A UGC (User Generated Content) ad is a natural-style video format designed to look like authentic content created by users on social media. Distributed mainly in vertical (9:16) or horizontal (16:9) formats, it takes the form of demonstrations, unboxings, or product tutorials. Its price depends mainly on the number of videos and variations: at IA&Pixels, it starts at €99 per video.
What is a UGC ad?
The term UGC stands for "User Generated Content", meaning content created by users. In the field of digital marketing, a UGC ad refers to a promotional video that adopts the visual and narrative codes of personal posts. Rather than using a traditional commercial perceived as overly corporate, the brand provides immersive content that blends naturally into users' social feeds.
On platforms such as TikTok, Instagram Reels, Facebook Ads, YouTube Shorts, or Snapchat, this format captures attention quickly. Its goal is to bypass viewer fatigue towards conventional ads. The viewer discovers a product through realistic footage, a concise pace, and a clear voice explaining everyday use. This style fosters closeness and trust towards the brand.
Key formats and types of UGC videos
UGC advertising adapts to many business sectors, such as beauty and skincare, fashion, home, tech, pets, sports, children, and food. Depending on the product and the campaign goal, several creative angles can be considered.
Video content styles
- Product demonstration: shows the product in use and highlights its practical benefits.
- Unboxing: captures the discovery of the packaging and contents when opening the parcel.
- How-to tutorial: explains step by step how to use the product to achieve the best result.
- Animated packshot: showcases the product from multiple angles with smooth motion and refined lighting.
- Product ASMR: focuses on textures and sounds of use to deliver an immersive experience.
- Lifestyle setting: places the product within an everyday environment.
Image formats
The choice of technical format depends on the destination of your campaigns:
- Vertical format (9:16): tailored for smartphone browsing. It fills the entire screen on TikTok, Reels, Shorts, Snapchat, and Facebook stories. It is the preferred choice for capturing attention on mobile devices.
- Horizontal format (16:9): the standard high-definition video format. It is perfectly suited for YouTube, website embedding, corporate presentations, or trade show displays.
How to design an effective UGC ad?
The success of a video relies on a rigorous production method. Here are the essential rules for creating engaging content.
1. Nail the hook from the very first second
The first few seconds determine whether users continue watching or scroll past. It is recommended to write a persuasive script and prepare different hooks for the same video. Testing multiple openings allows you to measure which one retains the audience most effectively.
2. Record high-quality audio
An authentic voice brings credibility to the message. You can easily record the text using the voice memo app on a mobile phone. To ensure a successful recording, follow a few simple tips:
- Choose a quiet room with curtains or a sofa to absorb sound, and avoid spaces like bathrooms that cause echo.
- Hold the device at a distance of 15 to 20 cm from your mouth, with no background music.
- Read each sentence three times naturally, as if speaking to someone close to you, so you can keep the best take during editing.
3. Include dynamic subtitles
Many internet users browse social media without sound. Adding word-by-word subtitles is therefore essential. They must remain legible and be placed clear of platform interface elements so the text is not obscured.
4. Comply with the regulatory framework
Legal notices must be strictly applied. A commercial video must state its promotional nature. When faces or scenes are created using AI, the mention 'Image virtuelle' (virtual image) is added alongside 'Publicité' (advertisement) when required by law, and platforms provide an AI label to activate. Fake customer testimonials are strictly prohibited.
How much does a UGC ad cost?
Pricing varies according to production volume, content length, and the variations needed for your testing. You can refer to a price guide for UGC ads to estimate your budget:
| Package | Net price | Included content | Main objective |
|---|---|---|---|
| Essential | €99 | 1 video (15 to 30 s), subtitles, voiceover or own voice, 9:16 and 16:9 formats. | Launch an initial targeted campaign with a controlled budget. |
| A/B Test | €279 | 3 videos (i.e. €93 each), multiple angles, revisions included. | Test several hooks to identify the message that converts best. |
| Growth | €790 | 10 videos (i.e. €79 each), variations by audience, staggered delivery. | Regularly supply your advertising platforms with a high volume of content. |
Create your UGC ads with IA&Pixels
To produce video creatives without organising a shoot or hiring actors, the French creative studio IA&Pixels helps you design your AI-powered UGC ads. The product is integrated directly from your own photos, without being reinvented. The label, logo, and visual details are checked and verified frame by frame by hand.
You can provide your own voice recorded on a phone. The studio takes care of removing background noise, syncing the audio to the visuals, and adding dynamic subtitles. Delivered videos are ready to be published on your accounts or used in paid advertising, in full compliance with regulations on virtual image labelling.
Frequently asked questions
What is a UGC ad?
A UGC ad is a natural-style video that adopts the format of posts created by social media users. It showcases a product in a practical and realistic way, which boosts engagement and trust compared to a standard commercial ad.
Can you use your own voice in a UGC video?
Yes. Simply record the text using your phone's voice recorder. The audio track is cleaned up and synced to the product footage during editing. This allows you to maintain an authentic human voice across your entire video sequence without having to film in a studio.
What are the recommended video formats?
The vertical 9:16 format is recommended for mobile distribution via TikTok, Instagram Reels, YouTube Shorts, and Snapchat. The horizontal 16:9 format is preferred for illustrating a web page, feeding a YouTube channel, or displaying on a screen during a presentation or trade show.