Creative
UGC ad
User-generated-content-style ad: phone-shot video by a creator.
UGC (user-generated content) ads are vertical phone-shot videos by a hired creator that mimic organic TikTok/Instagram reels. Massively outperform polished studio ads on Meta and TikTok in 2024–2026 across most direct-response verticals. Cost per UGC asset $150–$1,500 from creator marketplaces (Billo, Insense, Trend.io). FTC requires #ad disclosure if it's a paid creator.
Example
DTC supplement brand runs 12 UGC variants from Billo at $260 each, top-3 winners clear $32 CPA on Meta vs $48 on the brand's prior studio creatives — net positive after creator-marketplace cost.