UGC vs Traditional Ads

When you're putting together a social media campaign, there’s one question you should always be ready to answer: should you go with UGC or stick to traditional ads?

Traditional ads are what most people imagine when they think about advertising: the polished content you see in magazines, on TV or, more recently, in slick Instagram posts made by brands themselves.

User-generated content, or UGC, is the new kid on the block. In a nutshell, it’s the stuff made by real people, like TikTok videos, Reels, reviews or unboxings. 

Both can work, but they’re good for different things. So in this post, we're breaking down UGC vs. traditional ads to help you figure out which is right for what you're doing, and when.

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What Are UGC and Traditional Ads? Defining the Landscape

Let’s get the basics straight:

UGC (User-Generated Content) is any content created by people who aren’t working for the brand. It could be a happy customer showing off their new purchase or someone sharing how they use your product in daily life. It’s usually shot on phones, feels spontaneous and deliberately doesn’t look like a “real ad.”

Traditional ads are always made by brands or agencies. They’re carefully planned and produced, often with big budgets. 

Quick comparison:

UGC = casual, unpolished, feels like a friend sharing something.

Traditional ads = glossy, planned, brand-controlled.

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The Trust Factor: Why UGC Is Winning Consumer Confidence

Here’s the big thing UGC has going for it: people trust it more.

According to Nielsen, 92% of consumers trust recommendations from other people more than they trust brand ads, even if they don’t know them. That’s a huge deal.

Why? Because UGC feels real. When you see someone using a product in their actual life, you're more likely to believe it works.

Take CeraVe, for example. They’ve leaned heavily into UGC by encouraging dermatologists and everyday users to share their skincare routines on platforms like TikTok. By using UGC concepts to bolster the results of their traditional campaigns, they built a more authentic brand capable of communicating the qualities of their products. And it’s paid off.

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When Traditional Advertising Shines: Strengths and Applications

Now, we’re not here to hate on traditional ads. They’ve still got their place.

Traditional advertising works best when:

• You want to make a big splash or launch something new.
• You need full control over how the product looks and feels.
• You’re building long-term brand recognition.

Some of the best campaigns of all time have been traditional ads. Think of Apple’s “Think Different” or the Old Spice guy. Those kinds of messages need a bit more polish and planning.

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Engagement Metrics: UGC vs. Traditional Ads Performance

When it comes to social media performance, UGC usually wins. When people encounter something that feels like an ad, they tend to scroll right on by. But a quick video of someone talking to their camera about something interesting? That grabs attention.

Stats back this up. A report found that UGC drives five times more click-throughs than traditional ads, and boosts time spent on pages and conversions, all at a lower cost per click than traditional ads.

Why?

• It blends in with the feed.
• It’s more relatable.
• It doesn’t trigger the “this is an ad” reaction.

That said, a really creative traditional ad can still hit hard, especially when it’s funny or in some way goes against the grain.

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Successful UGC Campaign Examples: Learning from the Best

Some brands are absolutely flying with UGC. Here are a few to check out:

ASOS #AsSeenOnMe:
They got customers to post outfit pics using their hashtag. It turned their audience into walking billboards.

GoPro:
Their whole feed is basically UGC. People share footage from their adventures, and GoPro re-posts the best ones, making fans want to grab a camera and get out there.

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The Role of Specialized UGC Creators in Modern Marketing

These days, there’s a whole group of people who specialise in making UGC, but professionally. They’re not big influencers. They’re just really good at filming stuff that feels unfiltered, even though it’s been carefully crafted to drive clicks.

At Flixr, we work with UGC creators like that all the time. They understand your audience, they know what works and they’re quick to deliver. Learn more about what we do here.

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Finding the Right Balance: When to Use Each Approach

So, should you use UGC or traditional ads? Honestly, it depends on what you’re trying to do.

Use UGC when:

• You want content that feels real and relatable.
• You need a lot of creative quickly and affordably.
• You want to build trust with potential buyers.

Use traditional ads when:

• You’ve got a new product and want a big, bold launch.
• You want full control over how everything looks.
• You’re building long-term brand recognition.

Most brands today are using both. They’ll test out UGC to see what lands, then use that data to shape a polished campaign. Or they’ll launch something with a big traditional ad, then follow up with UGC to keep the conversation going.

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Final Thoughts: UGC vs. Traditional Ads

There’s no need to pit UGC and traditional ads against each other. Together, they can turn your brand into an industry touchstone. It’s about knowing when each one works best.

UGC is great for trust, engagement and social proof. Traditional ads are great for reach and big statements. 

Flixr can help you pinpoint UGC opportunities in your social media campaign. Whatever your goals, we’ll help you strike the right balance between polish and authenticity.

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