What is UGC, and why do brands use it?

What does UGC mean?

UGC stands for user generated content. It is any content about your brand made by a person who is not your brand.

Think of a customer filming an unboxing, a Google review, or a TikTok of someone trying your app. It looks like everyday social content, not a polished commercial.

There are two kinds, and mixing them up causes confusion in briefs and budgets.

A UGC creator is different from an influencer. The influencer sells access to their followers. The UGC creator sells the video itself, which you then run as an ad from your account or theirs.

Why does UGC work?

UGC works because it borrows trust. A real person saying "this worked for me" feels safer than a brand saying "we are the best".

Here is what credible research shows:

• 88% of consumers trust recommendations from friends and family most, more than any ad format (Nielsen Trust in Advertising, 2021).
• 58% of shoppers highly value photos and videos posted by real customers when they research a product (Emplifi survey of 2,000+ US and UK consumers, 2023).
• On TikTok, creator ads drove a 70% higher click through rate and a 159% higher engagement rate than non creator ads at the same CPM (TikTok internal analysis, February 2024 to January 2025). CPM means cost per 1,000 impressions.
• 53% of people say they are more likely to buy when a creator promotes an item on Reels (Meta Reels Ads Guide, 2025).

Note that most of these studies are global or US based. In our work across Egypt, Saudi Arabia and the UAE, we see the same pattern, especially in categories where people fear being cheated: transport, fintech, real estate and services.

Where does UGC fit in a campaign?

UGC is strongest in the middle of the funnel. That is the stage where people know you exist but are not sure they trust you yet.

• Awareness: UGC can open a cold ad with a relatable hook, like a customer reacting on camera.
• Consideration: testimonials, "I tried it for a week" videos, and honest comparisons.
• Conversion: a creator showing the exact steps to book, order or sign up.
• Retention: reposting happy customers keeps your community active.

UGC does not replace brand films. A strong brand film sets the look and promise. UGC proves the promise with real faces.

How do you brief a UGC creator?

Most weak UGC comes from weak briefs. A good brief fits on one page and leaves room for the creator's own voice.

UGC brief checklist

1. Goal: one action you want, for example install the app or book a trip.
2. Audience: who is watching, in one line. Say the city and dialect, like Cairo Arabic or Saudi Arabic.
3. Key message: one benefit only. Not five.
4. Three hook options for the first 2 to 3 seconds.
5. Must say and must show: price, offer, app screen, product close up.
6. Do not say: claims you cannot prove, competitor names, sensitive topics.
7. Format: 9:16 vertical, sound on, length, number of versions and hooks.
8. Deliverables: raw footage plus edited version, with and without captions.
9. Usage rights: where, how long, and whether ads run from their handle.
10. Deadline and number of revision rounds.

Ask for several hooks on the same video. Changing only the first seconds is the cheapest way to get more test variations.

What about rights and usage permissions?

This is where brands get into trouble. Posting a customer's video without permission can damage trust and create legal risk.

• Organic UGC: ask the person in writing before you reuse their post. A clear reply in DM or email, saved on file, is the minimum.
• Paid UGC: the contract should state the platforms, the countries (for example Egypt only, or Egypt plus KSA and UAE), the duration, and whether you may edit the video.
• Running ads from the creator's account: on TikTok this is done with Spark Ads, where the creator shares an authorization code and you can set how long it lasts (TikTok Business Help Center). Meta has a similar option called partnership ads.
• Music: trending sounds used in organic posts are not always cleared for ads. Use licensed or platform commercial music for paid UGC.

Price usage rights separately from filming. A 3 month, one country license should cost less than 12 months across the GCC.

How much does UGC cost in Egypt and the Gulf?

Price depends on the creator's skill, the number of hooks and versions, raw footage, and usage rights.

Gulf creators usually cost more than Egyptian creators, and Saudi campaigns often need Saudi faces and dialect to feel real. Plan budgets per market, not one blended rate.

How we approach UGC at OneKind

We treat UGC as a trust tool, not a trend. Here is our process.

1. Find the doubt. We list the top three reasons people do not buy, from comments, reviews and sales calls.
2. Match creators to the audience. Age, dialect and city matter more than follower count.
3. Brief one doubt per video, with three hooks each.
4. Run as ads first, test hooks, then repost winners organically.
5. Keep a rights log: who, where, until when.

For Blue Bus, an Egyptian intercity bus operator, UGC was part of a full rebrand that sold the journey, not the bus. Real travellers showing the trip built trust that a brand message alone could not. Within 12 months, ticket sales grew more than 30%.

For a mall in a low visibility location, social media and UGC helped position it as a one stop destination. Visitors showing what they found there did the convincing for us.

Read the Blue Bus case study

What makes a TikTok or Reels ad perform?

Influencer marketing in Egypt and Saudi Arabia

How many ad creatives does a campaign need each month?

How do you choose a video production company?

Sources

Nielsen: Trust in Advertising study 2021

Emplifi consumer survey via Business Wire (2023)

TikTok for Business: The creator advantage (2025)

Website Builder Expert: summary of Meta's Reels Ads Guide (July 2025)

TikTok Business Help Center: Spark Ads

FAQ

What is a UGC creator?

A UGC creator is a person paid to film natural, phone style videos about a product for the brand to use, usually as ads. Unlike an influencer, they do not need a big following, because the brand pays for the video, not the reach.

Is UGC the same as influencer marketing?

No. Influencer marketing pays for access to a creator's audience. UGC pays for the content itself, which the brand then runs from its own account or through Spark Ads or partnership ads.

Can I use a customer's post in my ads?

Only with their permission. Ask in writing, keep a record, and agree on where and how long you will use it.

How many UGC videos should I start with?

We usually start with 3 to 5 creators and 2 to 3 hooks each, so you have enough versions to learn what works. TikTok itself suggests 3 to 5 creatives per ad group.

Does UGC work in Saudi Arabia and the UAE?

Yes, but it must feel local. Use creators with the right dialect and setting for each market, and respect local content rules.