In short
- UGC isn’t saturated: a single approach based on problem, explanation, solution and brand is being repeated too often.
- The problem isn’t quality, but repetition, which makes users recognise the ad and stop paying attention.
- Storytelling, POV, everyday situations and trends make it possible to use UGC to entertain, connect and build a brand.
In this article
The world of UGC has been hearing the same phrase for some time: “it doesn’t work anymore”, “it’s saturated”, “it doesn’t convert as well anymore”.
But the reality is quite different.
UGC isn’t saturated. A single UGC approach is saturated.
We explain it here—hit play!
The real problem: everyone is doing the same thing
Most UGC content follows the same pattern:
Problem → explanation → solution → brand
This format works in advertising. But when it becomes the only way to create content, the inevitable happens:
- Users recognise it as an ad within seconds
- They stop paying attention
- Content loses its ability to retain attention
It’s not a quality problem. It’s a repetition problem.
UGC isn’t what’s failing; it’s the lack of creative direction
UGC for brands isn’t just a tool for selling. It’s a form of content where creators interpret a brand through their own language. The problem arises when it’s only used for one thing: solving product problems
But a brand doesn’t live by explaining why it’s good alone. It also needs to:
- Build memorability
- Create connection
- Entertain
- Be part of culture
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UGC is also entertainment
One of the most common mistakes is thinking that UGC always has to look like a disguised ad. It doesn’t. UGC can also work as content that:
- Entertains without a direct sales objective
- Creates humour or identification
- Builds brand personality
- Makes people want to watch the content even when they aren’t looking to buy
This is where UGC becomes more powerful: when it stops relying solely on immediate conversion. In other words, using UGC content creators as actors for your brand.
New UGC approaches that are working
Moving beyond the classic formula opens the door to much more powerful formats:
Storytelling
The product appears within a story, rather than as the absolute protagonist.
POV (point of view)
The user experiences something from the inside.
Everyday situations
Less perfect, more human, more real or exaggerated content:
UGC for trends
The content becomes part of what is already happening culturally:
Here, the brand isn’t at the centre of the message, but part of the context.
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Frequently asked questions
Why does UGC lose its ability to retain attention?
Because a lot of content repeats the same pattern: problem, explanation, solution and brand. Users recognise it as an ad within seconds and stop paying attention.
What other objectives can UGC have besides selling?
It can build memorability, create connection, entertain and become part of culture. It also helps build brand personality and spark interest even when there is no immediate purchase intent.
What UGC formats can move away from the classic formula?
Storytelling integrates the product into a story; POV shows an experience from the inside; everyday situations add naturalness, and trends connect the brand with what is already happening culturally.
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