Guide
What is UGC, in simple terms
A clear, simple breakdown of what UGC and UGC content are, what formats it comes in, how it differs from regular advertising, and why brands need it in 2026.
UGC (User-Generated Content) is video, photos and reviews about a product created by ordinary people rather than by the brand. Such content looks like a genuine recommendation, so it earns more trust than classic advertising.
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What UGC content is and its formats
UGC content is any material about a product or service created not by the brand, but by a person — a customer or an invited creator. Most often these are short vertical videos, but photos and written reviews count too. The main formats:
Video reviewsA person talks about the product on camera
UnboxingThe emotion of receiving a product
Photos & before/afterThe real result of using it
Reviews & recommendationsA customer’s honest experience
How UGC differs from regular advertising
Classic ads look polished and are instantly recognised as ads — so people skip them. UGC looks like an ordinary post from a friend, so people trust it and watch to the end.
Regular advertising
- Studio, actors, staging
- Obviously an ad
- Expensive and slow to produce
- Low trust
UGC
- Shot on a phone, “like real life”
- Looks like honest advice
- Fast and affordable
- High trust and conversion
Why brands need UGC
UGC solves the main problem of advertising — a lack of trust. Here’s what it gives a brand:
- higher trust — people believe other people, not brands;
- better conversion — real-life videos sell better than banners;
- lower content cost than full-scale production;
- plenty of video variants to test in ads.
We cover the business benefits in more detail in Why brands need UGC.
Where UGC is used
UGC videos are run in ads and placed where people decide to buy:
TikTokInstagram ReelsYouTube ShortsFacebook AdsProduct pagesMarketplacesEmail campaignsBrand website
Who creates UGC
UGC is filmed by UGC creators — people who can show a product naturally on camera. They don’t need a large audience: the brand pays for the video itself, not for followers. If you want to film this kind of content, start with the Who is a UGC creator page.
How to order a UGC video on UGC Create
- Start a project — describe your product and the result you need.
- Pick creators from the right niche by their portfolio.
- Get your videos in a few days and use them in your ads.
Frequently asked questions
What is UGC, in simple terms?
UGC (User-Generated Content) is content about a product (video, photos, reviews) created by ordinary people rather than by the brand. It looks like a genuine recommendation, so it earns more trust than classic advertising.
What is UGC content?
UGC content is the actual material in the UGC format: video reviews, unboxings, before/after photos, reviews. Most often these are short vertical videos for social media and product pages.
How does UGC differ from advertising?
Regular advertising looks staged and people instantly recognise it as an ad. UGC looks like a natural post from an ordinary person, so people trust it more and it sells better.
Why do brands need UGC?
UGC boosts trust and conversion, costs less than classic production, and provides many video variants to test in ads on TikTok, Reels, Shorts and Facebook Ads.
How much does a UGC video cost?
The price depends on the format, complexity and number of videos. What matters most is quality: a great video pays off through repeat sales, so aim for results rather than the cheapest option.
Where can I find UGC creators?
On the UGC Create platform: you start a project, pick creators from the right niche by their portfolio, and receive finished videos.
Need UGC videos for your brand?
Start a project on UGC Create — and get authentic videos from vetted creators within days.
