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User Generated Content (UGC) is no longer just a trend, it is a must in your marketing strategy in 2025. With platforms like Instagram, TikTok and YouTube driving consumer behavior, UGC videos are shaping the way brands connect with their audiences. In fact, 79% of people say UGC highly impacts their purchasing decisions.
Adding UGC powerful strategies into your marketing mix, you can create authentic connections with your audience, boost engagement and grow your online presence. This type of content is more relatable and trusted as it comes from real users and not brands. That’s why brands using UGC see up to 50% more repeat customers.
In this guide, we’ll explore the best UGC video types, how to choose the right format for your industry, and proven ways to boost your results with high-performing user-generated content. Ready to elevate your next campaign? Let’s dive in!
UGC videos are authentic, unscripted videos created and shared by real customers, fans, or creators. They can take the form of reviews, unboxings, tutorials, testimonials, day-in-the-life content, and much more.
UGC videos reflect real experiences, real opinions, and real people, making them incredibly powerful tools. Instead of polished ads, you get relatable, trustworthy content that feels like a recommendation from a friend.
UGC works so well today because:
Not sure what UGC is or how it works across industries? Our guide to UGC for brands covers everything from types, benefits, and real-life brand examples.
Using UGC can expand your audience as people trust unpaid, real customers. Here are the best types of UGC videos you can include into your marketing mix to start boosting your engagement, reach and, in the best case scenario, sales!
And if you're ready to go even deeper into the world of UGC, check out our UGC content hub, packed with tips, trends, and real-world examples to fuel your strategy.
Unboxing videos are the most popular choice. They capture the first moment with a product: when you open the package and get to see everything that is inside. It is a real time reaction, no cuts or edits, of the whole experience: product, packaging, presentation and first impressions.
Unboxing videos are really effective during product launches or seasonal limited edition drops. They are a great way to create anticipation, especially on platforms like Instagram, TikTok and YouTube.
Unboxing videos not only work because they spark curiosity but also show potential buyers exactly what they can expect. Unboxing videos are watched mostly by people who are pretty much determined to buy the product, or they have already purchased it and are waiting for delivery.
Jennie is a UGC creator based in Australia. She made an unboxing of her new Grey MacBook Air. Her video focuses primarily on the product and all the accessories. She´s not in the video, but she shows exactly how everything comes inside the notorious Apple package.
Product Reviews are videos where users share their personal experience and thoughts on a particular product or service.
Product Reviews are great for new customers doing research, especially in industries like beauty, tech, wellness and fashion.
Reviews bring social proof. They build trust, improve search engine rankings, and boost visibility. These videos answer questions of potential buyers such as “Is this worth it?” or “Does it really work?”, and help them decide whether to make a purchase or not.
Emily is a TikToker that hopped on the Dyson discussion on the platform about the true benefits of this device. She shared the secret to perfect curls and how it worked for her.
These videos show specific product effects or results. The “before and after” type of content that tells short stories showing real change thanks to a product or service.
Before and after videos are especially good when you want to prove transformation. These type of videos are particularly strong for brands in beauty, fitness, wellness, skincare, cleaning products, home decor.
Because the transformation, the “before and after”, speaks for itself. There’s no need for long explanations about a product's formula, materials and the benefits of adding it to your routine. Viewers get to see all that first hand and are eager to try and see their own transformations.
Marie Stella shared on her TikTok account her experience using the Proactiv 3-step system over 6 weeks, showing her audience how her acne was almost gone by the end of the trial.
These kinds of videos show the viewers exactly how to use a product or service. Most of the time are created by users who really enjoy the product and want to share a step by step guide into how to make the most out of it.
Tutorials and How To Videos are most effective during the consideration stage of your campaign. These videos provide more information on a product and help, potential or actual buyers, get value.
They build trust and reduce the learning curve. Instead of polished, brand-made content, tutorials made by users feel approachable, real, and practical.
Millie created a video on how to create your own calendar on Notion and share it with her YouTube subscribers.
These videos show the creator on a normal day where he or she features a product in a natural way. There are kinds of mini vlogs where brands can pop up in a particular context.
These videos are best for brands dealing with lifestyle or products for daily routines. They are perfect for showing how your product or service fits into everyday life.
They show relatability. Your product isn’t the star, but it naturally gets exposure in a trusted creator’s routine. It’s a powerful form of indirect endorsement that doesn’t feel forced.
Emily shared a video on how to pack her favorite Stanley Cup before going out for a walk. She also shows many accessories to turn your cup into a kind of purse to carry all the things you might need outside the house.
Get Ready With Me Videos are similar to A Day in a Life but more focused on the getting ready part of the day. They are very popular song users and they basically showcase products related to the activity the creator is getting ready for.
GRWM Videos are ideal for brands in the beauty, skincare and fashion niche. They are great for inspiring viewers on a daily basis or showcasing new discoveries to them.
Viewers trust these creators like friends, so when your product is part of their GRWM, it builds social proof and desire.
Em shared on her account how she gets ready for Yoga class. She shows a specific brand of leggings and a particular hair product naturally as the video goes on.
These videos start presenting a real life struggle and then show your product or service as the solution to that problem.
Problem / Solutions videos are best for the Awareness stage of your campaign as you get to fully address a specific issue while highlighting your product’s benefits.
These videos are credible and persuasive. They follow the classic storytelling line: struggle, discovery, relief. All that journey told by someone else who is showing it directly to viewers, can convince almost anyone.
Emma starts the video talking about things women go through over their cycle. Then she naturally presents the Rheal’s balance tonic, a supplement women can use to balance their hormones and feel better.
Reaction Videos show a person's real-time response to trying out a new product or service. They are often spontaneous reactions that have higher value for viewers.
Great for product launches or surprise features. Perfect for first impressions, PR packages, or even product challenges.
These videos work because they are authentic and fun to watch. You get to discover a new product and brand while watching an honest reaction and kind of experiencing what the creator is experiencing. This not only builds trust, but also contributes to FOMO, Fear of Missing Out, which can take someone to make a purchase.
Mei made a video opening and trying on different Adanola pieces. She gives her honest thoughts about the clothes and explains what she likes and what she does not so viewers can get more information about the brand and product quality.
These videos compare two or more products. In most cases, showing your brand side-by-side with a competitor’s.
These videos are ideal for when your product or service holds an advantage compared to the competition. Either is more affordable, faster, solves a problem or offers unique features. Works well when your audience is in research mode or comparing options before buying.
Creators compare two products and present a whole list of pros and cons for each one. This analysis is highly trusted by viewers who value honest opinions. If your product is better, you are more likely to get conversions.
Sav created a video comparing two models of therapeutic skincare masks. She lists all the pros and cons of each one so anyone considering purchasing one, can make an informed decision.
Testimonial-style UGC features someone sharing their personal experience and results after using a product or service over time. Unlike quick reactions, testimonials are reflective and deeper.
These videos are a perfect match for high consideration products like online courses, skincare and supplements, where actual results are truly important.
Once again, social proof is everything. Testimonials act as relatable case studies from real people, and they help overcome objections.
Telia shared a video talking about how she damaged her hair in the past and how sad she was about having lost all glow and vitality. Then she presents the hair care routine that helped bringing her hair back to life.
A UGC format where the creator films the product and narrates their thoughts, experience, and review through a voice-over.
In these types of videos visuals are what matter the most. So aesthetic brands and products are the perfect fit. Viewers are learning about the product by directly watching it while hearing all the information they need to know.
These videos are soothing, honest, and low-pressure. The creator isn’t on screen, so it feels less like a performance and more like a conversation. Viewers get to hear the truth while seeing the product in action.
Shin shares aesthetic videos with her daily life situations. Recently she changed her desk for a brand new one from IKEA and she made a video assembling it and decorating her new space.
Point Of View (POV) videos are filmed from the creator’s perspective. It’s a way of letting the viewer experience the moment as if it is happening to them.
Great for immersive storytelling, tutorials, or showcasing product usage in real life. Works amazingly well for brands in fashion, beauty, lifestyle, or tech.
POV Videos make the experience more personal. It builds emotional engagement as viewers get to see, and almost feel, what it would be like to get the product.
Jennie made a POV video showing a new bag and presenting it as the new purse to use every single day “POV you found the daily bag to elevate all your outfits” presenting a Polene bag model.
These videos show the process behind a brand, a campaign, or even a product’s creation. They’re usually raw, unfiltered, and personal.
Behind The Scenes Videos are perfect for product launches, events or intriguing a new brand to the audience. These are really valuable for small businesses or handmade goods with a strong story behind.
These videos provide a look behind the industry, a glimpse on the brand they are interested in. Behind The Scenes make the brands feel human and approachable.
Regina, an UGC creator, shared the Behind The Scenes process on making content for Cécred. She show clips of the process vs the final shots using in promoting the content.
Short, casual videos that document someone’s day or specific moment, often with light commentary or aesthetic editing.
Ideal for lifestyle brands, food & beverage, fitness, or fashion. Any scenario where the product is part of someone's daily rhythm or routine.
These types of videos help place the product or service in real-life situations. Great for creating emotional connections and showing how naturally your product fits into someone’s life.
Kat shared her morning autumn routine with an aesthetic casual video where she showcases her favorite scented candle from Waxhouse Candle Co.
Videos that tap into TikTok or Reels trends, challenges, or viral formats. Usually with a fun or humorous twist.
Amazing for brand awareness, going viral, and engaging younger audiences. Best when you act fast and creatively align the trend with your brand message or product.
These videos are the algorithm favorites. If you manage to hop on trends, you can show your brand identity and reach new audiences.
Federica shows exactly how to hop on a trending audio on TikTok to create content. She used the sound “Me? Obsessed with you? Yes, I am” while showing the latest Pix lip balm.
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UGC enhances brand authenticity, fosters consumer trust and conversion rates. Understanding your brand marketing goals is going to be the base of any UGC efforts.
No matter your goal, always make sure you’ve got the creator’s approval to re-use their content! Working on usage rights with creators is going to be a determinant factor in all your UGC efforts.
The clearer your goals are, the better you can align the content to drive the results you seek:
Use these metrics to evaluate which video formats perform best across awareness, engagement, and sales stages.
The key to any good UGC Video is its authenticity and relatability. So getting a whole picture of the audience you are going to aim your campaign efforts at is going to be a determinant factor.
The main reason why brands should be using UGC videos is because the engagement rate is much better than the one of branded content.
Typically UGC Videos have four times higher engagement rates compared to branded content. While brand-created videos average around 1.5% ER, UGC content can reach 6% or more, depending on the platform and how well it resonates with the audience.
Coca-Cola's "Share a Coke" campaign is a perfect example of successful UGC implementation.
A few years ago, Coke decided to change their logo and add a “Share a Coke with” moto to each can or bottle to get people excited about the idea of buying a Coke with their own names or a friend, family, colleague, etc. Coca-Cola encouraged customers to share photos and videos with personalized Coke bottles.
What happened next? Tons of customers starting generating and posting content across platforms, leading to a huge spike in engagement, especially on Instagram and Facebook.
This campaign was an enormous success because it made people feel seen by adding their names on the product, inviting them to share their names on the bottles and, later on, the brand amplified all that UGC content on her own social media networks.
Engagement rate isn’t just another metric, it’s a reflection of how much your content connects.
To make your UGC content effective you need to mirror the world of your audience. To do that, you must:
Understanding your product category can help shape the format, tone, and platform for your UGC videos. This is important to notice as not all products perform the same with UGC. Some naturally lend themselves to visual storytelling, while others may require a more creative approach.
Here’s a quick overview of how different product types align with UGC strategies:
Once you have your goals set and your target audience clear, you can work on these 5 things to really boost your content strategy!
If you’re still looking for the right tools to help collect, manage, and repurpose user content, check out our 12 Best UGC Platforms to find the perfect solution for your brand.
Making the choice to add UGC into your marketing mix is the easy part. UGC has proven to be a great addition to brand social media campaigns as it boosts brand engagement, drives organic promotion and sparks conversations around your product or service on platforms like TikTok, Instagram Reels, and YouTube.
However, in order to really make the most out of your UGC efforts, you really need to take a look at your audience and pick the right kind of videos to get their attention. Whether it’s product reviews, tutorials, or before-and-after transformations, tailoring your content approach ensures higher engagement, better storytelling, and stronger social proof that converts views into loyal customers.
UGC videos perform well on visual-heavy platforms like TikTok, Instagram Reels, and YouTube Shorts. These platforms reward authentic, short-form content with high visibility and engagement. Brands can also repurpose UGC for Facebook Ads, Pinterest, and even email marketing campaigns.
Before reposting or repurposing UGC, brands should ask for permission from the creator. You can also use tools like Taggbox, Pixlee, or Yotpo to collect rights-approved UGC. Always give credit when sharing UGC to build trust and stay compliant.
UGC typically comes from everyday users or micro-creators, while influencer content is created by paid individuals with large followings. UGC is generally seen as more authentic and cost-effective, while influencer content often involves a contract and specific creative guidelines.
Yes! Many brands use high-performing UGC in Facebook Ads, Instagram Story Ads, and TikTok Spark Ads. UGC in paid campaigns often delivers lower CPMs and higher engagement compared to traditional branded content, thanks to its authentic feel.
You can run hashtag campaigns, offer giveaways, or create a creator community around your brand. Tools like Influencer Hero, Bazaarvoice, or TINT can help streamline outreach, track UGC, and manage permissions. The key is to make it easy and rewarding for customers to share their experiences.
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