How to Use UGC in Facebook Ads (And Why Brands Are Paying Creators to Make It)
If you've been wondering how to use UGC in Facebook ads, here's the short answer: brands need raw, real-feeling video and photo content that doesn't look like an ad. That's exactly what UGC creators make. And in 2026, brands are paying real money to get it.
This isn't about going viral or having a massive following. Facebook ad buyers want content that performs — scroll-stopping hooks, authentic testimonials, product demos that feel like they came from a real person's phone. If you can make that kind of content, you're already what brands are looking for.
Pitchlo is a marketplace where brands post paid UGC jobs and creators apply directly. No middlemen, no cold DMs, no chasing down someone's PR email. Just real brand deals you can pitch for today.
Forget the polished, agency-produced stuff. That's not what's converting right now.
Brands running Facebook and Instagram ad campaigns need content that blends into the feed. Think:
Talking-head testimonial videos filmed on a phone in natural lighting
Unboxing clips with genuine reactions — no scripted excitement
Before/after demos showing a product doing what it claims
Hook-first short videos (the first 3 seconds have to stop the scroll)
Lifestyle photos where the product appears naturally in your environment
This content gets handed directly to a brand's media buyer, who cuts it into ad sets and runs it at scale. Some brands test 10–20 UGC variations at once. That's why they hire multiple creators — not just one.
Real examples of what brands post
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Here's what actual UGC brand deals look like when posted on a platform like Pitchlo:
A skincare brand needs 3 x 30-second videos showing a morning routine featuring their serum. Deliverable: raw footage + final edited version. Pay: $150–$300 per video.
A supplement company needs a UGC creator to film a "day in my life" style ad featuring their protein powder. They want 2 versions: one 15-second and one 30-second cut.
A DTC home goods brand needs lifestyle photography of their candles in a real home setting. 5 images, specific aspect ratios for Facebook carousel ads.
These aren't influencer deals where you post to your audience. You're making the content and licensing it to the brand to run as a paid ad. Your follower count doesn't matter. Your content quality does.
According to Sprout Social, consumers find UGC 9.8x more impactful than influencer content when making purchase decisions. That stat is why brands are shifting budget toward UGC creators.
Where to Find UGC Facebook Ad Opportunities
Most creators waste time cold-pitching brands on Instagram or waiting for someone to find them. That's slow and unpredictable.
Here's where the actual paid work is:
Dedicated UGC marketplaces
This is the most direct path. Platforms like Pitchlo exist specifically to connect UGC creators with brands that are actively hiring. You're not guessing if a brand wants UGC — they've already posted a job listing saying exactly what they need.
Pitchlo shows you the brief, the deliverables, the rate, and the timeline upfront. You decide if it's a fit, then pitch.
Social listening and Facebook ad libraries
The Facebook Ad Library is public. You can search any brand and see what ads they're running. If a brand is already running UGC-style ads, they're already buying this content from someone. That someone could be you.
Use it as research, not as your main sourcing method. You'll still need to find a way to reach brands directly.
Creator communities and brand deal groups
Facebook groups and Discord communities exist where brands post last-minute UGC needs. These can be useful but inconsistent. You might find a great deal one week and nothing for two months.
The most reliable source? A marketplace where brands are actively posting verified deals. That's what Pitchlo is built for.
What Brands Actually Want From UGC Creators for Facebook Ads
This is where a lot of creators miss the mark. They think brands want "aesthetic" content or high production value. That's not it.
Brands buying UGC for Facebook ads want content that converts. Here's what that means in practice:
A strong hook in the first 3 seconds
Facebook auto-plays with sound off. If your video doesn't grab attention in the first few frames, it's getting scrolled past. Brands want creators who understand this. The best UGC creators open with a visual pattern interrupt, a bold statement on screen, or an unexpected action.
Real speech, not scripted delivery
Brands will often give you talking points or a script framework. But they want it to sound like you're telling a friend, not reading from a teleprompter. Natural pauses, filler words removed but not over-polished — that authentic delivery is the whole point.
Specific aspect ratios and technical specs
Facebook feed ads, Stories, and Reels all need different ratios. Most brands spec out:
9:16 for Stories and Reels (vertical)
4:5 or 1:1 for feed ads
16:9 for in-stream ads (rare for UGC)
If you can't deliver the right specs, brands will move on to someone who can. Know this going in.
Usage rights and exclusivity clarity
When a brand uses your content as a paid ad, they're licensing it. Deals will often include:
Usage rights duration (30 days, 6 months, 12 months)
Exclusivity clauses (you can't work with direct competitors during that period)
Whitelisting rights (brand runs the ad from your account, not theirs)
Understand what you're agreeing to before you sign anything. Whitelisting pays more because it uses your account's social proof.
Willingness to submit revisions
Brands testing UGC at scale often need iterations. They might like your video but want a different hook, or want the same footage cut to 15 seconds instead of 30. Being revision-friendly makes you someone brands want to work with again.
Applying well is a skill. Brands get a lot of pitches. Here's how to stand out.
Step 1: Build a UGC portfolio (not a social following)
You don't need 10,000 followers to land UGC deals. You need a portfolio. Create 3–5 sample videos in the style brands are looking for:
A product testimonial (use something you already own)
A hook-forward short video (practice opening strong)
A lifestyle or demo clip
Host them somewhere shareable — Google Drive, a simple portfolio site, or a creator portfolio tool. Your pitch is only as strong as what you can show.
Step 2: Read the brief before you pitch
Seriously. Read the whole brief. Brands write specific briefs for a reason. If they want 30-second vertical video and you pitch them a 60-second horizontal clip in your portfolio, you've already shown you don't pay attention to details.
Match your pitch to exactly what they asked for. Reference the brief specifically. That alone puts you ahead of half the applications they receive.
Step 3: Write a short, specific pitch
Don't write a cover letter. Write 3–4 sentences max:
Who you are and what you make
Why you're a good fit for this specific brief
A link to your portfolio or relevant samples
Your availability and turnaround time
That's it. Brands don't have time to read paragraphs. They're scanning pitches looking for someone who clearly gets it.
Step 4: Know your rates before you apply
If a brand asks about your rate and you say "I'm flexible, anything works," that signals inexperience. Know what you charge for:
Raw footage only
Fully edited video
With or without usage rights
With or without exclusivity
Here's a rough benchmark in 2026: a single UGC video with standard 30-day usage rights runs $150–$400 depending on your experience level and what's included. Whitelisting adds 20–50% on top of the base rate.
Step 5: Apply consistently, not sporadically
The creators making real income from UGC aren't landing one deal and coasting. They're applying to multiple opportunities per week, building relationships with brands they've worked with before, and treating it like a business.
Pitchlo makes this manageable because the deals are already listed with full briefs. You're not cold-pitching into the void. You're applying to opportunities that already exist.
Knowing how to use UGC in Facebook ads isn't just useful for brands — it's a skill set that makes you more valuable as a creator. Brands need this content. They're actively hiring for it right now.
You don't have to wait for a brand to find you. You don't have to cold DM your way into deals. Real brand jobs are posted on Pitchlo right now, with full briefs, clear deliverables, and rates listed upfront.
If you can make content that looks real, hooks fast, and delivers what the brief asks for — you're already qualified.
