Let’s be honest—nobody trusts traditional ads anymore. When was the last time you bought something because a perfectly polished commercial told you to? Yeah, me neither.
Here’s what actually works: real people, real experiences, and real content. That’s where User-Generated Content (UGC) comes in, and spoiler alert—it’s not just a trend, it’s literally changing how brands connect with customers.
Whether you’re a young entrepreneur building your first brand or a business owner looking to level up your marketing game, this guide will show you exactly how UGC ads are crushing it in 2025, with real examples you can learn from today.
What Makes UGC Content Actually Work?
Before we dive into the juicy ugc content examples, let’s talk about why this stuff is so powerful.
Traditional advertising feels like your friend’s parents trying to be cool—awkward and trying too hard. UGC is like getting a genuine recommendation from someone who actually gets it. It’s authentic, relatable, and most importantly, it doesn’t feel like marketing even though it absolutely is.
According to industry research, consumers are 2.4 times more likely to view user-generated content as authentic compared to brand-created content. That’s not just a stat—that’s your entire marketing strategy right there.
The Best UGC Ads That Broke the Internet
1. GoPro: Turning Customers into Content Machines
GoPro basically wrote the playbook on ugc ad examples. Their entire brand is built on content created by users doing insane things with their cameras—surfing massive waves, jumping out of planes, or filming their pets doing ridiculous things.
Why it works: GoPro doesn’t just ask for content; they make their customers the heroes. Every video shows what’s possible with their product, and it’s way more convincing than any scripted commercial could ever be.
The takeaway: Your customers are already creating content. Your job is to make it easy for them to share it with you.
2. Airbnb’s #WeAccept Campaign
Airbnb crushed the UGC game with their #WeAccept campaign, collecting thousands of user-generated ads showing real hosts and real guests from diverse backgrounds. These weren’t polished photoshoots—they were authentic snapshots of real experiences.
Why it works: It aligned with their brand values while letting their community tell the story. No corporate messaging could have achieved the same emotional impact.
The takeaway: UGC works best when it connects to something bigger than your product.
3. Glossier: The Beauty Brand Built on Real Faces
Glossier basically said “peace out” to traditional beauty advertising and went all-in on real customers with real skin. Their Instagram is flooded with user generated commercials featuring actual customers—acne, freckles, and all.
Why it works: Beauty advertising has been fake for decades. Glossier’s UGC approach feels like a breath of fresh air because it actually represents how people look.
The takeaway: Imperfection is your superpower in UGC marketing.
Next-Level UGC Ideas You Can Steal Right Now
Create a Branded Hashtag Challenge
Remember the #IceBucketChallenge? That was basically the OG viral UGC campaign. You don’t need a cause that big—you just need something fun and shareable.
Example in action: Chipotle’s #LidFlipChallenge got 230 million views on TikTok. People just flipped bowl lids. That’s it. Simple, fun, shareable.
How to do it: Make it easy, make it fun, and give people a reason to participate beyond “please promote our brand.”
The Unboxing Experience
Unboxing videos are massive on YouTube and TikTok. If your packaging game is strong, encourage customers to film their first impressions.
Pro tip: Include something unexpected in your packaging—a handwritten note, stickers, or a small gift. It gives people a reason to film and share.
Before-and-After Transformations
These work for basically any industry—fitness, home decor, food prep, skincare, you name it. People love seeing transformations, and they love sharing their own.
Example: A meal prep service could encourage customers to show their “chaotic kitchen before” versus “organized meal prep after” content.
Behind-the-Scenes Content
Ask your customers to show how they use your product in their daily lives. These ugc ads and banners feel authentic because they’re literally just slices of real life.
Example: A coffee brand could encourage customers to share their morning coffee ritual, showing where and how they enjoy their brew.
Best UGC Ads: Platform-Specific Strategies
Instagram: The Visual Storytelling King
Instagram is still the heavyweight champion for visual UGC content examples. Stories, Reels, and regular posts all work, but the key is making content that feels native to the platform.
What works: High-quality photos and short-form videos that showcase your product in real-life situations. Encourage customers to tag your brand and use your branded hashtag.
Pro strategy: Create a highlight reel of the best UGC on your profile. It serves as social proof and encourages more submissions.
TikTok: Where Trends Are Born
TikTok is UGC on steroids. The entire platform is designed for user-created content, and brands that embrace the platform’s authentic, sometimes chaotic energy win big.
What works: Challenges, trends, and content that doesn’t take itself too seriously. The more it looks like an ad, the worse it performs.
Pro strategy: Partner with micro-influencers who can create UGC-style content that feels genuine to their audience.
YouTube: Long-Form UGC Power
YouTube reviews, tutorials, and unboxing videos are some of the most influential user generated ads out there. People spend serious time researching on YouTube before making purchases.
What works: Product reviews, how-to videos, and comparison content. These videos often rank in Google search too, giving you double the visibility.
Pro strategy: Send products to relevant YouTubers in your niche and let them create honest content. Don’t script it—authenticity matters more than polish.
Twitter/X: Real-Time Reactions
Twitter is perfect for quick reactions, testimonials, and real-time UGC during events or product launches.
What works: Customer testimonials, funny observations about your product, and screenshot-able quotes.
Pro strategy: Retweet and engage with customer posts. It encourages more people to share their experiences.
How to Actually Get People to Create UGC
Here’s the thing—people won’t just magically start creating content for you. You need to make it worth their while.
1. Make It Easy
Don’t ask people to jump through hoops. The easier you make it to participate, the more content you’ll get.
Example: Create a simple branded hashtag and put it everywhere—on your packaging, in your email signature, on your website.
2. Incentivize Without Being Obvious About It
You can offer rewards for the best UGC submissions—discounts, features on your page, or entry into a giveaway.
The key: Make people want to participate because it’s fun or rewarding, not just because you’re bribing them.
3. Showcase Existing UGC
When people see their content featured on your brand’s channels, it encourages others to create content too. It’s social proof in action.
4. Ask at the Right Time
Timing matters. Ask for UGC right after someone has a positive experience with your product—right after delivery, after they use it for the first time, or after they achieve a result.
Legal Stuff You Actually Need to Know
Real talk: you can’t just steal people’s content and use it in your marketing. Here’s what you need to do:
Get Permission
Always ask for permission before using someone’s content in your ugc ads and banners. A simple DM or comment asking “Hey, can we share this on our page?” goes a long way.
Give Credit
Tag the original creator and give them credit. It’s not just legally smart—it’s good karma and encourages more UGC.
Use a Rights Management Tool
If you’re serious about UGC marketing, invest in a tool that helps you collect and manage rights for user-generated content. It’s worth it to avoid legal headaches down the road.
Measuring UGC Success: Metrics That Actually Matter
You can’t improve what you don’t measure. Here’s what to track:
Engagement Rate
Are people liking, commenting, and sharing your UGC posts more than your regular content? If yes, that’s your signal to do more of it.
Conversion Rate
The ultimate test: is UGC actually driving sales? Track clicks and conversions from UGC posts versus traditional content.
Volume of Submissions
How many pieces of UGC are you receiving? If that number’s going up, you’re doing something right.
Reach and Impressions
UGC often performs better algorithmically because platforms favor authentic content. Track whether your UGC posts are reaching more people than your branded content.
Common UGC Mistakes (And How to Avoid Them)
Being Too Controlling
The biggest mistake brands make is trying to script UGC. That defeats the entire purpose. Let people be authentic, even if it’s not perfectly on-brand.
Not Engaging With Creators
When someone creates content about your brand, acknowledge it. Like it, comment on it, share it. Building relationships with your UGC creators is crucial.
Only Featuring “Perfect” Content
Not every piece of UGC needs to be magazine-quality. Sometimes the messy, imperfect stuff performs better because it’s more relatable.
Forgetting to Repurpose
Don’t let great UGC sit in your Instagram feed and die. Repurpose it for your website, email campaigns, and paid ads.
The Future of UGC Marketing
Here’s where things are headed:
AI-Enhanced UGC
We’re starting to see brands use AI to help scale UGC creation while maintaining authenticity. It’s a delicate balance, but when done right, it works.
Virtual and Augmented Reality
As VR and AR become more accessible, expect to see UGC in these formats—virtual try-ons, AR filters, and immersive experiences created by users.
UGC Marketplaces
Platforms that connect brands with UGC creators are exploding. These make it easier than ever to source authentic content at scale.
Your UGC Action Plan
Ready to get started? Here’s your step-by-step:
- Audit your current content: How much of it is UGC versus branded? Aim for at least 30-40% UGC in your content mix.
- Create a branded hashtag: Make it simple, memorable, and unique to your brand.
- Start featuring customer content: Even if you only have a few pieces, start showcasing them. It creates momentum.
- Launch a simple campaign: Pick one UGC idea from this article and test it. A photo contest, a hashtag challenge, or a customer spotlight series.
- Engage and encourage: When people create content, show them love. It encourages more creation.
- Measure and optimize: Track what works and do more of it.
The Bottom Line
UGC marketing isn’t just another trend—it’s a fundamental shift in how brands and customers interact. The best ugc ads don’t feel like ads at all. They feel like recommendations from friends, real experiences from real people, and authentic moments that happen to feature your product.
The brands winning right now aren’t the ones with the biggest advertising budgets—they’re the ones building communities of advocates who genuinely love their products and want to share that love with the world.
So stop overthinking it. Start encouraging your customers to share their experiences, make it easy for them to do so, and watch as your most powerful marketing asset—real people—does the heavy lifting for you.
Your customers are already talking about you. Your job is to amplify those voices and turn them into the most powerful user generated commercials money can’t buy.
Now go create something real.
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