“UGC videos are like digital word-of-mouth, embodying the power of social proof to boost brand authority and trust. They showcase real people — your everyday customers — offering authentic reviews, emotional connections, and genuine testimonials, making them compelling tools for brand credibility and relatability.” – Frédéric TOMAL, CEO Viral Vertical
I listed below 13 winning UGC formats that you can use for your brand:
1) Client Testimony
Client Testimonies are personal accounts from satisfied customers that highlight the benefits and positive experiences of using your product or service.
- Development Strategy: Collect testimonials through surveys, direct outreach, or social media engagement. Focus on diverse testimonials that highlight different aspects of your product to appeal to a broad audience.
- Leverage: Feature these testimonials prominently on your website, social media, and in marketing materials. Video testimonials can be particularly compelling, as they allow potential customers to see and hear directly from their peers.
- Hot tips: Incorporate a mix of written, photo, and video testimonials to cater to different audience preferences.
- Example: A skincare brand could share a video testimonial of a customer detailing their improved skin health over several months, supplemented by before-and-after photos.
2) Client Demo
Client Demos involve customers demonstrating how they use your product in real life. This can provide practical insights into your product’s functionality and benefits.
- Development Strategy: Encourage users to share their own demo videos, possibly incentivising participation with contests or rewards. Alternatively, you could film demos with volunteers or select customers.
- Leverage: Use these demos in online product pages, social media, and email campaigns. They serve as practical guides for potential customers and highlight your product’s versatility and ease of use.
- Hot tips: For complex products, consider a series of short demos focusing on different features.
- Example: A tech gadget company could have users showcase unique features in each video, such as battery life, camera quality, and ease of use, providing a comprehensive view of the product.
3) Client’s First Try of Using the Product
First Try Videos capture the initial reactions and experiences of customers using your product for the first time. This format is particularly engaging because it showcases genuine reactions and the discovery process.
- Development Strategy: Encourage new customers to record their first experience with your product. This can be facilitated through unboxing experiences or first-use tutorials provided by your company.
- Leverage: Share these videos on social media platforms, especially those where authentic, raw content thrives, like TikTok and Instagram. These videos can create buzz and encourage others to try your product to share their own experiences.
- Hot tips: Highlight a diverse range of reactions to cater to a broad audience.
- Example: For a new coffee machine, share videos of customers from different backgrounds trying it for the first time, focusing on ease of setup, taste of the coffee, and design aesthetics.
4) Story Selling to the Community
Story Selling involves weaving your product into a narrative that resonates with your target audience. It’s about telling a story where your product plays a key role in solving a problem or enhancing the customer’s life.
- Development Strategy: Craft stories that align with your brand values and resonate with your target audience’s aspirations or challenges. These can be based on real customer experiences or thematic narratives that illustrate the impact of your product.
- Leverage: Utilize platforms like Instagram Stories, Facebook, or your blog to share these stories. The narrative format can be diversified into a series, keeping the audience engaged over time and building a community around shared experiences and values.
- Hot tips: Use storytelling to address common customer pain points, showing your product as a solution.
- Example: A fitness brand could share a customer’s journey of overcoming personal challenges through their workout gear, emphasizing community support and product durability.
5) Product Transformation Before and After
Showing before and after effects of using the product, applicable for beauty products, home decor, cleaning products, etc.
- Development Strategy: Capture clear, high-quality before and after images or videos showcasing the results of using your product. For authenticity, include a variety of scenarios and diverse customer profiles.
- Leverage: Use these visuals in social media posts, on your website, and in marketing emails. They’re particularly effective for products with visible results, such as cosmetics, fitness programs, or home renovations.
- Hot tips: Ensure the ‘before’ and ‘after’ states are clearly visible and distinct.
- Example: A haircare brand could show customer hair transformations, highlighting the difference in hair health and style after using their products.
6) Us Versus Them or Comparison Video
Comparing your product to similar products on the market, highlighting what makes yours better or different. This can be done by a genuine user who has experience with the various products.
- Development Strategy: Create content that objectively compares your product’s features, benefits, and price points with those of competitors. Ensure the comparison is fair and based on facts to maintain credibility.
- Leverage: Share these comparisons on YouTube, your website, and social media platforms. This content can help customers in the decision-making process by clearly demonstrating your product’s advantages.
- Enhancement: Use neutral language and focus on objective differences.
- Example: A vacuum cleaner brand could compare suction power, ease of cleaning, and versatility with competitors, using side-by-side demonstrations.
7) Product Unveiling or Reveal or Unboxing
Building anticipation by teasing the product launch with sneak peeks or unveiling it in an exciting manner, possibly by a well-liked influencer or a loyal customer. (Hot tip: Use ASMR and emotions sounds)
- Development Strategy: Plan a launch event that can be live-streamed or pre-recorded, featuring the unboxing and demonstration of the new product. Incorporate ASMR elements or emotional reactions to enhance viewer engagement.
- Leverage: Broadcast this content across social media platforms, especially those where your target audience is most active. Use teasers and countdowns to build anticipation beforehand.
- Enhancement: Build anticipation with a countdown and tease features without revealing everything.
- Example: A smartphone brand could release teaser videos highlighting new features like camera upgrades or battery life improvements leading up to the unboxing event.
8) TikTok Comment Response or FAQs or Q&A Sessions
Answering frequently asked questions or general queries about the product, sourced directly from the community. This can be in a simple talk-to-camera format or a more dynamic interaction.
- Development Strategy: Monitor social media comments and queries about your product to compile a list of frequently asked questions. Respond to these in engaging, informative videos.
- Leverage: Post these Q&A sessions on platforms like TikTok, Instagram, and YouTube. This approach not only addresses customer concerns but also adds a personal touch to your brand communication.
- Enhancement: Create a recurring series where questions are answered weekly.
- Example: A fashion brand could host weekly Instagram Live sessions answering questions about styling tips, fabric care, and upcoming collections.
9) Lifestyle Integration
Highlighting how the product integrates with or enhances a particular lifestyle, aligning the product with the aspirations of your target audience.
- Development Strategy: Create content that showcases how your product can be a part of various lifestyle scenarios, emphasizing its role in enhancing daily life. Feature real stories from customers where possible.
- Leverage: Use social media stories, posts, and influencer partnerships to share these lifestyle integrations, connecting with audiences who aspire to that lifestyle.
- Enhancement: Showcase the product being used in various real-life scenarios.
- Example: A kitchen appliance brand could share customer stories using the product in different settings, such as family dinners, meal prep for the week, or hosting parties.
10) “Day in the Life” Use Case Scenario
Showcasing how the product fits into a typical day for your target customer. This can help potential buyers visualize the product’s practicality in their own lives.
- Development Strategy: Develop a narrative or documentary-style content following a user through their day with your product, highlighting how it benefits or simplifies their daily routine.
- Leverage: This type of content is great for platforms like YouTube or Instagram TV, where longer-form content allows for deeper storytelling and engagement.
- Enhancement: Focus on relatable daily routines of your target demographic.
- Example: A day in the life of a remote worker using ergonomic home office equipment, highlighting comfort, productivity, and design.
11) “How-To” Guides or Tutorials
Detailed guides on how to use the product for various purposes or how to get the most out of it. This is especially useful for products with multiple uses or complex features.
- Development Strategy: Create step-by-step guides or tutorials that educate users on getting the most out of your product. These can range from basic setup to advanced features or creative uses.
- Leverage: Post these tutorials on your website, social media, and platforms like YouTube. They’re useful for SEO, helping new users find your product through search.
- Enhancement: Offer beginner, intermediate, and advanced guides for varied user expertise.
- Example: A software company could provide a series of tutorials catering to new users with setup guides and existing users with advanced feature breakdowns.
12) Challenge or Contest Video
Encouraging users to create content based on a challenge or contest you set up related to your product. This can increase engagement and spread word-of-mouth.
- Development Strategy: Design a challenge or contest that encourages users to create content with your product. Make sure the challenge is fun, engaging, and shareable.
- Leverage: Promote the challenge across all your social platforms and consider partnering with influencers to amplify reach. Offer prizes that incentivize participation and share the best entries widely to encourage community engagement.
- Hot tips: Clearly communicate contest rules, deadlines, and prizes.
- Example: A photography equipment brand could challenge users to submit photos taken with their gear under a specific theme, with winners receiving new equipment or features on the brand’s channels.
13) User-Generated Tips and Tricks
Users share their unique ways of using your product, revealing hacks or tips that even you might not have thought of.
- Development Strategy: Encourage users to submit their creative uses of your product through social media challenges or hashtag campaigns.
- Leverage: Highlight these tips in a dedicated section on your website or feature them in your newsletters and social media platforms.
- Hot tips: Create a monthly “Top Tips” roundup video featuring the most innovative uses.
- Example: A kitchen utensil brand could feature user-generated recipes or cooking hacks using their tools, fostering a community of culinary enthusiasts.
Tips for Maximising Impact
- Authenticity is Key: Regardless of the format, the content should feel genuine. Avoid overly scripted or polished presentations that can detract from the authenticity of the message.
- Engage with Your Audience: Encourage comments, shares, and discussions around the content you produce. Engagement not only boosts visibility but also fosters a sense of community.
- Measure and Adapt: Use analytics to track the performance of your content. Understanding what resonates with your audience can help you refine your approach and focus on the most impactful strategies.
By focusing on these client-centered content strategies, you can build stronger connections with your audience, enhance credibility, and drive engagement in meaningful ways.
