Honest takes on UGC content creation — what works, what doesn't, and how to create content that actually converts.
26 articles
If you've been seeing the same face in a brand's ads for months — no stylist, no studio, just good lighting and a genuine reaction — that's UGC. And beauty brands are going all-in on it.
After creating skincare content for brands like Kiehl's, here's what I've learned actually moves people from watching to buying — and it's not what most brands brief for.
Fragrance is probably the hardest product category to sell through video. You can't smell the screen. So how does UGC actually work for perfume and scent brands? Here's my approach.
Fitness audiences are some of the hardest to fool on social media. They know when content is real and when it isn't. Here's what makes fitness UGC actually land.
Wellness audiences hate being sold to. They can tell. Here's how to create Pilates and wellness content that genuinely connects — and drives purchases without the sales energy.
Lifestyle content is one of the most versatile and highest-performing UGC formats. But it only works when it's genuinely someone's life — not a staged version of it.
Morning routine content has dominated social media for years and it still converts incredibly well. Here's the psychology behind it and how to create one that feels real.
Try-on hauls have been around since YouTube was young. They still convert better than almost any other fashion content format. Here's why — and what makes one great.
PAS (Problem, Agitate, Solution) is one of the most powerful frameworks in copywriting — and when it's applied to UGC video, it becomes one of the best-converting ad formats on social media. Here's how it works.
The hook is the most important part of any UGC video. But not all hooks work the same way. Here's a breakdown of the five main hook styles, what they do, and which ones work best for beauty, fitness, and lifestyle content.
Product demos are fine. Genuine stories are unforgettable. Here's the difference between demo-style UGC and narrative-driven UGC — and why stories consistently outperform in beauty, fitness, and lifestyle ads.
Two of the most common UGC formats create very different viewer experiences. Here's how to think about voiceover vs. talking head content — and which one fits beauty, fitness, and lifestyle brands best.
There are a lot of ways to approach a piece of UGC content. This is the one post that compares all the major formats side by side — so you know exactly which one to brief for your product.
The most effective UGC often doesn't look like an ad at all. Routine integration content — where the product lives naturally inside someone's real daily life — is one of the least salesy and most converting formats there is.
First impression content captures something that can't be faked: the genuine moment someone experiences something new. Here's why this format is so powerful and how to do it right.
Hiring a UGC creator for the first time? Here's what to actually look for — beyond follower counts and pretty feeds — and how to make sure you get content that performs.
The brief is everything. A good brief produces great content. A vague one produces revisions, frustration, and content that misses the mark. Here's exactly what to include — from someone who's on the receiving end.
Running paid ads with UGC creative is one of the most cost-effective performance marketing strategies available. But not all UGC converts as a paid ad. Here's what I've seen work.
TikTok has its own creative culture and what works here doesn't always translate from Instagram. Here's how I approach TikTok UGC for beauty and fitness brands specifically.
Instagram Reels is the primary short-form video format on the platform — and it's where beauty and lifestyle UGC tends to perform incredibly well. Here's how to get it right.
Colour cosmetics are one of the most visually engaging UGC categories — but getting the application moment right takes more thought than most briefs acknowledge. Here's how I approach it.
Hair is personal. Hair care audiences have tried a lot of products that didn't deliver. Here's how to create hair brand content that shows genuine results and actually builds trust.
Activewear shoppers are researching hard before they buy. They want to see how it fits, how it performs, how it holds up. Here's what makes activewear UGC genuinely useful — and genuinely converting.
Luxury beauty brands often worry that UGC will cheapen their image. The opposite is true when it's done right. Here's how to create UGC that feels as premium as the product.
Finding a UGC creator who genuinely fits your brand category isn't as straightforward as searching a marketplace. Here's how to find someone who actually understands beauty and fitness — and why that matters.
Rates in the UGC space vary wildly and it can be hard to know if what you're being quoted is fair. Here's a transparent breakdown of what different price points typically get you.