UGC that sells because it feels real.

User-generated content, or UGC, is content that looks and feels like it was made by an ordinary customer rather than a brand: someone unboxing your product, showing how they use it, sharing their honest opinion or describing the problem it solved for them. Because it feels genuine, people tend to watch it longer and believe it more.

There are two main types. Organic UGC comes from your real customers, such as reviews, photos and videos they share. Commissioned UGC is made by creators who specialize in producing authentic-style content for brands, usually without posting it on their own accounts. Both are valuable, and many brands use a mix.

UGC is especially powerful in paid social ads. Ad platforms such as Meta and TikTok reward content that holds attention, and native-looking UGC videos often beat traditional ads on cost per click and cost per purchase. Having a steady supply of fresh UGC also makes it easy to test new angles and replace ads before they tire.

Our UGC service covers the whole process. We write briefs with clear hooks and talking points, find creators who suit your audience, ship products where needed, review drafts and deliver edited, ready-to-run files in the right formats. We also help you collect and request permission for content from your existing customers.

Usage rights are agreed in writing for every piece of content, so you know exactly where and for how long you can use it.

Testing is where UGC really earns its keep. Having several creators talk about the same product from different angles shows you which hooks, benefits and personalities your audience responds to. Those learnings then shape your other marketing, from website headlines to email subject lines, because you have real evidence of what makes people stop and listen.