What kind of content is it?
Real users can share their own experiences. Creators can try out a product or demonstrate its use. Actors can play a clearly staged scene. These roles are all possible, but they have different messages and requirements.
It would be particularly problematic to attribute a supposed personal success story to a person they haven't experienced. An AI character should also not be presented as a genuine, satisfied customer. For documented experiences, see our guide on: Customer Testimonials as Video.
A briefing for credible UGC ads
| Question | Documenting in the Briefing |
|---|---|
| Who is speaking? | Customer, Creator, or Performer |
| What is being shown? | Actual application or recognizable staging |
| Which statement is substantiated? | Characteristics, personal experience, permissible claims |
| Where is the ad running? | Channels, duration, and paid usage |
Provide concrete facts and boundaries, but leave room for the individual's language. A demonstration can be more understandable than a fully written advertising copy. The crucial factor is whether it explains the relevant problem.
A simple look is no substitute for quality
A smartphone look can be appropriate. However, unintelligible audio, cut-off product details, or hard-to-read subtitles help no one. Check the video on the intended device and without prior knowledge of the brief.
One possible structure is situation, application, and classification. This is an editorial option, not a formula for success. For products or services that require explanation, a concrete answer might be more appropriate than a dramatic problem scenario.
Clarify rights and labeling
Permission to share a post does not automatically include all advertising use. Specifically coordinate edits, channels, and duration. For commercial content, the labeling must be appropriate for each case; guidance is provided by guidelines of the media authorities.
Test statements, not just faces
Compare verifiable variations: an application, a typical objection, or another entry point. Examine the quality of subsequent interactions. Many reactions to an entertaining person do not necessarily translate into relevant inquiries.
How production and reach differ when purchasing content is explained by UGC vs. Influencer. In the Distribution From this, a suitable test with clearly agreed-upon usage can be developed.