UGC: definition & how to use it

As users feel increasingly overwhelmed by advertising, brands need to find more original ad formats. The goal is to stay memorable without wearing people out. The UGC format is therefore particularly compelling for advertisers right now.

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What is UGC?

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UGC stands for User Generated Content. It refers to content that was not created by a brand, but directly by users, and that helps raise awareness of that brand.

There are several types of user-generated content, including:

• Text: customer reviews, ratings, and comments.
• Videos: social media posts, stories, reels, and TikToks.
• Photos: social media posts, photo contests, and moodboards.

Over the past few years, many brands have embraced UGC and integrated it into their advertising strategy. The goal is to incorporate content that feels as authentic as possible when talking about the brand.

Among the formats listed above, one stands out as especially popular right now: a smartphone-shot video, with a person speaking directly to camera about the brand or highlighting a product. That is the format we will focus on in this article.

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Why is it interesting for advertisers?

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• The main appeal of the UGC format is that it conveys information that is — or at least feels — authentic and transparent. One of the first things you notice in a UGC format is the spontaneity: the person in the video speaks freely about the brand and its products. There is a sense of peer-to-peer equality at play — if someone is highlighting a product or talking about a brand, it is because, presumably, their experience was a positive one.
  
  
• UGC can be used at every stage of the conversion funnel. At the acquisition stage, it is a fairly straightforward way to build brand awareness, since it carries a word-of-mouth quality between the viewer and the person talking about your business. At the retargeting stage, this type of content can be the nudge that tips a user toward converting. If a user has already heard of the brand, hearing a positive review from another consumer is a powerful reassurance signal.
  
  
• Video UGC has the distinctive quality of speaking directly to the viewer. This is a major driver for generating site traffic and improving brand image. The direct address encourages users to click through and visit the site. On top of that, the points made in the video add value to the user experience and reinforce the brand concept, all of which contributes to a stronger brand image.
  
  

Best practices for high-performing UGC formats

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• Keep the video short: the idea is to quickly share your take on a brand or product. A video that drags on risks not being watched in full, which means users will miss part of your message.
• Make sure the delivery feels structured but stays natural. In a UGC format, you want the viewer to feel that the person on screen is a genuinely satisfied customer. Spontaneity is essential for performance, but the video still needs enough structure to keep the viewer engaged.
• Make sure you have all the necessary rights to use the video.

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