UGC (User Generated Content) is the lifeblood of modern performance marketing.
But there is a dangerous trend happening.
Brands are filling their feeds with "Fake UGC"—actors reading scripts that sound like infomercials.
"OMG, I just found this hack to cure acne!"
Consumers are smart. They know it's an ad.
And when your brand relies entirely on "Fake UGC," you erode your premium positioning.
The 2 Types of UGC You Need
You need to balance Performance with Brand.
Type 1: Direct Response UGC (The Salesman)
Goal: Conversion.
Format: Problem/Solution, Unboxing, Testimonial, CTAs.
Placement: Paid Ads (Dark Posting). Keep this off your main organic feed if possible.
Type 2: Lifestyle UGC (The Vibe)
Goal: Social Proof & Desire.
Format: Aesthetic usage shots, product in the wild, ASMR, "Day in the life."
Placement: Website product pages, Organic Social, Email headers.
The "Vibe Check" Framework
When sourcing content from creators, stop sending them strict scripts.
Instead, send them a "Vibe Brief."
Bad Brief: "Hold the bottle next to your face and say these 3 lines."
Good Brief: "Show us how this product fits into your Sunday morning routine. Make it cozy, quiet, and aesthetic. No talking required."
Why This Matters
When a customer visits your Instagram profile after seeing an ad, they are looking for validity. If they see 12 videos of screaming actors selling benefits, they bounce. If they see real people integrating your product into an aspirational lifestyle, they follow and buy.
Audit your tagged photos today. Are they infomercials or inspirations?
