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 contentTest the message before scaling the budget.
Everyday colour.
One variable per comparison makes the learning easier to interpret.
01Define what the customer should understand or want.
Why 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.
Test the message before scaling the budget.
Everyday colour.
One variable per comparison makes the learning easier to interpret.
01Define what the customer should understand or want.
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.
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About the author
Nicklas Segatz Mortensen
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.
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