People don’t trust traditional ads the way they used to. What works now is real people talking about real experiences. That’s why user-generated content (UGC) is everywhere—and it’s not slowing down in 2025.
Brands that use UGC video ads and social media posts from actual customers or UGC creators are seeing better results without blowing their ad spend.
The best UGC ads feel natural. They look like content, not ads. They come from satisfied customers, not hired actors.
And that’s what makes them work. Whether it’s short-form videos on TikTok or social media ads on Instagram, UGC campaigns give your brand a voice people actually listen to.
In this guide, we’ll show you how to use UGC-style ads to build trust, stay on-brand, and grow faster.
From finding the right creators to building high-quality UGC ads that fit your brand identity, this is how smart brands are doing it now.
Let’s get started!
What is User-Generated Content (UGC)?
User-generated content (UGC) is content made by real people—like customer testimonials, user generated images, and short form videos. Think of it as social media posts or video ads showing how your brand’s products are used in real life.
UGC video ads feel natural, not scripted. That’s why they work better than traditional ads. They bring social proof, build brand trust, and connect with your target audience.
In 2025, the best UGC ads come from creator partnerships, satisfied customers, and strong brand alignment. When you utilize UGC in your ad campaigns, you get authentic content that supports your brand identity—without blowing your ad spend.
Benefits of UGC Ads
UGC (user-generated content) ads work because they feel real. Instead of polished brand talk, you’re hearing from actual people. Here’s why that matters:
People trust people: When someone shares their honest experience, it feels more believable than a brand ad. That trust helps people feel good about buying.
More likes, comments, and shares: UGC looks like regular content, not a sales pitch—so people are more likely to engage with it.
Saves time and money: You don’t need a big budget or fancy shoot. Real customers are already making content you can use in your ads.
Helps people decide to buy: Seeing someone else use and like your product makes a big difference. It gives potential buyers that extra push.
Makes customers feel seen: Featuring someone’s post or video in your ads shows you’re paying attention. That builds loyalty and turns customers into fans.
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Different Types of UGC Ads You Should Know
UGC ads come in different formats, but the goal is always the same: real people talking about your brand in a way that feels authentic. Here are the main types to focus on:
1. Review Ads
These are straightforward: someone shares their honest opinion about your product or service. Think video reviews, written testimonials, or screenshots of positive feedback. Simple but powerful—they build trust fast.
2. Unboxing Ads
First impressions matter. These ads show the experience of opening your product for the first time, highlighting packaging, features, and excitement. They work well for eCommerce and physical goods.
3. Tutorial Ads
UGC creators walk through how to use your product, step-by-step. It’s educational, adds value, and helps potential customers see how the product fits into their lives.
4. Before-and-After Ads
These show the transformation. Perfect for beauty, fitness, wellness, or anything with visual results. They make an impact by showing real change from real people.
5. Lifestyle Ads
Your product isn’t the focus—it’s part of someone’s routine. These ads show how your brand fits into real life, making it relatable and aspirational without feeling salesy.
6. Reaction or Remix Ads
Popular on TikTok and Instagram, users respond to your content with duets, stitches, or remixes. It’s social proof with an interactive twist—and it helps extend your reach organically.
7. Story-Based Ads
A user tells a short story where your product plays a key role. These feel like mini-vlogs and tap into emotion, making them highly watchable and shareable.
How to Easily Create Effective UGC Ads
Creating high-quality UGC ads doesn’t mean overcomplicating the process or blowing your ad spend. It’s about using authentic content that connects with your audience and aligns with your brand. Here’s how to do it right:
➲ Work with the Right UGC Creators
- Choose creators who reflect your brand values and connect with your target audience.
- Look for people already using your brand’s products.
- Prioritize creators who make authentic UGC, not overly polished branded content.
➲ Give Clear Brand Guidelines
- Share your brand messaging, tone, and visual identity.
- Make sure UGC aligns with your overall brand image.
- Keep content on-brand while still letting creators be themselves.
➲ Use Real Experiences and Social Proof
- Highlight satisfied customers through customer testimonials, reviews, and reactions.
- Encourage users to post user-generated content like UGC videos, short-form videos, and user-generated images.
- Repurpose this content for social media ads, UGC campaigns, and video ads.
➲ Keep the Content Real, Not Perfect
- Focus on authentic content that feels like a natural social media post, not traditional ads.
- UGC-style ads perform better when they feel relatable, not staged.
- Use real stories and honest opinions—people trust that more than traditional advertising.
➲ Incorporate UGC Into Your Whole Strategy
- Use UGC ad creatives across your social media platforms, not just in one campaign.
- Blend UGC with creator content, sponsored content, and your own marketing strategy.
- Add UGC to your main ad campaigns—don’t treat it like an extra.
➲ Cover Legal and Content Rules
- Always get explicit permission from users before using their content.
- Respect intellectual property rights and community guidelines.
- Have a system for content moderation to avoid using anything off-brand or risky.
➲ Track Performance and Optimize
- Measure how different UGC videos or UGC-style ads are performing.
- Use customer feedback to improve future campaigns.
- Keep testing and updating your UGC ad creatives to see what hits.
You Can Also See: 9 Powerful UGC Platforms to Grow Your Business
3 Best UGC Ads Platforms
If you’re serious about growing with UGC ads, you need to post where your audience actually pays attention. Here are the three best platforms to run UGC ad campaigns in 2025:
1. TikTok
TikTok is the go-to platform for short-form videos and UGC-style ads. It’s built for authentic content, not traditional advertising.
With TikTok Spark Ads, you can boost creator content directly and turn it into high-quality UGC ads. Brands that utilize UGC here see more engagement, lower ad spending, and stronger brand trust.
TikTok’s algorithm helps even small creators reach your target audience.
2. Instagram
Instagram works well for both polished and raw user-generated content. Reels are perfect for short UGC videos that feel native to the platform.
Stories and social media posts from satisfied customers make your brand messaging feel personal.
You can easily repurpose customer testimonials and user-generated images into branded content for your social ads, keeping things visually appealing and on-brand.
3. YouTube Shorts
YouTube Shorts is a rising platform for UGC ad creatives. It combines high reach with a long content lifespan.
Brands use it for creator partnerships, product demos, and honest customer feedback. If your marketing strategy includes integrating UGC into multiple social media platforms, YouTube Shorts is worth adding.
It helps with brand engagement and offers more room to highlight your brand’s products.
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Highlight real-time activities like reviews, sales & sign-ups.
Implement UGC Ads in the Marketing Strategy
To grow your brand in 2025, you need more than traditional ads. You need user-generated content that feels real, relatable, and built for social media platforms. Here’s how to implement UGC ads into your marketing strategy the right way.
➨ Know Your Goal
Before launching a UGC ad campaign, ask: What do we want out of this? More brand trust? Higher clicks? Better social proof? Your goal helps you pick the right ugc videos, creator content, and platforms.
➨ Match the Platform
Each social media platform has its own style. Use short-form videos for TikTok, social media ads on Instagram, and social media posts on Facebook or YouTube. Try TikTok Spark Ads if you’re using paid. Make sure your UGC aligns with the platform format.
➨ Use High-Quality UGC Ads
Raw doesn’t mean low effort. You still need high-quality content—clear audio, good lighting, and on-point brand messaging. Make sure all UGC ad creatives follow your clear brand guidelines so you stay on-brand while keeping it casual.
➨ Turn Organic Content Into Ads
See a customer video that clicks? Get explicit permission and turn it into a social ad. This works better than most traditional ads because it feels like organic content, not sponsored content. That’s the game changer.
➨ Keep Brand Identity Consistent
Even with different voices, your brand identity and brand image should show through. Choose user-generated content that reflects your vibe and values. This builds brand loyalty and boosts brand engagement.
➨ Monitor, Test, Repeat
Track what works. Which UGC campaigns drive clicks? Which UGC-style ads get the most watch time? Use that to shape your future campaigns and lower your marketing expenses. Refresh your ad creatives often to avoid fatigue.
➨ Protect Your Brand
Always get explicit permission from creators. Respect intellectual property rights, follow community guidelines, and have a plan for content moderation in case of negative feedback or off-brand content.
Don’t Miss: 20 Jaw-Dropping User-Generated Content Examples
3 Real-World UGC Ads Examples That Work
1. ASOS: #AsSeenOnMe
One of the most recognizable examples of UGC advertising done right is ASOS’s #AsSeenOnMe campaign.
Instead of just using models, they encouraged customers to post photos wearing ASOS outfits and tag the brand. ASOS then shared that content on their site, socials, and even in ads.
It worked because the content felt real. Shoppers saw people who looked like them, not just polished photoshoots. That kind of authenticity builds trust and shows how the clothes fit in everyday life.
Plus, it gave ASOS a steady flow of content and made customers feel like part of the brand. It’s a perfect example of how UGC ads can drive engagement and sales without feeling like traditional marketing.
2. Calvin Klein: #MyCalvins
Calvin Klein’s #MyCalvins campaign is one of the best examples of how to use UGC to make your brand feel personal and real.
They kept it simple: wear something Calvin Klein, snap a photo, and share it with the hashtag #MyCalvins.
The brand didn’t just rely on models or celebrities—they opened it up to everyone. People of all shapes, styles, and followings started posting their own takes, and Calvin Klein reposted a mix of them.
It wasn’t just about looking perfect—it was about showing confidence and individuality.
That’s what made it stick. It felt real, not forced. And because the content came from actual fans, it encouraged more people to join in. The hashtag became a movement, not just a promo.
Why it worked:
- It gave people a clear, fun reason to participate.
- It lets the audience take the spotlight.
- It built trust by showing real people, not just polished ads.
3. LEGO: LEGO Ideas
LEGO’s “LEGO Ideas” is a great example of UGC that actually shapes the product. Here’s how it works: fans design their own LEGO sets and share them on the platform.
If a design gets 10,000 votes, LEGO reviews it, and if it’s approved, they turn it into a real product. The original creator even gets a piece of the profit and credit on the box.
Pretty cool, right?
It’s more than just asking for content—it’s about giving fans a real say in what the brand creates. People aren’t just buying a LEGO set anymore—they’re supporting a fellow fan’s idea.
That builds excitement, trust, and a ton of word-of-mouth buzz.
Every time a fan-made set launches, the story behind it spreads on social media, blogs, and YouTube. It’s authentic, it’s community-driven, and it works like free advertising.
Conclusion
UGC video ads are working because people trust people. User-generated content feels real, not scripted like traditional ads.
It shows your brand’s products in everyday life from satisfied customers or trusted UGC creators.
To grow in 2025, start integrating UGC into your marketing strategy. Use high-quality UGC ads, short-form videos, and clear brand guidelines. Make sure your UGC-style ads match your brand identity and values.
The best UGC ads build brand trust, lower ad spending, and boost brand engagement. So select UGC that aligns, encourages users to share, and keeps your UGC ad creatives authentic.
Boost Conversion Instantly
Add Social Proof & Urgency to your website
