In recent years, paid media has evolved in an important way. The ads that deliver the strongest results aren’t always the most polished or perfectly produced. Instead, it’s the authentic, creator-led content. The kind that feels right at home in a social feed.

This shift isn’t random, and it’s not going away. Creator content has become a key performance driver across Google, Meta, TikTok and beyond. For anyone focused on efficiency, scalability, and relevance, it’s now an essential part of the mix.

That’s why we’ve created our Do’s and Don’ts for UGC in paid media. We hope it gives you a clear, practical guide to what works.

Creative Strategy

Do’s

Build volume and variety

• Multiple creators
• Multiple hooks
• Multiple angles

Match creators to customer segments, not brand aspiration

Use UGC across the funnel

• TOF: education, relatability, stopping the scroll
• MOF: proof, reassurance, social validation
• BOF: support conversions alongside DR assets

Dont’s

Replace all performance creative with UGC

Expect one ‘hero’ creator video to scale indefinitely

Assume higher production value = higher performance

Briefing Creators

Do’s

Brief with prompts not scripts

Define

• Key message
• Product truth
• Audience content

Encourage creators to

• Speak naturally
• Use their own language
• Lean into their lived experience

Dont’s

Overly control tone, wording or delivery

Force ‘brand voice’ into creator content

Optimise for aesthetics before performance

Testing & Measurement

Do’s

Launch UGC in controlled test environments

Know what you’re testing

• If it’s your hook, then thumb stop rate
• If it’s your closer, then video completion / CTR
• If it’s your offer, then CVR

Pull data from multiple sources to get an accurate performance picture

• Automated connectors to Meta/TikTok/Google
• Back-end analytics from Shopify, GA4, Fospha
• Brought together in an automated dashboard for on-the-fly analysis

Dont’s

Drop UGC into high-spend ad sets and expect strong performance immediately

Kill assets based on gut feel or early bias

Judge performance on one metric alone

Publishing Models

Do’s

Use a mix of

• Creator-posted and amplified content
• Brand-handle UGC
• Pure paid-only creator assets

Let creators front the message where brand perception really matters

Dont’s

Assume all UGC must live on the brand or creator accounts

Over-associate raw creator content with premium brand feeds

AI & UGC

Do’s

Ue AI for

• Variations
• Speed and scaling testing
• Product visualisation

Treat AI as augmentation, not as a complete substitution

Dont’s

Present AI avatars as real customers, you’ll get found out & lose trust

Rely on AI talking-head testimonials

Trade short-term CTR for long-term brand trust

Common Pitfalls and Golden Rules

Common pitfalls to avoid

Trying to manage it all yourself, lean on platforms to do the heavy lifting

Chasing trends instead of solving creative fatigue

Expecting UGC to fix weak offers or poor landing pages

Assuming cheaper content = lower strategic value

Golden Rules

Start small.
Stay open.
Test properly.
Scale what works.

UGC succeeds in paid media when it is planned, measured and integrated.