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 →