Creative and testing
User-generated content (UGC)
Ads that look and sound like content made by real customers or creators, often filmed on a phone.
What it is
UGC can be genuine customer content used with permission, or creator-made content in that style.
Why it matters
For lead generation and e-commerceIt feels native in social feeds and carries the credibility of a person rather than a brand.
In practice
Brief creators on the angle and the claim limits, collect several takes, and test them like any other creative.
A common mistake
Assuming the format works by itself. UGC with a weak angle fails like any other weak ad.