Product demonstrations
Someone actually using the product, in a real setting, showing how it works rather than describing it.
UGC and influencer marketing are related, but they are not the same job. With influencer marketing you are buying a creator's audience. With UGC you are buying the content itself — to run as your own media, on your own channels.
The distinction
Influencer marketing sells reach.
UGC produces assets.
Influencer marketing
- A creator posts to their own audience
- You pay for that audience and their trust
- Reach and engagement are the point
- The content lives on the creator's profile
Goal: get in front of the right people, credibly.
UGC
- A creator makes content for you to use
- You pay per asset, with usage agreed upfront
- The content is the deliverable, not the reach
- It runs as your ads, on your page, on your PDP
Goal: authentic creative you own and can put spend behind.
When to use UGC
Content that looks made by a person,
not by a studio.
Reviews & honest reactions
First-impression and considered-review formats that read as genuine because they were made by a real user.
Product experiences
Unboxing, routine, before-and-after and day-in-the-life formats across fashion, beauty, food and lifestyle.
Ad creative volume
A batch of assets in different angles and hooks, so your paid media has fresh creative to test instead of one hero film.
On usage rights. What you can and can't do with a UGC asset — where it can run and for how long — depends on what's agreed with the creator in writing, upfront. We treat rights as part of the brief, not an afterthought, and we don't make blanket claims about them here.