Common questions about User-Generated Content, answered.
What is user-generated content (UGC)?▾
User-generated content is content — reviews, photos, videos, social posts — created by real customers or users rather than the brand itself. In advertising, UGC-style creative mimics this authentic, unpolished feel because it reads as a genuine recommendation rather than a corporate ad, which is why it often outperforms studio production on social feeds. True UGC is organic; UGC-style ads are produced to look the same way.
What's the difference between UGC and creator-generated content (CGC)?▾
UGC is made by genuine, often unpaid customers documenting their real experience. Creator-generated content (CGC) is made by paid creators or influencers commissioned to produce content in that authentic style. UGC carries maximum authenticity but is unpredictable to source; CGC is reliable and on-brief but is paid and must be disclosed as such. Many brands blend both.
Why does UGC perform well in ads?▾
Because it reads as a peer recommendation, not an advertisement. Social feeds train people to scroll past polished brand ads, but content that looks like a real person filmed it on their phone slips past that filter and borrows the trust of word-of-mouth. UGC also tends to show the product in real use, which answers buyer questions more convincingly than a studio beauty shot.
How do I source UGC?▾
Several ways: encourage and collect customer posts and reviews (often via hashtags or post-purchase prompts), run campaigns that invite submissions, or commission creators to produce UGC-style content (technically CGC). Always secure rights before using customer content in paid ads — a public post is not automatic permission. A simple usage-rights agreement protects you.
Do I need permission to use customer content in ads?▾
Yes. Reposting or running a customer's photo or video in a paid ad without explicit permission risks both legal exposure and damaged goodwill. Get clear, written usage rights specifying where and how long you'll use the content. For paid creators, also ensure proper advertising disclosure (e.g. #ad) to comply with FTC and platform rules. Authenticity doesn't waive the need for consent.
