketing, digital business and business model development at Optivanta
This article is for general information only and does not constitute legal, tax or investment advice. It does not replace advice on your individual case. Despite careful research, we accept no liability for accuracy, completeness or timeliness; use is at your own risk. Articles bearing an author's name reflect that author's opinion. The provider of and party responsible for all content is Optivanta Solutions LLC. More in the imprint
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