Two Types of UGC Ads You Absolutely Need to Test

While there are many UGC ad formats, two types consistently outperform everything else. Every brand should be testing both.

Type 1: The Talking-Head Testimonial

A creator looks directly at the camera and shares their experience with your product. Simple, direct, and powerful.

Why it works:

Eye contact creates personal connection

Feels like a friend's recommendation

Easy to produce at scale

Works across all platforms

Best practices:

Good audio is non-negotiable

Natural setting (home, outdoor)

Genuine enthusiasm, not scripted performance

Include product visibility

Type 2: The Lifestyle Demonstration

The creator uses your product in their daily life, narrated with a voiceover or on-screen text. The product is woven into a story.

Why it works:

Shows the product in context

Creates aspiration ("I want that life")

Feels organic, not promotional

Multiple touchpoints for the product

Best practices:

Film in attractive, relatable settings

Show the product multiple times

Use trending music or sounds

Include a mix of close-ups and wide shots

Which to Test First?

Start with talking-head testimonials — they're faster to produce and easier to iterate. Once you have winners, add lifestyle content for variety and to combat ad fatigue.

The Winning Combination

The best-performing ad accounts use both types in rotation. Testimonials build trust, lifestyle content creates desire, and together they create a complete persuasion system.