In the evolving digital landscape, e-commerce has become a hub for creativity and content driven selling. With user generated content on the rise in recent years, research shows that in just 2018 itself, there was a notable 43% increase in the volume of brands that featured visual content on their social channels. This is a notable milestone, as it is seen that an additional 43% of brands have a vision of replicating the same in the near future. This is because of the overall benefits of user generated videos for your brand.

Image showing the rise of User Generated Content.

What are examples of UGC on TikTok?


The first example is the Laura Mercier one. In this TikTok challenge called the "ReadySetGo" challenge. TikTokers would use Laura Mercier products and upload their before and after transition. If you were on TikTok before this challenge started, you might have noticed that beauty celebrities and influencers kicked it off. After that, this challenge became popular. I was curious to see how effective this was and considering it got 8.1 billion impressions and a total of 2500 pieces of user generated content. I'm not sure if something could be more effective than that!

Image showing the #readysetgo tiktok campaign


Manscaped is an ecommerce company that you may have come across on YouTube or TikTok. I first heard of them when my favorite YouTubers and TikTokers got sponsored by them. I can almost guarantee you that yours have been too! The manscaped challenge was when users would post dynamic content of them using manscaped products. They would record people's reactions of them being freshly shaved. This challenge got a huge number of 4.5 million viewers. There were at least a few thousand pieces of user generated content.

Image showing the #manscaped tiktok challenge.


This challenge was kicked off by a US based company known as Guess. In fact, they were one of the first companies to partner up with TikTok. Let me refresh your memory about this challenge if you don't remember: this is when the most trendy influencers and content creators would raise awareness for back to school shopping. After seeing your favorite influencer do something, wouldn't you want to hop on a trend, so that's what basically happened. This all led to this challenge getting over 40 million views.

Image showing the #inmydenim tiktok challenge.


E.L.F. Cosmetics had one of the biggest campaigns that we all have seen. I had to double-check the figures that were generated from #eyeslipsface. That is because this challenge got 9.9 billion views! Users were asked to create a video of themselves wearing E.L.F. products and set it to the song "Eyes Lips Face" by iLL Wayno. Quite simple, yet powerful.

Image showing the #eyeslipsface tiktok challenge

What is a UGC style video?

UGC or User Generated Content is any content that has been created, produced or even shared by people like us. Most of it is shared organically on social media platforms, but some recent companies are dedicated into collecting and ordering this content for brands. A typical UGC is shared as a story, a post, or even a Reel. UGC is a pretty spread out topic as from my understanding of it, it includes stuff like product reviews, unboxing videos, dances, tutorials, and even more. These clips just need to be made and shared by the users of the platform. UGC videos can include anything, such as:

  • Product reviews
  • Unboxing Reels
  • Tutorials
  • Special challenge
  • Sale announcement
  • Information on sizes

Why should I use UGC video content?

In the age of authentic content, UGC videos are dominating the platforms now. I, as a social-media user, take part in them and, I share them around. I am certain that you can relate to me on this.

Studies conducted show that with the implementation of these videos, a whooping 64% of customers tend to have a sense of trust towards the brand if they have a minimum of 4–6 reviews. This is a minimum volume requirement and tends to offer those who interact with your brand an unfiltered lens, which often to a time leads to increased engagement due to the sole reason that consumers believe in the product/service. 

Image showing how many reviews you need in order to build a sense of trust among customers.

UGC gives insights to goods and services as it is a more raw and unfiltered look. This makes me trust the products more, since I have a history of being scammed by deceiving products. When users see UGC videos, they are more likely to trust the content and the brand. UGC videos can also help to increase engagement and improve brand awareness.

I would strongly recommend any of these companies to use UGC videos in their marketing strategy:

  • DTC (direct-to-consumer) e-commerce companies
  • Brands serving a young audience of customers
  • Brands looking to modernize themselves
  • Companies selling goods easy to relate to (ex: fashion)

Bonus tip: Personalized UGC cancellation videos can be a game-changer for reducing churn on Shopify. Imagine this scenario: a subscriber is on the verge of unsubscribing, and suddenly, they receive a video highlighting the benefits of sticking with your brand. Loop, one of the top recharge alternatives, offers the perfect solution by enabling you to seamlessly integrate UGC videos/GIFs and surveys into your cancellation flow, effectively minimizing churn.

Four engaging UGC video examples

There are many types of UGC videos that brands can use to promote their goods or services. As seen through surveys conducted, UGC content has certain aspects that are more impactful than the others with UGC testimonials of customers coming in at 29% it is understood that when featured can increase overall brand conversions. Additionally, 73% of users claimed that these specific testimonials instil a sense of confidence when purchasing products from your brand. These aren't just impactful, but clearly come across as influential.

Image showing the influence of user generated content on different segments of shoppers.

1. Customer Testimonials

User testimonials are a great way to showcase the benefits of products or services. These videos feature real customers, like us, showing our real first-hand experience of the items we received. As well as sharing our experience with the brand, this leads potential clients to trust your brand, hence building credibility.

Testimonial videos are a very influential tool for merchants. Now, why do I say that? For me personally, I don't remember the last time I have purchased something online without seeing a customer testimonial about it. This is due to the fact that it provides social proof of the quality and effectiveness of the products. These videos typically show customers talking about their experiences with a product and can help you to build trust and credibility with potential customers.

To encourage customers to create more feedback oriented videos, merchants can offer incentives such as discounts or free products. Merchants can also send “care packages” with new products to show their appreciation. This will lead to two things, the first one being that the customer will feel valued, appreciated and taken care off. Secondly, this would definitely make me want to return and purchase more from this store. So I am sure you would as well. In that sense, you can take UGC not only as an awareness and acquisition medium, but also as a retention one.

Merchants can also repost the videos on their own social media channels to showcase the positive experiences of their customers and promote their products. This shows me that there is authenticity and a lot of transparency. I would feel secure with what I would be about to purchase as I have seen what other customers have received.

How Lulahair repurposes their UGC videos

2. Tutorials

Short tutorials are another popular type of user generated content videos. These videos provide step-by-step instructions on how to use goods or services, which can be very helpful for users. This is an interactive type of video. This is because e-merchants can add links at the end of the tutorials to take viewers directly to the products they were watching. Or even to complementary goods that would look good with the product they have. Not only can they add links and CTAs, e-merchants can also create on-site components, and integrate user generated content inside of them (ex: creating a feed of immersive videos on a webpage). 

In short, UGC tutorials can – and should – be repurposed into different formats, on different channels.

How Vardier repurposes their UGC videos

3. Unboxing Videos

These are becoming increasingly popular, particularly in the electronics and beauty industries. If you remember being on TikTok or YouTube around the fall, then you have come across someone or the other unboxing the new iPhone. If that is not your cup of tea, and you're more into beauty, then I'm sure you've seen people unbox Kylie Cosmetics. These videos show us how the product is, how the quality is and how it will look like. This is an excellent combination of informative and entertaining.

So how do these videos work? They are a popular type of UGC video where customers film themselves opening a product they have just received in the mail. These videos are great for merchants because they provide a real-life demonstration of their product. Not only that, these videos are free marketing for them as well and also provides transparency with customers. Moreover, this can help potential customers better understand what they are purchasing.

As mentioned previously in customer testimonials, e-merchants can incentivize these videos in a few ways.The first one being to give enticing discounts because me personally a discount over 10%, always makes me run back to the site and order more. Also, something that we all would love, is getting free items. I'm sure we all can relate to that feeling of a package showing up and not understanding who ordered it, and it turns out to be a present, it's even better.

How Lilly Skin repurposes their UGC videos

4. Product Reviews

This is the one where we are all familiar with. Product reviews are one of the most popular types of UGC videos. The old trends would be going online and typing out a detailed review covering every single point. Despite this still happening to this day, we are a more visual generation. Hence, the transition to making video product reviews. These videos provide an honest and authentic view that the customer provides, so you understand that there will be complete honesty of their merchandise, which can help to build trust and credibility. As well as since you know that the company has not done it, there will be no false marketing or no scams in the items that the e-merchants are sharing.

How The Australian Organic repurposes their UGC videos

How do I create UGC Content ?

What you’ve read make you want to move forward? Well then, let me break it down in a couple of steps to make it as easy as possible to understand. 

The following is how you can make effective UGC.

  1. First, you will need to select the items or brand that you would like to develop UGC for.
  2. After that, you will need to interact with or buy the product to create an authentic experience that you will show to other people.
  3. Once you are creating the experience, make sure you capture it! We all have smartphones but if you want to take it to the next level feel free to record with a camera.
  4. The next step is to edit the video. Make it look nice but not too professional like some company has paid you to do it. Add some filters or even music. Whatever you feel can complete the video.
  5. Once you have prepared the UGC video, click on share, and do it on as many channels that you would like. — Scroll a little down to see all the platform possibilities.
  6. A very underrated part of the process is using the right hashtags, as those will boost your reach exponentially.
  7. Another point that sounds logical, yet important: pay attention to your engagement from fellow users, respond to their comments and their feedback. Because that will create a community encapsulating your UGC.
  8. Last but not least, make sure to ask users the copyrights in order to repurpose their UGC videos. They can be great for tutorials in your emails, carousels on your web pages, credible content for your landing pages, etc.

There you have it, a simple and straightforward 8-step breakdown of how to create your very own UGC. Supporting this, research conducted shows that videos which utilise or show a purchase have a higher conversion rate, as 70% of consumers claim that UGC is an influential factor prior to them following through with their purchase. And not to forget, 41% of consumers to read at least 4–7 reviews generated by users in order to get the information they need about your product or service. 

Image showing UGC trends.

Where do I publish my UGC videos?

You can post a UGC video on any platform you want. All you have to do before is make sure you are using the right platform for you, your brand and what you are offering your audience. Below are the examples of where you can publish:

  • Social media: TikTok, Instagram, YouTube, and Facebook are ideal places for you to post your UGC videos.
  • Some Brand pages allow its customers to upload their UGC videos onto their websites. These videos you'd want to upload, just make sure they have a hashtag of something to do with the brand. If it doesn't have that, then just tag the brand.
  • There are online groups or pages where people can post their UGC videos.
  • Lastly, there is another option on video sharing platforms such as Dailymotion or Vimeo. Again, make sure your users give you the right to use their video content.


UGC videos are the most popular forms today because of these benefits:

  • Seeing and viewing the goods in real use
  • Marketing your product from people easy to relate to
  • Gaining credibility and authenticity (since it's done by other users)
  • Transparency and authenticity 

As I mentioned before, UGC videos are very vast and can cover multiple use cases and diverse topics. Make sure you use the right platform, as well as encouraging user participation, and lastly pay close attention and reply to UGC content. With a solid 29% increase in web conversions and, 70% of consumers considering UGC prior to purchases, it's no wonder that this type of content has become a marketing powerhouse.
Moreover, from reading the 4 gigantic UGC examples on TikTok above, it should motivate and encourage you to think of implementing this into your strategy. This is because now anything can start trending on social media and once it does, it will bring enormous traffic and exposure to your website and company. I hope you feel like this article has given you the knowledge to start using UGC videos now.

FAQ - Frequently Asked Questions about UGC

1. What does UGC stand for?

It stands for User generated content.

2. What are user generated content videos?

User generated content videos are created and shared by anyone who is using social media on platforms or even video-sharing websites.

3. What is user generated content platform?

A UGC platform is any website/platform/video sharing site which allows people to produce, upload, and post their own content, such as photos and videos. So this can be TikTok, Instagram, YouTube, Facebook etc.

4. What brands implement UGC in advertising?

The most famous brands in the world such as Coca-Cola, Starbucks, and Apple implement this in advertising campaigns. This is because they want to show their goods in a genuine manner. UGC helps brands to boost their engagement and moreover build stronger relationships with their customers as they have to engage in replying to them.

5. What is the most successful UGC?

Without having the exact stats, it is hard to say. But some of the more well known ones are Coca-Cola's "Share a Coke," Starbucks' "White Cup Contest," and GoPro's "Million Dollar Challenge." These were determined effective because it led to sales,brand awareness and engagement to increase.

6. What are the problems for UGC?

Some issues that have come to light, firstly, is lack of quality and accuracy control. As well as, a brand image can seriously be negatively affected. Lastly, there are legal and ethical problems when it comes to copyright, recognition and more.

7. How effective is UGC?

We can see previous campaigns of UGC be very effective in marketing and advertising. This is because we tend to trust and relate to UGC more than normal advertisements. However, effectiveness will always depend on the utilization of UGC. This means on what platform it was used on, how it may have been used on the campaign's objectives, target audience, and also the quality of the content.

8. Where did UGC start?

User-generated content has been around for a while. It's been a thing ever since social networks and review sites have been created. After this is when brands took notice of visual UGC. In 2005 is when it started becoming popular and most of the credit goes to Gopro. This is because their customers would record all their experiences and upload it to Youtube with “ #Gopro”


Main photo by Standsome Worklifestyle on Unsplash

Thumbnail photo by Yours on Unsplash