UGC means videos filmed by regular creators rather than a brand studio. In short-form video they often bring more views and trust than classic ads.
Why:
— they look like regular feed content, not like ads, so people do not scroll past right away;
— a real person shows the product in real life — it is easier for the viewer to imagine themselves in their place;
— many creators give many different angles: some videos take off, others do not, and you see what works;
— the video can be reused — on your own social accounts or in ads, if the brief's usage rights allow it.
How to get a good result:
Describe one task and one main message — do not try to fit everything in.
Give the creator freedom of delivery: a rigid script kills naturalness.
Specify required points and stop words — this protects the brand.
Pay for views, not for the fact of publication: you get what people actually saw.
Tag links with UTM parameters for each creator — the «Tools» section has a free builder, and analytics will show whose video brought customers.
On the platform the AI builds the brief from a couple of lines about your product, and you pay for valid views with fraud checks.