What Are UGC Videos? Meaning, Examples and How to Make Them

What UGC videos are

UGC stands for user-generated content. It describes content that looks like an ordinary person filmed it on their phone: a woman in her car talking about her new favorite product, a man in his kitchen showing how he mixes his powder, or a mom describing the morning chaos with her kids.

In advertising, this style is used on purpose. Most UGC ads today don't come from random customers but from paid creators, or they're made with AI. What counts is the effect: the video feels like a recommendation, not an ad.

Why UGC works so well in ads

• It doesn't look like an ad. In a feed full of friends, recipes and memes, a glossy commercial feels out of place. A phone video fits right in.
• People trust people. Someone describing a problem you recognize builds trust faster than any product photo.
• It's cheap to create variations. One script with three different hooks gives you three ads you can test against each other.

The most important UGC formats, with examples

Problem and solution

The person describes a problem your audience knows and shows how your product helps. Example hook: “For three years I thought feeling bloated after lunch was just normal.”

Testimonial

A happy user talks about what has changed. Details make it believable: when, for how long, and what exactly is different.

Unboxing and first impression

The person opens the package and reacts to the packaging, scent and texture. This works especially well for products that sell on feel and quality.

Routine

The product is built into an everyday moment: the morning routine, winding down after work, a workout. The viewer sees herself in the scene.

Handling an objection

The person picks up a typical doubt, such as “Isn't this just expensive coffee?”, and answers it. These videos work particularly well for people who are already considering a purchase.

Us vs. them

The person compares your product with the usual solution without naming competitors. It makes clear why switching is worth it.

How a good UGC video is structured

1. Hook (0 to 3 seconds): a line or image that stops the scroll immediately. More on this in our video ad hook ideas.
2. Problem: specific and in your customers' words, not marketing speak.
3. Solution: what the product is and why it works differently.
4. Proof: ingredients, reviews, numbers or a short demo.
5. Call to action: what to do next, for example try an offer.

Make sure the video is shot vertically in 9:16 and that important text doesn't sit in areas covered by the profile picture, buttons or caption. You'll find the exact dimensions in Meta ad sizes, formats and safe zones.

Three ways to create UGC videos

Many brands now combine these options: real creators for their most important testimonials and AI creators for fast variations and new angles. How that works with AI and what to watch out for is covered in AI UGC videos and AI creators.

The most common mistakes

• The hook only arrives after five seconds because the person introduces themselves first.
• The script sounds like ad copy, not like a real person.
• There's only one version, even though two more hooks on the same production cost almost nothing.
• The video makes health claims that aren't permitted.

Frequently asked questions