UGC stands for ‘user-generated content’ - which is exactly what it sounds like, content that is generated by the user of a product. UGC is used everywhere by brands big and small. Typically you’d find it on websites as reviews, testimonials, and on social media.
UGC is used as its authentic, credible, offers diverse perspectives, and means that an audience can form an emotional connection with the content - rather than it coming from a faceless entity.
TikTok is a very DIY app, it’s a place where content in its purest and rawest forms thrives. If you saw a high-production, high-quality video in your feed - it would feel out of place and more often than not mean people would scroll away from it (as always there are some exceptions to the rule).
Brands have cottoned onto this and have leaned into a more authentic and natural approach to ads. Finding creators that are authentic to their brand, sending them products, and asking them to record record content.
It all comes down to the connection between the brand and the consumer. It’s incredibly difficult for brands that aren’t as established as huge legacy brands to form initial connections with their customers through their advertising. They’re a faceless entity, why should you listen to them anyway?
👇 Check out some great UGC we’ve found 👇
(Source: Modern Gents)
(Source: Cloud9)
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(Source: Casely)
UGC-style content breaks down this barrier and means that customers can form instant connections with people who share the same experiences as them.
Here are 5 winning UGC-style creative angles from last Black Friday, created by Hambi Media.
Ad Breakdown