Over the years, I’ve worked with businesses of all sizes to create content that connects with customers. One thing I’ve learned is that people don’t always want a polished sales pitch. They want to see how a product fits into real life. That’s one reason I enjoy creating UGC. It helps brands tell their story in a way that feels honest, helpful and relatable.
So Let’s Talk About UGC!
Consumers today are surrounded by advertising. Every time they open an app or browse the internet, they see companies trying to sell something.
That is one reason user-generated content, often called UGC, has become so valuable. Instead of polished commercials, many customers prefer to see real people using real products.
UGC videos help brands build trust because they feel more authentic than traditional advertising.
If you’re new to the topic, you can also read my guide, What Is UGC? A Beginner’s Guide for Brands, to learn the basics before diving into how businesses use it.
What Is a UGC Video?
A UGC video is content that looks and feels like it was created by an everyday customer. It usually features someone using a product, explaining how it works or sharing an honest experience.
Some UGC is created by actual customers. Other videos are created by professional UGC creators who produce authentic-looking content for brands without acting as social media influencers.
The goal is the same whether it’s paid or unpaid: create content that feels helpful instead of overly promotional.
Where Brands Use UGC Videos
One of the biggest advantages of UGC is its flexibility. A single video can often be used in several places and re-edited into multiple fresh versions
Many brands use UGC videos on:
- Social media posts
- Facebook and Instagram ads
- TikTok videos
- Product pages
- Landing pages
- Email marketing campaigns
- Amazon product listings
- YouTube Shorts
- Pinterest Idea Pins
Using the same content across multiple platforms helps businesses get more value from every video they create.
Why UGC Works
People trust people.
When shoppers see someone demonstrating a product in a natural setting, it feels more believable than a traditional commercial.
UGC videos can help businesses:
- Build trust with potential customers
- Show products being used in real life
- Answer common questions
- Increase engagement on social media
- Improve conversion rates
- Create fresh content more often
Consumers often want to know what a product looks like outside of a professional photo shoot. Seeing someone open a package, explain a feature or demonstrate how something works can make buying decisions easier.
Popular Types of UGC Videos
Not every UGC video looks the same. Different styles work for different products and audiences.
Some of the most common formats include:
Product Demonstrations
The creator shows how a product works while explaining important features and benefits.
Unboxing Videos
Viewers watch someone open a package for the first time, showing what comes inside and giving their first impressions.
Testimonials
The creator talks about their experience using the product and explains what they liked.
Problem-and-Solution Videos
These videos begin with a common problem before showing how the product helps solve it.
Lifestyle Videos
Instead of focusing only on the product, these videos show it being used naturally during everyday life.
Best Practices for Brands
UGC performs best when it feels genuine.
Keep these UGC tips in mind:
- Let creators speak naturally.
- Focus on solving customer problems.
- Avoid scripts that sound like commercials.
- Show the product in real-life situations.
- Include clear visuals and good lighting.
- Keep videos short and easy to watch.
- Test different versions to see what performs best.
The more authentic a video feels, the more likely viewers are to watch it from beginning to end.
Does UGC Really Work?
Research suggests that authentic content can influence buying decisions.
According to the 2024 State of Social & User-Generated Content Report from Bazaarvoice, shoppers continue to rank user-generated content among the most trusted types of content when researching products and making purchasing decisions. Brands also report stronger engagement when authentic customer content is included alongside traditional marketing materials.
While every campaign is different, many businesses use UGC because it helps customers feel more confident before making a purchase.
Should Every Business Use UGC?
UGC isn’t just for large national brands.
Small businesses, local companies and online stores can all benefit from adding authentic videos to their marketing strategy.
Whether you sell clothing, beauty products, home décor, automotive accessories or digital products, UGC can help customers understand what you’re offering and why it’s worth buying.
The key is creating content that informs first and sells second.
Ready to Add UGC to Your Marketing?
Great marketing isn’t always the most polished marketing.
Sometimes, the videos that feel the most natural create the strongest connection with customers.
If you’re looking for authentic UGC videos that showcase your products and fit your brand’s voice, I’d love to help. Together, we can create content that builds trust, engages your audience and gives you marketing assets you can use across multiple platforms.
Source
Bazaarvoice. 2024 State of Social & User-Generated Content Report. https://www.bazaarvoice.com/resources/state-of-social-and-user-generated-content-report/