Plekt/Guides/UGC content for your webshop: how do you approach it?

UGC content for your webshop: how do you approach it?

Lucian Calistru·Published on 24 juli 2026

UGC content for a webshop is imagery of your product, made by a creator in a recognisable, everyday situation, which the webshop then uses itself on its website or in ads. It looks more authentic than studio photography and requires no production budget of your own.

In short

  • Ask for content in a recognisable situation (unboxing, everyday use), not a studio look.
  • Agree usage rights for ads and product pages up front.
  • Choose creators on style and editing quality, not primarily on follower count.
  • Send the product on time, so the creator does not have to film under time pressure.

What sets good UGC for a webshop apart

The best UGC for a webshop does not look like advertising. A clip of someone unpacking the product, using it and saying something spontaneous about it often performs better in ads than a polished studio photo, precisely because it feels like a real experience instead of marketing.

So do not ask for a perfectly lit product photo, but for a realistic situation: the product in use, unpacked on the table, worn or shown in a recognisable environment.

Getting the rights right

The biggest difference with a regular trade deal is that you want to reuse the content elsewhere: in ads, on your product pages, in a newsletter. Agree that concretely up front, including how long you may use the content and whether it is exclusive to your webshop.

The broader the usage rights you ask for, the more reasonable it is to put a somewhat larger compensation against them than in a regular trade deal.

From content to conversion

Once you have the content, use it where people hesitate: on the product page next to the regular photos, in retargeting ads to people who viewed the product but did not buy. UGC works harder there than purely commercial imagery, because it removes the final doubt.

Test different pieces of UGC against each other in your ads. Not every video performs equally well and the difference is often impossible to predict without simply trying.

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Other guides

  • What is a micro-influencer?
  • Trade deals with content creators: how it works
  • What does working with a content creator cost?
  • How do you find content creators for your business?
  • How do you become a content creator? Starting without a big following
  • What is UGC (user-generated content)?
  • How do you make a media kit as a content creator?
  • What do you charge as a content creator? Determining your value
  • Content creator or influencer: what is the difference?
  • Influencer marketing for your hospitality business: how do you start?
  • Tax on a trade deal: how do you book a free product?
  • Rules for influencer marketing in Belgium: what must you disclose?
  • Plekt vs an influencer agency: what is the difference?
  • Micro-influencers for beauty and fashion businesses

Frequently asked questions

What is the difference between UGC and regular product photography?

Product photography looks deliberately styled and professional; UGC looks like a real, everyday experience with the product. Both have their place: product photos show the product clearly, UGC builds trust.

May I use UGC content in paid ads?

Only if you agreed that up front with the creator. Explicitly pin down where you may use the content, for how long and whether it is exclusive, so no discussion arises afterwards.

How much UGC content do I need for my webshop?

There is no fixed number. Start with a few pieces of content for your most popular products and expand based on what performs well in your ads and on your product pages.

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