UGC stands for user-generated content. Real customers or users make it themselves. It can be a review clip, a photo or a post about their experience. It is not work made by the brand's own marketing team. In advertising, the word also covers clips a brand pays a creator to film. These look like a customer filmed them. It also covers "UGC-style" video, which looks phone-filmed, with a person holding the product and talking to the camera. Two questions tell the three apart: who made it, and did the brand pay the person who made it. A 2023 Standard Insights survey asked more than 1,000 people in Thailand. 57.76% picked reviews on websites as a source of information that affects what they buy online, the most-picked source in the survey. This page has two UGC-style videos made with GenLabs. Each has a table of what every shot shows the viewer. The page also compares what a UGC creator costs with making the video yourself. Every figure from another source has its source and date.
UGC has three meanings people mix up, and two questions tell them apart
In its first meaning, UGC is content that a real customer posts on their own. The brand did not pay and did not write a script. The Thai articles that rank for this search agree. A post by Salika Knowledge says UGC means stories that consumers or customers create themselves. The Digital Tips (18 March 2023) says it is content created by the brand's real customers.
In marketing today, two other things also get called UGC:
| Name used on this page | Who makes it | Does the brand pay? | Example |
|---|---|---|---|
| UGC from real customers | A real customer or user | No, and no script from the brand | A customer buys a jar of chili oil and films a review for TikTok |
| Clip from a UGC creator | A creator the brand hires, who does not need many followers | Yes, per piece of work | A creator films a product review. The brand posts it on its own channels or uses it in an ad |
| UGC-style video | The shop owner, the brand's team, or a tool such as GenLabs | Not per clip to a filmer (only the tool cost) | A vertical clip that looks like a phone clip, with a person holding the product and talking to the camera |
The test takes two questions. If the customer made it and the brand did not pay, it is UGC from real customers. If the brand paid a creator to make it, it is a clip from a UGC creator. If the shop owner or a tool made the clip look like a customer's clip, it is UGC-style video.
The second row comes from Thai articles too. The Digital Tips counts UGC creators, hired by the brand to make content, as one source of UGC. AD ADDICT (15 April 2025) says a UGC creator does not need a large following. It says the creator makes content for the creator's own channels and the brand's.
The GenLabs videos on this page are in the third row. They are not reviews from real customers.
Why small brands care about UGC: reviews affect buying more than the brand's own website
The Thai number comes from Standard Insights and its Consumer Report Thailand 2023. It surveyed more than 1,000 people in Thailand. They named the sources of information that affect what they buy online (source page, dated 15 June 2023):
| Source of information that affects online buying | Respondents who chose it (%) |
|---|---|
| Reviews on websites | 57.76 |
| Social media (Facebook, Instagram, TikTok) | 49.12 |
| Their own knowledge and experience | 43.8 |
| The brand's official website | 23.4 |
| Word of mouth from friends and relatives | 18.3 |
| Key opinion leaders (influencers) | 13.2 |
| Celebrities | 7.5 |
| Others | 1.2 |
Reviews on websites lead the brand's own website by more than two to one (57.76 to 23.4). The number suggests other people's reviews affect buying more than the brand's own website does. It does not mean every outside voice beats the brand's website: word of mouth from friends and relatives (18.3), key opinion leaders (13.2) and celebrities (7.5) were each chosen less often than the brand's website. A small brand with few reviews is therefore interested in getting customers to write about its product.
Read the number with care:
- The figures in the whole chart add up to more than 100%, so respondents could choose several sources.
- It says "reviews on websites". It is not about UGC video directly.
- It is a 2023 survey. It does not say how much more UGC-style video sells. We have no sales numbers for videos made with GenLabs.
So a small shop has three ways to get a clip that looks like a customer talking about the product. It can wait for customers to do it. It can hire a creator. Or it can make UGC-style video itself. In the third way the brand is the maker, so it is not a real customer's voice. Section 5 compares the prices of the three.
4 UGC video types: review, unboxing, try-on, before and after
We group UGC-style video for products into four main types. They differ in what the camera has to catch:
| Type | What the camera must catch | Example on this page |
|---|---|---|
| Review | The product in hand, and a person telling the camera how it went | The chili oil (example 1) |
| Unboxing | A closed pouch or box, a hand tearing or opening it, then the items in the order they come out | The parcel-opening part of the dress clip, seconds 2-4 (example 2) |
| Try-on | A person wearing the real product, so you see the fit and the fabric as they move | The dress clip, seconds 8-17 (example 2) |
| Before and after | The same thing at two points in time, with the difference visible in the same frame | No example on this page |
Before-and-after needs a real pair of pictures from the real product, so this page has no example of this type.
Examples of UGC-style video made with GenLabs
Both videos are on the genlabs.in.th homepage and both were made with GenLabs. They are vertical (9:16), with a woman speaking Thai and a music track. Both sit in the third row of the table in section 1. They are not reviews from real customers.
The table under each video goes shot by shot. A shot is one cut of the film. It says what each shot shows the viewer about the product. To read it, mute the sound and go shot by shot. If you can say what the shot shows about the product, the shot works.
| Time (approx.) | What you see | What it shows about the product |
|---|---|---|
| 0-3 s | In a kitchen, she pours chili oil from a glass jar onto food in a steel bowl | How to use it |
| 3-5 s | A close-up of chili oil on a spoon, showing the chili and the bits in it | The texture of the chili oil |
| 5-7 s | A spoon stirs the chili oil through the noodles and toppings in the steel bowl | What it is eaten with |
| 7-12 s | She eats the noodles from a spoon, eyes closed, brow furrowed | The eater's reaction |
| 12-15 s | A still close-up of the glass jar with a black lid on a wooden table; the brown label has the words พริกน้ำมัน | What the jar and label look like |
The only writing you can read on screen is the label on the jar. Its brand name and the words พริกน้ำมัน read clearly; the small line under them is too small to read in the frame. We do not quote the spoken lines on this page.
| Time (approx.) | What you see | What it shows about the product |
|---|---|---|
| 0-2 s | A woman in a bedroom holds a pink plastic parcel bag and talks to the camera | The dress inside the bag is not visible yet. The bag opens the story |
| 2-4 s | A close-up: hands tear the bag open and pull out folded cream fabric | The colour of the fabric as it comes out. The print is not visible yet |
| 4-6 s | She holds the dress against her body in front of the camera | Its length and print next to a person |
| 6-8 s | A close-up: hands tie the pink bow at the neckline | The bow at the neckline |
| 8-10 s | She wears the dress and looks in a full-length mirror | The fit when worn |
| 10-12.5 s | In the mirror she stands straight, turns a little and rests a hand on her waist | The smocked waist |
| 12.5-15 s | A close-up of the upper part of the dress, a hand on the waist | The fabric and the smocked band |
| 15-17.5 s | A full-length shot: she holds out the skirt, turns and walks toward the camera | The skirt as she moves |
| 17.5-20 s | A half-length shot: she talks to the camera and points both index fingers at the dress | The whole dress to close |
There are 9 Thai captions on screen, plus a sticker with the word "unbox". The captions praise the print, the bow, the waist, the fabric and how the dress moves. None carries a price, a number or a result. We do not quote the spoken lines on this page.
What a UGC creator costs, against making UGC-style video yourself
According to ppc.io (updated 12 January 2026), UGC creators worldwide charge US$212 per video on average. The range is US$150-300 per piece of work. At 33 baht to the dollar, that is about 7,000 baht on average and 4,950-9,900 baht for the range. The rate only shows the size. It is not the rate on the day you pay. We found no sourced rate for a UGC creator in Thailand.
| Option | Price found | What the number covers | Source and date |
|---|---|---|---|
| Hire a UGC creator | US$212 average per video. US$150-300 per piece of work. Some creators charge 30-50% of the base price more for each of extended usage rights and raw files | UGC creator marketplaces in several countries, in US dollars, not Thai prices | ppc.io, updated 12 Jan 2026, and influee.co, 18 Apr 2025 |
| Hire a Thai TikTok influencer | 1,000-10,000 followers: 3,000-8,000 baht per clip; 10,000-100,000 followers: 5,000-30,000 baht per clip | Priced by follower count, posted on the influencer's own channel. Not a UGC creator price | Sixtyscope, 18 May 2026 |
| A short Reels or TikTok video inside an agency's monthly social media fee | 3,000-10,000 baht per video, including script, shooting and editing | A Thai agency's per-item price when it is included in a monthly social media fee, not a price to hire one video on its own | Sphere Agency, 20 Mar 2026 |
| Make UGC-style video in GenLabs | Startup plan ฿599 a month (see question 5 for the number of videos and the price per video) | The monthly plan price on the pricing page | GenLabs /pricing |
We read every page in the table on 30 September 2026. How to read the table:
- The dollar figures are worldwide, not Thai prices. We searched for a sourced Thai per-clip rate for UGC creators on 30 September 2026 and found none.
- Influencer prices follow the follower count. UGC rates follow the piece of work delivered, not the follower count (influee.co).
- A creator's base price may not include extended usage rights or the raw files. ppc.io and influee.co agree that some creators charge 30-50% of the base price more for each.
- AD ADDICT says a UGC creator's cost is more flexible and easier on the wallet than an influencer's. It gives no number.
Making UGC-style video in GenLabs: four steps to the post
GenLabs makes a vertical UGC-style video from your product photo. You do not write a prompt (the instruction you type to an AI). GenLabs writes it. In GenLabs you do this:
- Take a photo that shows the whole product, then upload it. If you have not taken it yet, see how to shoot a better product photo first.
- Choose a Thai AI presenter, a personality and a scene, and a length (10-15 seconds, 20 seconds or 30 seconds). Our website says it takes 2 minutes.
- Check every shot against the real product. If a shot does not match, make the video again.
- Download the video, or schedule a post to TikTok, Instagram and Facebook for supported accounts.
For more on video from a product photo, see make a video from one product photo. If you want a presenter who speaks Thai to introduce the product, see AI video with a Thai-speaking presenter. Social publishing is part of every plan. The Startup plan (฿599 a month) connects 1 social account. The Pro and Business plans connect unlimited social accounts. See all plans and prices.
Hire a creator or make it yourself: choose by one question, what the buyer doubts
The short answer: if the buyer doubts how it works out for a real person, use a clip from a real person. If the buyer doubts what the product looks like or how it is used, UGC-style video made from a product photo can answer that. This split is our own reading of the examples in section 4.
| The buyer doubts | The better-fitting route | Why |
|---|---|---|
| How it works out for a real person (skin, hair, size, smell) | UGC from real customers, or a creator who really uses the product | A real person has to use it for real. A video made from a product photo is not one person's result |
| What the product looks like, what is on it, how it is used | UGC-style video made from a product photo | It answers with pictures of the product, its shape, fabric and use, which is what the shots in the chili oil and dress examples show |
You can use both. A small shop with no customer clips yet can start with UGC-style video. It can add real customer clips later.
Limits to know before you make UGC-style video
- We have not measured sales for the examples on this page. We did not sell with them. We have no sales or view numbers, and we do not know which clips sell more.
- UGC-style video made with GenLabs is not a review from a real customer. It does not show a result a real person got from the product. The spoken lines and the captions in the examples are those examples' scripts, not facts about your product. Use the facts of your own product in your own video.
- You must check every shot against the real product. The lettering on labels and the details of the product can come out wrong. Check Thai text and the voice too. GenLabs asks users to check Thai text and product details before use.
- The creator prices are from abroad. For Thai prices, ask the creator. The Standard Insights survey is from 2023 and is about reviews on websites.
- GenLabs makes video from your product photo. It does not find creators for you, and it does not collect clips from your customers.
Frequently asked questions
What does UGC stand for, and what does it mean?
UGC stands for user-generated content. It means clips, photos, reviews or posts that real customers or users make themselves about a product or brand, not work made by the brand's own team. In advertising the word also covers clips from creators the brand hires, and UGC-style video. See the table in section 1.
What is a UGC creator, and how is it different from an influencer?
A UGC creator makes customer-style clips or photos for a brand. The Digital Tips (18 March 2023) counts them as one source of UGC, hired by the brand to make content. AD ADDICT (15 April 2025) says a UGC creator does not need a large following. It says the creator makes content for the creator's own channels and the brand's. An influencer needs a clear fan base and mostly posts on their own channel. On price, influee.co (18 April 2025) says UGC rates follow the piece of work delivered, not the follower count as with influencers.
What are UGC style and UGC ads?
UGC style is the look of the clip: vertical, looking phone-filmed, with a person holding the product and talking to the camera. Anyone can make it. UGC ads are ads that use a clip of this kind as the creative. ppc.io says many brands make UGC-style ads because they feel more natural than ads made by an in-house team.
How much does a UGC creator charge per clip?
The data we have is worldwide, not Thai. ppc.io (updated 12 January 2026) gives an average of US$212 per video and a range of US$150-300 per piece of work. At 33 baht to the dollar that is about 7,000 baht, and 4,950-9,900 baht. Some creators charge 30-50% of the base price more for each of extended usage rights and raw files. We searched for a sourced Thai per-clip rate for UGC creators and found none. Thai TikTok influencer prices are in the table in section 5.
How many credits does a UGC-style video use in GenLabs?
A 10-15 second video uses 15 credits. The Startup plan (฿599 a month) has 80 credits, which is 5 videos if you spend the credits on video only. That is about ฿120 per video (฿599 divided by 5). Pro (฿1,990) has 400 credits, which is 26 videos. Business (฿4,990) has 1,600 credits, which is 106 videos. We worked out the number of videos and the price per video ourselves from the plan prices and credits. They are not prices GenLabs publishes. Plan credits do not carry over to the next period.
Does a video made by AI count as real UGC?
Not in the original meaning, because a real customer did not make it. ppc.io says AI cannot make real UGC, but it can make work that feels real. On this page we call such work UGC-style video, and we do not present it as a real customer's review.
You have the product photo. Let GenLabs make a vertical UGC-style video from it. 700+ Thai businesses have paid for GenLabs.
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