User-generated content is the most cost-effective creative you can run. Here's how to source it, rights-manage it, and put it to work.
User-generated content outperforms polished studio creative on almost every platform because it looks like the feed it lives in. Building a reliable UGC pipeline is one of the highest-leverage things a brand can do.
Source it deliberately
Don't wait for UGC to appear. Brief a roster of creators specifically to produce authentic, ad-ready content — then use the best of it across paid, organic, and your own website.
Get the rights in writing
Always secure usage rights up front. A clear agreement on where and how long you can use a creator's content saves expensive headaches later.
Repurpose relentlessly
A single great UGC clip can become a paid ad, a product-page video, an email hero, and an organic Reel. The brands that win treat each piece of content as a reusable asset.
