UGC stands for user generated content: content made by ordinary people rather than by the brand. In advertising it is the raw material that makes an ad feel real in the feed.
A UGC video is filmed by a person at home, on a phone, in an everyday setting. It does not look like advertising, but it is used as advertising: the brand buys the content and runs it as a paid ad from its own account.
That makes UGC different from influencer marketing. Here you buy the content and the usage rights, not someone else's reach.
Meta and TikTok reward content that holds attention. An everyday face saying something concrete about the product stops the scroll more often than a production film.
The second reason is volume. UGC makes it economically viable to test ten angles instead of betting everything on one.
We start from the data in the ad account and write a brief covering the hooks to be tested. Then we cast creators who resemble the target audience, ship the product, quality-check the footage against the brief and cut several variants from each shoot.
Ordering one video and calling it a test. Not securing rights for paid usage. Writing the brief without looking at what already worked in the account. And letting the creator sound like a salesperson rather than a user.
We look at the ad account and the product first, then propose what to test.
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