UGC content
UGC content for brands whose polished ads have stopped working. Real people film themselves using your product at home, in plain light, on a phone. It looks like a post from a friend, which is exactly why it often outperforms studio video in a feed.
Free: a 30-minute call, an action plan and a price range in writing.
Inside a
UGC project
Angles to test
Three or four reasons to buy, each turned into its own short script: problem, result, comparison, unboxing.
Creator selection
Everyday creators who look and sound like your customers, matched by age, lifestyle and language.
Scripts and shot lists
Loose scripts with the key points and the first line written out, so the video sounds natural but stays on message.
Multiple hooks
Several opening lines filmed for each video, so the ads can test which first two seconds stop the scroll.
Editing for each platform
Vertical cuts with captions for Reels, Stories, TikTok and Shorts, plus a square version for the feed.
Usage rights
Written permission to use the videos in organic posts and paid ads, for an agreed period.
Short videos
people watch to the end
I edit vertical reels with captions, because most people watch without sound.
- The key point in the first seconds
- On-screen captions
- One reel, several formats
From brief to
ready-to-run videos
Brief
Your product, customer, claims you can and cannot make, and where the videos will run.
Scripts and casting
Angles and scripts approved by you, creators chosen to match your buyers.
Product shipping
You send products to the creators; they film at home in their own setting.
Review and edit
Raw clips checked against the brief, then edited into ad-ready versions with captions.
Testing
Videos go into your ads; the winners tell you which angle to make more of next round.
UGC content
pricing
Quoted individually in Canadian dollars, depending on the number of videos, creators and usage rights.
Scripts, creators, editing and rights, delivered with my trusted partner.
- Several hooks per video
- Vertical and square versions
- Usage rights agreed upfront
I test the UGC videos in Facebook and Instagram ads. Setup $650.
See Meta ads→Why UGC works,
and when it does not
What UGC content is
UGC stands for user-generated content: photos and videos made by ordinary people rather than by a brand or a production studio. In advertising, the term now usually means something more specific: short, first-person videos made by paid creators who show your product the way a real customer would. Filmed on a phone, in a kitchen or a bathroom or a car, talking straight to the camera.
That style matters because of where these videos run. On Instagram, Facebook and TikTok, people scroll past anything that looks like an ad. A video that looks like a friend's recommendation gets watched for a few more seconds, and in a feed those seconds decide whether the ad works at all.
Why it often beats studio video in ads
- It blends in. It looks native to the platform, so viewers give it a chance.
- It speaks like a customer. Real objections and real reasons to buy, in plain language.
- It is quick to produce. New angles can be tested in weeks, not months.
- It is easy to vary. Different hooks, lengths and captions from the same footage.
Ad platforms reward fresh creative. When the same video runs for months, results usually decline as people tire of it. UGC makes it practical to keep a steady supply of new ads. For a broader look at what makes ads stop the scroll, see ad creative that works.
When UGC is not the answer
UGC suits physical products and simple services people use personally: skincare, supplements, kitchen gadgets, pet products, apps, clothing, meal kits. It suits less well complex B2B services, luxury brands that depend on a polished image, or anything that cannot be shown in someone's home. In those cases, video ads filmed at your workplace or a well-produced explainer are usually better.
UGC also does not fix a weak offer. If the price, landing page or shipping terms put people off, a great video just sends more people to a page that does not convert.
Claims and rules in Canada
Creators should only describe their genuine experience. Before and after claims, health effects or "cures" need support, and some categories, such as natural health products and cosmetics with drug-like claims, are regulated in Canada. The Competition Act also covers misleading performance claims. Ad platforms add their own rules on before-and-after images and personal attributes. I build the script around what can be shown and said safely, and you approve every claim before filming. If videos will run in Quebec, they need French versions, best filmed by French-speaking creators your own team briefs; the scripts I write are in English.
From videos to sales
UGC pays off only when it is tested properly. I run Meta ads myself, so the videos go straight into structured tests: several hooks against each other, then the best angle against your current best ad. For online stores, this works especially well with catalogue and e-commerce ads. The results tell you what to order in the next round. A typical pattern: one angle clearly wins, for example "I was sceptical, then...", and the next batch explores that angle with new creators and new settings, while weaker angles are retired. Over a few rounds, you build a library of proven ads instead of guessing each month.
How it is delivered
I deliver UGC production with a trusted partner who works with the creators and handles editing. I write the angles, approve scripts and creators, check claims, and run the ad tests. The agreement, deadlines and contact stay with me, and the finished files and rights are yours.
Pages that go with UGC
UGC content FAQ
What is the difference between UGC and influencer marketing?
With influencers, you pay mostly for their audience: the post goes out on their account. With UGC, you pay for the video itself: the creator may have few followers, and the content runs on your profiles and in your ads. Many brands use both, but for ad creative UGC is usually the more predictable buy.
Do the creators have to be customers?
Not necessarily. Some UGC comes from real customers who agree to share it, which is great when you can get it. Most ad-ready UGC is made by creators who receive the product and film an honest first-person video. They must actually use the product and should not make claims they cannot back up.
Can UGC make health or beauty claims?
Only claims you can support. Health products, supplements and some cosmetics have strict rules in Canada about what can be said, and ad platforms add their own limits. I keep scripts to experience and visible results, and you confirm every claim before filming.
How many videos should I start with?
Enough to test a few angles properly, usually several videos with different hooks rather than one perfect video. The first round is about learning which message works; the second round makes more of the winners.
Who owns the videos?
Usage rights are agreed in writing with each creator before filming: where you can use the videos, for how long and whether paid ads are included. The files are delivered to you and stored in your accounts.
Get UGC videos
for your ads
Send me a link to your product and where you advertise now. I'll reply within one business day with a suggested first round.