UGC outperforms branded creative in almost every performance test. It's more trusted, more relatable, and cheaper to produce. But most brands treat it as an afterthought rather than a core part of their creative strategy.
What Makes UGC Actually Work
The best UGC feels real because it is real. Overly scripted or heavily edited UGC loses the authenticity that makes it work in the first place. Give creators a brief, not a script.
Building a Creator Pipeline
You don't need macro-influencers. Micro-creators with 5k–50k followers in your niche will outperform celebrity endorsements for most D2C categories. Build relationships, not transactions.
How to Repurpose UGC Across Channels
A single UGC video can become a paid ad, an organic reel, a website testimonial, an email asset, and a retargeting creative. Build a repurposing workflow so every piece of content works as hard as possible.