UGC ads: how to get and use user-generated content
User-generated content (UGC) is photos and videos made by customers or creators rather than your brand. It feels authentic and often performs well in ads. Get it by asking customers for reviews with photos, sending products to creators, or paying UGC creators, and always get permission for ad use.
By Abdullah Ashraf, Shopify expert · Last updated: October 2026
Quick summary
- Authentic content often beats polished ads.
- Get written permission for ad use.
- Use UGC on product pages too.
In this guide:
Ways to get UGC
- Photo and video review requests
- Gifting products to small creators
- Paying UGC creators for videos
- Social contests with clear terms
Permission
Get written permission and agree usage rights before using content in ads.
Using it
Use UGC in ads, on product pages and in emails.
Frequently asked questions
Can I use customer reviews in ads?
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