Why UGC
People trust people.
Not adverts.
UGC (user-generated content) is short, natural video made by real people about your business. It looks like something a customer would post, because it's made the same way. Here's why it works, and what it can do for you.
The numbers
What the research says.
Sources are listed at the bottom of the page.
of people say recommendations from people they know are the advertising channel they trust most.1
of online shoppers say user-generated content highly impacts what they buy.2
higher click-through rate for creator-led ads on TikTok than for non-creator ads, at the same cost.3
as long watched before skipping: creator ads average 17.8 seconds, branded ads 7.9 seconds.4
The benefits
What UGC does
for a business.
It builds trust
A real person saying “this place is great” lands differently to a business saying it about itself. Shoppers say content from other people feels more authentic than brand or influencer content.2
It stops the scroll
UGC looks like the posts around it, so people watch instead of swiping past. On TikTok, ads made with creators get far more 6-second views than ads made without them.5
It shows what it's really like
What's the class like? How big is the portion? Is the salon friendly? A creator walking through the experience answers the questions people have before they book.
It makes ads work harder
Creator-led ads earn more clicks and more engagement than brand-made ads for the same spend.3 The same budget goes further.
It's more memorable
Ads made with creators for the platform are remembered more. TikTok found 27% higher ad recall in its research.5
It costs less than a shoot
No crew, no studio hire, no day of filming. A creator films on their phone, so you get several videos for less than one traditional production.
It gives you lots to test
Different creators, different openings, different angles. More videos means you can see what works and put your money behind it.
It keeps your feed alive
Posting regularly is hard when you're running a business. A steady supply of videos means there's always something new to share.
It reaches new people
Creators who look and sound like your customers help you connect with people who haven't found you yet.
For your business
How it helps
businesses like yours.
Take the fear out of the first visit
Most people put off a new studio because they don't know what to expect. A creator showing the welcome, the class and the feeling afterwards makes booking feel easy.
Show real results on real people
Before and afters, the treatment itself, and an honest reaction. That's what people want to see before trusting someone with their hair or skin.
Make people hungry
Food and drink are made for video. Research found over half of millennials had chosen a restaurant because of content from other consumers on social media.6
Show the product in use
Unboxings, routines and honest first impressions. TikTok found beauty ads that show the product being used keep more people watching to the end.5
Sell the feeling
Experiences are hard to describe and easy to show. A creator's reaction does the selling for you.
Compare
UGC vs the alternatives.
| UGC | Traditional ad | Influencer post | |
|---|---|---|---|
| Feels like | A real customer | An advert | A sponsored post |
| Cost | Low per video | High production cost | Depends on following |
| Speed | Days | Weeks | Varies |
| Posted on | Your own channels | Your own channels | Their channel |
| Use as ads | Yes | Yes | Sometimes |
| Best for | Trust, volume, testing | Big brand moments | Reaching their audience |
Where to use your videos
One video, lots of jobs.
- Instagram Reels and TikTok posts
- Instagram and Facebook Stories
- Paid ads on Instagram, Facebook and TikTok (with the paid ads add-on)
- Your website's homepage or booking page
- Emails and newsletters
- Screens in your venue
UGC FAQs
Common questions.
Is UGC the same as influencer marketing?
No. With influencer marketing you pay to reach someone's followers. With UGC you're paying for the video itself, which you post on your own channels or run as an ad. The creator doesn't need a big following.
Does it need to go viral to work?
No. Most of the value comes from people who already see your posts, or who see your ads, trusting you more and booking. Viral is a bonus, not the goal.
Do the videos have to say they're ads?
Yes. In the UK, content a business pays for should be clearly labelled as advertising. Every video we deliver is correctly labelled, so you're covered.
How many videos do I need?
Enough to test a few different angles. A pack of 4 is a good start. If you want a steady flow of content, a monthly plan works out cheaper per video.
Will it look cheap?
It should look natural, not cheap. Every video is briefed by us and quality checked before you see it, with up to two rounds of small changes.
Sources
- Nielsen, Trust in Advertising Study, 2021. View
- Stackla, Post-Pandemic Shifts in Consumer Shopping Habits, 2021. Survey of 2,042 consumers in the UK, US and Australia. View
- TikTok creator-led ads research, reported by EMARKETER. View
- Kantar research, reported by Net Influencer. View
- TikTok Marketing Science, creative effectiveness study, EU5 markets including the UK. View
- Stackla, Consumer Content Report, 2017. View
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