Quick answer
UGC (user-generated content) is photos and videos of real people using your product, created for your own ads, app store pages and social accounts. Unlike influencer marketing, UGC creators don't need a large audience — the value is authentic-looking content, with usage rights agreed upfront.
UGC vs influencer marketing
| UGC | Influencer marketing | |
|---|---|---|
| Posted by | You, on your accounts | The creator, to their audience |
| Needs an audience | No | Yes |
| Main value | Authentic content | Reach and trust |
| Disclosure | Needed when presented as a customer's view in ads | Every paid or gifted post |
Where apps use UGC
- Short vertical ads on Instagram and YouTube
- App store preview videos and screenshots
- Onboarding and landing pages
- Social media posts
How to brief UGC creators
- Let them use the app genuinely first.
- Give the key message, not a script.
- Specify format, length and aspect ratio.
- Agree usage rights and duration in writing.
Frequently asked questions
Is UGC the same as a testimonial?
No. A testimonial is a real customer's opinion. Don't present paid UGC as an independent customer review.
Who owns UGC?
Ownership and usage rights are whatever you agree with the creator, so put it in writing before work starts.