UGC: What Works, What’s Overdone, and What’s Next
User-generated content has been a go-to tactic for eCommerce brands and for good reason. It builds trust, drives performance, and helps brands show up in a way that feels more human and less “salesy”.
But the space has evolved. What used to be fresh and authentic now is probably blending into the noise. The formats that worked a year or two ago aren’t guaranteed to perform today.
This piece breaks down what still delivers, what’s been played out, and how brands are rethinking UGC for today’s social landscape.
Why UGC Still Works
People trust people more than they trust brands. That hasn’t changed.
When someone shares a product they actually use, it comes across as a recommendation, not a sales pitch. And that’s exactly why UGC continues to outperform traditional branded content on metrics like CTR, CPA, and CVR.
For one of our clients in the protein space, UGC assets have outperformed non-UGC content across the board:
- 186% stronger CTR
- 12.4x more incremental purchases
- 21% more efficient CPA
In a feed full of polished ads, UGC stands out by doing less. It feels natural, and that makes it more convincing.
What’s Overdone
There’s a UGC formula that’s been recycled so many times it no longer stops the scroll:
- A creator framed center-screen
- A script that starts with “This isn’t sponsored, but…”
- A quick unboxing or demo
- A generic call-to-action like “Run, don’t walk”
It’s not that these formats never work. The problem is that they no longer feel fresh. It’s easy for viewers to recognize when content is scripted, and when every brand follows the same structure, even the most genuine endorsements start to feel staged.
UGC loses its impact when it becomes formulaic. If it looks and sounds like every other ad in the feed, it’s easy to ignore.
What’s Working Now
As UGC evolves, the most effective content feels less like a pitch and more like a story or moment captured in someone’s day. Brands that are seeing results are leaning into formats that feel personal, unscripted, and native to the platform.
- POV lifestyle content
Rather than talking about the product directly, creators show it in context as part of a morning routine, packed in a gym bag, or used during a weekend trip. It feels natural and relatable, not promotional.
- Skit-style videos and humor
Short, character-driven content that plays on common habits or frustrations can build instant connection. These videos entertain first and sell second, which is why they perform well across platforms like TikTok and Instagram Reels.
- Voiceover-led storytelling
Instead of facing the camera, creators use voiceovers while showing the product in action. This format allows for a more polished narrative while still feeling casual and digestible.
- UGC with an editorial polish
Some brands are layering UGC with light motion graphics, subtitles, or sound design. It still feels authentic, but with just enough structure to make it stand out in a crowded feed, especially in paid placements.
Below is an example from Ascent Protein. The UGC video drove strong engagement and led to the highest number of purchases across creatives. A shorter 15-second cut also delivered stronger efficiency, with a higher AOV and video completion rate.
How to Source Better UGC
Getting strong UGC starts with setting creators up for success. The best content often comes from giving them the freedom to create in a way that feels natural to them.
- Avoid rigid scripts. Instead of dictating what to say, give creators a loose outline or a few talking points. Let their voice lead the story.
- Provide clear examples. Share 2-3 reference videos that reflect the tone, pacing, or structure you're aiming for. This helps creators align with your brand without forcing a formula.
- Encourage real customers. UGC doesn't always have to come from influencers. Loyal customers often produce some of the most authentic content, especially when incentivized with discounts, loyalty points, or repost opportunities.
Rather than talking about the product directly, creators show it in context as part of a morning routine, packed in a gym bag, or used during a weekend trip. It feels natural and relatable, not promotional.
- Skit-style videos and humor
Short, character-driven content that plays on common habits or frustrations can build instant connection. These videos entertain first and sell second, which is why they perform well across platforms like TikTok and Instagram Reels.
- Voiceover-led storytelling
Instead of facing the camera, creators use voiceovers while showing the product in action. This format allows for a more polished narrative while still feeling casual and digestible.
- UGC with an editorial polish
Some brands are layering UGC with light motion graphics, subtitles, or sound design. It still feels authentic, but with just enough structure to make it stand out in a crowded feed, especially in paid placements.
What’s Next for UGC
UGC isn’t going away, but it is evolving. As platforms shift and consumer expectations rise, brands will need to keep adapting to stay relevant.
- Community-driven content
Brands are starting to look beyond influencers with big followings and toward niche communities that reflect their actual customers. Whether it’s fitness buffs, new parents, or skincare enthusiasts, content that speaks to a specific group tends to feel more relatable and perform better.
- Creator-led production
More brands are treating creators like partners, not just talent. That means bringing them in earlier, giving them input on storylines, and relying on their platform expertise to guide direction.
- AI-assisted UGC
While still in early stages, AI is beginning to shape how content is created and scaled. From personalized video generation to simulated reviews, the lines between real and AI-generated content are starting to blur. Brands should look for ways to test these tools without losing the human element that makes UGC effective in the first place.
Final Thoughts
User-generated content still plays a critical role in driving performance for eCommerce brands. But the bar is higher than it used to be. Formats that once felt fresh now risk getting overlooked, and audiences are quicker to disengage with anything that feels scripted or inauthentic.
The brands seeing success with UGC today are the ones treating it as a creative strategy, not just a content type. They are evolving with the platforms, testing new formats, and giving creators the freedom to produce content that feels real.
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