How to Get User-Generated Content (UGC) That Converts [2025]

User-generated content helps campaigns convert when it matches the right stage and message. A product demo filmed by a real customer builds trust, while a reaction video can drive awareness at the top of the funnel. To get results, you need to know how to get UGC that supports your campaign goals.

In this article, we’ll cover: 

• What UGC is and what makes it convert
• How to get UGC
• Create a user-generated content strategy

Let’s start by talking about what UGC is.

What is UGC?

User-generated content (UGC) is content your customers create about your brand, like product reviews, unboxing videos, or social media posts. UGC means it's made by users and real customers, and not your team or hired influencers.

It works because it's relatable. Instead of looking scripted, it shows your product in everyday life, which makes it more believable and often more persuasive.

You’ll see UGC in a TikTok of someone trying your skincare serum, a tagged Instagram story showing your hoodie at a concert, or a quick video review posted after delivery. These moments don’t need studio lighting or fancy edits; they need real reactions, clear audio, and a product that feels worth sharing.

Key traits of high-converting UGC

Not all user-generated content converts. Some videos get engagement but don’t drive clicks or purchases. High-converting UGC catches attention, builds trust, and makes the viewer want to take the next step. Here’s what to look for:

• Strong hook in the first 3 seconds: The best UGC creatives grab attention right away. A creator might start with a reaction like “Wait, this actually worked?” or jump straight into using the product. The goal is to stop the viewers from scrolling past.
  
  
• Clear product visibility or benefit: Show the product early and make the benefit obvious. In a coffee ad, that might mean pouring the product and saying how it tastes or helps with energy. The viewer should know what it is and why it matters right away.
  
  
• Conversational tone, real environment: Natural speech and real-world settings make UGC feel honest. A creator recording in their car, kitchen, or bedroom feels more genuine than someone using a script or studio setup. That’s why skincare videos where someone talks about the product while getting ready in front of a mirror work so well.
  
  
• Authenticity over polish: Viewers trust content that feels real. A shaky camera or background noise doesn’t ruin the message if the creator sounds sincere and shows actual use. Personality matters more than production, at least when it comes to this type of marketing strategy.

How to get high-converting UGC (step-by-step)

High-converting UGC needs a clear purpose, the right format, and a process that makes it easy for real users to contribute. Whether you're after stronger ROAS, better watch time, or more social proof, the key is planning ahead. Here’s how to make UGC work for you:

1. Define what “high-converting” means for you

Your definition of success will shape everything else. Before you start collecting content, decide what you're optimizing for. It could be:

• Stronger return on ad spend (ROAS): For this objective, you might want testimonial videos that clearly explain the product’s value, end with a call-to-action, and speak directly to people ready to buy.
  
  
• Higher click-through rate (CTR): You might look for short clips that open with a bold line like “This changed my morning routine” and show the product in the first three seconds.
  
  
• Better watch time: If you want people to watch through your ads longer, you might prioritize casual, story-driven UGC. Go for content that feels like a friend talking, builds curiosity, and holds attention past the 10-second mark.

Tip: If you're running Facebook ads, test UGC with clear framing, captions, and a direct offer. On TikTok, fast-paced edits and humor usually perform better.

2. Decide what kind of UGC you need

Not all UGC works the same. The format should match the viewer's intent and funnel stage. Here’s how to map it out:

• Top of funnel: Use lifestyle content, photo dumps, or unboxings that introduce the brand without a hard pitch. For example, you could get a creator to film their reaction to opening your product and trying it on for the first time.
  
  
• Middle of funnel: Focus on problem-solution clips or product demos that explain how the product works. If you have a planner app, a user could show how it helped them stay on top of work deadlines after they struggled with cluttered to-do lists.
  
  
• Bottom of funnel: Use testimonials, offer callouts, or comparison clips that help drive the final decision. A customer could explain why they switched to your protein shake after trying a bigger brand that didn’t mix well or taste good.

3. Craft the right prompt or request

Clear prompts help people create content you can use in your campaigns. The goal is to eliminate friction and give just enough direction to guide tone and structure. Here are a few examples:

• “Show how you use [product] on a busy morning.”
  
• “What surprised you most about [product]?”
  
• “Record your first reaction after trying [brand].”

Avoid open-ended asks like “Send us a video.” Be specific about what you want, how long it should be, and where they can send it. Try something like, “Send us a video about your unique uses for our product.”

4. Make it easy to participate

The more steps you remove, the more content you’ll collect. Don’t make users dig through your site or read long instructions. Here are some ways to streamline it:

• Add a QR code inside your packaging that links to a video upload form. It could also link to an instructional page about what social media account to tag and what tags to use during upload.
  
  
• Use post-purchase emails with one-click buttons to record and submit content. This way, users can immediately leave their reviews without any added steps.
  
  
• Write short, mobile-friendly prompts with clear instructions and light deadlines. A simple ask like “Record a 15-second clip by Friday” makes it easy for users to respond without overthinking it.

5. Offer smart incentives

Discounts are common, but they aren’t the only motivator. Fans will often create content in exchange for something more meaningful, like early access or public recognition. 

Here are a few ideas that could work:

• “Get featured on our Instagram or in our next campaign.”
• “Get early access to new drops when you submit a video or image of you using our product.”
• “Earn loyalty points you can use at checkout.”
• “Submit a video to win a slot at one of our online workshops.”

If your product is in a niche space, like home gym gear or travel accessories, exclusive perks and social recognition can go a long way.

6. Build it into your post-purchase flow

You already talk to customers after they buy. That’s the moment when they’re most likely to respond. Here’s how to use those moments to ask for UGC:

• Add a line in your confirmation email, such as “Show us your unboxing for a chance to be featured.” Alternatively, you can offer a discount code if the user submits their honest testimonial or review.
  
  
• Send an SMS five days after delivery asking for a quick selfie review. The wait gives the user enough time to try and consider the product before they make their review.
  
  
• Follow up with a retention email that includes top-rated customer clips as inspiration.

7. Close the loop with feedback + results

People want to know their content mattered. Sharing the outcome builds loyalty and keeps creators engaged. Here’s what that can look like:

• Send a thank-you message and link to the ad where their video appears.
  
• Tag them in your Instagram Stories and highlight their content.
  
• Share metrics if you can. For example, “Your video got 1,200 clicks last week.” 

Closing the loop makes your brand feel human and encourages repeat content. It also helps you learn how to create user-generated content that keeps performing across future campaigns.

UGC collection methods and when to use them

The best method to collect UGC depends on your audience, how engaged they already are, and what kind of content you need. Here are the most effective methods and when to use each one:

• Branded hashtags: Use this when you already have a following or an active community. For example, a fitness brand might use #TrainWithUs and ask customers to post their workout videos using that tag.
  
  
• Post-purchase emails: Send these right after the customer gets the product. You can ask for a review, a quick video, or a social tag while the experience is still fresh.
  
  
• Social contests: Use contests when you want a fast burst of content. Ask people to post photos or videos with your product for a chance to win something.
  
  
• Ambassador programs: Use this when you want consistent, long-term UGC from loyal fans. Choose people who already love your product and give them structure, perks, and prompts.
  
  
• Reviews and testimonials from tools like Junip or Okendo: Use review platforms when you need short, text-based UGC that you can reuse in ads or on product pages. Many tools now support photo or video reviews too, which you can collect and repurpose.
  
  
• Influencer whitelisting for “UGC-style” content: Use this when you want more control or higher production value, but still want it to feel personal. You can run ads from the creator’s handle, using their video to build trust while targeting your own custom audience.

How to use UGC in paid ads

User-generated content works at every stage of the funnel, but you need to match the format to the goal. Clear structure makes a big difference in performance. Here’s how to apply UGC across your campaigns:

• Top-of-funnel: Use lifestyle clips or social proof to introduce the brand. Focus on authenticity, not product features.
  
  
• Middle-of-funnel: Use problem-solution videos or product demos to explain value. These videos should connect your product to a real benefit.
  
  
• Bottom-of-funnel: Use testimonials, offer reminders, or personal stories. Focus on trust, clarity, and urgency.
  
  
• Best formats to use: Prioritize vertical videos, Stories, Reels, and carousels. These formats match how people already consume content on TikTok, Instagram, and Facebook. Use short edits, subtitles, and content that works with or without sound.
  
  
• Creative testing recommendations: Test one variable at a time. Try changing the first line, switching creators, or testing a different call to action. Measure hold rates, click-through rates, and cost per result. Once you find a format that works, tweak it to keep using it across more campaigns.

Frequently asked questions

How do you ask customers for UGC?

You ask customers for UGC by giving them a clear, simple prompt right after purchase. Use order confirmation emails, post-purchase SMS, or review requests to make the ask. Keep the request short and specific, like “Show how you use [product] on a weekday morning.” If possible, offer a small incentive.

What’s the best way to collect UGC for ads?

The best way to collect UGC for ads is to ask during moments when customers already engage with your brand. Use branded hashtags, review tools, or follow-up emails with a direct upload link to make it easy. 

Can you use UGC in Facebook or TikTok ads?

Yes, UGC works well in both Facebook and TikTok ads. These platforms prioritize authentic, vertical-first content. Use short, relatable clips with clear visuals and subtitles. You can also test formats like carousel ads to highlight multiple UGC clips in one placement.

Does UGC always outperform brand content?

UGC doesn’t always outperform brand content, but it often performs better in certain contexts. UGC builds trust and relatability, especially for first-time buyers. However, brand content may still win in retargeting campaigns or product launches with stricter brand guidelines. Test both side-by-side to see what works.

What tools help manage or analyze UGC?

The best tools for managing and analyzing UGC are Bestever, Dash Social, and Emplifi. These platforms let you track engagement, measure performance, and compare creative formats. You can review metrics like hold rates, click-through rates, and conversions to see what works. Some tools also let you tag creative styles, like us vs them ads, and identify which ones perform best across channels.

Is UGC the same as influencer content?

No, UGC is not the same as influencer content. UGC comes from real customers who share their own experience in their own words. Influencer content is usually sponsored, scripted, and edited with brand approval. UGC feels more personal because the creator decides what to say and how to show the product.

What are some tips to avoid low-quality UGC?

To avoid low-quality UGC, write clear prompts and set basic guidelines. Ask for natural lighting, good audio, and specific ideas to cover. Give examples or even show a sample clip. Avoid vague asks like “Tell us what you think” since they usually result in content you can’t use.

Should I pay for UGC submissions?

You don’t need to pay for every UGC submission, but offering incentives helps. Some customers will submit content for recognition or perks. Others might need a discount or a free sample. Paying can make sense if you're running a campaign and need a specific type of content fast.

What AI tools can help with UGC?

AI tools like AdCreative and Bestever help at different points in the UGC process. AdCreative generates headlines and visuals that follow your brand style. While Bestever can also generate ads, its focus is more on showing how your UGC performs after launch. Bestever breaks down hold rates, conversions, and creative impact.

How Bestever helps UGC campaigns succeed

Now that you know how to get user-generated content, the next step is understanding what performs once it goes live. Without clear data, you may struggle to improve your ad performance with confidence. Bestever helps you find what works and what doesn't, using real campaign results.

Bestever is a creative performance platform that helps you improve UGC ads using your campaign data. It helps you spot what’s working, fix what isn’t, and scale faster over time.

Here’s how:

• Analyze your ads' effectiveness: Bestever’s Ad Analysis Dashboard gives you instant feedback on an ad's visual impact, brand alignment, sales orientation, and audience engagement. It’ll even break down each element in detail. 
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• Get suggestions to improve every frame: If an ad isn’t hitting the mark, ask Bestever to tell you what’s wrong and get instant, actionable suggestions on what to do to fix it. No more guessing or wasting time, your team can start fixing those issues asap. 
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• Understand your audience: Bestever’s audience analysis tools go beyond sharing standard demographics, helping refine both targeting and messaging. You can share your website URL or integrate it with your ad manager, and it’ll quickly let you know who wants to hear more from you. 
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• Rapid asset generation: Fetch AI-generated images, stock photos, and video clips that all fit your brand voice. Then you can share the creatives with your team to make multiple ad variations faster.
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• Instant feedback loop: Know immediately why an ad variant underperforms, then pivot before wasting your budget.

Ready to turn your UGC into high-performing ads? Let our team generate a frame-by-frame analysis of your UGC creatives so you can optimize your content starting today. 

Schedule a free demo of Bestever now.