What Are UGC Videos and How Brands Use Them in Marketing
Learn what UGC videos are, how they differ from influencer content, their benefits, and the best platforms for brands to use them effectively.
What Are UGC Videos and How Brands Use Them in Marketing
User-Generated Content (UGC) — especially UGC videos — has become an essential element of modern digital marketing. From organic TikTok product unboxings to authentic Instagram Stories reviews, these customer-made videos deliver trust, authenticity, and strong engagement that traditional ads often cannot match. This guide explains exactly what UGC videos are, how they differ from influencer content, their benefits, and how brands can effectively utilize them.
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Defining UGC and UGC Videos
UGC stands for User-Generated Content — content created by actual consumers of a product or service, rather than by the brand itself. This covers photos, blog articles, social media posts, and videos.
UGC videos are video content produced and shared by unpaid individuals — usually genuine customers — that features, demonstrates, or discusses a brand’s product, service, or experience.
Well-known examples include:
- A customer’s video review of a gadget on YouTube
- TikTok clips showing a product in real-life contexts
- Instagram Reels sharing creative uses for a brand’s offering
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A Brief History and the Rise of UGC in Digital Marketing
UGC has roots in early online communities — think forum reviews or the first YouTube “first impressions” uploads. The mid-2010s saw platforms like Instagram, Snapchat, and later TikTok exponentially increase UGC’s reach and influence.
Notable milestones include:
- 2005–2010 – YouTube popularizes independent reviews and unboxings
- 2011–2015 – Instagram drives aesthetic, shareable product photography and videos
- 2016 onward – TikTok and Instagram Reels push snackable, trend-driven UGC clips into vast organic reach
Consumer research, including studies by Stackla, has repeatedly shown that nearly 80% of shoppers say UGC strongly influences buying decisions, outperforming branded content.
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UGC Videos vs Influencer-Created Content
Although UGC videos and influencer-produced content share some overlap, their nature, intent, and effects differ.
UGC videos:
- Come from everyday customers
- Often spontaneous and authentic
- May be discovered and shared later by a brand
Influencer content:
- Created by individuals with established followings
- Usually tied to paid partnerships or promotions
- Highly curated to suit brand objectives
| Aspect | UGC Video | Influencer Content |
|---|---|---|
| Creator | Regular customers/users | Professional influencers |
| Compensation | Usually unpaid | Paid or incentivized |
| Authenticity Perception | High | Moderate |
| Production Quality | Varies | High |
| Control by Brand | Low | High |
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Benefits of UGC Videos for Brands
UGC videos offer brands measurable and long-term advantages:
- Trust & Credibility – Audiences trust peer opinions over ads.
- High Authenticity – Real-life experiences resonate more deeply.
- Stronger Engagement – Inspires more shares, comments, and saves.
- Cost Efficiency – Helps reduce branded content production costs.
- Community Building – Fosters a sense of belonging among customers.
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Platforms Where UGC Videos Excel
Some platforms are especially conducive to UGC video virality and reach:
- TikTok – Trend-driven and algorithm-friendly short-form content.
- Instagram – Supports Reels, Stories, and video carousels.
- YouTube – Effective for how-to videos, detailed reviews, and vlogs.
- Facebook – Ideal for community sharing and local reach.
- Reddit – Appeals to niche audiences with specialized interest content.
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Types of UGC Videos
Popular UGC video formats include:
- Product Reviews – Genuine pros and cons from real users
- Tutorials & How-To’s – Demonstrations of product use
- Unboxings – In-the-moment impressions upon opening
- Testimonials – Personal experiences with a service or brand
- Challenges – Participation in platform-wide trends linked with a product
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How Brands Can Encourage Customers to Create UGC Videos
Unlocking more UGC requires strategy and community engagement:
- Launch Hashtag Campaigns – Centralizes related posts for easy discovery
- Offer Incentives – Discounts, giveaways, and features in official channels
- Engage Actively – Like, comment, and share customer-created videos
- Share Creative Briefs – Provide prompts or themes for content creation
- Feature UGC Across Channels – From your homepage to newsletters
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Legal Considerations
Before using UGC in campaigns:
- Request Permission – Online posting does not equal public domain
- Credit Creators – Builds goodwill and transparency
- Understand Platform Policies – Each platform’s terms of service may vary
- Secure Agreements for Major Campaigns – Especially for widespread use
Carelessness in this area can result in intellectual property issues and negative publicity.
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Best Practices for Featuring UGC Videos
To get the most out of UGC videos:
- Spotlight High-Performing Clips – Identify content with strong metrics
- Retain Authenticity – Minimal over-editing preserves trust
- Align With Messaging – Ensure thematic fit with campaigns
- Use Optimal Formats – Respect aspect ratios per platform
- Monitor Performance Data – Evaluate conversion and engagement impact
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Successful UGC Video Campaign Examples
Three notable campaigns demonstrate UGC’s potential:
- GoPro – Built its content strategy around customer-shot action footage, turning users into brand storytellers
- Coca-Cola's “Share a Coke” – Prompted a flood of personalized product videos and stories
- Glossier – Thrives on consumer testimonials and makeup application tutorials shared by real customers
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Measuring ROI and Impact of UGC Videos
To measure ROI:
Quantitative metrics:
- Click-through rates and sales attribution via UGC content
- Uplift in conversions during UGC-heavy campaigns
- Engagement rates across social channels
Qualitative signals:
- Improved sentiment from social listening
- Growth in unpaid brand mentions and hashtag engagement
- Strengthened emotional ties evident in customer feedback
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Future Trends in UGC Video Marketing
Emerging developments shaping UGC video marketing include:
- AI-Powered Curation – Automating discovery of top-performing user content
- Interactive & Shoppable Video – Enabling purchases directly from user posts
- Omnichannel Amplification – Repurposing UGC across TikTok, YouTube Shorts, and Instagram
- Micro-Community Focus – Partnering with hyper-niche audiences for deep relevance
As trust in traditional advertising declines, combining UGC videos’ authentic voice with strategic amplification will keep this format at the forefront of effective content marketing.
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Summary & Next Steps
UGC videos merge customer authenticity with powerful storytelling, offering brands a cost-efficient way to build credibility, boost engagement, and drive conversions. By understanding what UGC videos are, choosing the right platforms, and respecting creators’ rights, brands can unlock deeper connections with their audience.
Ready to start? Encourage your customers to share their stories, curate the most engaging clips, and weave UGC into your campaigns for stronger marketing ROI.
