From UGC to Brand Team Content: The Next Evolution in Marketing
Insights from Olivia Larsen at the Foxwell Meet-Up in Lisbon, March 2026
Why It Matters
UGC still works, but audiences are becoming more perceptive of content that feels overly scripted or promotional. Content from brand teams—whether it’s founders, employees, or creators representing the brand provides a more genuine way to build trust by offering a behind-the-scenes look at the people behind the product. For marketers, creative strategists, and brand teams, this is important because the next step in high-performing content may not be more polished UGC but rather making the brand itself feel more human, trustworthy, and relatable.
If you’ve spent any time in digital marketing, you’re probably already familiar with the power of UGC (user-generated content). But what if the next big trust-builder goes beyond testimonials and reviews, and comes from giving audiences a backstage pass (a sneak peek behind the scenes) by pulling back the curtain and allowing your own brand team to enter the spotlight? These are our people, and showing their authentic voices could be the key to a deeper connection.
Olivia Larsen, a creative strategist with deep roots in UGC marketing and UGC Creator herself, shared powerful insights on how brand team content is changing the way audiences connect with brands at the Foxwell Founders meetup in Lisbon, Portugal in late March 2026. Keep reading to learn the main takeaways along with useful tips you can start using today in your UGC strategy.
UGC: Still Effective, But Audiences Are Getting Wise
UGC has long been the gold standard for creating authentic, trust-building ad content. However, as it becomes more widespread, audiences are getting wise. They realize that a lot of creators are being paid to promote products, sometimes regardless of their genuine feelings. The first goal of UGC was simple: creators would try a product, truly love it, and then share their honest experiences. But now, the approach can feel forced, and viewers are growing increasingly skeptical. While UGC still works, its impact is changing, and marketers need to find fresher, more creative ways to deliver their message.
Enter Brand Team Content: Insider Access Develops Trust
Brand team content (think founders, team members, or even the people who pack your orders) offers a new angle. Instead of just a user recommending a product, audiences get “insider access” to the brand. This comes across less like a sales pitch and more like privileged information, which can be even more persuasive. Founders, in particular, are seen as the ultimate authorities, and brand team members bring deep product knowledge and clarity that helps drive conversions.
The Secret Sauce: Humanise the Brand Itself
While traditional UGC makes the creator relatable, brand team content makes the brand itself relatable. Showing the personalities behind a company gives audiences a face to trust, especially when the team demonstrates expertise and real enthusiasm. This approach adds clarity and a deeper informed narrative to your marketing.
The Scaling Challenge and a Creative Solution
Naturally, not every founder has the time or desire to be on camera, and some brands may not have a large team or team members who are comfortable being filmed. Here’s where the transformation happens: UGC creators can step in as extensions of your brand team. By delivering detailed creative briefs and guidance, brands can have creators “act” as team members, closing the gap between high-performing content and limited internal resources.
Want to see how top brands are evolving beyond traditional UGC? Join the conversations happening inside Foxwell Founders, where marketers, media buyers, and creative strategists share what’s actually working right now.
Real World Examples That Work
Discount Angle with Authority: A UGC creator mimics the founder’s authoritative tone and style to deliver a discount message. Simple props and settings, like a desk and good lighting, keep production easy and authentic.
Reverse Psychology Messaging: Kicking off content with a line like, “this product might not be for you,” instantly disarms viewers and builds credibility by being upfront about who the product is actually intended for. This subtly exclusive approach not only cuts through ad fatigue, but also taps into that FOMO factor, making people wonder, “Wait, why isn’t it for me? Maybe I want it even more now.”
POV Warehouse/Packing Videos: Audiences love backstage content. Packing orders on camera, especially with props like gloves or seasonal decorations, consistently drives engagement. Combining this with answering customer questions or showing free gifts adds value and keeps viewers watching.
Tips for Brand Team Content Creation
Detailed Briefs Are Key: When using UGC creators as brand team stand-ins, specificity wins. Spell out tone, attire, energy, and background. Include a shot list, script, and even prop requirements to ensure consistency.
Match Tone to Role: Founders may use a dominant tone, while warehouse staff can be more relaxed and conversational. Match the energy to the concept for authenticity.
Leverage Simple Editing Tools: Don’t overthink production; good lighting, a plain background, and clear audio go a long way. Use B-roll, overlay graphics, and even ASMR elements like glove-snapping or box-tapping to create engaging hooks.
Unexpected Hooks That Perform
Props and sensory hooks like glove-snapping, tapping, and even “damaging” products (think: tearing open packaging) can spark conversation and boost engagement. Don’t be afraid to experiment with what feels quirky or offbeat—sometimes, those are the elements that go viral.
Platform Placement: Where Does It Belong?
Generally, brand team content should run from the brand’s account, but whitelisting (where content appears on a creator’s or special-purpose account) can also build trust, especially for ongoing creator-brand partnerships. Decide which is best for each specific concept, or test both – maybe even have the creator make a brand "creator" account like "MaddyatBrand" as the handle name.
Bottomline
The evolution from user-focused to brand team content is all about making brands more human, relatable, and trustworthy, without losing the efficiency and relatability of UGC. By harnessing the creativity of UGC creators and blending it with insider brand knowledge and sincere storytelling, marketers can build deeper, more meaningful connections with audiences.
Prepared to level up your content? Start by crafting a detailed creative brief, and don’t be afraid to get your (or your creator’s) hands on camera!
