A UGC agency for ads that stop the scroll

What are UGC ads?

UGC ads are adverts made in the style of user-generated content: short, natural videos of real people talking about or using a product, usually filmed on a phone. Some use genuine customer content with permission; most are made by paid creators who film in that style. They look like normal posts in Facebook, Instagram and TikTok feeds, so people watch them instead of scrolling past.

Do UGC ads work?

Often, yes. UGC-style ads tend to perform well because they feel trustworthy, show the product in real life and answer real objections. But they are not magic. A UGC ad still needs a strong hook in the first seconds, a clear benefit and a reason to act now. We test UGC alongside other formats and keep whatever brings the lowest cost per sale or lead.

How UGC ads work in practice

1. Angles: we pick the reasons people buy, such as a problem solved, a comparison or a first impression.
2. Briefs: each creator gets a short brief with the hook, key points and call to action, but films in their own words.
3. Variations: several hooks and lengths are cut from each video.
4. Testing: ads run against each other and are judged on cost per result.
5. Iteration: winning angles get new creators and new versions.

UGC ads vs organic UGC

Organic UGC is content customers post on their own. It builds trust, but you cannot control when or what they post, and you need their permission to use it in ads. UGC ads are made on purpose, to a brief, with usage rights agreed, so you can test and scale them.

How much do UGC ads cost?

Creator fees vary widely by experience, video length, number of variations and usage rights. Rather than buying one expensive video, we recommend several lower-cost videos with different creators and angles, because testing finds winners faster than polish does.

What about AI UGC ads?

AI tools can now generate avatar videos in a UGC style. They can be useful for quick tests of scripts and hooks. We are careful with them: platforms and audiences increasingly spot and distrust fake testimonials, and ads must not imply a real customer experience that did not happen. Real creators remain our default for testimonials and demonstrations.

Creative is the main lever on Meta

Meta's automation now handles much of the targeting, so the ad itself decides who sees it and who buys. That makes a steady flow of new creative the most reliable way to keep results stable. See also our performance creative service.