UGC content creation

Why your polished ads keep losing to a phone video

Your studio ad cost thousands. A customer’s shaky phone review gets more clicks for a fraction of the price. That’s the case for UGC content creation. User-generated content is video made by real creators, filmed on a phone, in their own words. It feels like a recommendation instead of an ad, which is why it often performs better on Meta and TikTok.

What’s the difference between UGC and influencer marketing?

With UGC, creators make videos for you to post and run as ads. They don’t post them to their own audience. With influencer marketing, the creator’s audience is the point. With UGC, the content itself is the point.

What our UGC content creation includes

• Angle strategy: which objections and motivations to test

• Creator casting based on who your customers actually are

• Briefs that guide the message without scripting every word

• Usage rights to run every video as a paid ad

• Variations: new hooks, lengths and captions for testing

How we’d approach it

Say you’re a natural deodorant brand and your Meta ads have stopped working. We’d start by reading your reviews, because customers usually name the exact objection your ads need to answer, like “I didn’t think natural deodorant actually works.” Then we’d brief eight creators on three angles: the skeptic test, the gym bag check and the switch story.

Each video gets three different hooks, so we’re testing 24 ads, not eight. Winners get more variations and losers get cut. A good outcome is a few proven angles and a steady flow of new videos before the old ones wear out.

What about AI-generated UGC?

AI can now create avatar “creators”, and the ad platforms make it easy. We use AI for edits, captions and variations, but the people on camera are real, because trust is the whole point of UGC. If an AI performer is ever used, it’s clearly disclosed.

How we brief UGC creators

A good brief gives creators the message and the guardrails, then gets out of the way. We share the angle, the key benefit, what to show on screen and what to avoid saying. We never hand over a word-for-word script, because that’s exactly what makes UGC sound like an ad.

Where it fits

UGC is part of our creators work, and it’s built for paid. Your videos run through paid social, and creators whose videos win can move into creator-led ads from their own handle. We cast creators across North America.

Need fresh ad creative? Book a free audit and we’ll show you the angles we’d brief first.