UGC refers to user-generated content – reviews, videos, images, and experiences. In marketing, UGC builds trust and increases CTR and conversion rates, especially on social media and short video channels.
What is UGC?
UGC (User-Generated Content) refers to content created by customers or creators themselves: videos, images, stories, reviews, and experiences. It works because it feels authentic – another person presents the product or service in their own voice.
In short: UGC = authentic content from the audience or creators that builds trust and sales.
Where UGC Works Best (examples)
Short videos: TikTok, Reels, Shorts – product/feature 15–30 seconds, 1–2 hooks.
Product pages: image carousel, short clips, customer reviews.
Advertising: UGC-style ad looks native → better CTR/CVR.
B2B services: reference short videos, “before–after”, quick demo.
7 Steps to Implementation
Define the goal. Sales, lead, awareness? Choose one, it will guide the brief.
Choose the format. 9:16 vertical first (TikTok/Reels/Shorts). Length 15–30 seconds.
Write the brief. Benefit, 1–2 hooks, main points, CTA. Leave space for your style.
Choose creators. Customers, employees, or UGC creators. Important: relevance to the target audience.
Ask for proof. Show usage, before–after, tangible benefit. Avoid hyperbole.
Edit and version. 1 main clip + 2–3 hook variants, subtitled versions.
Measure. CPV, CTR, CVR, CPL/CPA – recycle the winning hook to a larger budget.
Good UGC Video Structure (15–30 seconds)
0–3 seconds: Hook (“This saved me 2 hours a week…”)
3–15 seconds: Show usage (quick demo, 1–2 benefits)
15–25 seconds: Proof (before–after, metrics, references)
25–30 seconds: CTA (buy, book, try)
Common Mistakes
Sales talk without showing → trust disappears.
Too long or slow start → viewer drops off.
No subtitles → viewing on mobile without sound suffers.
Same clip everywhere → channel-specific nativity is missing.
No rights → ensure usage rights (channels, duration, advertising).
FAQs
Does UGC have to come from a real customer?
No, but authenticity is important. A UGC creator can be suitable when the style is credible and usage is shown.
What is a reasonable budget?
Start with 2–4 videos/month per product/service. Test 3 hooks and scale the winner.
Is a contract needed?
Yes. Agree on usage rights: in which channels, for how long, can it be edited, can it be used in advertising.
Can UGC work in B2B?
Yes. A short reference or demo works when the benefit is tangible (time, money, process).
Creator or customer – which is better?
It depends on the audience. Test both. The key is clear benefit and proof.
CTA
Want to get a UGC series up and running quickly?
Order the UGC package – brief, creators, 4 clips, and testing plan within 30 days.
