UGC ads look and feel like the organic content people already watch in their feeds: a real person talking to the camera, an unboxing, a before-and-after, or a testimonial. Because they don't look like traditional ads, they tend to earn attention and trust, and they're especially effective in Reels and Stories.
Brands source UGC from real customers (with permission), from paid creators who produce content in a native style, or by running creator content as partnership ads. The best UGC still follows advertising fundamentals: a strong hook, a clear benefit, proof, and a call to action.
Example
A teeth-whitening brand runs a 20-second video of a customer showing her results from her car, which outperforms the brand's studio-shot ad on cost per purchase.
How Sloss Digital uses it
We source and script UGC-style creative for clients — from customers and vetted creators — and test it alongside brand creative to find what converts.