UGC · Guide

What is UGC? A guide for brands

UGC is everywhere on TikTok and Instagram, but what exactly is it, and why are more and more brands choosing it over traditional ads? In this article you'll learn what UGC is, why it works and how to get started.

What does UGC mean?

UGC stands for user-generated content: content made by real people instead of by the brand itself. Think of a video where someone honestly shares what they think of a product, an unboxing, or a "my favourites this month".

Today, when brands talk about UGC, they usually mean videos they have made by creators. The video looks like regular content from a user, but the brand can use it on its own channels or as an ad.

Why does UGC work so well?

It feels real. People quickly scroll past polished ads, but stop for someone honestly talking about a product.
It fits TikTok and Instagram. UGC looks like the videos people already watch there, so it stands out less as an ad.
It builds trust. An opinion from a "regular person" feels more believable than a brand talking about itself.
It's flexible. One video can be used on your own channels, in ads and even on your website.

Examples of UGC videos

Honest review or taste test: "I tested this for two weeks, here's my opinion."
Unboxing: opening an order, with the first reaction.
Try-on: trying on clothes and showing how to style them.
"Get ready with me": a routine where the product appears naturally.
Problem and solution: "I always struggled with this, until I started using this."

UGC or influencer marketing: what's the difference?

With influencer marketing you mainly pay for someone's reach: the influencer posts about your brand on their own account. With UGC you mainly pay for the video itself, which you use as a brand.

You can also do both: a creator makes the video for your channels and posts it on their own TikTok too. That way you get content and reach at the same time.

How do you start with UGC for your brand?

Set your goal. Do you want videos for ads, for your own socials, or also reach through the creator?
Choose the right creators. A creator who really fits your audience works better than someone with lots of followers who has nothing to do with your product.
Write a clear brief. Explain the product, what you want to show and what to mention or avoid. Then give the creator freedom, because that's what makes it feel real.
Start small and test. Begin with a few videos, see which work best, and make more of those.

Frequently asked questions about UGC

Can I use UGC videos as ads?

Yes, as long as you agree on it with the creator upfront. Also agree on how long and where you can use the videos.

How many followers does a UGC creator need?

For UGC videos you use yourself, follower count matters little: it's about the quality of the video. If you want the creator to post the video too, a real and engaged audience does count.

How quickly can you get UGC videos?

It depends on the creator and whether the product needs to be shipped first. Often you'll have the first versions within one to two weeks.

Want UGC for your brand?

At Hypiva we handle everything: the ideas, the creators and checking every video. You choose whether you only want the videos, or also a post on the creator's own channel.

See how it works

Want to become a UGC creator?

Love making videos and want paid collaborations with brands? Email patrick@hypiva.com with your TikTok or Instagram.