What is UGC ad (User-generated content ad)?
A UGC ad, short for user-generated content ad, is an ad built from content made by customers or paid creators instead of a brand's studio team. It usually looks like an ordinary social post: a person filming on a phone, a spoken review, an unboxing or a quick demo. Brands either get permission to use real customer posts or pay creators to make content in that style, then run it as ads.
On Meta, UGC ads are one way to vary creative by format, visual style and persona, which Meta's creative diversification guidance encourages. Meta's 2024 guidance suggests creating new ads with the help of creators and AI tools.
Updated
Sources
- 1.Meta's guidance recommends creating multiple, diverse ad variants with the help of creators and AI tools. Meta for Business, Three steps to optimize your performance with creative diversification. Checked 14 October 2026.