Internet users trust videos filmed by real users more than traditional advertisements. On TikTok, Instagram or YouTube, UGC videos are exploding and becoming an essential marketing lever for brands.
Tutorials, product tests, unboxings, customer reviews or humorous videos: user-generated content attracts more attention and inspires trust. More authentic and spontaneousUGC videos appeal to both consumers and businesses.
But what exactly is a UGC video? Why is this format so popular? And how to find a UGC creator for your brand? Find out everything you need to know.
What is a UGC video? Definition
A UGC video, acronym for User Generated Content (“user-generated content”), means a video created and shared by ordinary users rather than by professionals or companies. These videos are typically the work of amateurs who do not necessarily have training in video production. They find their place on popular platforms like YouTube, TikTok, Instagram or Facebook.
One of the main features of UGC videos is their authenticity. They tend to be more spontaneous and less polished than professional content, which often gives them a special charm. Content can vary widely, from vlogs, tutorials, product reviews, challenges, or just everyday funny moments.
UGC videos have several advantages:
- they inspire confidence;
- they cost less than advertising production;
- they are quick to produce;
- they easily adapt to trends;
- They work very well in social media advertising.
It is for this reason in particular that many brands are now investing in UGC marketing.
The advantages of using a UGC
First of all, authenticity is one of the main strengths of UGC content. UGC creators typically have an authentic connection with their audience, which results in more credible and relatable content. This can help brands build trust with their potential consumers.
The cost-effectiveness ratio is another significant advantage. Compared to traditional advertising productions, UGC content is often much less expensive to produce, while sometimes offering a better return on investment in terms of engagement and conversion.
The diversity and freshness of the content are also strong points. UGC creators bring diverse perspectives and fresh ideas, which can help a brand stand out in a saturated media landscape.
Additionally, UGC content tends to generate better engagement. Followers of UGC creators are often more receptive and interactive with content, which can translate into better visibility for the brand.
Adaptability is another key advantage. UGC creators can quickly produce content in response to current trends or specific campaign needs, providing great flexibility for brands.
Finally, UGC content can help reach new audiences. Each creator has their own community, which allows brands to tap into market segments they might not have reached otherwise. More and more Internet users are becoming UGC creators. If you're looking for designers, you're sure to find them at all prices!
Where to find UGC?
Social media is a great place to start. Platforms like Instagram, TikTok, YouTube and Twitter are full of content creators. There you can search for creators in your niche using relevant hashtags or by exploring popular accounts in your area of interest.
THE influencer marketing platforms are also very useful. Sites like Upfluence, AspireIQ or Grin specialize in connecting brands and content creators. These platforms often offer tools to filter creators based on various criteria such as niche, audience size, or engagement rate.
THE platforms specialized in UGC content can also help you find the right designer for your brand. They often have an established network of creators and can manage the selection and collaboration process for you.
What is the difference between UGC creator and influencer?
It is not necessary confusing UGC with influencers. A UGC creator is a person, not necessarily “known”, who will create videos for a brand for remuneration.
The subject of the video is therefore the product or brand, which is highlighted by the UGC content creator. Behind it, it is the brand which appropriates the content by distributing it on its networks or on its site.
Calling on an influencer means above all taking advantage of the image of an influential content creator to reach their community.
Sometimes the limit is crossed when you use a UGC creator who has a very small community, like micro-influencers for example. But where the difference is felt is in the price. A UGC video costs €100 to a few hundred euros depending on the creator and the type of video, where an influencer can cost 4, 5 or even 6 figures!
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How to do UGC on social networks?
Choosing the right platform
When creating UGC (User Generated Content) on social media, it's important to take a strategic and consistent approach. Start with choose the platform that best suits your content style and to your target audience. Whether it's TikTok, Instagram, YouTube or another platform, focus on the one where you feel most comfortable and where your content will have the most impact.
Define your niche
Identify a specific area that you are passionate about and where you can add real value to your audience. Take the time to study your potential viewers, their interests and their needs. This understanding will help you create relevant and engaging content.
Post regularly
Regularity is crucial in creating UGC content. Establish a posting schedule and stick to it. Even if you start with minimal equipment, such as a good quality smartphone, a basic microphone and perhaps some simple lighting, you can produce quality content. Learn the basics of video editing with easy-to-use apps to polish your creations.
Adapt content to each platform
Don't forget optimize your content for each platform. For example, favor vertical videos for TikTok. Use relevant hashtags to increase visibility of your content and actively engage with your community by replying to comments and interacting with your followers.
Take care of the first seconds
On social media, the first few seconds are crucial. A good hook prevents the user from scrolling through the video immediately.
Interact with your community
Responding to comments and interacting with your audience helps increase engagement and visibility of content.
Analyze the results
Analyze your performance regularly using the analysis tools provided by the platforms. This will allow you to understand what works best and adjust your strategy accordingly. Don't hesitate to collaborate with other creators to expand your audience and learn new techniques.