When was the last time you saw a poor review of a product while e-shopping and still proceeded to complete the purchase? Almost never, right?
Unsurprisingly, customers trust customers. And, when we say that social proof is the most significant form of decision-maker in a shopping journey, we mean it.
Statistically, 77% of consumers have agreed that watching a video testimonial has inspired them to make a purchase and trust a brand better.
Videos are powerful, especially when they are user-generated and authentic.
Before we proceed, let’s learn what a UGC video is and the different types of UGC video content.
What Is A UGC Video?
UGC video is original content created by customers or real brand users in the form of video. Unlike pre-posed branded content, user-generated video is created naturally by customers, typically on social media channels or video-sharing platforms like Instagram, TikTok, or YouTube.
UGC videos may cover various topics, such as product reviews, demonstrations, and tutorials. However, that’s not all. UGC videos cover a wide range of video styles that customers are creating for brands.
Let’s learn some of the most popularly seen UGC videos.
Types Of User Generated Videos
If you’re wondering why UGC videos are the superior form of content, studies have shown that User-generated videos posted on platforms like YouTube receive 10 times more views more views than brand-produced videos.
Here are some of the most common types of UGC videos created by UGC creators.
Product-focused:
1. Unboxing videos:
These videos have become highly popular recently, especially in the tech and gadgets industries. Unboxing, as the name suggests, is a video showing a boxed product’s packaging and contents.
The trend of unboxing videos began on YouTube when vloggers started utilizing the term to showcase the first look of products.
2. Reviews and tutorials:
Statistically speaking, 69% of consumers believe a product demo best assists them when purchasing. A UGC video is the most authentic piece of content, and when utilized correctly, primarily to educate consumers, it can prove to be highly effective.
3. Before-and-after comparisons:
These UGC videos showcase a product’s solution-oriented approach. Many business industries, especially health, wellness, and beauty, rely heavily on results as their social proof. By showcasing before-and-after comparisons, businesses can quickly convey the efficacy of their products.
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Content & Lifestyle:
1. Challenges and Trends:
Since internet trends’ inception and growing popularity, businesses have begun using them to market their brand. Nowadays, many brands come up with engaging ‘challenges’ to encourage a whole community of people to participate and talk about their brand in an indirect yet effective way.
Brands usually collaborate with influencers to create dance trends or makeup looks for others, boosting more UGC and visibility for their brand.
2. Funny Skits or Parodies Using the Product:
Many brands believe indirectly marketing their products is a better way to reach an engaged audience. To achieve this, businesses collaborate with creators to create videos on relatable topics that are shareable and fun to watch. Creators intricately place the products in the video, allowing users to unintentionally consume the product’s information.
3. Vlogs Featuring the Product:
Studies have shown that in 2024, video content will make up 82% of the internet traffic. Businesses today understand that and rely heavily on video content to showcase their products on social media channels and their website. By using UGC videos created by customers and brand users,
Community & Engagement:
1. User Testimonials:
79% of people say UGC highly impacts their purchasing decisions. This number becomes even more prominent when speaking of user testimonials from real customers in videos. By integrating video user testimonials in the right places, businesses can establish social trust and make their brand more credible.
2. Customer Experience Stories:
Another type of UGC video is sharing customers’ authentic experiences with the brand. Storytelling is a great way to engage and attract potential customers.
By sharing customers’ stories and experiences with your brand, brands can reach a broader audience that faces similar challenges and is looking for similar solutions for themselves.
3. User-created Content Competitions:
Hosting competitions is another great way to build an engaged community for your brand. By hosting events such as giveaways, brands can connect with their customers, allowing them to create content for your brand in return for exciting prizes.
Best Social Platforms to Collect UGC Video Content
We have talked endlessly about the importance of UGC videos for businesses, but How can brands collect this content from customers?
To answer that, social media channels have become an excellent bridge between customers and brands. These are some popular social media channels:
1. Instagram
Initially, Facebook and Instagram became social media giants with various features catering to all users, especially brands and creators. Brands can leverage the efficiency of the popular Instagram Reels feature, which supports users in engagingly showcasing their offerings in less time, and Instagram stories, which allow brands to connect with their audience in real time.
2. YouTube Shorts
YouTube is a popular video-sharing platform that has helped brands and users boost their visibility. Statistically, YouTube is the most preferred channel for videos for about 67% of viewers, making it a massive help for brands and consumers in imparting information and consuming content. Brands can collect UGC videos from the platform’s short-form videos, a.k.a. YouTube Shorts.
Most Successful UGC Video Examples
Here are the top 5 successful UGC video examples:
1. Fenty Beauty
Platform: Instagram & YouTube
Fenty Beauty is a famous beauty brand and the best example of UGC video marketing. The brand solely runs its promotions on authentic videos created by customers and brand advocates.
The brand’s hashtag #fentubeauty has over 5 million posts, most of which are UGC videos shared by customers showcasing premium products, unboxing videos, and more.
2. Farrow & Ball
Platform: Instagram
Farrow & Ball is a handcrafted paint and wallpaper company known for its unique and quirky paint designs. In the interior decor industry, the brand relies on real visuals, particularly UGC videos, for product inspiration and better visualization.
The brand has a stock of UGC videos created by real customers, showing their product in action with before-and-after transformation videos.
3. Glossier
Platform: Instagram
Glossier, a disruptive beauty brand, has gained significant traction in the industry through its innovative marketing approach, mainly through UGC videos. Glossier strongly emphasizes community-building by encouraging customers to share their experiences through UGC-style videos.
The brand often reposts product demonstrations and testimonials created by customers on their Instagram.
4. The Ordinary
Platform: YouTube
The Ordinary’s before-and-after transformation campaign is one of the best UGC video examples. The brand’s loyal users started a trend in which users shared their customer testimonials and positive experiences with the brand.
Numerous internet users created UGC-style videos showcasing the transformation in their skin after using the products. The campaign mostly took place on YouTube, where internet users appreciated the brand’s efficacy.
5. Maybelline
Platform: TikTok & YouTube
Maybelline, a global leader in the cosmetics industry, has also embraced user-generated content as a critical component of its marketing strategy. The brand launched its latest collection of liquid lipsticks called the Vinyl Collection.
With the help of UGC creators, the brand generated a massive number of posts showcasing lipstick’s range of shades and applications through UGC videos.
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Benefits Of Using UGC Style Video For E-commerce Brands
1. Enhanced Authenticity & Credibility
UGC videos authentically portray the brand’s products or services in real-life situations created by actual customers. Since UGC videos are not professionally produced, they feel more genuine and relatable to other potential customers.
This authenticity helps to build trust and credibility with the audience, as they see real people using and enjoying the products.
2. Increased Engagement & Social Proof
UGC videos tend to generate higher levels of engagement compared to branded content. When customers see others like themselves using and endorsing products in UGC videos, it serves as powerful social proof, improving the value of the brand’s offerings.
Hence, viewers are more likely to trust the recommendations of their peers, leading to increased engagement with the brand and its products.
3. Improved Brand Advocacy & Community Building
By encouraging customers to curate and share UGC videos, brands create a sense of belonging and community among their audience.
Customers who create UGC videos become brand advocates, leading to an active promotion of the products to their networks, unintentionally. This sense of community strengthens brand loyalty and encourages repeat purchases over time.
4. Cost-Effective Marketing & Valuable Insights
UGC videos are typically more cost-effective than professionally produced content, as brands do not need to invest in expensive production equipment or talent.
Moreover, UGC videos are generally created independently by real brand users without any partnerships.
They also provide valuable insights into customer preferences, behaviors, and perceptions, allowing brands to use this feedback to refine their marketing strategies, improve products, and better serve their customers.
5. Boosts Conversion Rates & Sales
UGC videos have been shown to impact conversion rates and sales significantly. When potential customers see UGC videos featuring satisfied customers, they are more likely to be persuaded to purchase themselves.
UGC videos provide social proof and instill confidence among customers, helping to overcome potential customers’ hesitations or objections.
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How to Boost Sales with Shoppable UGC Videos
We have discussed the importance of integrating UGC videos as a primary marketing strategy and the advantages it can bring to e-commerce businesses. However, implementing any marketing strategy effectively is essential for generating the best results.
UGC videos are a brilliant tool, but making them shoppable by allowing your customers actually to purchase products from the content can take your strategy to the next level.
How can you achieve this?
Tagshop is a content aggregator and shoppable UGC platform that allows users to collect UGC videos seamlessly, curate a shoppable gallery by adding product tags, and integrate it into e-commerce landing pages. With Tagshop, e-commerce businesses can easily host shoppable UGC video campaigns and boost sales directly from them.
Conclusion
User-generated content has become highly relevant in the past few years because of its authentic nature and power to influence people effectively. Videos alone have become a marketing tool due to their ability to engage the audience.
UGC videos are highly advantageous for e-commerce businesses looking to integrate social proof, improve brand credibility, and boost brand engagement.
This blog has covered topics such as the types of UGC videos, successful UGC video campaigns, and the best platforms to execute the strategy.
Frequently Asked Questions
UGC videos are a type of video content created by real brand consumers. They are usually shared on social media channels like Instagram and YouTube, where they showcase the brand’s products from the customer’s point of view.
Brands can find UGC videos on video-sharing platforms such as Instagram and YouTube. These channels have become highly video-centric due to their efficient video editing features like Instagram Reels, Stories, and YouTube Shorts.
The best UGC video platforms are Instagram, YouTube, and Snapchat. These platforms are highly video-centric and allow brands to leverage video marketing effectively.
Brands can utilize UGC video ads by collaborating with UGC creators, generating valuable content, and obtaining content rights. UGC creators create authentic content that is more engaging and drives revenue faster.
UGC videos are highly beneficial for e-commerce brands as they can showcase your brand offerings authentically through the experiences of real customers, allowing to improve your brand’s visibility and credibility.
