How UGC delivers it
A brand claim says the product works. A testimonial video shows a person saying it worked for them, in their own room, in their own words. That shift from claim to evidence is why brands test UGC ads against polished brand ads, especially for products that need trust, such as skincare, supplements and software.
Placement matters as much as the content. Social proof does the most work near the decision: on product pages, in retargeting ads to people who visited but did not buy, and next to the price. The UGC examples guide shows which formats carry it best.
Example
A mattress brand stacks several kinds in one ad: a creator filming her first night's sleep, an on-screen line quoting a verified review, and a quick montage of real customer unboxing clips. Each element answers a different doubt: will it work, do others agree, and is this a real company that ships.
The same footage then goes on the product page under the reviews, where the viewer is already close to buying.
Common mistakes
Faking it. Invented reviews and scripted testimonials presented as unprompted are deceptive under consumer protection rules, and an actor who has never used the product is not social proof. Paid creator content needs disclosure, which does not stop it working.
Using proof that does not match the buyer. A testimonial from someone the viewer cannot relate to persuades less than one from someone like them, so source creators who resemble the customer you are trying to win.
How it's used
The product page has plenty of claims and almost no social proof. Let's put two customer videos right under the price.
For the retargeting set, lead with social proof: review quotes on screen, then the creator testimonial.