UGC ads
Also called UGC-style ads, creator ads, user-generated content ads
What are UGC ads?
UGC ads are paid social ads built from user-generated content: photos, reviews or videos made by customers or creators rather than by the brand. Many are vertical selfie-style videos of a person showing and talking about a product. Brands also hire creators to make "UGC-style" content for ads.
UGC ads work because they look like the posts around them. A handheld video of a real person reads as a recommendation, not a commercial, which suits feeds like TikTok and Instagram Reels. On TikTok, brands can run creators' own posts as ads through Spark Ads.
Using someone's content in an ad needs their permission, and usually a written license that covers paid use, platforms and duration. Paid creators must disclose the partnership where platform rules and advertising law require it.
Why UGC ads matter
UGC ads add social proof to paid reach. People trust other customers more than brands, so a genuine review on video can outperform a polished studio ad for the same product.
They are also relatively cheap to produce in volume, which helps with testing and with replacing tired creative.
How to make UGC ads
- Collect content from happy customers, or brief creators who match your audience.
- Ask for a strong first line: a problem, a surprising result or a reaction.
- Get written permission for paid use on the platforms and for the period you need.
- Add open captions and a clear call to action in the edit.
- Test several creators and hooks against each other, and keep the best performers running.
UGC ads FAQ
Do I need permission to use customer content in ads?
Yes. Get explicit permission, ideally in writing, that covers paid advertising. Reposting organically with credit is different from putting someone's face in a paid ad.
What is a UGC creator?
A person paid to make content in the style of a customer review, for the brand to use in its own ads and posts. Unlike an influencer, they may not post it on their own account at all.
Related terms
User-generated content (UGC) is content made by customers or fans, not the brand: photos, videos, reviews and posts about a product.
Spark Ads are TikTok ads that promote existing organic TikTok posts, from your account or a creator's, keeping their likes, comments and profile link.
Influencer marketing is paying or partnering with creators who have an engaged audience to promote a product in their own content and voice.
Social proof is the tendency to follow what others do. In marketing it means reviews, testimonials, customer counts and endorsements that build trust.
A testimonial video features a real customer describing their experience with a business, used as social proof in marketing and sales.
Ad creative is the visible part of an ad: the image, video, headline and text people actually see, as opposed to targeting and budget.