UGC marketing
What is UGC (User Generated Content)?
User Generated Content is any content — video, photo, review, post — created by a user or an external creator in connection with a product or brand. In performance marketing, UGC is primarily short vertical video (9:16) from creators, used as ad creatives in Meta Ads and TikTok Ads campaigns.
This is not influencer marketing — a UGC creator does not need to have a large audience, because the material is distributed through the brand’s paid channels.
Why does UGC work better than traditional ads?
Authenticity beats perfection
92% of consumers trust recommendations from other users more than from brands. UGC looks like organic content — algorithms love it, and users don’t scroll past it automatically.
A/B test data doesn’t lie
In dozens of A/B tests for AdVibes clients, UGC consistently generates 2-5x higher CTR than professional productions at the same or lower CPM.
Algorithms reward native content
TikTok and Meta reward content that looks like native platform content. UGC in vertical format, shot on a smartphone, with natural language is “familiar” content to the algorithm.
📊 UGC creative CTR vs. professional video: on average 3.8x higher in Meta Ads campaigns on the Polish market (data from AdVibes client accounts, 2024-2025).
Types of UGC we produce
UGC Review / Testimonial
The creator, in a natural setting, speaks to the camera about their experience with the product. Highest trust score. Ideal for: supplements, cosmetics, lifestyle products.
UGC Tutorial / How-To
The creator shows step by step how to use the product. Education + value demonstration in one. Ideal for: tools, devices, beauty products.
UGC Unboxing
Unpacking the product with a natural reaction. Great for e-commerce where packaging and first impression are part of the product.
UGC Problem/Solution
The creator describes a problem they had, then shows how the product solved it. A classic story structure that engages emotionally.
What does the UGC production process look like at AdVibes?
Creative brief — analysis of the product, persona, and goals; precise brief (communication angle, format, hook, CTA)
Creator selection — micro-creators (5k-100k) or UGC creators matched demographically
Production and review — the creator records, delivers the material, 1-2 rounds of revisions
Campaign implementation — Meta Ads + TikTok Ads, A/B testing of hooks and CTA, scaling winners
UGC as part of the AdVibes service package
At AdVibes, UGC is an integral part of performance management — the basic creative package, including UGC, is included in the management fee. We know that without a steady flow of fresh materials, campaigns fall into ad fatigue.
Case study: UGC that made a difference
Institute of Microbiomics: implementing UGC caused a 240% increase in CTR with the same budget. Combined with account restructuring and adding TikTok — 145% business growth year over year.
Orientana: UGC from creators in the “sensitive skin” segment precisely reached the target persona. Result: 100% increase in the number of new customers with stable CPA.
How do I start with UGC if I’m a small brand?
Start with 3-5 pieces of content; that’s enough for the first A/B test
Choose creators who themselves use products similar to yours
The brief is more important than the price — a good brief produces good materials
Measure CTR and CPA, not likes — UGC must translate into campaign results
🚀 Want to see what UGC could look like for your brand? Book a free consultation — we’ll show examples and discuss the strategy. advibes.pl/kontakt
