How to Get UGC Ads at Scale: From Getting Started to Getting Conversions 2025
Learn UGC ads fast. Source creators at scale, build trust, and launch high-converting campaigns that boost reach and ROI in 2025. Start driving sales now.
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Let’s say you want to buy a new mattress.
You go online, you type what you’re looking for into the search bar, and instantly, you’re swarmed by ads coming in from all sides.
Sigh.
So, you take it to social media to see what other people recommend. Now – be honest – who do you trust more:
a) a mattress company saying they’re the absolute best with their gel foam, Euro top, and other jargon, or
b) a regular person posting about how they just got the best sleep of their life thanks to getting a new mattress?
Exactly.
What you’ve just seen (and what has likely influenced your buying decision) was an example of UGC ads. If you want to get into the game with your brand, too, keep reading, and we’ll tell you all about it!
The Basics: What Are UGC Ads?
User-generated content (UGC) refers to any kind of media created by social media users that promotes a brand.
This can include posts like photos, videos, Tweets, and even longer written pieces. Brands often use UGC in their marketing strategies, sometimes even designing campaigns specifically to encourage it.
Take Starbucks’ Red Cup Contest, for instance. The coffee giant invited customers to share creative photos of their iconic red cups during the holiday season. They curated the entries, picked winners, and rewarded them with prizes. The goal? To generate UGC and boost brand awareness.
Another example is BMW’s #BMWRepost on Instagram. They encourage customers to share photos of their cars, giving shout-outs to the best ones. This approach not only highlights happy customers but also subtly promotes the brand, enticing potential buyers.
It’s a win-win for both the brand and its audience.
Brands can partner with creators to source UGC. These collaborations often involve paying creators or providing them with free products in exchange for content. Working with creators in your niche is especially effective – they know how to produce content that drives results and already have an engaged audience you can tap into.
But how do you decide which UGC is worth using in your ads?
What Makes a Good UGC Ad Good?
The simplest answer is something we already mentioned: people trust content from other consumers way more than they trust content directly from brands.
So, making sure your UGC is top-notch is extremely important. But what exactly qualifies as high-quality UGC?
Here’s the checklist:
1. High-Quality Video
With people watching an average of 19 hours of online video weekly (according to Wyzowl), your content needs to stand out. High-definition videos will encourage viewers to watch and share.
2. Clear Audio
Background noise? Wind? Honking horns? These are all dealbreakers.
Make sure creators record in a quiet space to avoid audio distractions that can ruin the message.
3. A Catchy Hook
If you don’t grab the audience’s attention in the first few seconds, they won’t even watch the ad. So, don’t be afraid to get a little cheeky with this.
https://www.tiktok.com/@vanilla_swirlxx/video/7352734915311586565?q=skincare&t=1736875511057
4. Visible Creator Faces
People connect with people. Seeing the creator’s face builds trust and authenticity, making the content more relatable and convincing. There are some exceptions – such as ASMR videos, for example – but they still shouldn’t be posted on a completely faceless account.
5. Natural Lighting
Good lighting looks professional, yes, but it’s still a must, even if you’re going for a more raw vibe.
6. Authenticity
Today’s audiences can spot fake or overly polished content from a mile away. Honest, genuine information resonates far better than anything that feels staged. So, don’t micromanage your influencer’s tone – leave the ‘U’ in UGC.
https://www.tiktok.com/@skincarestan/video/7439350267314736416?q=skincare&t=1736875511057
7. Subtle Product Placement
The product should be visible but not scream “sales pitch.” Balance is key here; you can still highlight the product naturally while keeping the focus on the story or content.
8. A Relatable Story
People love a good story, especially one that addresses a problem or evokes emotion. A well-told story pulls in viewers, builds interest, and drives engagement – even if people don’t want to comment on the product, they’ll comment on the story.
What Makes Bad UGC Ads Bad
It’s hard to talk about great UGC without also mentioning what to avoid. So, after we’ve covered the do’s, let’s go over the don’ts.
Here’s what makes UGC flop:
1. Low-Quality Videos
Blurry, low-resolution videos aren’t just visually unappealing – they can make your brand look unprofessional. Worse yet, viewers might miss important product details.
2. Overused or Misapplied Filters
Filters can enhance visuals, but when overdone or poorly applied, they can make the content look messy or artificial. A blurry, filter-heavy image can turn viewers away.
3. Forced Opinions
Authenticity is key. If the creator’s opinion feels fake or overly rehearsed, the content loses its genuine appeal and starts looking like a sales pitch.
4. Bad Lighting
Just like good lighting can make the video look professional, poor lighting can ruin its quality. It can obscure details and make the video look amateurish, which is something you definitely want to avoid.
5. Single-Angle Shots
Variety keeps viewers engaged. Content filmed from just one angle can feel static and boring, which makes it hard to hold attention.
6. Filming on Snapchat or Instagram
Although these platforms are great for sharing, their in-app recording features often result in pixelated, low-quality videos that aren’t ideal for professional campaigns.
So, even if you or your creators don’t have access to professional equipment, an iPhone camera will do.
7. Outdated Content
UGC should feel fresh and relevant. Dated visuals or trends can make your brand appear out of touch unless the content is intentionally time-sensitive. Keep your finger on the pulse and use trending sounds and hashtags while they’re in their prime.
8. Excessive Shadows
Shadows can create flickers or uneven lighting that distract from the content and make it hard to watch. This goes hand in hand with good lighting – the best way to avoid issues is to invest in a ring light.
9. Cluttered or Noisy Backgrounds
Messy or distracting backgrounds make it difficult for viewers to focus on the message. Keep the backdrop simple, clean, and quiet.
10. Poor Audio Quality
Nothing kills engagement faster than bad sound. Whether it’s background noise or unclear audio, viewers need to hear the message loud and clear. If you want to add music to your video, make sure the creator’s voice is louder and clearer than it.
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About Dan Ragan
Founder of UGC Factory and expert in user-generated content marketing strategies. With over 10 years of experience in digital marketing, Dan helps brands leverage authentic content to drive engagement and conversions.
