UGC (User-Generated Content) video is content created by real people—not a brand’s in-house creative team. Think of it as everyday people sharing honest, unfiltered opinions and experiences with your product. Because it’s rooted in real-life use and experiences, UGC video often resonates more with customers than polished ads.
UGC can take many forms – and brands should try many to identify what resonates the most. Below are some of the most common types you’ll see in the wild.
Product reviews are simple, direct feedback from actual users. They usually highlight what’s good (and sometimes what’s not) about a product, giving potential buyers a more trustworthy look than a traditional ad.
Leveraging the viral trend, unboxing and haul videos capture the moment someone opens a new product for the first time. They showcase the packaging, the immediate “wow” factor, and the raw first impression, which can be surprisingly persuasive.
Tutorial videos walk viewers step-by-step through how to use a product—like baking a recipe with a new kitchen gadget. They’re straightforward guides that let people see if the product genuinely solves a problem or makes life easier.
Testimonials share personal stories about a positive experience with a product. They’re candid and relatable, helping potential customers imagine how that same product could benefit them.
Before-and-after videos highlight the transformation a product can bring. Whether it’s beauty, home décor, or fitness, the contrast helps customers see the real impact with their own eyes.
Problem-solution videos present a common annoyance—like tangled cords or cramped closet space—and show how a specific product fixes it. They’re great for giving viewers that immediate “I need this” reaction. Brands with a well-defined value proposition often find problem-solution videos an effective way to communicate.
Lifestyle videos place the product naturally in someone’s day-to-day routine—like brewing coffee with a new machine in the morning or using a fitness app during a workout. It helps viewers picture the product seamlessly fitting into their own lives.
Path-to-purchase videos follow customers from discovery to actually buying a product, often in a retail store. They tell a story and help brands strengthen their relationships with retailers.
UGC video can be effective in driving awareness and purchases across paid, organic, retailer, and owned channels.
Okay, let’s dive in. Follow this soup-to-nuts walk through of everything brands need to do to generate high-performing video.
A clear objective anchors the entire project—every later decision stems from this first set of choices.
Your brief translates strategy into Creator action. Keep it inspiring but not prescriptive so authenticity shines through.
A tight feedback loop keeps production on schedule and prevents file chaos.
Authentic, on-brand creators make or break UGC performance; vet rigorously before shipping any product.
Clear usage terms avoid legal headaches and build trust with creators.
Seamless logistics help creators hit deadlines and reduce reshoot risk.
Quality control ensures content meets brand standards before it goes live.
