User-generated content (UGC) dominates ad results on Meta and TikTok. It feels authentic, it breaks through ad blindness, and it converts better than produced studio content. But there's a big difference between good and bad UGC.
What makes UGC effective?
The best UGC feels like a recommendation from a friend, not an ad. It starts with a strong hook (the first 3 seconds), shows the product in use, and ends with a clear reason to buy. It's filmed on a phone, not with a studio camera. The lighting is natural, not perfect. The person talks to the camera as if they're sending a voice note, not reading a script.
Finding and briefing creators
Find creators via platforms like Insense, Billo, or just Instagram DMs. Look for people who match your audience, not necessarily influencers with a big reach, but people who come across as authentic. Send a clear brief: which product, which message, which format, but let the creator choose their own words. Give guidelines, not scripts.
Always brief multiple hooks. Have the creator record the same video 3 times with a different opening: "This product changed my routine", "I was sceptical at first but...", "Everyone asks me what I use". That way you can test hook variations without producing new content.
UGC + AI: the future
The latest development is AI-generated UGC. Tools can now produce realistic videos in UGC style, complete with voice-over and product shots. This isn't a replacement for real UGC, but an addition for testing. Make 10 AI variations to test your hooks, then invest in real UGC for the winning concepts. The best of both worlds.