Maximizing User-Generated Video Content: A Guide for Marketers

March 31, 2023

Globally, more than 3 million people own smartphones. They have access to cutting-edge social media channels and multimedia technology that enable them to interact with one another in novel and exciting ways.

Today, everyone uses these tools to share experiences, tell stories, and get visibility on platforms like Instagram, Snapchat, and TikTok.

It is time for your company to keep up with these changing trends and venture into video as more businesses use the power of quality content marketing to interact with customers. 

But how precisely can your video approach stand out from the competition and be more genuine? Take advantage of user-generated content (UGC).

If you're curious about the world of user-generated video content and want to learn more about its impact on the digital landscape, you've come to the right place. 

In this article, we'll cover everything you need to know about user-generated video content, from what it is and why it's crucial to tips for creating your own and best practices for sharing it.

What Is User-Generated Video Content?

User-generated content is any content your audience produces, including text, video, photos, reviews, and more. Because of this, it is also called user-generated content.

Because customers produce it, for customers, this form of content is more effective than advertisements and engages your target audience better.

Moreover, search engines favor User-generated content; links to websites with user-generated content make up a significant percentage of search results. 

User-generated content is a powerful technique to improve your marketing plan.

To request User-generated content, brands can even collaborate with influencers and micro-influencers. 

Companies can also persuade devoted customers to post video reviews of their items on their social media accounts to build a buzz about the company.

This post will teach you how to inspire your fans and followers to create video content linked to your company.

Why Is It Beneficial to Include User-Generated Video Content in Your Marketing Activities?

User-generated content videos are an excellent tactic for marketers to use. Customers respect user-generated content because they are 2.4 times more likely to favor it. After all, it seems more reliable and honest, yet it costs much less than traditional advertising.

User-generated content can give the audience a more personalized perspective that better resonates with them in the age of social media, and these videos showcase authenticity.

Also, user-generated content allows businesses to excite customers and be more fun and creative with brand content. Ultimately, it enhances customer interaction and can help communicate with an online community of like-minded people.

User-Generated Video Content is Inexpensive

You have undoubtedly tried to make a video inside and see what a pain it is!

Producing content is a time-consuming endeavor that may not be worthwhile, what with the need to buy editing software, DSLRs, lighting, and mics, as well as the necessity to find time to film and edit.

UGC video content, on the contrary, is made by people, ready to be used, and can be resourced easily into your marketing strategy.

Using UGV content produced through marketing techniques might let you tap into the potential of dependable content providers without spending a fortune on equipment or working with influencers to create content for you.

Improves Conversion Rates

This matter is strongly related to the development of trust that we previously discussed. People are likelier to become loyal customers if they believe in your brand.

And what better approach to establish credibility than to have a customer who has used your product and is happy with it?

93% of buyers say User-generated content videos influence their purchasing choices.

Consumers frequently view brand content as advertising and may consider it overstated and unreliable. 

Traditional advertising might not be popular with younger generations in particular. Data from Kantar Millward Brown show that 69% of Gen Z respondents ignore advertisements. 

On the other hand, fellow customers developed user-generated content for their internet fans and friends. 

Viewers get a peek into people's daily routines and lifestyles through this content, which helps strengthen the audience's bond with the brand. Even marketers concur that consumers are more likely to trust user-generated content than brand-generated ones.

More Effective Than Brand-Generated Videos

You only need one compelling video to increase your marketing initiatives' effectiveness dramatically. Also, social media videos work well because user-generated content provides genuine content that connects with viewers.

User-generated video content can increase paid ad conversion rates. Because of its distinctive engagement, this content may easily keep the audience's attention.

Furthermore, this information might persuade potential customers to use the brand's products daily because it is trustworthy.

Nike is a prime example in this context. To motivate and inspire women to pursue their fitness and health goals, the firm launched the #betterforit campaign.

Nike used the User-generated content campaign to uphold its brand value of promoting athletics. Nike Women's section had a significant uptick in sales just two months after the campaign began.

User-Generated Video Content Boosts Brand Advocacy and Credibility

In essence, you kill two birds with just one stone. First, brand advocacy, or unpaid, willing customer word-of-mouth marketing, is the finest way for people to learn about you. 

Second, prospective clients have a higher level of trust in you because they believe in the credibility of unbiased online written reviews.

Do you recognize the feeling of belonging? And that feeling is what sells, after all. Potential buyers would be willing to try out your product if they can relate to an everyday customer who praises it.

Fulfills The Consumer's Expectation Of User-Generated Content

Increasing user engagement is challenging, mainly because consumers are typically preoccupied.

Presenting interesting, original, and genuine content may be decisive. In fact, to your surprise, the majority of all web traffic in 2019 was made up of videos. It clearly shows that users prefer video content to static content.

Users are looking for more video content that features their fellow users to make wiser and more knowledgeable purchasing decisions.

Ugc Video Increases Social Media Reach

The customers of every business use social media, and yours is no exception. You should put some effort into a user-generated content video campaign if you want to scale your return on investment or ROI.

Doing this will get more followers, likes, comments, and shares. You will subsequently broaden your brand's reach. 

Also, you will improve website traffic and page views, which brings in more potential customers.

Different Forms Of User-Generated Video Content 

Because we are all naturally motivated and inspired by the experiences of others, social media platforms host a variety of user-generated content.

We are more likely to believe something if it is user-generated video content by a brand's current customers expressing their impressions of its products.

Short-Format Videos 

Adapting to new technology, behaviors, and ecosystems, the world of content marketing is constantly changing. The emergence of content in brief form is the ideal illustration of it.

Since smartphones now account for 91% of social media time, marketers are pressured to produce content that is simple to understand when viewed on a mobile device.

Videos provide potential buyers with a better understanding of your products. In actuality, 72% of consumers prefer watching a video to understand more about a good or service.

Yet, there is no standard length of time for short-format videos. A short-form video can be up to 2:20 minutes long on Twitter but only 60, 30, or 60 seconds on TikTok, Instagram, or YouTube.

They are the new method for making and finding quick, fun, and snackable videos.

Brands can tell their narrative through this type of user-generated video content, personalize their marketing strategy, and establish stronger connections with their audience.

Long-Format Videos 

Users look for lengthy, in-depth, and immersive videos to learn anything in detail. Around two-thirds of internet, customers watch videos before making a purchase, according to a Google survey.

Among other social media platforms, millions of individuals on YouTube, Facebook, and Instagram post authentic user-generated content about their interactions with companies and their goods.

This content is relevant and influential because it provides valuable insights, aids in people's purchasing decisions, and plays a crucial role in fostering user trust.

Also, according to a Google survey, 80% of individuals said they often flip between online search and video when shopping for things to buy. 

Long-format videos are a fantastic choice because they also promote connection-making.

How to Collect User-Generated Video Content?

All that is left to do is acquire user-generated content videos now that you understand what they are and how crucial they are to your company.

Yet how? You cannot just ring their email and request a review, though, particularly if they have never tried your brand.

Yet, there are a few techniques you can use that are incredibly successful:

Giveaways and Contests

Contests are a fantastic method to increase brand awareness and reach untapped markets. Because people are typically eager to win prizes, which drives a ton of traffic to your website, it is even more successful.

For instance, the Kellogg's-owned Eggo company hosted a recipe contest where participants could submit how they make Eggo waffles. 

Customers were urged to share images and videos of their dishes on various social media sites, which generated a lot of buzz for the company and became an effective strategy to entice loyal customers. 

The winners of a gingerbread Eggo waffle and spiced pumpkin apple Eggo crumble got cash awards and plenty of consumer likes and shares on social media.

Create Content Focused On Your Customers Rather Than Your Product

User-generated content, not your product, should be thought of as being about your customers. Your clients are more likely to leave positive reviews and create more online content when they feel "seen" by you. 

For instance, Starbucks launched a "Meet Me At Starbucks" campaign, encouraging users to share their experiences about their first Starbucks experience or a memorable encounter with the hashtag #HowWeMet. 

Consumers flooded Twitter and Instagram with videos and other Instagrammable content because they were eager to share their stories.

Leverage Content Focusing on Customers

User-generated content, not your product, should be thought of as being about your customers. Your clients are more likely to leave positive reviews and create more online content when they feel "seen" by you.

Coke, for instance, launched the "Share a Coke" campaign. 

The Coca-Cola bottle's conventional wrapping was changed as part of the "Share a Coke" promotion to include the phrase "Share a Coke with..." and a well-known name. The campaign aimed to forge closer ties with customers and elicit happy memories they could share.

Consumers were thrilled with the prospect of giving a bottle of coke to a special person whose name was printed on the bottle. 

They sent in videos and other Instagrammable content and took Twitter and Instagram by storm.

Engage Your Audience With Visual Content

We already know that written online reviews can significantly influence consumers' buying decisions. Nevertheless, visual content marketing can also help you stand out. 

You can show buyers how your products look on them rather than a model by adding UGC visual elements to your website, product description pages (PDPs), and more. 

Many fashion brands use their devoted customers and influencers as part of their UGC strategy by sending them products to review.

This type of campaign's benefit is that marketers can effectively assess what content customers choose to engage with and what item is sold most due to this content.

Offer an Incentive

It is similar to hashtag contests, where you give your audience something in return for their real user-generated content videos. You can advertise the hashtag on social media in place of utilizing it.

The rewards could be cash, gift cards, new goods, etc. Whatever you do, just make sure your marketing approach is based on a set of standards. 

By doing this, you allow your audience the creative freedom they need. They can demonstrate your brand's usage, motivations, and personal gains.

Create a UGC Video Out of Your Social Media Mentions

You could complete this manually if you have the time. When your brand is mentioned on any social media network, watch for all notifications. 

Alternatively, you can utilize social media tools to track those mentions automatically.

Online customer reviews, images, or posts can all be used to create user-generated content videos. If you are fortunate, you might even locate videos people secretly shot for your brand.

Reach Out to Your Satisfied Customers

The best brand ambassadors for your business are past customers. 

Also, people relate to people better than companies. When you center your content on them, your past, present, and prospective customers will be more motivated to interact with their stories.

It is best to recognize them as the content's original authors. They will be even more inspired to carry out the activity again in this manner. Also, you will gain an entirely new set of fans through their networks.

Tap Into Influencer Marketing

Whether you like it or not, influencers make different social media sites go, especially regarding positive comments and feedback.

Who would you instead purchase mascara from? Let's be honest. A company that appears in an unrelated newsfeed advertisement or one Rihanna mentions in her cosmetic tutorial video?

But remember that signing a celebrity influencer can be challenging, mainly if your company is small. 

Nonetheless, many micro-influencers will be eager to spread the word about your company to your target market. Thus, it will have a significant impact on people's purchasing decisions.

How to Source UGC Videos?

User-generated content can be sourced in many ways, some of which are covered here.

Instagram reels

Instagram reels help your content go viral more quickly, and by uploading user-generated videos as reels, you increase the likelihood that people will watch them and engage with them.

User-generated content receives more interactions than any other type of content.

When distributing or publishing someone else's videos as reels, it is crucial always to get the authors' permission and give them due credit. 

It can improve brand engagement and help you establish trust with your audience.


The audience's focus has been drawn to the social media behemoth TikTok. Individuals post brief videos of themselves dancing, crafting, etc.

Also, it is growing in popularity with brands. 

Because TikTok users enjoy creating and watching videos and because it makes them feel valuable and important, brand owners actively seek out user-generated content from this audience.

YouTube Shorts

YouTube, a platform for long-form video content, launched YouTube Shorts. The feature that YouTube introduced has given marketers many opportunities to share a standout video that engages viewers.

Yet, marketers have broadened their horizons and begun sourcing user-generated content from YouTube shorts because it gives them a sense of belonging to a community of like-minded individuals and because sharing such content makes them feel important.

Top Platforms for Collecting User-Generated Content Videos

1. EmbedSocial

With the help of EmbedSocial, businesses, and content producers may easily create and publish any form of user-generated content on their websites.

All of the widely used social networking platforms are included in the software. You can quickly make a social media widget from your posts, videos, hashtags, and mentions. 

You can also easily embed these on any website.

2. Yotpo

Yotpo integrates solutions for reviews, SMS marketing, visual user-generated content, loyalty, and referrals and focuses on eCommerce firms. Google, Instagram, and some leading eCommerce sites can all be integrated.

3. Bazaarvoice

You have complete control over the gathering, showing, and distribution of user-generated content worldwide with Bazaarvoice. Ratings, reviews, Q&As, and social and visual content are all included in the tool. 

They encompass industries from clothes and accessories to food, beverage, health, and beauty.


TINT is a cutting-edge platform that is simple for real influencer marketing and user-generated content. It provides solutions for email, digital signs, events, social ads, websites, and other platforms. 

Hospitality, education, agencies, and internal communication, are among the sectors it handles.

How to Get the Most Out of Your UGC Videos?

User-generated content videos allow users to express themselves more freely while also assisting potential customers in fully understanding a product. For many marketers and companies, these videos can be helpful in various ways to make the most of this kind of content.

Share the UGC Video on Social Media Platforms

A powerful avenue for making your work go viral is social media. You can legally ask permission to ethically repurpose user-generated content videos on your handles and influence your followers.

To ensure that helpful content reaches the intended audience, you may also publish user-generated video advertising.

After gathering it, you can repost the user-generated video content on your social media pages. But be careful—not all platforms similarly support this graphic content. Every social networking platform operates differently. Hence, it is your responsibility to identify your ideal fit.

The platforms with the highest average market reach for videos are TikTok, Facebook, and Instagram. But you can always turn any content from any outlet into a user-generated video. Just be polite and give the creator credit.

Use the UGC Video in Ads

Several individuals assert that social media paid advertisements and user-generated content videos are a perfect combination. 

Why else would they not? You pay for the advertisements but get more relevant and reliable social proof. Also, user-generated content provides that verification.

The truth is that user-generated content videos integrated with sponsored adverts perform far better. It is due to people seeing your advertisement in their news stream. 

If they recognize a face, they can relate to it more. Moreover, see if anyone else is discussing it and if they have a similar interest or issue.

Use the UGC Video in an Email

Most marketers and business owners start their brand marketing initiatives on various social media platforms. An excellent marketing gem is the use of user-generated content videos in emails.

Things get personal here, in a quiet, private setting away from the crowd. Also, it is where there is a higher likelihood that a prospective customer will become a paying one. Because here, you establish a sense of belonging and community.

It is crucial to keep in mind, too, that videos are significantly larger than images. The ideal way to integrate a user-generated video in your email campaign is to provide the movie's link in the email's body. Your website or a video on your YouTube channel can be the connection.

Embed the UGC Video on Your Website

The best method to use user-generated content on your website is to incorporate visual components like images and videos. It enables you to interact with your audience in a manner that other media might not be able to.

User-generated videos have a high shareability potential, which means they have the potential to grow your fan base and revenue. Most customers claim that sharing user-generated content videos on a brand's website increases their likelihood of purchasing.

Using user-generated content, you can give your brand legitimacy by letting potential customers see authentic content and testimonials from prior customers. Also, you increase audience support and customer interaction in this manner.

Examples of User-Generated Videos


The user-generated content on Instagram is incredible. A great way to share your travels with the world is to use the hashtag #GoPro, which has been used in almost 50 million posts.

This brand, a favorite of outdoor enthusiasts, provides reliable cameras for those who wish to capture their lives on film. As a result, many individuals are sharing stunning images captured in locations worldwide.

This user-generated content demonstrates how a GoPro may improve the photos and movies you take on your explorations. Assisting in persuading prospective customers to buy, encouraging individuals to share their works with others, or even acknowledging that others in our society can do something extraordinary.

National Geographic

Even National Geographic developed a powerful user-generated content campaign that increased its participant count, follower count, and customer engagement rate. They also executed it uniquely.

The National Geographic Wanderlust Contest is a brilliant idea for encouraging people to enjoy the outdoors.

Users had to use the hashtags #WanderlustContest to upload their finest photos of the outdoors to participate, and given how well-liked it was, many did. Yosemite National Park, which offers breathtaking views that are great for picturesque images like those captured by contest competitors, was the destination of the winning 7-day vacation for two adults.


Do you remember when iPhone owners complained about the poor quality of their cameras?

The company thought of a great approach to how to set things right. Apple started a campaign named "Shot on iPhone" after realizing that their customers were not happy with the typical camera's ability to take images in low light. 

The company aimed to regain this misplaced confidence and draw attention to what makes an iPhone unique: its superior photo-taking capabilities.

Apple gave marketing a lot of consideration. The professional users were using their iPhones to take low-light pictures and then uploading them to YouTube with the caption "Shot on iPhone."

This campaign mainly focused on stunning, everyday images that people can capture with Apple's incredible iPhone camera.

Calvin Klein

One of fashion companies' best advertising strategies is creating user-generated content campaigns. Using user-generated content can boost traffic, conversions, and return on investment. 

User-generated content benefits fashion firms by increasing conversion rates and lowering the cost per new consumer.

Nothing comes Between Me, and My Calvins by Brooke Shield made it possible for people worldwide to feel linked through their underwear.

This catchphrase has reappeared thanks to Calvin Klein, who challenged everyone wearing briefs to share a picture with the caption, "I ____ in my Calvins," on Instagram.

A lot of people saw it.

The hashtag #MyCalvins quickly gained popularity on Instagram, where it was tagged in more than 800.000 images by young user-generated content creators.

Calvin Klein recognized that this campaign was quickly getting millions of followers across Facebook, Twitter, and other social media platforms, connecting more strongly with young people than influencer posts or paid advertisements ever had.


Starbucks launched the fantastic #WhiteCupContest campaign in 2014. Customers were invited to enter a contest on Twitter to create something imaginative and artistic for their white cups.

The winning entries would serve as models for the company's upcoming cup designs! It greatly inspired many since it allowed them to experience original ceramic art, which they might not have otherwise.

Starbucks created the #RedCupArt challenge in 2016 in reaction to the popularity of its prior #WhiteCupContest. 

The world's largest coffee company introduced it with the hashtag and once more received favorable customer feedback by generating a lot of social media activity on Twitter and Instagram.

Creating marketing campaigns using user-generated content is another customer-inclusive strategy for success. This method is simple for people who already adore your business and is tied directly to the customer's favorite product.


To stem a decline in monthly active listeners and increase brand loyalty among Generation Z, Spotify created the Find Your Feels campaign, a content-led influencer campaign in September 2021 that assisted this generation in connecting with their emotions through the power of music.

It is among the most inventive instances of user-generated content that involves working with influencers.

The major streaming service worked with strong role models to provide them with a platform to talk about the importance of music in their life. 

Some social media platforms featuring audio interviews and video content were Instagram, TikTok, and YouTube. Acne London was the campaign's creative company, and Louis Bryant was its content director.

By using Spotify, which allows them the freedom to listen to a wide range of genres, songs, and lyrics, Gen Z may explore all the happy, lively, messy, and humiliating ways they are feeling. They are free to communicate their viewpoint and ideals to the rest of the world.

The campaign raised brand loyalty in the 18 to 24 age group and boosted the number of monthly active listeners by 91K.


One of the most motivational examples of user-generated content is this.

Netflix's Stranger Things had an incredibly popular first season with fans from all over the world.

BFG Agency and Telescope collaborated to promote the upcoming second season of Stranger Things to create an engaged community. 

They did this by utilizing the uPic product, which allows fans to quickly and amusingly change themselves into one of the main characters with a selfie filter.

The mysterious Eleven, the charismatic Mike, or any other character from the program could be chosen by viewers as their favorite. Afterward, they either submitted a clear photograph of their face or chose one of their Facebook profile images. 

Users could scale, rotate, and adjust the brightness to match the fit and overall appearance. After completion, users could upload the Stranger Things-themed selfie to any social media site.

The final images showcased the collaboration between LG and Netflix. They were also included in the official gallery to benefit additional fans.


The largest provider of design tools, Adobe, came up with the excellent idea to utilize a hashtag to highlight talented designers and artists. The Art Creator Series was launched. 

Here, Adobe encouraged talented designers to demonstrate their abilities in short videos.

Participants must provide their original artwork and use Adobe software, including Illustrator, Photoshop, etc.

It is a primary example of user-generated material for businesses with artistic target markets.

The business created user recommendations, product marketing, and other expert endorsements using the information.

This work is currently accessible via Adobe's Creative Cloud platform under the Global Creators category.

Also, they used the hashtag #AdobePerspective, which empowered designers to publish their original works and those of other people freely. 

Adobe viewed this as a fantastic opportunity to communicate with people from various other groups.

Until they see an example of this user-generated content, many new users could find it challenging to comprehend what they can do with their application. 

So, you can use this information to showcase the broad potential of Adobe technologies.

FAQs: User-Generated Video Content

What are the different types of user-generated content?

Text reviews, quotes from others, blog entries, social media updates, case studies, and visuals like images or videos—either live or recorded—all fall under the category of user-generated content.

Is user-generated content legal?

It is possible to break privacy laws by replicating user-generated content containing personal information or publishing the user's or third party's personal information without considering privacy concerns.

Is user-generated content free?

Because users willingly produce the content, it is free. An exception is when a brand engages in a paid campaign that uses user-generated content or pays influencers to make that material.

Is user-generated content effective?

Because it requires little to no effort or money, it is incredibly successful. Additionally, it continues to boost outreach and generate sales.

What is an example of user-generated content?

User-generated content includes blog postings, social network posts, testimonials, and consumer reviews.

Is TikTok user-generated content?

Indeed, user-generated material on TikTok includes goods from a particular brand, but users, not brands, make it. User-generated content on TikTok can be produced using videos, pictures, reviews, testimonials, and other media.

Why is user-generated content so important?

User-generated content is crucial because it encourages user engagement, boosting business sales. Because it was made by users for other users and not by the brand itself, it is excellent for establishing credibility and trust.

Can you use user-generated content for ads?

Yeah, you may not only do it, but it is also strongly advised. While advertisements highlight the product or service's benefits, user-generated content connects with the user on a more personal level.

Conclusion: User-Generated Video Content

User-generated content has established itself as the jet engine of marketing initiatives, notably the Instagram feeds for websites, which is already common knowledge. 

More and more companies ask their devoted clients for assistance. They are aware that current and former customers are the ideal brand ambassadors.

Everyone enjoys watching cute, humorous, or instructional videos on TikTok, Facebook, or YouTube. Why not leverage this potential to create content for the expansion of your company and watch it become a golden goose?

The best thing about it is that you do not need to walk through it. Easy software takes care of everything. 

All references or evaluations of your brand will be compiled through a platform for user-generated content. They can be effectively included in your non-traditional marketing plan.

Written By
Kim Pañares

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