How to Use UGC Videos in Meta and TikTok Ads

User-Generated Content (UGC) videos can be used in Meta and TikTok Ads to present products and services through short, natural content that can be incorporated into paid advertising campaigns. How these videos are used can vary depending on the platform, campaign objective, and how the content is prepared for advertising. 

A UGC Video is a video created in a style that resembles content produced by everyday users, which brands can use in Paid Ads on platforms such as Meta and TikTok.

The video may take the form of a Product Review, Product Experience, Unboxing, Product Demo, or Testimonial, presenting the product in a more natural way rather than as a traditional direct advertisement.

Brands can use these videos as Creative Assets within advertising campaigns and create multiple versions with different Hooks, messages, or presentation styles to test how the content performs with the target audience.

A UGC Video used in advertising is different from organic content because using it as a paid advertisement generally requires the appropriate Usage Rights from the Creator, including clear terms for how and for how long the brand can use the content.  

Brands use UGC Videos in Meta and TikTok Ads because they provide content that can be integrated into advertising campaigns in a way that feels closer to the type of content users naturally see on these platforms.

1. Present Products Naturally

UGC can showcase a product through formats such as a Review, Product Demo, Unboxing, or Testimonial instead of relying on a traditional advertisement.

2. Create More Advertising Variations

Brands can produce multiple UGC videos with different ideas, Hooks, and presentation styles, creating a wider range of Creative Assets for their campaigns.

3. Test Different Creative Ideas

Multiple UGC videos can be used to test variations in the Hook, messaging, product presentation, and CTA and compare their performance based on the campaign objective.

4. Reach the Platform’s Target Audience

UGC can be used as part of paid campaigns to reach the target audience on Meta and TikTok, while adapting the content to the format and style of each platform.

5. Reuse the Content

After obtaining the appropriate Usage Rights, brands can reuse UGC across different campaigns or marketing channels according to the agreed terms with the Creator.

6. Support Different Campaign Stages

Different UGC videos can be created for different stages of the customer journey, with content focused on Product Awareness, Benefits, Social Proof, or Call to Action.

Therefore, brands use UGC in Meta and TikTok Ads as a flexible advertising content format that can be adapted, tested, and varied according to the campaign objectives and target audience. 

UGC Videos can be used in Meta Ads by preparing the video as a Creative Asset and adding it to an advertising campaign through Meta Ads Manager. Brands can use the video across placements such as Facebook and Instagram, depending on the campaign settings and available placements.

1. Choose the Right UGC Video

Select a video that clearly presents the product and matches the campaign objective, such as a Product Demo, Testimonial, Review, or Problem-Solution video.

2. Prepare the Video for the Platform

Prepare the video in a format suitable for vertical placements such as Instagram Reels and Facebook Reels, while ensuring clear visuals, audio, and a clear message.

3. Use a Strong Hook

Start the video with a clear Hook that captures attention and introduces the main problem, benefit, or idea within the opening seconds.

4. Show the Product and Its Benefit

The video should clearly explain what the product is, how it is used, and what benefit it provides in a direct and easy-to-understand way.

5. Add a CTA

End the video with a relevant Call to Action, such as Shop Now, Learn More, or Sign Up, depending on the campaign objective.

6. Upload the Video to Meta Ads Manager

Once the video is ready and the appropriate Usage Rights have been secured, upload it as a Creative within the campaign and configure the audience, budget, and placements.

7. Test Multiple Versions

Brands can test multiple UGC videos or different versions with different Hooks, Messages, and CTAs, then compare their performance to identify which Creative performs better.

8. Monitor Performance

Track metrics such as Impressions, Video Views, CTR, CPC, and Conversions, along with other KPIs relevant to the campaign objective, to understand how the UGC Creative is performing.

Important: Make sure the Usage Rights granted by the UGC Creator allow the brand to use the video in Paid Ads and on the required platforms. Producing a UGC video does not automatically grant advertising usage rights. 

How to Use UGC Videos in TikTok Ads

UGC Videos can be used in TikTok Ads as direct advertising creatives or through Spark Ads, which allow brands to promote organic TikTok posts from their own accounts or from Creators after obtaining the required authorization.

1. Choose a UGC Video That Fits TikTok

Choose a video that matches TikTok’s content style and presents the product naturally, such as a Product Review, Product Demo, Testimonial, or Unboxing.

2. Use Creator Content Through Spark Ads

Brands can promote a Creator’s TikTok post as a Spark Ad after receiving the necessary authorization. The ad retains the original post format and can benefit from interactions associated with the original post.

3. Start With a Strong Hook

Begin the video with a clear idea that captures attention quickly, such as a problem, question, or key product benefit. TikTok’s creative guidance emphasizes grabbing attention early and using storytelling suited to short-form content.

4. Show the Product Naturally

Make the product visible and easy to understand by focusing on its use, benefits, or real-life experience rather than making the video feel like a traditional advertisement.

5. Add a Relevant CTA

Include a Call to Action such as Shop Now, Learn More, or Sign Up, depending on the campaign objective.

6. Test Multiple Videos

Test different UGC Videos with variations in Hooks, Storytelling, Product Presentation, and CTAs to compare their performance.

7. Use Relevant Organic Content

TikTok’s Content Suite can help advertisers discover relevant content on TikTok and use suitable UGC or brand-related content in advertising after the required review and authorization.

8. Monitor Ad Performance

After launching the campaign, monitor metrics such as Views, Watch Time, Engagement, CTR, and Conversions to evaluate the Creative and improve future campaigns.    

How Do You Prepare a UGC Video for Ads?

Preparing a UGC Video for advertising requires the content to be clear, focused, and suitable for the advertising platform where it will be used.

1. Define the Video Objective

Determine the main purpose of the video, such as building product awareness, highlighting benefits, generating traffic, or driving sales.

2. Start With a Strong Hook

Make the opening attention-grabbing by using a Question, Problem, Result, or Clear Benefit related to the product.

3. Show the Product Clearly

Make sure the product is visible and clearly demonstrate how it works or what benefits it provides in a natural and direct way.

4. Keep the Content Short and Focused

Avoid unnecessary information. Focus on the main idea and make sure every part of the video supports the advertising objective.

5. Keep the Content Authentic

The video should feel like natural Creator content rather than a traditional advertisement. Formats such as Talking Head, Product Demo, Testimonial, Unboxing, or Storytelling can be used depending on the campaign.

6. Add On-Screen Text

Use On-Screen Text to highlight key points, especially when the message needs to remain understandable even without sound.

7. Add a Clear CTA

End the video with a relevant Call to Action, such as Shop Now, Learn More, or Sign Up.

8. Create Multiple Versions

Create different versions by changing the Hook, Opening, Key Message, or CTA to test different Creative variations.

9. Confirm Usage Rights

Before using the video as an ad, make sure the brand has the appropriate Usage Rights for the required platforms, advertising use, and agreed duration.

10. Review the Video Before Launch

Check the visual and audio quality, product visibility, messaging, on-screen text, CTA, and compliance with the advertising platform’s requirements.

Following these steps helps turn a UGC Video into a suitable Creative Asset for Meta and TikTok Ads.   

What Are the Specifications of a UGC Video for Meta and TikTok?

For a UGC Video to work well in Meta and TikTok Ads, it should combine good production quality, clear messaging, the right format, and a natural style that fits the platform.

1. Video Format and Aspect Ratio

A Vertical 9:16 format is recommended, especially for Instagram Reels, Facebook Reels, and TikTok. TikTok supports 9:16, 1:1, and 16:9 formats, with vertical video recommended for in-feed ads.

2. Video Quality

The video should be clear and high quality, with good lighting and no blurry or distorted visuals. TikTok recommends a resolution of 720p or higher for advertising content.

3. Clear Audio

Audio is an important part of UGC Ads. Voice-over, dialogue, and music should be clear and easy to hear, and brands should make sure they have the appropriate rights to use any music included in the video.

4. A Strong and Fast Hook

Start with an attention-grabbing Hook, such as a Problem, Question, Result, or Direct Benefit. The main message should appear early rather than being delayed until the end.

5. Natural and Authentic Style

The video should feel similar to the content users normally see on the platform. A Natural and Authentic style can make the content feel less like a traditional advertisement.

6. Clear Product Presentation

The product should be clearly visible, with the video explaining its use, benefits, or result in a direct and easy-to-understand way.

7. Clear On-Screen Text

Use Text Overlays to highlight key messages, benefits, or CTAs. Keep important text within the platform’s Safe Zones so that interface elements do not cover it.

8. Appropriate Video Length

There is no single ideal length for every campaign. TikTok in-feed video ads can range from 5 to 60 seconds, while some TikTok creative guidance recommends shorter videos, such as 9–15 seconds, for short-form content.

9. Clear CTA

Add a relevant Call to Action, such as Shop Now, Learn More, Sign Up, or Order Now, depending on the campaign objective.

10. Match the Campaign Objective

The video should support a specific goal, such as Awareness, Engagement, Traffic, or Conversions, rather than trying to communicate too many messages in one video.

Overall, an effective UGC Video for Meta and TikTok Ads should be vertical, clear, fast-paced, natural, and focused, while presenting the product, key message, and CTA in a way that fits the requirements of each platform. 

How Do You Choose the Right UGC Videos for an Ad?

Choosing the right UGC Videos for an ad depends on how well the video matches the campaign objective, product, target audience, and advertising platform.

1. Choose a Video That Matches the Campaign Objective

First, identify the goal of the ad, such as Awareness, Traffic, Engagement, or Conversions, then choose a video that supports that objective.

2. Review the Hook

The video should start with a clear Hook that captures attention and quickly introduces a relevant idea, problem, or product benefit.

3. Make Sure the Product Is Clear

The product should be clearly visible, and the video should explain what the product is, how it is used, and what benefit it provides.

4. Review the Creator’s Style

Choose a video whose style fits the brand identity and target audience, while presenting the product in a natural and engaging way.

5. Evaluate Content Quality

Review the visual quality, lighting, audio, editing, and on-screen text to make sure the video is suitable for advertising.

6. Choose Authentic Content

The video should feel Authentic and Natural rather than overly scripted or similar to a traditional advertisement, while still communicating the commercial message clearly.

7. Check the CTA

The video should include a Call to Action that matches the campaign objective, such as Shop Now, Learn More, or Sign Up.

8. Check Platform Compatibility

Make sure the video meets the requirements of Meta or TikTok in terms of format, aspect ratio, Safe Zones, and overall content style.

9. Confirm Usage Rights

Before using the video in an ad, make sure the brand has the appropriate Usage Rights covering the platform, duration, and intended advertising use.

10. Test Multiple Creatives

It is useful to test multiple videos with different Hooks, Messages, and Creative Styles to compare their performance within the campaign.

Ultimately, the right UGC Video for an ad should combine a strong Hook, clear product presentation, good quality, an authentic style, audience and platform fit, and appropriate Usage Rights.

Both Hooks and CTAs play different roles in UGC Ads. The Hook helps capture the viewer’s attention at the beginning of the video, while the CTA guides the viewer toward the desired next action.

1. The Importance of the Hook

The Hook is the opening part of the video and is used to capture attention and encourage the viewer to keep watching. It can take the form of a Question, Problem, Result, Fact, or Direct Benefit related to the product.

In UGC Ads, the Hook helps communicate the main idea quickly, especially when users are constantly moving between different types of content on TikTok, Instagram, and Facebook.

2. The Importance of the CTA

The CTA (Call to Action) tells the viewer what to do after watching the video. Examples include:

Shop Now
Learn More
Sign Up
Order Now

The CTA should match the campaign objective and the stage of the customer journey.

3. Using Hooks and CTAs Together

The two elements work together throughout the video. The Hook captures attention and gives the viewer a reason to continue watching, the main content presents the product or solution, and the CTA guides the viewer toward the next action.

Therefore, when creating UGC Ads, the Hook should be clear and attention-grabbing, while the CTA should be direct and aligned with the campaign objective, without adding unnecessary messages that could distract the viewer.    

Brands can test multiple UGC Videos within advertising campaigns by creating different versions of the content and comparing their performance based on the campaign objective.

1. Use Multiple Videos

Start with several UGC Videos that differ in concept, presentation style, or Creator rather than relying on a single video.

2. Change One Element at a Time

Test variations in the Hook, Message, Product Presentation, or CTA to better understand the effect of each element.

3. Keep Other Variables Consistent

When comparing videos, try to keep the audience, budget, test duration, and campaign objective as consistent as possible so the results are easier to compare.

4. Monitor Performance Metrics

Choose KPIs that match the campaign objective, such as CTR, CPC, Video Views, Watch Time, Conversions, or ROAS.

5. Compare the Results

After collecting enough data, compare the performance of the different videos to identify which Creative is achieving the intended campaign objective.

6. Improve Future Creatives

Use the results to improve future UGC content by developing stronger Hooks, Messages, Product Presentations, or CTAs based on the campaign data.

This approach turns UGC Video testing into an ongoing process of Creative optimization based on campaign data rather than relying only on personal preferences when selecting content.

UGC Usage Rights for Meta and TikTok Ads

Before using UGC Videos in Meta and TikTok Ads, brands should make sure that the agreement with the Creator includes the appropriate advertising usage rights. Having a copy of the video does not automatically mean the brand has the right to use it in Paid Ads.

1. Define Where the Content Will Be Used

Specify whether the content will be used on Instagram, Facebook, TikTok, or across multiple platforms.

2. Define the Usage Period

Agree on how long the brand can use the content, such as 30, 60, or 90 days, or for a longer period depending on the agreement.

3. Include Paid Advertising Rights

If the content will be used in Paid Ads, the agreement should explicitly state that advertising usage is permitted, rather than only allowing organic use.

4. Define How the Content Can Be Edited

Clarify whether the brand can crop the video, add text, change the aspect ratio, add a CTA, or create different ad versions from the original content.

5. TikTok Spark Ads

When using a Creator’s TikTok post as a Spark Ad, the brand needs the appropriate authorization from the Creator to promote the post.

6. Creator Content on Meta

When content is connected to a Creator’s account or requires account-level permissions, brands should ensure that the necessary permissions are obtained according to the way the ad will be run.

7. Exclusivity

If the brand does not want the Creator to work with competing brands for a specific period, Exclusivity and its conditions should be clearly included in the agreement.

8. Document the Agreement

It is best to document the platforms, usage period, paid advertising rights, permitted edits, and exclusivity terms before the campaign begins.

Therefore, brands should clearly define UGC Usage Rights before running any UGC as an ad on Meta or TikTok, including where the content can be used, for how long, and in what way.

How Do You Measure UGC Ad Performance?

To effectively measure the performance of UGC Ads, brands should focus on KPIs that match the campaign objective rather than relying on views alone. These metrics help determine how well the Creative is performing and whether it needs to be optimized or replaced with another version.

1. Impressions

Impressions measure how many times the ad was shown to users and help indicate the reach of the UGC Creative.

2. Video Views and Watch Time

These metrics show how many people watched the video and how long they continued watching. They can help evaluate whether the Hook and overall content are successfully capturing attention.

3. CTR (Click-Through Rate)

CTR measures the percentage of users who clicked on the ad after seeing it. A higher CTR can indicate that the message and CTA are encouraging users to take the next step.

4. CPC (Cost Per Click)

CPC shows the average amount spent for each click on the ad. It can be useful for comparing the efficiency of different UGC Creatives within the same campaign.

5. Conversion Rate

The Conversion Rate measures the percentage of users who completed the desired action after interacting with the ad, such as making a purchase, signing up, or submitting a request.

6. CPA (Cost Per Acquisition)

CPA shows the average cost of acquiring a Conversion or customer based on the action defined as the campaign goal.

7. ROAS

For campaigns focused on sales, ROAS (Return on Ad Spend) helps compare the revenue generated by the ads with the amount spent on advertising.

8. Engagement

Metrics such as Likes, Comments, Shares, and Saves can help indicate how audiences are responding to UGC content, particularly in campaigns focused on awareness or engagement.

9. Compare Different Creatives

It is useful to compare multiple UGC Videos using the same performance metrics while also reviewing differences in the Hook, Creator, message, and product presentation.

10. Match Metrics to the Campaign Objective

There is no single KPI that works for every UGC campaign. For Awareness campaigns, reach, impressions, views, and watch time may be more relevant, while Conversions, CPA, and ROAS are more important when the goal is sales.

Therefore, measuring UGC Ad performance should start with the campaign objective, followed by selecting the relevant KPIs and comparing Creatives based on actual performance data rather than impressions alone.  

What Is the Difference Between Using UGC on Meta and TikTok?

Using UGC on Meta and TikTok differs in terms of content style, presentation, available ad formats, and how users interact with video content on each platform.

Using UGC on Meta

On Meta, UGC can be used across placements such as Instagram Reels, Instagram Stories, Facebook Reels, and Feed, depending on campaign settings and available placements. Brands can create different versions of their content to suit different placements.

Using UGC on TikTok

On TikTok, UGC works well when it maintains the natural and fast-paced style commonly seen on the platform. Brands can also use a Creator’s post as a Spark Ad after obtaining the required authorization, allowing the ad to remain connected to the original post.

What Should Brands Consider?

Using UGC on both platforms does not necessarily mean creating completely different content each time. The same UGC concept can be adapted by changing the Hook, presentation style, aspect ratio, on-screen text, and CTA to suit each platform.

Therefore, when using UGC on Meta and TikTok, brands should treat the content as a flexible Creative Asset and adapt it according to audience behavior, placements, platform requirements, and campaign objectives.  

How Does Gravity Marketing Help With UGC Ads?

Gravity Marketing helps brands use UGC in advertising campaigns by supporting the process of selecting Creators, developing Creative concepts, and preparing UGC for use in ads on platforms such as Meta and TikTok.

1. Select the Right UGC Creators

Gravity Marketing can help identify Creators whose content fits the brand, target market, audience, and product.

2. Develop UGC Concepts for Ads

Different UGC formats and concepts can be developed, such as Product Demos, Testimonials, Reviews, Unboxings, and Problem-Solution Videos, based on the campaign objectives.

3. Develop Hooks and CTAs

Creating different Hooks and CTAs allows brands to produce multiple ad variations that can be tested and compared within campaigns.

4. Adapt Content for Each Platform

UGC can be adapted for Meta and TikTok based on factors such as format, presentation style, on-screen text, and video length.

5. Support UGC for Paid Ads

The content can be prepared as a Creative Asset for paid campaigns while taking the platform’s requirements and intended use into consideration.

6. Manage Usage Rights

Gravity Marketing can support the organization of Usage Rights within Creator collaborations, including platforms, usage duration, paid advertising, and other agreed terms.

7. Test and Optimize Creatives

Brands can test multiple UGC Creatives with different Hooks, Messages, Creators, and CTAs, then use performance data to inform future Creative optimization.

8. Support MENA Campaigns

For campaigns targeting MENA, Creator selection and content can be adapted to the specific requirements of each market and local audience.

Through this approach, Gravity Marketing helps brands turn UGC into Creative Assets for Paid Ads, while supporting Creator selection, content development, platform adaptation, Usage Rights, and Creative testing across Meta and TikTok. 

Frequently Asked Questions

1. What Is a UGC Video in Advertising?

A UGC Video is content created in a natural, user-focused style that brands can use as a Creative Asset in paid advertising on platforms such as Meta and TikTok.

2. Why Do Brands Use UGC in Meta and TikTok Ads?

UGC helps brands present products naturally, create multiple Creative variations, test different Hooks and Messages, and adapt content to their target audience.

3. Can the Same UGC Video Be Used on Meta and TikTok?

Yes. The same video can be used across both platforms, but it is often useful to adapt the Hook, On-Screen Text, CTA, and presentation style to suit each platform.

4. What Makes a UGC Video Suitable for Ads?

A suitable UGC Video should generally be clear, concise, vertical, and engaging, with a strong Hook, clear product presentation, a focused message, and a relevant CTA.

5. Do I Need Usage Rights to Use UGC in Ads?

Yes. Brands should make sure their agreement with the Creator includes the necessary rights to use the content in Paid Ads, on the required platforms, and for the agreed usage period.

6. What Is the Difference Between UGC and Spark Ads?

UGC refers to the type of content, while Spark Ads are a TikTok advertising format that allows brands to promote an existing TikTok post after obtaining the appropriate authorization.

7. How Can I Tell Which UGC Video Performs Best?

Brands can test multiple Creatives and compare metrics such as CTR, CPC, Watch Time, Conversions, and ROAS, depending on the campaign objective.

8. Does a UGC Creator Need a Large Following?

Not necessarily. UGC value is primarily based on content quality, presentation style, and how well the Creator fits the brand and target audience.

9. How Does Gravity Marketing Help With UGC Ads?

Gravity Marketing can support brands with Creator selection, UGC content development, Hooks and CTAs, platform adaptation for Meta and TikTok, Usage Rights, and Creative testing.

10. Can You Test Multiple UGC Videos in One Campaign?

Yes. Brands can test multiple UGC Videos or Creative variations and compare their performance using campaign data to identify content that aligns with the campaign objectives. 

Contact Gravity Marketing today, and let us help you turn UGC content into effective Creatives for Meta and TikTok Ads by selecting the right Creators, developing content concepts, preparing videos for campaigns, managing Usage Rights, and testing Creatives according to your brand’s objectives and MENA markets.