How to use UGC in Paid Media – Highlights from our January 2026 Webinar
- Jack Carr
- Reading time: 10 minutes
We sat down with Joe Adsett, UK Managing Director at Refluenced, to discuss the evolving relationship between User Generated Content (UGC) and high-performing paid media campaigns.
Refluenced has been a close partner to Addesu, giving us an extra tool for clients seeking to scale their creative content production. They are a micro-influencer platform that helps advertisers build campaigns through an AI-driven interface. They provide access to over 20,000 creators, streamlining the entire process from initial application to final management in one place.
This article offers highlights of our webinar: From UGC to ROI: The Secret Sauce Behind High-Performing Paid Media Campaigns, in which Joe gives guidance on how the digital landscape is shifting. You can find the full webinar (here).
Have a listen to Joe’s thoughts on the current state of UGC:
Joe covers how creative variety has become a fundamental part of marketing.
Joe describes how softening advertising and running it natively creates consumer trust.
Joe explains essential parameters to keep in mind to ensure creative flexibility.
Joe goes into depth on the central challenge of AI for UGC, illustrating when it should and shouldn’t be used.
Joe shows how to use consistency and variety as a response to the increasingly shrinking entry barrier in the market.
Jack asks Joe to reflect and guide someone launching their first campaign with creators.
Ultimately, platform automation and shorter user attention spans mean that standard studio assets are no longer enough to drive efficient results. We have seen that incorporating creator-led content into paid media is essential for scaling whilst maintaining a strong return on investment . The insights from the webinar highlight exactly why this strategy is both increasingly popular and truly effective.
Our thanks to Joe for sharing his expertise. We look forward to continuing our work with Refluenced to help our clients turn creative engagement into measurable growth.
Refluenced has been a close partner to Addesu, giving us an extra tool for clients seeking to scale their creative content production. They are a micro-influencer platform that helps advertisers build campaigns through an AI-driven interface. They provide access to over 20,000 creators, streamlining the entire process from initial application to final management in one place.
This article offers highlights of our webinar: From UGC to ROI: The Secret Sauce Behind High-Performing Paid Media Campaigns, in which Joe gives guidance on how the digital landscape is shifting. You can find the full webinar (here).
Have a listen to Joe’s thoughts on the current state of UGC:
1. The changing trends in advertising
Joe covers how creative variety has become a fundamental part of marketing.
2. The impact of native
Joe describes how softening advertising and running it natively creates consumer trust.
3. How to brief for UGC
Joe explains essential parameters to keep in mind to ensure creative flexibility.
4. The future of AI generated content for UGC
Joe goes into depth on the central challenge of AI for UGC, illustrating when it should and shouldn’t be used.
5. How to avoid fatigue in advertising?
Joe shows how to use consistency and variety as a response to the increasingly shrinking entry barrier in the market.
6. Advice if you are launching your first creator-led campaign
Jack asks Joe to reflect and guide someone launching their first campaign with creators.
Ultimately, platform automation and shorter user attention spans mean that standard studio assets are no longer enough to drive efficient results. We have seen that incorporating creator-led content into paid media is essential for scaling whilst maintaining a strong return on investment . The insights from the webinar highlight exactly why this strategy is both increasingly popular and truly effective.
Our thanks to Joe for sharing his expertise. We look forward to continuing our work with Refluenced to help our clients turn creative engagement into measurable growth.
