UGC in one minute
There are two ways people use the term. The first is content real customers post on their own, which a brand might share with permission. The second, and the one most brands hire for, is content a creator makes for the brand to use. The creator delivers the files, and the brand posts them or runs them as ads.
Where brands use it
- Organic posts on the brand account
- Paid ads on Meta, TikTok and YouTube
- Product pages and emails
- Marketplace and shop listings
Why it works
People are used to polished brand video and tune it out. A video that looks like a person talking about something they use feels closer to a recommendation. That is why UGC style content is common in ads.
What to ask for
- What the creator will deliver and in which formats
- How long you can use the videos and where
- How many rounds of changes are included
- Whether the creator posts anything to their own audience