UGC · 28 June 2026 · 5 min read
What is UGC content and why brands need it
UGC (user-generated content) is content in the style of an ordinary user: honest reviews, unboxings, testimonials and product demonstrations. Unlike glossy advertising, UGC looks authentic and inspires more trust, which is why it delivers higher CTR and a lower cost per contact in advertising and on marketplaces. For brands, it's a way to obtain plenty of "live" content for different channels.
How UGC differs from influencer advertising
Influencer advertising is a placement in front of the creator's audience: you pay for reach to their followers. UGC is footage that the creator shoots for YOUR channels: your ad account, your marketplace listings, the brand's social media.
They're often combined: UGC clips are used as creatives in paid targeting and seeding, and then the best ones are scaled.
Where UGC works best
Social media advertising: authentic clips usually deliver higher click-through rates and lower CPM than studio creatives. Marketplaces: video reviews and unboxings on the listing increase conversion and reduce returns. Performance and seeding: UGC lands well with cold audiences.
How much UGC costs and how to order it
The cost depends on the number of clips and the creators involved. UGC is usually cheaper than classic video production thanks to its "homemade" format, while offering more variety for testing.
We select creators to match the brand's niche and tone of voice, prepare scripts and produce clips in the formats needed for each platform.
Frequently asked questions
Is UGC the same thing as reviews?
Reviews are a subset of UGC. In the broad sense, UGC includes reviews, unboxings, demonstrations and comparisons — any content "from the user's point of view".
Is UGC suitable for premium brands?
Yes, the format adapts to your positioning: you can produce clean, polished UGC that preserves the brand's image.
Who owns the rights to the UGC clips?
Usage rights are transferred to the brand under contract — you can run the clips in advertising and place them on your own channels.