Most UGC ad example lists are a wall of TikToks someone liked. This one only shows UGC ads that brands have kept paying for.
Every ad below is a video of a real-looking person, filmed like a normal post, that was still running on November 2, 2026. The shortest has been live for 456 days and the median for 585. Brands turn off ads that don't earn their spend, usually within weeks, so a UGC video that survives for well over a year is one of the clearest public signals of a winner you can get.
For each of the 25 you get the ad, how long it has run, where it ranks in the brand's own account, how many ads use it, the opening line, why it works and one thing to steal. The data comes from Adspo, and every card links to the full record.
First-try and taste-test reactions
The simplest UGC ad there is: someone tries the product on camera and reacts. It works for anything you can taste, smell or feel in the first few seconds.
1. Hero Bread: a keto skeptic tries the bread
A woman who hasn't eaten bread in years tries Hero Bread for the first time, and the ad opens on her verdict.
Ad data:
- Running for: 1,661 days (since April 2022), still active
- Impression rank: #6 of Hero Bread's creatives
- Format: Video: customer testimonial + taste test
- Markets: US
- Ads using it: 3
- Landing page: Hero homepage
The hook: "This is my new favorite thing. It tastes like heaven."
Why it works: It opens on the payoff, then backs up to the objection every low carb buyer has: other keto bread "doesn't really resonate as bread at all." Only after that does she read the label (zero net carbs, zero sugar) and take a bite. The skeptic-turned-fan arc does the selling, and it has kept Hero paying for this video for over 4 years.
Steal this: Cast someone who has the exact objection your buyer has, and open on their reaction, not the setup.
2. ALOHA: a first test reaction in the car
A mom films herself in the front seat, tasting a protein bar from ALOHA's sample pack.
Ad data:
- Running for: 578 days (since April 2025), still active
- Impression rank: #21 of ALOHA's creatives
- Format: Video: customer testimonial
- Markets: US and other markets
- Ads using it: 9
- Landing page: Sample pack offer page
The hook: "I'm gonna eat these all the time. It tastes like a dessert."
Why it works: A car seat, a caption that says "First Test Reaction" and a countdown on screen read like a post, not an ad. The script sells the offer, not just the bar: the sample pack lets her "try out most of Aloha's protein bar selection", and the click lands on a sample pack page with 35% off.
Steal this: If you sell variety, make the UGC about trying them all, and send the click to the bundle.
3. Magic Cactus: fallen in love, in the snow
A woman in sunglasses and a puffer jacket holds a can of Magic Cactus outside and gushes about it.
Ad data:
- Running for: 621 days (since February 2025), still active
- Impression rank: #34 of Magic Cactus's creatives
- Format: Video: customer testimonial
- Markets: US
- Ads using it: 9
- Landing page: Watermelon Hibiscus product page
The hook: "Okay, I have fallen in love with these new Magic Cactus drinks."
Why it works: A new drink category needs someone normal to vouch for it. The outdoor setting and the casual "okay" make it feel like a friend's story, and the big "FALLEN IN LOVE" caption carries the message with the sound off.
Steal this: Put the one-line verdict on screen in big type, so a muted scroll still gets it.
4. SALT & STONE: stopped twice before lunch
A woman holds up a SALT & STONE body mist and tells you what happened the morning she wore it.
Ad data:
- Running for: 586 days (since March 2025), still active
- Impression rank: #22 of SALT & STONE's creatives
- Format: Video: demo + customer testimonial
- Markets: US, Canada, UK and other markets
- Ads using it: 65
- Landing page: SALT & STONE homepage
The hook: "I sprayed this on this morning and I've already been stopped twice..."
Why it works: You can't smell a video, so the ad sells the result of the scent instead: strangers on the subway and at the coffee shop asking what she's wearing. The copy repeats the idea ("the Body Mist that launched a thousand compliments"). SALT & STONE runs this one creative in 65 ads, which is a lot of reuse for a single video.
Steal this: If your product can't be shown, show what other people say when they notice it.
5. Breeze Balm: "everyone's wearing them"
A woman with blue hydrogel patches under her eyes talks to the camera while she wears them.
Ad data:
- Running for: 546 days (since May 2025), still active
- Impression rank: #34 of Breeze Balm's creatives
- Format: Video: demo + customer testimonial
- Markets: US, Australia, UK and other markets
- Ads using it: 15
- Landing page: Revival Eye Masks product page
The hook: "If you haven't got these, everyone's wearing them and you need to go and grab yourself a pair..."
Why it works: The product is on her face from the first frame, so there's nothing to explain. The hook is pure social proof and a little FOMO, and the copy handles the details (niacinamide, caffeine, dark circles) for anyone who wants them.
Steal this: Film the creator using the product, not holding it, so the first frame already shows what it is.
6. Peter Thomas Roth: the "cracked the code" review
A creator gives a straight-to-camera review of a wrinkle serum sold at Sephora.
Ad data:
- Running for: 565 days (since April 2025), still active
- Impression rank: #26 of Peter Thomas Roth's creatives
- Format: Video: demo + customer testimonial
- Markets: US and other markets
- Ads using it: 3
- Landing page: Sephora product page
The hook: "Peter Thomas Roth has officially cracked the code on eliminating and preventing wrinkles with no pricking or poking."
Why it works: "No pricking or poking" names the alternative the viewer is weighing without saying it. A big legacy brand using a creator who talks like a friend makes it feel current, and the click goes to Sephora, where the buyer already trusts the checkout.
Steal this: Let the creator name the alternative your buyer is considering, in their own casual words.
7. Carnivore Snax: members-only cuts, for people who already buy
A guy on a balcony holds up a bag of Wagyu brisket chips and talks about the members-only flavors.
Ad data:
- Running for: 585 days (since March 2025), still active
- Impression rank: #48 of Carnivore Snax's creatives
- Format: Video: demo + customer testimonial
- Markets: US and other markets
- Ads using it: 16
- Landing page: Carnivore Snax homepage
The hook: "We got the carnivore snacks, Wagyu brisket, members only fellas..."
Why it works: This one isn't for new buyers. The copy opens "You've tasted the difference" and pitches a membership with member-only cuts and 5% back. UGC isn't only a top-of-funnel tool: here it makes a subscription feel like an insider club.
Steal this: Use a creator to sell your membership or subscription to people who already bought once.
Problem and fix testimonials
The second big group opens on a problem the viewer has (acne, bad breath, puffy eyes, an itchy dog) and lets a real person walk through the fix.
8. Hey Bud Skincare: "these aren't blackheads"
A woman holds her hands up to the camera to stop you, next to a close-up of a nose.
Ad data:
- Running for: 592 days (since March 2025), still active
- Impression rank: #2 of Hey Bud Skincare's creatives
- Format: Video: demo + customer testimonial
- Markets: US, UK, Canada, Australia and 13 more
- Ads using it: 17
- Landing page: Hey Bud homepage
The hook: "If you thought these were blackheads, you're probably making this mistake."
Why it works: It's a correction hook: you're doing something wrong, and here's why. That's hard to scroll past. The video teaches first (they're sebaceous filaments) and only then brings in the clay mask, and the copy promises "clearer skin in just 10 minutes." It's the second most-served creative in Hey Bud's account and runs in 17 markets.
Steal this: Open with a common mistake your buyer is making, then make your product the fix.
9. Yen Aura: the soap she thought was a myth
A woman in a towel turban rubs an orange soap bar on her face in the bathroom.
Ad data:
- Running for: 487 days (since July 2025), still active
- Impression rank: #1 of Yen Aura's creatives
- Format: Video: demo + customer testimonial
- Markets: US, Australia and other markets
- Ads using it: 4
- Landing page: Honey and Turmeric Soap product page
The hook: "Here's the thing, I thought clearing acne with soap was a myth."
Why it works: She admits the skepticism the viewer has before they can feel it. The demo is the whole video: real bathroom, real towel, soap on skin. It's Yen Aura's most-served creative.
Steal this: Start with "I thought X was a myth" when your product sounds too simple to work.
10. Norse Organics: a silent selfie with one big claim
A bearded guy holds a tin to his phone camera and smiles. No talking, just text on screen.
Ad data:
- Running for: 735 days (since October 2024), still active
- Impression rank: #17 of Norse Organics's creatives
- Format: Video: customer testimonial
- Markets: US, UK, Canada, Australia, New Zealand and other markets
- Ads using it: 7
- Landing page: Stop acne landing page
The hook: "10 years of acne ended in 9 days" and "20-second routine" on screen.
Why it works: Adspo has no transcript for this one because nobody speaks. A face, a product and two lines of text are enough, and the "20-second routine" line answers the effort objection men have about skincare. The click goes to a page built for acne, not the store.
Steal this: Try a no-talking version: a selfie, the product and two lines of text.
11. GoFlaus: the breath confession
A woman in a hoodie leans over a sink with a water flosser, mid-confession.
Ad data:
- Running for: 509 days (since June 2025), still active
- Impression rank: #6 of GoFlaus's creatives
- Format: Video: customer testimonial
- Markets: US and other markets
- Ads using it: 25
- Landing page: Dedicated landing page
The hook: "No, because genuinely, I had no idea how bad my breath was until I started flossing properly."
Why it works: Embarrassing honesty is very hard to fake in a polished ad, which is why it works in UGC. The hoodie and the sink make it real. The copy adds the proof she can't ("As seen on Shark Tank") and a code in the headline (FRESH10).
Steal this: Let the creator admit something slightly embarrassing that your product fixed.
12. Harry's: "undereye bags hate this tool"
A man presses a cooling roller under his eye and talks to the camera.
Ad data:
- Running for: 577 days (since April 2025), still active
- Impression rank: #40 of Harry's creatives
- Format: Video: demo + customer testimonial
- Markets: US and other markets
- Ads using it: 6
- Landing page: Cooling Eye Kit product page
The hook: "This is the number one solution for guys with puffy under eyes."
Why it works: It calls out the exact viewer ("guys with puffy under eyes") and shows the tool on his face from the first second. The on-screen caption borrows a TikTok format ("X hate this tool"), so it reads as native to the feed.
Steal this: Name the person and the problem in the first line: "for guys with...", "for moms who...".
13. Dog is Human: the vet visit story
A German shepherd gets a bath while the owner explains what the vet found.
Ad data:
- Running for: 507 days (since June 2025), still active
- Impression rank: #12 of Dog is Human's creatives
- Format: Video: before and after + customer testimonial
- Markets: US and other markets
- Ads using it: 24
- Landing page: Discount page
The hook: "A yeast skin infection. Ever heard of it?"
Why it works: Itchy dog owners have usually tried creams and shampoos already. The story explains why those didn't stick ("I wasn't actually treating the root cause") and puts the vet's advice in the owner's mouth, which is more believable than the brand saying it. The click goes to a page with the discount already applied.
Steal this: Tell the story of the fixes that didn't work first, so your product lands as the one that did.
Creator-at-home stories
These look like someone's normal day: decorating a nursery, working out in the living room, checking on the cats. The product is part of the story, not the star.
14. Loomwell: putting up wallpaper samples in the nursery
A creator films an empty nursery with a crib and walks you through testing wallpaper samples on the wall.
Ad data:
- Running for: 669 days (since January 2025), still active
- Impression rank: #2 of Loomwell's creatives
- Format: Video: demo + customer testimonial
- Markets: US
- Ads using it: 1
- Landing page: Loomwell homepage
The hook: "Things are starting to get real over here..." with "Nest with me" and "Only $4" on screen.
Why it works: "Nest with me" is a format people already watch for fun. The ad doesn't sell a full room of wallpaper, it sells a $4 sample, which is an easy yes. Loomwell runs several creators doing the same sample test, and this is the second most-served creative in the account.
Steal this: Make the UGC sell your smallest first step (a sample, a trial, a starter pack), not the big purchase.
15. Tempo: the gym nobody believes is there
A woman in workout clothes pulls weight plates out of a slim cabinet in her living room.
Ad data:
- Running for: 697 days (since December 2024), still active
- Impression rank: #36 of Tempo's creatives
- Format: Video: demo + customer testimonial
- Markets: US and other markets
- Ads using it: 3
- Landing page: Tempo review page
The hook: "I had friends over for dinner last night, and none of them believed that I fit my entire gym into this sleek little cabinet."
Why it works: The main objection to a home gym is space and looks, and the hook answers both with a story about guests. The caption "No one knows that I have a full gym in my living room" does the same job on mute. The copy then lists the price ("just $39/mo").
Steal this: Write the hook as a small social moment ("my friends didn't believe...") that proves your main claim.
16. Tempo: from NFL cheerleader to new mom
The second Tempo ad cuts photos of the creator's cheerleading days against her life as a new mom.
Ad data:
- Running for: 655 days (since January 2025), still active
- Impression rank: #11 of Tempo's creatives
- Format: Video: customer testimonial
- Markets: US and other markets
- Ads using it: 3
- Landing page: Tempo review page
The hook: "Before I was a mom, I was an NFL cheerleader."
Why it works: That's a first line people stop for. The before-and-after is about her life, not her body: she used to have time to train, now she doesn't. It ranks higher in Tempo's account than the cabinet video, and both send the click to the same review page.
Steal this: Open with one surprising fact about the creator, then tie it to the problem your product solves.
17. Petlibro: what the cats did all day
A cat owner sets up a Petlibro camera to catch her two cats fighting, and finds something else.
Ad data:
- Running for: 467 days (since July 2025), still active
- Impression rank: #23 of Petlibro's creatives
- Format: Video: demo + customer testimonial
- Markets: US and other markets
- Ads using it: 3
- Landing page: Scout smart camera product page
The hook: "I have two cats Ringo and Mango."
Why it works: It's a story with a twist: she expected fights and instead saw one cat waiting by the door for her. The feature (AI that tells the cats apart) comes in halfway, inside the story, so it never feels like a spec list.
Steal this: Build the ad around a small surprise the product revealed, and slip the feature in as the reason you saw it.
18. Pawezy: three years with the same harness
A woman sits on a park bench with her small dog in a Pawezy harness on her lap.
Ad data:
- Running for: 462 days (since July 2025), still active
- Impression rank: #37 of Pawezy's creatives
- Format: Video: demo + customer testimonial
- Markets: Australia, New Zealand, US
- Ads using it: 4
- Landing page: Pawezy homepage
The hook: "I've had the Pawezy harnesses for over 3 years now, and let me tell you, it's different from any other harness out there." (quoted from the ad copy)
Why it works: "Over 3 years" is a durability claim nobody would believe from the brand, but it's easy to believe from an owner on a park bench. The copy repeats her exact line, so the ad and the text agree.
Steal this: Find customers who have used your product for years, and lead with how long.
19. Jinx: a rescue dog's story
A dog owner tells how she found her senior rescue dog, over close-ups of the dog today.
Ad data:
- Running for: 456 days (since August 2025), still active
- Impression rank: #2 of Jinx's creatives
- Format: Video: before and after + customer testimonial
- Markets: US and other markets
- Ads using it: 17
- Landing page: Jinx homepage
The hook: "Just a month after losing my childhood dog, I found Billie, a senior dog wandering the streets..."
Why it works: It's an emotional story first and a dog food ad second. The before and after is the dog's recovery, and the copy ties it back with one line: "You rescued them. Now you get to spoil them." It's Jinx's second most-served creative.
Steal this: If your buyers have a story they love telling, let one of them tell it, and keep the product in the background.
Interview and podcast-style UGC
These borrow the look of a podcast or a street interview: microphones, headphones, a second voice asking questions.
20. Magic Mind: a podcast clip about a daily shot
Several people on a podcast set talk about why they drink Magic Mind.
Ad data:
- Running for: 608 days (since March 2025), still active
- Impression rank: #2 of Magic Mind's creatives
- Format: Video: podcast + customer testimonial
- Markets: US, UK, Canada, Australia and 15 more
- Ads using it: 77
- Landing page: "5 reasons why" page
The hook: "It's the greatest discovery by far."
Why it works: A podcast set signals a real conversation, not a script, and the quick cuts between voices feel like several people agreeing. Magic Mind runs this creative in 77 ads across 19 countries, the most of any ad in this post, and sends it to a "5 reasons why" page instead of the store.
Steal this: Cut a few honest lines from several people into one video, so it feels like a crowd agreeing.
21. MUTHA: an eye cream on the mic
A woman in headphones talks into a podcast mic about sleep and her eye cream.
Ad data:
- Running for: 621 days (since February 2025), still active
- Impression rank: #33 of MUTHA's creatives
- Format: Video: podcast + customer testimonial
- Markets: US and other markets
- Ads using it: 6
- Landing page: Beauty Sleep Eye Cream product page
The hook: "I sleep six hours a night and that's my best night of the week."
Why it works: The hook is a relatable joke about being tired, not a claim. The podcast format then gives her room to explain how the cream works (night repair, peptides) in a way that would feel like a lecture in a normal ad.
Steal this: Use the podcast look when your product needs a 30-second explanation; it buys you attention for it.
22. Caddis: the midlife enthusiast
An off-camera voice asks a woman in reading glasses to explain what she means by "midlife enthusiast."
Ad data:
- Running for: 607 days (since March 2025), still active
- Impression rank: #1 of Caddis Eyewear's creatives
- Format: Video: customer testimonial
- Markets: US and other markets
- Ads using it: 6
- Landing page: Bestselling readers page
The hook: "I'm a mid-life enthusiast." Then the interviewer: "Can you elaborate on that for me?"
Why it works: It never mentions eyesight. It sells an attitude (embracing midlife instead of hiding it) to the people who buy reading glasses, and the glasses are just on her face. It is also Caddis's most-served creative.
Steal this: Interview a customer about who they are, not about the product, and let the product sit in the frame.
23. Henson Shaving: firefighters and razor burn
A Henson team member talks in the workshop, cut with customers describing their shaves.
Ad data:
- Running for: 471 days (since July 2025), still active
- Impression rank: #9 of Henson Shaving's creatives
- Format: Video: before and after + customer testimonial
- Markets: US, Canada, Australia and 5 more
- Ads using it: 41
- Landing page: "Get Henson" page
The hook: "We've got firefighters who have to shave every day because they wear respirators."
Why it works: The firefighter story makes a small problem (razor burn) matter. Then customers add their own lines ("I tend to cut myself", "I never realized I was suffering"), and the speaker adds the brand's numbers: half a million sold and 15,000 five-star reviews, as claimed in the ad.
Steal this: Find the customer group with the most extreme version of the problem, and open with them.
Founder-style and reply-to-comment videos
The last group answers a question or a doubt head on, as if the person on camera had read your mind (or your comments).
24. milktab: the most lactose intolerant person you'll meet
A man eats a towering ice cream cone and explains how he learned to eat dairy again.
Ad data:
- Running for: 571 days (since April 2025), still active
- Impression rank: #1 of milktab's creatives
- Format: Video: founder story
- Markets: US, UK, Canada, Australia and 25 more
- Ads using it: 5
- Landing page: milktab homepage
The hook: "I am the most lactose intolerant person you'll ever meet and here are the two things I learned so that I could drink milk again."
Why it works: It's a promise with a number ("two things I learned"), so you stay to hear both. Eating ice cream on camera is the proof, and the copy lists the specs (27,000 FCC units of lactase, fits in your wallet). It's milktab's top creative and runs in 29 countries.
Steal this: Promise "the 2 things I learned" and make the product the second one.
25. Magic Cactus: answering "too low of a dosage"
A man in a Magic Cactus cap answers a commenter who says the drink is too weak.
Ad data:
- Running for: 621 days (since February 2025), still active
- Impression rank: #4 of Magic Cactus's creatives
- Format: Video: organic
- Markets: US
- Ads using it: 3
- Landing page: Watermelon Hibiscus product page
The hook: "Too low of a dosage."
Why it works: It takes the main complaint head on and turns it into the pitch: the drink is meant to feel like "a single beer or cocktail," not more. Reply-to-comment videos look like organic posts, and answering an objection in public builds trust. It outranks the brand's other ad in this post by a long way (#4 vs #34).
Steal this: Screenshot your most common objection from the comments and answer it on camera.
Patterns across these 25 UGC ads
Looking at all 25 together, a few things stand out. Every number here comes from the Adspo data behind this post.
- Winning UGC runs for a long time. The median ad here has run for 585 days and the shortest for 456. Hero Bread's taste test has run for 1,661 days, since April 2022. For ads ranked purely by runtime, see the longest running Facebook ads.
- They sit near the top of their account. 11 of the 25 are in the top 10 most-served creatives in their brand's account, 17 are in the top 25, and 7 are the brand's #1 or #2 (Yen Aura, Caddis, milktab, Hey Bud, Loomwell, Jinx and Magic Mind).
- Testimonial is the default. 23 of the 25 are tagged as customer testimonials, and 11 also show the product being used on camera.
- The best ones get reused. 9 of the 25 creatives run in 10 or more separate ads. Magic Mind's runs in 77 and SALT & STONE's in 65.
- The click rarely goes to the homepage. 8 link to a product page and 9 to a dedicated landing page, offer page or review page. 8 go to the homepage.
- The hook is a person talking, not a slogan. Every hook here is a first-person line: a reaction ("This is my new favorite thing"), a confession ("I had no idea how bad my breath was"), a correction ("these aren't blackheads") or a surprising fact ("Before I was a mom, I was an NFL cheerleader").
For the full definition of the format and a script to make one, see our guide to UGC ads. If the person mostly talks to camera in one long take, that's a yapper ad, and if the ad is built around a review, see testimonial ads. For video and image ads together, see our 50 best Facebook ad examples, and for statics only, the static ad examples. For opening lines across every style, see our 50 ad hook examples.
How to find UGC ads like these for your brand
You can find long-running UGC in your own category in a few minutes:
- Open Adspo and filter the ad library by your industry.
- Set the format to Video, filter to active ads and sort by Longest running.
- Open a creative to read its transcript, see its impression rank in the brand's account, how many ads use it, the copy and the landing page.
- Track the brands you want to follow, and save the UGC you want to brief creators from to a board.
Want to start from a niche? Browse long-running ads by category, like skincare, acne, oral care, men's grooming, pet or snacks. For one niche at a time, see the best skincare Facebook ads and the best supplement Facebook ads.
Frequently asked questions
What is a UGC ad?
A UGC ad is a paid ad that looks like it was made by a customer, not a brand: a real person, filmed on a phone, talking about or using the product. The person can be a customer, a paid creator or someone from the team, as long as it looks and sounds like a normal post. For the full definition and how to make one, see our guide to UGC ads.
What is an example of a UGC ad?
Hey Bud Skincare's "If you thought these were blackheads" video is a good one. A woman talks to her phone camera, tells you the dots on your nose probably aren't blackheads, then shows the clay mask. It has run since March 2025 and is the #2 most-served creative in Hey Bud's account. Hero Bread's taste test, live since April 2022, is another.
Do UGC ads still work on Facebook and Instagram?
Brands keep paying for them. Every ad in this post was still active on November 2, 2026, the median one has run for 585 days, and 11 of the 25 are in the top 10 most-served creatives in their own brand's account. Adspo can't see sales, but brands rarely leave an ad running for a year and a half if it isn't paying its way.
What makes a good UGC ad?
Across these 25, the good ones open with a line a real person would say, not a slogan: a reaction, a confession or a problem the viewer has. They show the product in a normal place (a car, a bathroom, a kitchen) and they send the click somewhere specific. 17 of the 25 link to a product page or a dedicated landing page, not the homepage.
What are the different types of UGC ads?
The ones brands run longest fall into five groups: first-try and taste-test reactions, problem and fix testimonials, creator-at-home stories, interview and podcast-style clips, and founder or reply-to-comment videos. This post has examples of each.
Where can I find UGC ad examples from my competitors?
The free Meta Ad Library shows a brand's active ads, but you can't filter by style or sort by runtime. Adspo covers 10,000+ verified brands and lets you filter to video ads, sort by longest running, read each ad's transcript and see its impression rank in the brand's account, copy and landing page.
Wrapping it up
The best UGC ads aren't the most viral ones. They're the ones brands keep paying for, month after month. Across these 25, the habits are simple: a real person, a first line they would actually say, the product in a normal place, and a click that goes somewhere built for it.
Every ad here came from Adspo's data, and you can find the same signals for any brand in your market. Try Adspo free for 7 days.