Professionals who specialize in producing digital content that credibly reproduces the perspective of the end user. They produce assets such as vertical videos, photos, reviews, tutorials, product demos, unboxing, and contextualized user experiences designed to integrate seamlessly into the native languages of social platforms (TikTok, Instagram Reels, YouTube Shorts) and highly efficient formats of ADV campaigns.
The goal of UGC Marketing is to generate trust and identification in the audience, enhancing the brand through spontaneous and credible communication typical of native user content.
Unlike traditional influencers, UGC Creators do not base their value on personal notoriety or the size of the fanbase, but on the ability to generate scalable, realistic and high-performing content optimized for conversion, retention and click-through. Their production is geared toward the creation of “consumer-like” materials, developed with techniques of authentic storytelling, lo-fi production and real-life framing, elements that increase perceived credibility and reduce the distance between brand and audience.
From a technical perspective, UGC Creators operate as hybrid resources between producer, content strategist and performance asset creator, contributing to:
- Creative optimization by platform: short scripts, immediate hooks, 3-5 second narrative structure, CTAs integrated naturally and respectful of context.
- Modular production: easily recombinable content for various touchpoints (ADV Meta/TikTok, product pages, landing pages, newsletters, organic social).
- Multivariate testing: serial asset creation for A/B testing, hook variations, copy, narrative angles and creative cutting functional to algorithm-driven logic.
- Reduced production costs: rapid and agile creation of content suitable for continuous iterations without the typical overheads of structured shootings.
- Supporting the conversion funnel: from awareness (aspirational or lifestyle content) to consideration (demos, reviews, tutorials) to decision-making (social proof, comparisons, direct use cases).
Contents UGC contribute significantly to increased trust in the brand due to their high perception of authenticity-one of the most relevant metrics in contemporary digital behavior analysis. Narrative syntax, deliberately informal and “unpolished,” acts as a psychological lever of relatability, reducing the perception of commercial intent and fostering greater emotional engagement.
From a performance perspective, UGCs are particularly effective in paid contexts:
- increase retention rates, thanks to language closer to that of the community;
- improve the CTR and the ability to generate qualified traffic;
- They increase the conversion rate in retargeting and prospecting;
- feed the social proof loop, amplifying brand credibility through content perceived as real testimonials.
Creator UGCs thus emerge as a strategic resource for brands and agencies that require data-driven, native, replicable, and high throughput content, critical to presiding over a digital ecosystem governed by short creative cycles, continuous testing, and performance-based optimizations.