457dNodieeTech & Gadgets
207dHuelFood & Beverage
“Join over 4,000,000+ Hueligans. 4.5/5.0 stars | 26,000+ reviews | Trustpilot. Finally, Huel has launched a 200 calorie m”
175dMagic Spoon CerealFood & Beverage
“YOU ASKED:. can yall plz make marshmallows. WE LISTENED:. MAGIC SPOON. PROTEIN CEREAL. WITH MARSHMALLOWS. Classic Marshm”
155dMagic Spoon CerealFood & Beverage
“NEW PRODUCT ALERT. me when i wake up in the morning and i remember i get to eat protein pastries for breakfast”
149dSurrealFood & Beverage
“15 Grams of Protein From Just £0.70p 💪”
107dWholierSupplements & Wellness
107dWholierSupplements & Wellness
“Keep the Protein, Skip the Junk”
83dBarefacedBeauty & Skincare
82dJones Road BeautyBeauty & Skincare
76dWholierSupplements & Wellness
“It's not in your head. It's cortisol”
72dTrue ProteinSupplements & Wellness
72dTrue ProteinSupplements & Wellness
72dTrue ProteinSupplements & Wellness
“WPI - Buy Whey Protein Isolate Powder Australia | True Protein”
65dOats OvernightFood & Beverage
65dRhealSupplements & Wellness
65dRhealSupplements & Wellness
65dRhealSupplements & Wellness
63dSHREDDYSupplements & Wellness
63dSHREDDYSupplements & Wellness
62dBeekman 1802Beauty & Skincare
62dLucky SaintFood & Beverage
62dLucky SaintFood & Beverage
62dRose Skin CoBeauty & Skincare
62dRose Skin CoBeauty & Skincare
Days in market is measured from each ad’s first-seen date in the Meta Ad Library and re-checked daily. Mechanism labels are ours, applied to each brand’s longest-running ads.
Why ugc ads keep running
UGC is everywhere in paid social, which is exactly why most of it dies fast. The long-running UGC ads in the library are not the most polished; they open with a specific problem in the first second and get to the product quickly. Food and drink brands such as Huel, Magic Spoon and Surreal have kept UGC ads live the longest.
9% of the 276 long-running ads we have classified are ugc ads, across 14 brands. 7 of them have been live for more than 100 days. The full mechanism breakdown is in what makes ad creative work, and the ad creative brief guide turns it into a brief.
Want this for your category?
We’ll find the longest-running ads from your two closest competitors, name the mechanism behind each, and walk you through what we would test first.
Frequently asked
What is a ugc ad?
A UGC ad looks like content a customer made: a phone-shot review, an unboxing, a "here is what I actually use" talking to camera. It borrows the trust people give to peers over brands.
Do ugc ads work?
Of the 276 long-running ads we have classified across 40 DTC brands, 24 (9%) are ugc ads, with a median of 72 days live and 7 past 100 days. An advertiser keeps paying for an ad only while it earns its place, so that is a real signal.
How do I write a ugc ad?
Start from the evidence: find the longest-running examples in your own category, write down the promise, the objection and the proof each one uses, then brief one idea per ad. Our guide to writing an ad creative brief has a template.
Where do these examples come from?
From the Meta Ad Library. We record the date each ad first appeared, re-check daily whether it is still live, and label the persuasion mechanism doing the work on the long-runners.