The Art of "User" Generated Content

Take a look at this reel from Answers.AI

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On the surface, it doesn't look like an ad at all. It just looks like someone grabbed their phone and started recording. But here's the thing—months of research went into making this possible.

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There are so many small details that make this post awesome. The Snapchat filter, the vape hit, the professor's vibe—it all looks so real. I actually liked this post and kept scrolling, only for Chase to send it to our company group chat days later like "you know this is an ad, right?"

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Instagram thrives on UGC (user-generated content), which is stuff created by regular people, not companies or social media agencies. The platform wants people to see viral posts and think they could make that content themselves. That's why we don't usually recommend professional camera setups: you'll get way better results by just using your iPhone and CapCut. So how can businesses create UGC-style content?

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First off, businesses technically can't create UGC. User-generated content is supposed to be created by individuals, and putting your logo on it literally changes what the content is. But that doesn't mean we can't steal ideas from what UGC creators are doing.

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For one, they're having more fun than we are. UGC creators don't take themselves too seriously and don't seem obsessed with their content's performance. Yet they still go viral. This paradox makes sense when you think about what that carefree attitude creates. There's a certain freedom that comes with UGC. If we just let ourselves enjoy creating content, we can tap into what makes UGC so good. The Answers.AI social media manager probably had a blast coming up with this video. That's obvious to anyone watching. Whether that joy came from a fun day at the office or from filming something ridiculous doesn't matter.

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There's also zero corporate-speak. Yes, Answers.AI is clearly advertising what their product does, but they're not doing it in a way that feels forced. The professor's delivery is key to making this ad feel like something else entirely.

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The moral? Have fun! If you enjoy making your content, your audience will see that. I promise your brand won't crash and burn because of it.

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