What is UGC?
UGC (user-generated content) is content made by users or customers about a brand, product or service: think of reviews, photos, videos and social posts. UGC counts as authentic social proof and is increasingly used as ad material in Meta Ads.
Why does UGC work so well?
Consumers trust other consumers more than brands. UGC looks authentic, scores high on engagement and fits the native feed better than polished studio images. In Meta Ads, UGC ads often perform better on CPA than professional creatives, because they feel less like an ad.
Collecting and using UGC
Actively ask customers to share a review or photo after a purchase. Work with micro-influencers who create content in a UGC style. Always get written permission before reusing content in paid ads: you legally need the creator’s consent.
UGC and social proof
UGC in ads increases trust and lowers barriers in the funnel. Combine it with real customer reviews on the landing page for maximum impact on the conversion rate.
Can I always use UGC in ads?
No. Always ask the creator for explicit written permission before you use UGC commercially.
What is the difference between UGC and influencer content?
UGC is created spontaneously by real customers. Influencer content is sponsored and made to order. More at developers.google.com/search.