UGC (user-generated content) ads are videos made by real people, filmed on a phone and designed to feel native to TikTok, Instagram and YouTube. These are the eight UGC formats brands use the most, what each one is good for and how to brief it. If you are new to the topic, start with what UGC is and why it works.
1. Testimonial
A creator talks to camera about their experience with the product: the problem they had, what changed and who they would recommend it to.
Best for: building trust with cold audiences and products that need some explanation.
Brief tip: ask for a specific moment ("the first time I used it…") instead of generic praise.
2. Product demo
The creator shows the product in use, step by step, with their own voice and real setting.
Best for: products whose value is easier to see than to explain, such as beauty, home, gadgets and food.
Brief tip: make sure the key benefit appears in the first five seconds.
3. Unboxing
The creator opens the package on camera and shares first impressions.
Best for: e-commerce, subscription boxes and launches where packaging is part of the experience.
4. App demo
The creator records their screen or films the phone while using the app and explains what it solves.
Best for: apps and SaaS, especially to drive installs. It is the format behind the AirTuner campaign.
5. Problem–solution
The video opens with a relatable frustration and then shows the product as the fix.
Best for: performance campaigns where you need a strong hook that stops the scroll.
6. Comparison or "before and after"
The creator compares the product with the old way of doing things or shows a visible result.
Best for: categories with clear, visible results. Check your platform's ad rules before showing before-and-after claims.
7. Hook variations
The same video with several different openings. It is not a separate story but a testing tool: you keep the body of the video and change the first two or three seconds.
Best for: finding the angle your audience responds to and fighting creative fatigue. More on this in why testing more creatives improves performance.
8. Localized version
A winning concept recreated by local creators in another country or language, instead of subtitling the original.
Best for: brands expanding to new markets. Native speakers and local references make the ad feel made for that audience.
How to choose the right UGC format
- Cold audience that doesn't know you: testimonial or problem–solution.
- Product that needs explaining: product demo or app demo.
- Launch or e-commerce: unboxing.
- Campaign that is losing performance: new hook variations on your best video.
- New country: localized versions of what already works.
Most brands get the best results mixing two or three formats and testing several hooks for each. That is how we build UGC at Wizads: several creators, several angles, delivered ready for Meta, TikTok and YouTube. See our UGC service.
Frequently asked questions
What is an example of UGC?
A customer filming a short video with their phone explaining why they like a product is a classic example of UGC. In advertising, brands hire creators to make this kind of content and run it as ads.
What is the best UGC format for ads?
There is no single winner. Testimonials and problem–solution videos usually work well with new audiences, while demos work for products that need explaining. Testing is the only way to know.
How long should a UGC ad be?
Most UGC ads run between 15 and 45 seconds. The first two or three seconds matter most, so test several hooks before changing the rest of the video.