UGC: why authentic videos convert better
What UGC content is, why it works so well in ads, and how to use it for your wellness, beauty or sport brand.
You’ve probably scrolled past those videos where someone talks to the camera about their routine, their favourite cream or their morning drink. That’s no accident: it’s UGC, and today it’s one of the most effective ad formats on Instagram and TikTok.
What exactly is UGC?
UGC stands for User Generated Content: content that looks like something a real customer would post. In practice, brands hire creators like me to produce these videos, then use them on their own accounts or in their ads.
The difference with influencer marketing? I don’t necessarily post on my own account: you buy the video and its usage rights, not my audience.
Why it works so well
It doesn’t look like an ad
On a feed, our brain instinctively skips visuals that are too polished. A video filmed in a real kitchen, with real light, blends in with content from friends… and holds attention.
It shows the product in real life
The texture of a cream, how a drink is made, a workout with an online programme: UGC answers the questions your customer asks before buying.
It’s easy to test
With several videos (different hooks, different angles), you can test in ads what converts best, then invest in the winner.
The formats I offer
- Talking to camera: I speak to the camera, like I would to a friend.
- Voice-over: shots of the product in use, with narration.
- Demo: gestures, steps, textures.
- Ad content: a format designed for paid ads from the script stage (hook in the first 3 seconds, subtitles, call to action).
You can see examples for Dr. Hauschka, Sorae or Fiit Fight Forever in my portfolio.
My world
I specialise in wellness, sport, nutrition, beauty and lifestyle. With my master’s degree in sports nutrition, I can talk about your products accurately, without exaggerated claims.
Want to try UGC for your brand? Have a look at my services or get in touch.