Organic vs paid UGC
Organic UGC is what real customers post on their own, like reviews and tagged photos. Paid UGC is made by creators a brand hires to film content in a natural, customer-like style, usually for ads.
Why it works in ads
UGC looks like the content people already scroll past on social feeds, so it often feels more trustworthy than polished brand ads. It's also faster and cheaper to produce in volume, which matters when ads wear out quickly.
The rules
Paid or gifted content must be clearly disclosed under the FTC's Endorsement Guides. Brands also need the creator's permission, and usually a written usage agreement, before running their content in ads.
Why UGC matters
Shoppers trust other people more than brands. UGC brings real voices into your marketing, and a steady supply of it keeps ad creative fresh without the cost of a full production shoot each time.
From one shoot to forty videos
A skincare brand replaced its single quarterly studio shoot with a group of UGC creators. Each month it tested dozens of short videos, kept the few that performed and paused the rest, which gave its ads a steady flow of new creative.
Common mistakes
No usage rights
Reposting a customer's photo in an ad without permission can create legal problems. Get rights in writing.
Skipping disclosure
Paid creator content must be labeled as an ad or partnership. Brands share responsibility for that.
Scripting it into an ad
Over-scripted UGC loses the natural feel that makes it work. Give creators a brief, not a script.
Where we work on this
The decision this number feeds into