User-generated content (UGC)
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UGC content is what looks least like an advert and often converts best: a real person showing a product, describing how they use it or giving their opinion. On TikTok and Instagram, it has become the reference format for e-commerce brands. ## Authenticity is built with simple rules The best UGC content is not improvised from nothing: it starts from a clear message, left in the creator's hands. The more staging you impose, the more the result loses its strength. ## Reusing beyond the original network A video that performs well on TikTok can feed a Meta campaign, a product listing or a purchase page. Building a content library avoids starting from scratch on every campaign. ## Precautions Written consent, transparency about partnerships and respect for the person filmed are essential, both for the brand and for the credibility of the content.When this guide is for you
- Your ads use studio visuals that look expensively like advertising
- You want short, high-quality videos for TikTok and Instagram
- Your customers share content on their own and you want to organise it
- You want to test several creative angles without a heavy shoot
- You want to build trust before purchase with real demonstrations
Step by step
- Define the message and the audience — Write a simple brief: who is speaking, which product, which problem, which proof. Leave the staging to the creator so the video keeps its authenticity.
- Recruit creators — Pick creators close to your customers, ideally existing buyers or small niche creators, and agree the format, delivery time and fees in writing.
- Negotiate rights from the start — Secure the right to reuse the video in advertising and on other channels, for a defined period, and agree on how the partnership will be flagged to the audience.
- Produce several versions — Request 6 to 12 short videos a month to test different angles; a recent smartphone, natural light and clean sound are enough.
- Amplify and measure — Run the best videos as ads on TikTok and Meta, compare full-view rate, click-through rate and cost per purchase, and keep the winners in a content library.
What it costs (in MAD)
| Service | Indicative price | Good to know |
|---|---|---|
| Simple UGC video | 300 – 1,200 MAD / video (approx. 25 – 100 €) | Creator with a smartphone, basic editing |
| Refined product video | 1,000 – 2,500 MAD / video (approx. 90 – 230 €) | Script, editing, subtitles, several versions |
| Monthly video pack | 4,000 – 15,000 MAD / month (approx. 370 – 1,400 €) | 8 to 15 videos per month, adapted formats |
| Creator management | 2,000 – 8,000 MAD / month (approx. 180 – 730 €) | Recruitment, briefs and follow-up |
| Advertising reuse rights | 300 – 2,000 MAD / video (approx. 25 – 180 €) | Negotiated from the start |
| Professional editing and subtitles | 300 – 1,000 MAD / video (approx. 25 – 90 €) | Can be done in-house |
Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.
Mistakes to avoid
- Asking for a word-for-word script that makes the video sound fake
- Forgetting to negotiate reuse rights, which prevents you from paying to run the video as an ad
- Producing a single video and using it for months without refreshing
- Neglecting sound, which is often poorly captured with a smartphone
- Publishing UGC without written consent or transparency towards the audience
Frequently asked questions
Can you use customers' videos for free?
Only with their permission, ideally in writing. Many brands reward the post with a discount or a product: this formalises the relationship and protects against misunderstandings.
What is the difference between UGC and influencer marketing?
UGC favours the authentic style and reuse in advertising, often with small creators. Influencer marketing relies on the creator's own audience and recommendation.
How many videos per month?
In advertising, creative fatigue sets in quickly: plan for 6 to 12 videos a month to test several angles and refresh formats.
Do you need professional equipment?
No. A recent smartphone, natural light and decent sound do the job. Overproduced videos often lose the authentic effect.
How do you measure the effect?
Compare full-view rate, click-through rate and cost per purchase between videos. A winning video deserves to be amplified and reused on other channels.
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