If you regularly hang out on social media, chances are you’ve been exposed to a UGC video without even realizing it .
You know, those very authentic and spontaneous videos created by consumers who share their opinions on camera about a product or brand.
In recent years, UGC videos have taken a very important place in brands’ advertising strategy.
User-Generated Content (UGC) has revolutionized the digital marketing landscape, transforming how brands connect with their audience. At its core, UGC refers to any form of content—be it text, images, videos, or reviews—created by consumers rather than brands. In today’s social media-driven world, video content stands out as a particularly powerful form of UGC, offering unparalleled engagement and authenticity.
According to a 2023 report by Stackla, 79% of people say UGC highly impacts their purchasing decisions, significantly outperforming brand-created content. This statistic underscores the critical role that consumer-created content plays in modern marketing strategies.
What is UGC?
UGC , or User Generated Content , encompasses all content generated by users around a brand, product or service.
UGC can take many forms: a customer review, photos shared on social media, a video posted on TikTok, an article written, and many more.
These contents are particularly authentic and natural, because they are directly created and distributed by consumers themselves.
They provide social proof to the brand and build trust among viewers.
Originally, and still today, UGC videos were created spontaneously and unpaid by ordinary users.
However, we are witnessing a rise in the profession of UGC creator , whose profiles are now paid and whose videos are well supervised by agencies and brands upstream.
Why use UGC video format?
By 2025, video will account for over 82% of internet traffic , and it’s no surprise that 91% of marketers are using it for their business.
Video is arguably the most captivating format, and this ability to hold attention is even more powerful when it comes to UGC content.
With its highly immersive side, video quickly captures users’ attention and plays a very important role in consumers’ purchasing decisions.
It is important to note that today, 45% of individuals prefer to watch UGC videos rather than promotional videos created by the brands themselves.
This preference is not accidental, because according to HubSpot, 4 out of 5 people are more likely to buy a product that has been recommended to them by their peers.
Consumers are now looking for more credibility and authenticity in their interactions with brands.
They find these qualities precisely by connecting with individuals who are like them, thus sharing their personal experiences.
Why UGC Video Works
The effectiveness of UGC videos stems from several key factors that resonate with modern consumers:
A. Authenticity and Trust
In an era of polished brand messages, consumers crave authenticity. UGC videos provide a genuine, unfiltered look at products and services. A study by Bazaarvoice found that 64% of millennials and Gen Z prefer to see real customers in advertisements rather than professional models or actors. This preference for authenticity translates directly to increased trust in brands that showcase UGC.
Example: The cosmetics brand Glossier built its entire marketing strategy around UGC, featuring real customers in their social media posts and advertisements. This approach has helped them achieve a cult-like following and rapid growth in a competitive industry.
B. Increased Engagement Rates
UGC videos typically outperform brand-created content in terms of engagement. According to Hootsuite, UGC videos on Instagram generate 6.9 times more engagement than brand-generated content. This higher engagement rate leads to increased visibility, as social media algorithms tend to favor content that sparks interaction.
C. Cost-Effectiveness
Leveraging UGC videos can significantly reduce content creation costs. A report by Adweek suggests that UGC can be up to 50% more trusted than traditional marketing materials and can be created at a fraction of the cost. This makes UGC an attractive option for brands of all sizes, particularly those with limited marketing budgets.
D. SEO Benefits
UGC videos can boost a brand’s search engine optimization efforts. User-created content often includes natural, long-tail keywords that can improve a brand’s search rankings. Moreover, the increased engagement and time spent on websites featuring UGC can positively impact SEO metrics. A study by Yotpo found that websites leveraging UGC saw a 161% increase in organic traffic compared to those that didn’t.
Understanding Your Brand and Audience
Before diving into specific UGC video formats, it’s crucial to align your UGC strategy with your brand identity and audience preferences:
A. Identifying Brand Values and Voice
Your UGC strategy should reflect your brand’s core values and maintain a consistent voice. Start by clearly defining your brand personality—is it playful, professional, innovative, or traditional? This clarity will guide the type of UGC you encourage and feature.
Example: Patagonia, an outdoor clothing company, aligns its UGC strategy with its commitment to environmental activism. They encourage customers to share videos of their outdoor adventures, often highlighting conservation efforts, which reinforces the brand’s values and appeals to their environmentally conscious audience.
B. Analyzing Target Audience Preferences
Understanding your audience’s content consumption habits is key to a successful UGC video strategy. Conduct surveys, analyze social media insights, and use tools like Google Analytics to gather data on your audience’s preferences.
Data point: A 2023 report by Sprout Social found that 66% of consumers feel more connected to brands that share UGC. However, preferences vary by demographic. For instance, 76% of Gen Z prefers short-form video content, while only 54% of Baby Boomers share this preference.
C. Aligning UGC Strategy with Overall Marketing Goals
Your UGC video strategy should support your broader marketing objectives. Whether you’re aiming to increase brand awareness, drive sales, or improve customer loyalty, your UGC approach should be tailored accordingly.
Case Study: ASOS, the online fashion retailer, launched its #AsSeenOnMe campaign, encouraging customers to share photos and videos of themselves wearing ASOS products. This UGC strategy aligned perfectly with their goal of showcasing their diverse range of styles on real people, resulting in over 1.5 million posts with the hashtag and a significant boost in user engagement and sales.
By thoroughly understanding your brand identity, audience preferences, and marketing goals, you can create a UGC video strategy that not only resonates with your target market but also drives meaningful results for your business.
To help guide you in your UGC strategy, we have compiled a list of the best UGC videos that you should definitely try for your brand.
Examples of UGC Videos to Use for Your Brand
UGC Video 1: The product demo
The product demonstration is undoubtedly one of the most popular formats for presenting a product in an in-depth and convincing manner.
It is used to explain in detail how the product works, highlighting each essential aspect.
This approach includes highlighting the technical characteristics , specifications , functionalities , as well as the benefits offered by the product.
The product demonstration goes beyond simple presentation, it also helps to explain the different steps to follow to use the product effectively.
This UGC video format plays a crucial role in helping viewers make informed decisions about a future purchase.
UGC Video 2: The Challenge
The Challenge format is an engaging strategy that proves to be particularly effective in attracting and captivating users.
This type of video helps to stimulate users’ attention by creating a sense of curiosity and excitement .
The principle is simple: a designer takes on the challenge proposed by the brand , while highlighting the latter’s product in a creative and fun way.
The challenge can be centered around one or more features that distinguish the product from the competition.
It thus offers the opportunity to demonstrate concretely how the product can solve a problem or meet a specific user need.
When the challenge is successfully completed by the creator, it gives credibility to the product, strengthening the viewers’ trust in the brand.
Consumers will therefore be more inclined to believe in its effectiveness and consider a purchase.
UGC Video 3: The Unboxing
Unboxing is the most popular format on social networks these days, and we have all probably had the opportunity to experience it at least once before making a purchase.
The concept is simple and captivating: it involves opening and unpacking a package or product in front of the camera.
This seemingly innocuous gesture nevertheless offers many advantages.
First of all, unboxing allows the consumer to project themselves into their future purchase by offering them a first concrete vision of the product from all angles.
There’s also a satisfying side to unboxing products, which content creators enthusiastically convey to their audiences.
This excitement is contagious and often prompts viewers to seriously consider purchasing the product.
UGC Video 4: The good deal
The UGC good deal video aims to arouse a feeling of FOMO (Fear of Missing Out), or the fear of missing out on an opportunity among viewers.
In other words, the creator will emphasize the uniqueness of the opportunity, stressing that under no circumstances should this exceptional opportunity be missed .
Good deal videos are particularly relevant in the following situations:
- During the sales
- During the end of year holidays
- During flash sales
- During special promotions
Additionally, these videos can also highlight solutions or products that are extremely useful in special situations.
UGC Video 5: The C Rash Test
Crash test video is often used by brands to demonstrate the effectiveness and reliability of their products.
Its aim is to dispel potential prejudices or doubts among viewers, thereby removing barriers to purchase.
In this format, the designer usually performs a crash test highlighting a specific feature of the product, thus confirming what the brand claims.
UGC Video 6: The routine / Lifestyle
The routine or lifestyle UGC video offers a glimpse into the creator’s private life and daily life.
This format is particularly appreciated by viewers because they can identify with it.
The creator presents the brand’s product by naturally integrating it into their daily life , thus allowing the public to project themselves and better understand how the product can be integrated into their own lives.
This authentic approach builds audience trust and engagement with the product.
UGC Video 7: ASMR
ASMR , or Autonomous Sensory Meridian Response , translates into French as “Autonomous Sensory Meridian Response”.
Simply put, ASMR is a pleasant and relaxing sensory technique that is triggered by sensory stimuli, mainly sound.
It usually manifests as a tingling or chilling sensation on the skin and can spread throughout the body.
Common ASMR triggers include whispering, tapping noises, murmuring, crinkling paper sounds, and other auditory or calming stimuli.
The ASMR trend has been around for a while on YouTube and is very popular especially on TikTok.
ASMR could be a creative concept to implement during a UGC video to highlight your product in an original way.
This is particularly ideal for brands offering relaxation and well-being products.
UGC Video 8: The response to a comment
Replying to a comment is a very authentic technique that helps strengthen the bonds between the creator, their community, but above all the brand.
It shows that the creator is listening to his community.
This helps increase its credibility in the eyes of the audience as well as that of the brand.
UGC Video 9: Before/After Comparison
The concept of before/after is somewhat similar to crash testing, as it aims to demonstrate the effectiveness of a product.
The aim is to highlight the added values of the product after its use, as well as how it solves problems
This approach is particularly relevant for cosmetic, skincare or food supplement brands, as it allows you to show concrete results after using the products.
This significantly increases credibility in the eyes of consumers, who are more likely to take action, convinced by the video proof of the product’s effectiveness.
UGC Video 10: Customer feedback
Customer reviews are often considered the ultimate form of UGC content because they can have a significant impact on viewers’ decision-making .
In many cases, UGC creators share their honest opinions about a brand or product.
These positive reviews can be extremely influential and play a crucial role in other consumers’ purchasing decisions.
When a creator shares their positive review of a product, they usually do so by highlighting the reasons why they recommend it.
This can include things like quality, durability, great features, value for money, or even overall user experience.
UGC Video 11: The POV
POV , short for Point of View , is a popular trend on TikTok.
It allows users to showcase a situation or story from the narrator’s point of view, creating an immersive experience for viewers.
This format is particularly effective in generating audience engagement because it invites viewers to put themselves in the narrator’s shoes and experience the story in a more personal way.
UGC Video 12: The v log
Vlogging is the perfect format to showcase a product in action in everyday life.
The concept of vlogging is to film and share the different stages of your day with your community.
This format humanizes both the product and the brand , showing how it can be used in everyday situations.
It also offers the opportunity for the brand to tell a story and convey a message that is unique to it.
UGC Video 13: Tips / Tricks
Tips and tricks videos are highly valued content by viewers, and they offer a valuable opportunity for brands.
They not only allow you to present new products or services, but also to demonstrate the brand’s expertise in its field.
The tips presented in these videos can take different forms, including:
- Tips for saving money
- Tips to save time in everyday life
- Recommendations to reduce fatigue and improve well-being
- Tips for taking care of your body and your health
These tips can be combined with a detailed product presentation or a practical demonstration.
UGC Video 14: The street interview
The vox pop is a very popular concept on TikTok right now, and it has many benefits for brands.
It offers the opportunity to collect not only customer testimonials, but also authentic and spontaneous reactions from passers-by who discover the product for the first time.
Brands have adopted this format to introduce their products to strangers on the street, creating real interactions with their audience .
The street interview allows you to capture authentic and unscripted reactions, which reinforces the credibility and appeal of the product.
UGC Video 15: The Versus
The concept of versus in UGC refers to the direct comparison or competition of two items or products.
For example, on platforms like TikTok, YouTube , or Instagram, content creators can use the VS format to showcase two products, two options, or two different perspectives in one video or post.
They usually discuss the pros and cons of each option, outlining the key differences to help viewers choose between the two.
This format is popular because it allows viewers to see a direct comparison between two potential choices, which can be helpful when purchasing products or making decisions.
It also helps create engagement by encouraging viewers to participate in the discussion by sharing their own opinions on the topic.