What is UGC?
A simple guide to UGC content and UGC ads: what it is, why it works, and how to order it for your brand.
Abdulrahman Yaqut · Last updated:
What is UGC?
UGC stands for User-Generated Content: content made by ordinary users. In marketing, a UGC video is a short video that a real person films about a product or service in a natural style, just like what people post every day, and the brand uses it in its paid ads or on its own accounts.
The person who makes it is called a UGC creator or UGC content creator.
UGC terms at a glance
- UGC
- Short for User-Generated Content: content made by users.
- UGC video
- A short, natural-style video about a product or service, filmed by a real person.
- UGC Creator
- A creator who films these videos for brands and is paid per video.
- UGC ad
- A UGC video a brand runs as a paid ad on TikTok, Snapchat or Instagram.
- Hook
- The first two or three seconds of the video, which decide whether the viewer keeps watching or scrolls.
Why do UGC ads work?
- They look like regular content: on TikTok and Snapchat, people scroll past polished ads quickly, but stop for a video that looks like what they watch every day.
- They build trust: someone like the viewer shares their experience in their own dialect, and people believe that more than a traditional ad.
- Faster and cheaper: no studio and no film crew, so you get more videos for the same budget.
- Easy to test: order versions with different hooks and keep the best performers in your ads.
UGC vs. influencers vs. studio shoots
| UGC video | Influencer ad | Studio shoot | |
|---|---|---|---|
| What you pay for | The video itself | The post and access to their audience | Production, crew and location |
| Where it’s used | In your ads and on your accounts | Usually on the influencer’s account | In your ads |
| Look and feel | Natural, like regular content | Depends on the influencer’s style | Polished and obviously an ad |
| Testing many versions | Easy | Hard | Expensive |
More detail in UGC vs. influencers and UGC vs. studio.
Types of UGC videos
- UGC ad video: A short ad that sells from the first second.
- Honest review: A real experience that builds trust before purchase.
- Unboxing: The first impression, from the moment the box opens.
- How-to: A simple walkthrough that cuts down customer questions.
- On-location visit: Your place, through a customer's eyes.
- Product showcase: Your product's details, as customers would see them in hand.
- Talking to camera: Straight to camera, like advice from a friend.
- Faceless: Hands, product, and voice, no face.
- Hook variations: Several hooks for one video; keep the strongest.
Who is a UGC creator?
Someone who films videos for brands to use in their ads, and they don’t need to be famous. On UGCeer, creators are verified Saudis under contract with the platform, and each creator sets their services, price and delivery time on their profile.
What is UGC filming?
UGC filming means shooting the ad on a phone in a style that looks like what people post, instead of a studio with heavy lighting. Most UGC videos follow these steps:
- A short script that sets the hook, the message and the call to action.
- Filming on a phone in natural or controlled light, with close-ups of the product.
- Talking straight to camera, or a voiceover on shots of the product in use.
- Fast editing with on-screen text, in vertical 9:16.
See how quality levels differ in creator quality standards, and the video formats in content types.
How to start as a UGC creator
- Film a few short videos of products you already own to build a portfolio that shows your style.
- Focus on the hook, the lighting and clear audio: they are the first things a brand notices.
- Sign up as a creator on our creator site, then set your services, price and delivery time.
- Take orders and deliver consistent quality: reviews raise your visibility to brands.
How do you order a UGC video for your brand?
- Describe what you need in AI search, or browse creator profiles.
- Send the order at the listed price or request a custom offer. The creator replies within 24 hours.
- If it’s a physical product, ship it from within the platform.
- You receive the video with a watermark, then request a revision or approve it. The creator isn’t paid until you approve.
How much does a UGC video cost?
Each creator sets their own price based on experience and video type, and you see it on their profile before ordering. A platform commission is added based on your plan, and signing up is free. Details on the pricing page.
Other meanings of UGC
The same acronym is used elsewhere: in India, UGC is the University Grants Commission, and in games like Roblox it means items designed by players. This guide covers UGC in marketing and advertising.