UGC Should Be Multi-Channel
Beyond The Feed
If you’ve recently invested in User Generated Content (UGC), you likely already know its power to stop the scroll in a Meta or TikTok feed. However, many brands treat UGC as a "one-trick pony" reserved strictly for a single ad campaign.
The modern reality is that performance-driven UGC is the most versatile asset in a brand's marketing toolkit. If the brand owns the content, its potential reaches far beyond the initial ad intent. It’s about building a creative library of Smart UGC - content that is intentionally captured to hold attention and inspire action, no matter the placement.
Maximising the Life of Your Creative
When brands move away from traditional studio production and toward creator-led content, they aren't just buying a video; they are creating a reusable resource. Leading businesses are now deploying their UGC across the entire digital landscape to ensure a cohesive customer journey:
Paid Social (Meta, TikTok, Snapchat): This is the engine room. Using different Hooks and CTAs, your UGC fuels campaigns across multiple platforms, each requiring its own native strategy, and assets designed to deliver.
Organic Social Feeds: Your own channels shouldn't just be a catalogue of product shots. Posting UGC organically builds community trust and provides essential social proof for followers who are still in the Consideration phase.
Website & Product Pages: This is often a hidden goldmine. Replacing a static hero graphic with a UGC "unboxing" or "how-to" on a product page can significantly increase time-on-page. It answers the customer's last-minute questions in a relatable way, bridging the gap between interest and purchase.
Email Marketing: Including a relatable creator testimonial in an abandoned cart flow is often the final nudge needed to recover a lost sale.
The Leap to the Big Screen: JD Sports
The shift toward UGC-style content has become so effective that it is now appearing in traditional media placements that were once the exclusive domain of high-budget film crews.
A standout example is the JD Sports 2025 Christmas campaign. Rather than a polished, cinematic commercial, they opted to shoot their flagship holiday ad using handheld "UGC-style" shots featuring social media personalities, musicians and sports stars, alongside real customers. By embracing the raw, high-energy aesthetic of social media, they were able to cut through the noise of traditional TV advertising. This proves that native-feeling content isn't just for small screens - it’s a global creative standard.
The Strategy of "Smart UGC"
The reason these assets work across so many placements is the shift toward a modular production process. By viewing content through the lens of Building Blocks, brands ensure their creative can pivot as needed.
This approach ensures three things:
Complete Ownership: Brands have the rights to cut, crop, and repurpose assets for any channel - from a vertical TikTok to a wide-screen digital billboard, without legal hurdles.
Variations for Testing: Capturing multiple hooks and calls-to-action during a single production provides fresh iterations to test on different platforms like Snapchat or Instagram.
Cross-Channel Consistency: When a customer sees the same creator in a Meta ad, on a website product page, and again in an email, it builds another layer of trust.
Creative That Works Harder
In a competitive landscape, creative assets must work harder. It’s no longer about finding the "one perfect ad," but about developing a system that allows for constant iteration and multi-channel deployment. By adopting a performance-led UGC strategy, brands stop fighting for attention and start building a library of content that converts at every touchpoint.
At People Say, we specialise in delivering this exact level of "Smart UGC." We manage the heavy lifting. From identifying the right creators to developing the scripts and shot-lists, we ensure your brand always has the high-performing assets it needs to win, wherever the audience is watching.
Ready to stop the scroll and start converting? Speak to our data-driven UGC experts today.