What is UGC Video? The Ultimate Guide for 2025

User-Generated Content (UGC) video—or simply UGC video—is any video created by real people like your customers, fans, or influencers, not by your brand. But let’s get real—what is UGC video exactly, and why should you care?

Imagine authentic testimonials, unboxing moments, product demos, and real-life experiences shared by real users. That’s UGC video. It’s relatable, raw, and 10x more influential than polished brand ads. Why? Because people trust people, not logos.

UGC videos aren’t just trendy—they’re powerful tools that build trust, boost engagement, and drive sales. Ready to turn your customers into your best marketers?

Picture this: Your favourite coffee shop shares a TikTok of a customer doing their happy dance after that first sip of morning brew. That's user-generated content (UGC) in action – and it's changing the game for brands connecting with their audience in 2025.

UGC videos are authentic, unscripted moments captured by real customers sharing their genuine experiences with products or services. They're like word-of-mouth marketing but online, thanks to smartphones and social media.

Think about it:

📱 92% of consumers trust peer recommendations over traditional advertising
🎥 UGC videos generate 10x more views than brand-created content
💫 79% of people say UGC highly impacts their purchasing decisions

In today's marketing world, being genuine isn't just a trendy term – it's what builds trust and boosts sales. UGC videos provide that valuable social proof that convinces potential buyers to make a purchase.

Ready to tap into the power of content created by your customers? In this detailed guide, we'll explore:

What makes UGC videos effective
Real-life examples that show results
Proven methods to gather and showcase UGC
Best practices for specific platforms
Upcoming trends influencing UGC marketing

Let's uncover the secrets behind crafting a successful UGC strategy that turns your customers into your biggest brand supporters!

Key Characteristics of UGC Videos

Raw Authenticity: Unlike professional brand videos, UGC often features imperfect lighting, natural backgrounds, and real-time reactions
Personal Perspective: Content creators share their unique experiences and viewpoints
Relatable Scenarios: Videos typically show products being used in everyday situations
Organic Reach: Content spreads naturally through social sharing and word-of-mouth
Cost-Effective: Brands don't need expensive production equipment or professional crews

How UGC Differs from Traditional Video Marketing

Traditional marketing videos focus on perfectly scripted messages and high production values. UGC videos break this mold by prioritizing:

Genuine Reactions over rehearsed performances
Real-World Usage instead of staged demonstrations
Candid Feedback rather than carefully crafted messaging
Community Building versus one-way communication

The Power of Consumer Content Creators

Today's consumers aren't passive viewers – they're active participants in brand storytelling. When customers create content, they:

Build trust through peer recommendations
Provide social proof for potential buyers
Create relatable content that resonates with target audiences
Generate diverse perspectives and use cases
Drive authentic engagement within brand communities

Why Consumer Involvement Matters

Brand-created content can tell people what to think about a product. UGC shows them what to expect. When real customers share their experiences:

Potential buyers see authentic product applications
Communities form around shared experiences
Brands gain valuable insights into customer preferences
Marketing messages become more credible
Purchase decisions feel less risky

UGC videos represent a shift from traditional top-down marketing to collaborative brand storytelling. They transform customers from audience members into brand advocates, creating a powerful ripple effect across social media platforms and digital communities.

10 UGC Video Examples and What Makes Them Effective

Here are some examples of UGC videos that effectively showcase authentic storytelling and brand connection:

1. GoPro's #GoProFamily Campaign

Video Type: Adventure footage
What Makes It Work: Raw, unfiltered moments captured by users during their adventures
Impact: 16M+ views across platforms

The authenticity of users scaling mountains, surfing waves, and capturing life's thrilling moments creates an aspirational yet achievable feel that perfectly aligns with GoPro's brand identity.

2. Apple's #ShotOniPhone Series

Video Type: Artistic cinematography
What Makes It Work: Professional-quality content created with accessible technology
Impact: 2M+ Instagram posts

Users demonstrate the iPhone's camera capabilities through stunning visual storytelling, proving the product's value through real-world application.

3. Starbucks' #RedCupContest

Video Type: Creative drink presentations
What Makes It Work: Seasonal excitement combined with artistic expression
Impact: 40K+ submissions annually

Customers showcase their personalized drinks while celebrating holiday traditions, creating a perfect blend of product showcase and emotional connection.

4. Glossier's Customer Reviews

Video Type: Beauty tutorials
What Makes It Work: Honest product demonstrations
Impact: 300% increase in engagement

Real customers showing actual results builds trust and provides valuable application tips for potential buyers.

5. Nike's #PlayInside Campaign

Video Type: Home workout videos
What Makes It Work: Community-driven content during lockdown
Impact: 5M+ engagement rate

Athletes sharing their indoor training routines created a sense of global unity while reinforcing Nike's brand message.

6. Chipotle's #GuacDance Challenge

Video Type: Dance challenge videos
What Makes It Work: Fun, participatory content
Impact: 250M+ video views

The playful nature of these videos created viral momentum while keeping the product (guacamole) central to the narrative.

7. LUSH's Bath Bomb Demos

Video Type: Product demonstrations
What Makes ItWork: Satisfying visual content
Impact: 8M+ TikTok views

Customers capture mesmerizing bath bomb transformations, creating shareable content that highlights product features.

8. Airbnb's Guest Stories

Video Type: Travel experiences
What Makes It Work: Personal travel narratives
Impact: 45% higher booking rates

Authentic travel stories from real guests provide social proof while inspiring wanderlust.

9. Aerie's #AerieReal Campaign

Video Type: Body-positive content
What Makes It Work: Unedited, diverse representation
Impact: 300% revenue growth

Customers sharing unfiltered try-on videos revolutionized the brand's marketing approach and industry standards.

10. DoorDash's Delivery Stories

Video Type: Day-in-the-life content
What Makes It Work: Behind-the-scenes authenticity
Impact: 2.5x engagement rate

Dashers sharing their delivery experiences humanize the brand and create relatable content for viewers.

Social media platforms are filled with a wide variety of user-generated content (UGC) video every day. Let's take a closer look at the most popular types of videos that consumers enjoy creating and sharing:

1. Product Reviews & Unboxing Videos

These videos focus on showcasing products and providing insights about them. They can include:

First impressions and detailed product analysis
Package opening experiences
Side-by-side comparisons
"Worth it?" evaluations

2. How-To Tutorials & DIY Content

These videos aim to educate viewers on how to use a product or create something on their own. They can feature:

Step-by-step product usage guides
Creative hacks and tips
Customization ideas
Troubleshooting common issues

3. Lifestyle & Experience Videos

These videos give viewers a glimpse into someone's life and how they incorporate certain products or experiences. They can include:

Day-in-the-life featuring products
Travel experiences with specific gear
Home organization showcases
Fitness journey documentation

4. Before & After Transformations

These videos highlight the impact of a product or service by showcasing transformations. They can feature:

Beauty product results
Home improvement projects
Fitness progress
Fashion styling

5. Challenge & Trend Participation

These videos involve participating in challenges or trends that are popular on social media. They can include:

Brand-specific challenges
Viral social media trends
Dance routines with products
Creative interpretation of prompts

6. Behind-the-Scenes Content

These videos provide a peek behind the curtain, showing aspects that may not be visible to the public eye. They can feature:

Shopping experiences
Product customization process
Service experiences
Event attendance

What Do Consumers Prefer?

Consumer preferences show a strong lean toward:

Raw, unfiltered content that feels authentic
Quick, snappy videos under 60 seconds
Relatable situations and genuine reactions
Problem-solving content that adds value

How Can Brands Use This Information?

Brands can leverage these preferences by:

✨ Creating Challenge Templates

Design easy-to-follow formats that include branded elements, keep instructions simple, and make participation fun.

🎯 Targeting Pain Points

Encourage solution-sharing, feature customer success stories, highlight unique use cases, and address common questions.

💡 Inspiring Creative Freedom

Provide loose guidelines, celebrate unique interpretations, feature diverse perspectives, and reward originality.

The key to successful UGC video campaigns lies in understanding these content types and aligning them with your brand's goals while maintaining authenticity. Consumers gravitate toward content that solves problems, entertains, or provides genuine value to their lives.

Benefits of Using UGC Video for eCommerce

Let's explore the game-changing benefits UGC videos bring to your eCommerce strategy. These authentic customer-created gems are powerful tools for driving sales and fostering long-lasting customer relationships.

Trust-Building Through Real Customer Stories

92% of consumers trust peer recommendations over traditional advertising - and it's easy to see why. UGC videos showcase real people sharing their unfiltered experiences with your products, creating an authentic connection that professional marketing simply can't match.

Here's how UGC videos build trust:

Unscripted Authenticity: When customers film themselves using your products in their daily lives, they create relatable content that resonates with potential buyers
Detailed Product Demonstrations: Real users often highlight features and benefits that professional marketing might miss
Honest Reviews: Both positive feedback and constructive criticism help build credibility
Social Proof at Scale: Multiple customer videos create a powerful network effect of trust

Driving Conversions Through Authentic Content

UGC videos don't just build trust - they drive serious results. Brands using UGC videos report:

📈 157% increase in conversion rates
⬆️ 50% higher email click-through rates
💰 29% higher web conversions

Enhanced Customer Engagement

UGC videos create a two-way conversation between brands and customers:

Community Building: When customers share their experiences, they become part of your brand story
Increased Time on Site: Shoppers spend 2.6x more time on pages with UGC videos
Higher Social Media Engagement: UGC videos receive 10x more shares than branded content

Cost-Effective Marketing

UGC videos provide exceptional ROI:

Reduced Production Costs: Your customers create content for you
Continuous Content Flow: Fresh UGC keeps your marketing channels updated
Multi-Platform Usage: One piece of UGC can be repurposed across various channels

SEO Benefits

UGC videos boost your search engine visibility:

Increased Organic Traffic: Fresh content signals to search engines
Long-Tail Keywords: Natural customer language helps capture specific search queries
Reduced Bounce Rates: Engaging content keeps visitors on your site longer

Platforms for Collecting UGC Video Content

There are several effective platforms where your brand can gather authentic user-generated content. Each platform offers unique opportunities to connect with creators and collect valuable UGC videos.

Instagram 📱

Instagram is a popular platform known for its visual content. Here are some ways you can collect UGC videos on Instagram:

Instagram Reels: Perfect for short-form vertical videos
Stories: Capture real-time customer experiences
IGTV: Long-form content showcasing detailed product reviews
Tips: Use branded hashtags, run Instagram contests, and engage with tagged posts

TikTok 🎵

TikTok has gained immense popularity for its fun and creative video content. Here are some strategies to gather UGC videos on TikTok:

Main Feed: Home to viral trends and creative challenges
TikTok Now: Spontaneous, authentic moments
Tips: Create brand-specific sounds, launch hashtag challenges, engage with trending audio

YouTube 🎥

YouTube is the go-to platform for long-form video content. Here's how you can leverage YouTube for UGC collection:

Standard Videos: In-depth reviews and tutorials
YouTube Shorts: Quick product demonstrations
Community Tab: Direct engagement with creators
Tips: Set up a branded channel, create playlists of UGC content

Pinterest 📌

Pinterest is known for its visually appealing pins and boards. Here are some ways to collect UGC videos on Pinterest:

Idea Pins: Multi-page video content
Standard Pins: Product showcases
Tips: Create boards dedicated to customer content, use rich pins

Facebook 👥

Facebook still holds a significant user base and offers various video features. Here's how you can collect UGC videos on Facebook:

Facebook Watch: Long-form video content
Stories: Quick customer testimonials
Groups: Community-driven content sharing
Tips: Build active communities, use Facebook Live for real-time engagement

Platform-Specific Collection Strategies

Each platform has its own unique features that you can leverage for UGC collection. Here are some specific strategies based on the platforms:

Instagram & TikTok Strategies

Run themed challenges with unique hashtags
Feature creators in your brand's stories
Create shareable AR filters and effects

YouTube & Facebook Strategies

Partner with micro-influencers
Host live Q&A sessions
Create dedicated spaces for community content

Pinterest Strategies

Enable rich pins for your products
Create collaborative boards
Encourage video pin creation

Cross-Platform Integration

To maximize the impact of your UGC collection efforts, it's important to connect your strategies across different platforms. Here are some ways to achieve cross-platform integration:

Using consistent branded hashtags
Creating platform-specific content guidelines
Building a centralized UGC hub on your website
Implementing Whatmore's video collection tools

Remember to adapt your collection strategy based on each platform's unique features and audience behaviors. The key is to make content creation fun, easy, and rewarding for your community.

How to Organically Get More UGC Videos About Your Brand?

Getting customers to create videos about your brand doesn't always require a hefty budget. Let's dive into proven strategies that spark authentic user-generated content creation.

Your brand experience needs to be genuinely worth sharing. Here's how to make that happen:

Design Instagram-worthy packaging - Think colorful unboxing experiences that beg to be filmed
Add surprise elements - Hidden messages, bonus gifts, or unique product features
Create photo/video opportunities - In-store backdrops or product presentation that inspires content creation

Build an Engaged Community

A thriving community naturally generates UGC. Try these community-building tactics:

Host virtual events that bring your audience together
Create branded hashtags specific to your community
Respond to every comment and engage in conversations
Share behind-the-scenes content to make customers feel like insiders

Make Content Creation Easy

Remove barriers that might stop customers from creating videos:

Provide clear guidelines on preferred video formats
Share examples of the type of content you're looking for
Create templates or stickers for Instagram Stories
Suggest specific angles or moments to capture

Recognize and Reward Organically

Building a culture of appreciation drives more UGC:

Feature customer videos on your main feed
Create highlight reels of customer content
Send personal thank-you messages to content creators
Give shoutouts in your Stories or newsletters

Leverage Product Launches

New products create natural excitement and content opportunities:

Give early access to loyal customers
Create unboxing-worthy packaging
Include content prompts with the product
Ask specific questions about the experience

Start Conversations

Spark discussions that naturally lead to video creation:

Ask customers to share their creative uses of your product
Create challenges that showcase your product in action
Pose questions that inspire storytelling
Encourage customers to share their transformation stories

Remember: authentic UGC comes from genuine connections. Focus on building relationships and creating experiences worth sharing - the videos will follow naturally.

Each social platform has its unique flavor, and sharing UGC videos effectively requires a platform-specific approach. Here's your playbook for maximizing UGC impact across different channels:

Instagram

Keep Stories snappy (15 seconds max)
Add interactive stickers to boost engagement
Use vertical format for Reels
Tag creators in both post caption and image
Include product tags for shoppable content

TikTok

Embrace trending sounds and effects
Keep captions short and punchy
Use 3-5 relevant hashtags max
Share during peak activity hours (9 PM - 11 PM)
Maintain raw, authentic feel

YouTube

Create themed playlists of UGC content
Add timestamps in video descriptions
Include detailed product links
Optimize titles with searchable keywords
Enable community contributions

Cross-Platform Best Practices

Brand Consistency: Add subtle branded elements like logos or colors without overshadowing authenticity
Credit Protocol: Always tag creators using their preferred handles
Content Optimization: Adjust aspect ratios for each platform
Response Strategy: Engage with comments within 24 hours
Quality Standards: Set basic requirements for video clarity and sound

Content Organization Tips

Create a content calendar specifically for UGC
Build themed collections (e.g., "Customer Favorites," "Real Results")
Mix UGC with branded content at a 70:30 ratio
Test different posting times for each platform
Track performance metrics per platform

Remember to maintain your brand voice while letting the authentic nature of UGC shine through. A well-balanced approach helps create a cohesive brand story across all platforms while maximizing engagement potential.

Legal Considerations and Quality Control Measures for Using UGC Videos in Your Marketing Strategy

Let's dive into the crucial legal aspects of UGC videos that protect both your brand and content creators. 🔒

Securing Proper Permissions

Essential Legal Requirements:

Get explicit written consent from creators before using their content
Create clear terms and conditions for UGC submissions
Document all permissions and agreements
Respect intellectual property rights and copyright laws

"Hey! Loved your unboxing video! Would you mind if we share it on our social channels? We'll give you full credit! 🌟" - This casual DM won't cut it legally. Always use proper documentation.

Quality Control Without Losing Authenticity

Content Review Checklist:

Brand safety alignment
Technical quality standards
Appropriate messaging
Accurate product representation

Pro Tip: Create a UGC style guide that outlines:

Minimum video resolution requirements
Acceptable lighting conditions
Audio quality standards
Branded elements dos and don'ts

Rights Management Best Practices

Essential Elements in Your UGC Agreement:

Usage rights scope
Duration of permission
Platforms where content will appear
Compensation terms (if applicable)
Attribution requirements

Quality Assurance Process

3-Step Content Verification:

Technical review (resolution, sound, stability)
Content compliance check (brand guidelines, legal requirements)
Performance potential assessment (engagement value)

Red Flags to Watch For:

Copyrighted music in backgrounds
Third-party logos or products
Inappropriate or controversial content
Poor video/audio quality that might harm brand perception

Remember: High-quality UGC doesn't mean perfectly polished content - it means authentic content that meets basic technical standards while maintaining its genuine appeal. 🎥

Future Trends in User-Generated Video Content Marketing

The UGC video landscape is rapidly evolving, bringing exciting new possibilities for brands and creators alike. Let's dive into the game-changing trends shaping the future of UGC marketing:

1. AI-Powered Video Creation Tools 🤖

Smart editing algorithms that help creators polish their content
Auto-generated captions and translations for global reach
AI-driven personalization adapting UGC to different audience segments

Try Whatmore Studio

2. Immersive Reality Integration 🎮

AR filters and effects becoming standard in UGC videos
Virtual try-ons featuring real customer experiences
Mixed reality storytelling blending physical and digital elements

3. Short-Form Video Evolution 📱

Micro-content under 15 seconds gaining prominence
Vertical video formats optimized for mobile viewing
Loop-worthy content designed for repeated engagement

4. Interactive Video Features 🔄

Clickable hotspots within UGC videos
Real-time polls and quizzes embedded in content
Choose-your-own-adventure style user experiences

5. Live Shopping Integration 🛍️

Real-time product demonstrations from customers
Live unboxing events with instant purchase options
Community-driven shopping experiences

Seamless checkout directly within UGC videos
User-curated product collections
Social proof metrics integrated into video content

7. Data-Driven UGC Strategy 📊

Advanced analytics tracking UGC performance
AI-powered content recommendation systems
Real-time engagement optimization

8. Community-First Content Creation 👥

Brand-specific creator communities
Collaborative video challenges
User-led content direction and ideation

These emerging trends are reshaping how brands leverage UGC videos. The focus is shifting toward creating more dynamic, interactive experiences that blur the lines between entertainment and commerce. Brands that embrace these innovations will find themselves at the forefront of authentic, engaging marketing that resonates with modern consumers.

Conclusion

User-generated video content is a game-changer in modern marketing. The power of authentic, customer-created videos can't be underestimated - they build trust, drive engagement, and boost conversions like no other content format.

Ready to harness the potential of UGC videos? Here are your next actionable steps:

Start Small: Begin by encouraging customers to share their unboxing experiences or product reviews
Create a Branded Hashtag: Launch a simple hashtag campaign to collect and organize UGC
Engage With Creators: Respond to and share existing UGC to motivate more participants
Set Clear Guidelines: Develop basic content guidelines while maintaining authenticity
Test Different Platforms: Experiment with Instagram Reels, TikTok, or YouTube Shorts

Remember: UGC video isn't just another marketing tactic - it's a powerful way to build genuine connections with your audience while letting your customers become your best brand advocates.

🎯 Quick Win: Start today by identifying your most engaged customers and reaching out to them personally for video testimonials. Their authentic experiences could become your most valuable marketing assets.

Ready to transform your marketing strategy with UGC videos? Whatmore's shoppable video platform helps you seamlessly integrate customer-created content into your product pages, turning social proof into sales.

To recap,

What is UGC Video?

What is UGC video? It stands for User-Generated Content (UGC) video, which refers to videos created by consumers rather than brands. But what is UGC video really about? These videos showcase authentic experiences, opinions, and interactions with products or services, providing a raw and genuine perspective that resonates with audiences.

How does UGC differ from traditional video marketing?

Understanding what is UGC video helps you see the difference from traditional video marketing. While traditional videos are polished and scripted by brands, UGC videos emphasize raw authenticity and real consumer experiences. This difference makes UGC videos more relatable and engaging, as they showcase genuine interactions rather than staged scenes.

To fully grasp what is UGC video, it’s important to understand the types of content people create. Consumers share various UGC videos, including product reviews, unboxing experiences, how-to tutorials, lifestyle videos, before & after transformations, challenge participation, and behind-the-scenes content. These formats highlight authentic experiences and add credibility to brand messaging.

Why is consumer involvement important in video content creation?

One key aspect of what is UGC video lies in the power of consumer involvement. When customers actively participate in creating videos, it transforms them from passive viewers into brand advocates. This not only fosters trust and authenticity but also builds emotional connections with the audience, driving deeper engagement and brand loyalty.

What are some benefits of using UGC videos for eCommerce?

What is UGC video doing for eCommerce brands? A lot! UGC videos build trust by showcasing real customer stories, drive conversions with authentic content, and enhance customer engagement through interactive dialogue. Additionally, UGC videos offer cost-effective marketing solutions by reducing the need for high-budget productions.

How can brands effectively collect UGC video content?

A crucial part of understanding what is UGC video is knowing how to collect it effectively. Brands can gather UGC video content by leveraging platforms like Instagram, TikTok, YouTube, Pinterest, and Facebook. Running themed challenges, encouraging hashtag campaigns, or partnering with micro-influencers are effective strategies for motivating users to create and share authentic UGC videos.

Want to add UGC videos to your website to boost engagement and conversion? Try Shoppable Videos!