Find out what UGC Ads campaigns are in Montu, how they work and when it makes sense to use them.
UGC Ads (User-Generated Content Ads) campaigns let you work with creators to produce authentic, persuasive content, designed specifically to be used as paid ads on platforms like Meta Ads (Facebook and Instagram) or TikTok Ads.
This type of campaign doesn't require the creator to post on their social media. As the brand, you acquire the content, approve it, and then use it in your own advertising campaigns.
Where are UGC Ads used?
- Instagram & Facebook Ads (Meta).
- TikTok Ads: TopView, In-Feed, Spark Ads (if enabled).
- Other channels: YouTube Shorts, sales pages, etc.
When should you use UGC Ads campaigns?
- You need ads that sell and look more natural than those made by production companies.
- You want to test multiple creative angles without big budgets.
- You're looking for content that comes across as a genuine customer recommendation.
- You want to escape "ad fatigue" and refresh your creatives without relying on your in-house team.
What do you get as a brand?
- 1 or more videos edited according to your brief's guidelines.
- Advertising usage rights (depending on the arrangement).
- Files delivered directly to your Creative Library.
- The option to request changes before approving.
Most common use cases
- Launching a new product or line.
- A/B testing hooks, formats or scripts.
- Ads for cold traffic, retargeting or remarketing campaigns.
- Creatives designed to be scroll-stopping (grabbing attention in the first 3 seconds).