UGC in B2B Ads: The biggest missed opportunity in B2B advertising

User Generated Content (UGC) has been a powerhouse in B2C for years, but here’s the truth: UGC in B2B isn’t just possible — it’s working. At Nude Digital, we’ve seen it first-hand across clients, industries, and campaigns. And the results? Higher engagement, stronger trust, and conversions that more traditional creatives couldn’t deliver.

Here’s what you need to know if you’re a B2B brand looking to get UGC right.

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What is UGC (and why does B2B need it)?

At its core, UGC is exactly what it sounds like: content created by people, not brands. Think testimonials, customer videos, creator clips, even simple product reviews. In B2C, it’s everywhere. Scroll Instagram or TikTok and you’ll see a constant stream of creators talking about products they love. The reason it works? It feels real.

Instead of a polished ad shouting features, you see someone you can relate to using a product, sharing a pain point, and showing how it’s solved. That relatability drives action — and B2B buyers aren’t immune to it.

84% of B2B buyers start their buying journey based on recommendations. UGC feels like that trusted recommendation.

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Why B2B Has Been Slow to Adopt UGC

If UGC works so well, why do so many B2B brands still hold back? We see a few common reasons:

• It feels “too B2C” – many marketers assume UGC only works for consumer brands with impulse purchases.
• Fear of losing control – letting a creator have their spin on your product feels risky.
• Measurement worries – long sales cycles make it harder to track the direct impact of UGC.
• Not knowing where to start – should it live in ads, organic content, or somewhere else entirely?

These are fair concerns — but they’re also holding brands back from something powerful.

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B2B Brands Already Winning With UGC

Some of the biggest B2B names have already figured it out:

• Adobe has long showcased real users and their work in its marketing.
• Canva brings in creators to show exactly how they use the tool — their TikTok content is a great example of UGC with personality.
• ClickUp has scaled UGC across TikTok, LinkedIn, and ads, showing their product from multiple angles.

These brands don’t just use UGC for awareness. They use it across the entire funnel — top-of-funnel explainer videos, mid-funnel problem-solving clips, and even bottom-of-funnel content aimed at conversions.

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How We Use UGC for B2B Clients

When we tested UGC for one of our B2B SaaS clients, we didn’t just throw a camera at a creator and hope for the best. We built a process:

1. We mapped pain points. We dug into customer research to understand why people bought the product and what challenges it solved.
2. We identified audience clusters. Using actual data (and some ChatGPT help for structuring it), we spotted patterns in who the buyers were and who they’d relate to.
3. We found the right creators. This was crucial. The creators needed to look and feel like the product’s users.
4. We gave direction — not scripts. Creators need freedom to make content authentic. Over-scripting kills the believability that makes UGC powerful.
5. We tested multiple angles. From funny hooks to straightforward demos, we saw which tone and format hit hardest.

The result? UGC outperformed traditional creatives across the board — including animated videos, motion graphics, and polished statics.

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Where B2B Brands Go Wrong with UGC

Here’s the blunt truth: when UGC flops, it’s rarely the format’s fault. It’s usually how it’s done.

• Wrong creator selection. If your target audience can’t relate to the person in the video, it won’t land.
• Overly scripted content. Too much brand control makes UGC feel like a bad ad. The best content is guided, not forced.
• No clear goal. Is the content for awareness, lead generation, or retention? If you don’t know, the audience won’t either.

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Why B2B Brands Should Start Considering UGC

For B2B brands, UGC isn’t just a “nice to have.” It’s one of the most effective ways to build trust and show real use cases of your product or service. Buyers are tired of overly polished corporate ads — they want authenticity. They want to see people like them using your product and solving real problems.

Starting small is better than not starting at all. Think testimonials filmed by customers, a few relatable TikTok-style clips, or UGC-powered ad creatives. Once you see what resonates, you can scale.

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The Bottom Line

UGC works in B2C because it’s relatable. It works in B2B for the exact same reason. The only difference is the strategy: B2B UGC needs sharper messaging, the right creators, and a clear role in your funnel.

Done right, it can transform how your brand connects with buyers. Done badly, it’ll look like another awkward ad.

If you want UGC that actually moves the needle, let’s talk. Nude Digital helps B2B brands build UGC strategies that work — from creator sourcing to campaign rollouts.

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🎧 Want to go deeper on this topic? Check out the full conversation on our podcast B2B Shower Thoughts. Listen on Spotify or watch it on YouTube.

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