What is UGC?
Nicklas Segatz Mortensen · Growth Hacker · Fractional CMO · Meta Ads Nerd · 8 July 2026 · 3 min.
Definition
UGC (User Generated Content) is ad content in a raw, authentic format that looks like it was created by an ordinary user or customer — rather than a polished, produced spot.
Also called: UGC, User Generated Content, User-generated content
Sådan virker det
Test — nye vinkler
Skalering æder kreativer: en vinder brænder ud, og uden en pipeline af nye vinkler stagnerer kontoen. En test-kampagne finder vinderne på hook rate og hold rate — kun de bedste vandrer ind i den skalerende kampagne.
01Why UGC converts
UGC works because it doesn't look like an ad. In a feed full of polished content, a raw, personal clip breaks the pattern and feels like a recommendation rather than a sale. It often drives a stronger hook rate and lower CPM, because people stop and listen as if a friend were talking.
But UGC isn't a shortcut around strategy. The best UGC ads are built on clear angles — problem/solution, before/after, honest review — and tested systematically. The format is authentic; the message still has to be sharp.
Sådan virker det
Test — nye vinkler
Skalering æder kreativer: en vinder brænder ud, og uden en pipeline af nye vinkler stagnerer kontoen. En test-kampagne finder vinderne på hook rate og hold rate — kun de bedste vandrer ind i den skalerende kampagne.
Frequently asked questions
Why does UGC work better than polished ads?+
Because it feels authentic. It breaks the pattern in a polished feed and reads as a recommendation rather than an ad, which typically drives a better hook rate and lower CPM. But the message still has to be strategic.
Should all creative be UGC?+
No. UGC is a strong format, but a healthy account tests several — UGC, product demos, animation, static images — and lets the winners scale. The format is a means, not an end.
Related terms
Glossary
What is hook rate?
Hook rate is the share of ad impressions that turn into 3-second video views — that is, how many people stop in the first few seconds instead of scrolling past.
Read the entry →Glossary
What is hold rate?
Hold rate is the share of viewers who keep watching the ad after the first few seconds — typically measured as the share who reach ThruPlay or watch a meaningful portion of the video.
Read the entry →Guide
The Meta Ads structure that scales in 2026
Read the entry →
Nicklas Segatz Mortensen
Growth Hacker · Fractional CMO · Meta Ads Nerd at Oaksmond
Growth hacker and fractional CMO with 10+ years' experience and hundreds of millions in managed ad spend behind him. Background from larger Danish and international scale-ups, and from the agency world.
Meet the team →