UGC video ads from real creators, briefed to sell.

Part one is the brief. A good brief for UGC video ads isn’t a script; it’s a structure the creator fills in their own words. Ours give 3 hook options to open with, the problem the buyer has, the moments to show (unboxing, first use, the result), the one claim they may make and the claims they must not, and a list of shots with framing notes. A creator who knows what the edit needs films the hook, the moments and the close-ups we can use, instead of a long take we have to search through.

Part two is the creators. Our own team sources them: we reach out to creators, agree terms and land each deal directly, with no third-party creator platform in between, and we also work with your customers and fans who already film well. For UGC ads, we pick creators who look and talk like your buyers, ask for 2 to 3 sample videos first, and ship them the product. We don’t run studio or on-location shoots: we have no studio, camera crew or set. Live-action footage comes from you, filmed on a phone or camera to our shot list, or from creators we brief for the job.

Part three is rights and disclosure, settled before filming. Each creator agrees in writing how long and where the footage may run as an ad, whether it may be edited, and whether their account can be used for Spark Ads or partnership ads. When a creator is paid or gifted, the post discloses it: the FTC’s Endorsement Guides and the UK ASA’s influencers’ guide both require a clear signal that it’s an ad. A creator says only what they actually experienced with the product.

Part four is the edit, where UGC ads are made or lost. We cut each creator’s footage into a 15 to 45 second ad with the strongest moment first, burned-in captions, on-screen text for the offer and a clear call to action. Each video gets 3 to 5 hook variants (the first seconds change, the rest stays the same), exported in 9:16 for Reels, Stories and TikTok and 4:5 or 1:1 for feeds, with text inside each platform’s safe zone.

Part five is running and learning. On TikTok, Spark Ads run the ad from the creator’s own post with their authorization code, so likes and comments stay on the original; on Meta, partnership ads do the same from the creator’s handle. We test hooks first, then creators, then angles, one change at a time, and judge them on cost per purchase. Winning creators get rebooked; weak hooks get recut, not reshot.

UGC videos sit alongside the rest of your creative, not instead of it. A UGC clip of the first use often works as the middle of a product video, and a creator’s honest reaction can open a video ad that then shows the offer in motion graphics. We plan each month’s mix with your ad results in front of us, so the share of UGC video ads rises or falls with what actually sells.

We keep a creator log for every client running UGC ads: who filmed what, what they were paid or sent, the rights they granted and when those rights expire. When a licence runs out, the ad comes down or the licence is renewed, so you never run a clip you no longer have the right to use. Creator fees are agreed with each creator, deal by deal, depending on the videos and usage rights you need.

UGC video ads work best alongside your other creative. UGC ads bring trust and a native look, UGC videos supply footage for other edits, and user generated content from real customers, used with permission, often outperforms anything a brand could script.