Customer-generated content (UGC) is produced by real people who use the product, and usually conveys more trust than a studio ad. In ads, it works when authentic, authorised and identified, and when its effect is measured against traditional creatives.
The essentials in a definition
Customer-generated content (UGC) is material created by real people who use the product and that the brand can, with permission, use in ads. It has credibility of its own, but requires consent, proper identification and compliance with the Unfair Commercial Practices Directive. Native formats on TikTok and Meta favour this style.
Why the authentic persuades
People trust those who look like them more than brand messages. Customers’ videos and photos show the product in real context, with the language and doubts of buyers. This narrows the gap between promise and experience.
UGC does not have to be perfect: reasonable light, clear sound and a simple message usually suffice. What matters is credibility.
How to collect with permission
Ask customers to share content, with a clear and simple invitation, and obtain written permission to use the material in ads, with term, channels and territory. Explain how it will be used and respect image and privacy rights.
If you offer incentives, declare them transparently, in line with advertising and platform rules, and never condition reviews on being positive.
From customer to ad, with permission
- Invite customers to share
- Obtain written permission and identify incentives
- Choose and adapt the best content
- Measure against studio creatives and renew
Turning it into an ad
Choose content that shows the benefit within the first seconds, add subtitles, a clear call to action and the customer’s identification, if authorised. Test several examples and formats, and keep diversity of voices and situations.
Beware of claims: what the customer says must be true and representative, and the company answers for the ad, even if the content is the customer’s.
A real customer telling the truth is worth more than a well-produced slogan.
Measure and maintain
Compare UGC performance with studio creatives, under equivalent conditions, and track retention, qualified clicks, conversion and margin. Renew regularly, to avoid fatigue.
Keep a record of permissions, end-of-use dates and results, to withdraw content when the right expires.
Decision table
| Element | Good practice | Risk |
|---|---|---|
| Permission | Written, with term, channels and territory | Using without rights |
| Authenticity | Real content, without excessive scripting | Looking staged |
| Incentives | Declared transparently | Hiding a commercial relationship |
| Claims | True and representative | Promises the product does not meet |
Common mistakes to avoid
- Using content without asking. It breaches rights and can generate complaints.
- Staging too much. The authenticity that justifies the format is lost.
- Selecting only the most extreme. It may mislead about the typical result.
How to measure the result
Compare retention, qualified clicks, conversion and margin of UGC with studio creatives, and track permissions and usage terms.
Limits and exceptions
UGC performance varies by sector and audience, and technical quality may limit use in certain formats. There are reputational risks if the customer changes their mind or the content ages badly. Rules on incentives and identification vary; confirm them and keep a careful record of permissions, terms and changes.
Illustrative example
Illustrative example: a footwear brand invites customers to share short videos wearing the shoes, obtains written permission for six months and tests four videos as ads against a studio creative. Two customer videos have better retention and lower cost per qualified visit. The brand renews the selection every month and withdraws content at the end of the term.
Frequently asked questions
Is UGC always better than studio content?
No. It often wins on trust, but should be tested in each case.
Do I need permission to use a customer’s content?
Yes. Obtain it in writing, with term, channels and territories defined.
Can I offer something in return?
You can, provided you declare the incentive transparently and do not condition the sense of the opinion.
Which UGC format works best?
Short usage videos and natural testimonials, with good captions and a clear action.
How do I avoid legal problems?
With written permissions, identification of incentives and true claims, in line with advertising rules.
UGC persuades through authenticity when authorised, identified and true; test it against studio creatives and measure the effect before scaling.
Sources and recommended reading
- Unfair Commercial Practices Directive (2005/29/EC)
- TikTok Business Resource Centre
- Meta Business Help Centre
Last editorial review: October 2026. Informational content; always confirm current conditions in the official sources before deciding.