UGC Glossary
Every term you need to know, from ad creative to usage rights. Plain-English definitions for brands and creators.
A
Ad Creative
The visual and copy assets used in paid advertising campaigns. UGC ad creative uses creator-produced content instead of studio-shot material.
Aspect Ratio
The proportional relationship between width and height of a video. 9:16 (vertical) is standard for TikTok, Reels, and Shorts. Safe Zones Guide →
Authenticity
The quality that makes UGC effective. Content that feels real, unscripted, and trustworthy to the viewer. Why UGC Works →
B
B-Roll
Supplementary footage that supports the main content. Often requested as an add-on in UGC packages.
Brand Collaboration
A paid partnership between a brand and a creator to produce sponsored content. Brand Collaborations →
Brief
A document outlining the creative direction, deliverables, timeline, and requirements for a UGC project. How to Brief a Creator →
C
CGC (Company-Generated Content)
Content created by the brand's internal team, as opposed to UGC created by external creators. CGC vs EGC vs UGC →
CPA (Cost Per Acquisition)
The cost to acquire one customer through an ad campaign. UGC ads typically achieve 50-60% lower CPA than traditional creative.
CPM (Cost Per Mille)
The cost per 1,000 ad impressions. UGC content often delivers lower CPMs due to higher relevance scores.
CTR (Click-Through Rate)
The percentage of viewers who click on an ad. UGC ads average 2-4x higher CTR than traditional creative. UGC Statistics →
Content Calendar
A planning document that maps out what content is being created, by whom, for which platform, and when it publishes. Content Calendar Template →
Content Library
A centralised collection of approved UGC assets that a brand can draw from for ongoing campaigns. UGC Content Library →
Creator Retainer
An ongoing monthly agreement between a brand and a creator for a set number of deliverables. Creator Retainer Guide →
D
Deliverables
The specific content assets a creator is contracted to produce, e.g. '3x 30-second TikTok videos.' Creator Deliverables →
E
EGC (Employee-Generated Content)
Content created by a company's own employees. CGC vs EGC vs UGC →
Engagement Rate
The percentage of an audience that actively interacts with content (likes, comments, shares, saves). Engagement Rate Calculator →
Exclusivity
A contractual clause preventing a creator from working with competing brands for a set period. Usage Rights & Exclusivity →
F
For You Page (FYP)
TikTok's algorithmically curated main feed. Landing on the FYP is how UGC content reaches audiences beyond a creator's followers.
G
GRWM (Get Ready With Me)
A popular UGC content format where the creator films their beauty or outfit routine while talking to camera.
H
Hook
The first 1-3 seconds of a video designed to stop the viewer from scrolling. The single most important element of any UGC ad. How to Brief a Creator →
I
Influencer Marketing
A strategy where brands partner with individuals who have established audiences to promote products. Distinct from UGC, which focuses on content creation rather than audience distribution. UGC vs Influencer Marketing →
K
Kill Fee
A payment made to a creator when a project is cancelled after work has begun. Typically 25-50% of the agreed fee. UGC Creator Contracts →
M
Media Kit
A document or page showcasing a creator's stats, audience demographics, past work, and rates. View Media Kit →
Micro-Influencer
A creator with 10,000-100,000 followers. Balances reach with personal audience connection. Nano vs Micro-Influencers →
N
Nano-Influencer
A creator with 1,000-10,000 followers. Known for exceptionally high engagement rates and niche audiences. Nano vs Micro-Influencers →
Native Feel
Content that looks and feels like it belongs organically in a social media feed rather than appearing as an advertisement.
O
Organic Content
Content posted to social media without paid promotion behind it.
P
Paid Media
Content amplified through paid advertising (Meta Ads, TikTok Ads, etc.). UGC is increasingly used as the creative for paid campaigns. UGC in Paid Campaigns →
Performance-Driven
Content created with measurable outcomes (CTR, CPA, ROAS) as the primary objective, not just brand awareness.
R
Rate Card
A document listing a creator's pricing for different content types and usage rights. View Rate Card →
Retainer
See Creator Retainer.
Revision Round
One cycle of feedback and edits on delivered content. Most UGC packages include 1-2 rounds.
ROAS (Return on Ad Spend)
Revenue generated for every dollar spent on advertising. UGC ads often deliver 2-3x higher ROAS than traditional creative.
ROI (Return on Investment)
The overall return on a marketing investment. ROI Calculator →
S
Safe Zone
The area of a video frame that isn't obscured by platform UI elements (buttons, captions, navigation). Platform Format Guide →
Scroll-Stopping
Content that causes a viewer to pause their scrolling behaviour. The primary goal of any UGC hook.
Spark Ads
TikTok's native ad format that boosts organic creator posts as paid ads, maintaining the original post's engagement metrics. Spark Ads Strategy →
T
Testimonial
UGC format where a real customer shares their genuine experience with a product or service.
Thumb-Stop Rate
The percentage of viewers who stop scrolling when your content appears in their feed. A key metric for measuring hook effectiveness.
U
UGC (User-Generated Content)
Content created by real people (not the brand) featuring or reviewing a brand's products or services. What is UGC? →
Usage Rights
The licence agreement defining how, where, and for how long a brand can use creator content. UGC Usage Rights →
Unboxing
A UGC format where a creator films themselves opening and reacting to a product for the first time.
W
Whitelisting
When a creator grants a brand permission to run paid ads through the creator's social media account, making the ad appear to come from the creator.
Still have questions?
Check the FAQ or get in touch to chat about your next UGC campaign.