You’ve probably watched a product review or an unboxing, felt like you trusted the person behind the camera, and maybe even clicked “buy now” before you realized it. That’s the power of UGC video in action. More and more brands, agencies, and startups are waking up to this silent advertisement force, especially in the social ad space.
But wait—what is UGC video, why is it so persuasive, and how do you get your customers to create those golden clips? This guide untangles UGC video for marketers, revealing real-world tips, slight imperfections, a touch of technical wisdom, and a clear path to supercharging your campaigns. As we move forward, you’ll also see how Automads is simplifying and amplifying the UGC revolution, speeding up creative production with AI while keeping everything on brand and easy.
Real people, real experiences, real influence.
What are UGC videos and why do they work?
UGC stands for user-generated content—videos, photos, reviews, or stories created and shared by everyday people rather than brands. When we talk about “UGC video” (or customer video content), we mean self-recorded clips where users can be seen interacting with a product, showing results, narrating their experience, or recommending a service to their peers.
Why do these simple mobile clips carry so much weight in marketing? There’s nothing manufactured about them. UGC feels unscripted and honest, even when it’s directed by a brand. Most users spot traditional ads instantly, but something authentic—a testimonial in a messy bedroom, a quick demo filmed in a cluttered kitchen—has the ring of truth.
This authenticity is not just a “nice-to-have.” Research confirms that 82% of people prefer buying from brands featuring user-generated content in their outreach, with trust in UGC soaring above what company-produced content achieves. When social ads harness these videos, click-through rates and conversions often climb dramatically.
Consumers trust other people more than they trust brands.
Recent data shows that 70% of Gen Z and 68% of millennials rely on user content to find products. Ads based on authentic customer videos—especially when placed in Meta Ads, Instagram Stories, or TikTok feeds—create immediate social proof. The math really adds up: if you want consumers to listen, show them someone like themselves enjoying what you sell.
The key benefits of using video from real customers
Trust, relatability, and conversion—that about sums it up, but let’s get a bit more specific. Here are the concrete advantages you unlock when you run ads that feature UGC-style video:
- Authenticity breeds trust. Users don’t just see another brand commercial. They see a story from someone genuinely trying the product.
- Social proof drives action. The power of “everyone’s talking about it” activates curiosity and reduces friction.
- Content variety keeps campaigns fresh. UGC clips come in endless styles and settings, so you can run dozens of variations to test what sticks.
- Production is fast and affordable. No studio or big design crew required—just a phone, a product, and a point of view.
- Resonance equals results. Statistically, UGC gets four times higher click-through rates than traditional advertising content.
- Community is built, not bought. Every shared video strengthens customer loyalty and builds an organic storytelling cycle.
Automads, for instance, empowers marketing teams to create scalable, on-brand content by combining AI with the principles of UGC—enabling brands and agencies to generate endless video variations, including synthetic actors when needed, and to keep campaigns continuously refreshed.
The main types of UGC videos for social ads
Not all UGC videos look or function the same way. Here’s a closer look at the familiar formats, with each delivering something subtly different for your brand voice and marketing objectives:
Product reviews
A classic. A customer turns on the camera and details their experience with your product, often mentioning specifics, showing close-ups, and giving a thumbs up (or sometimes a critique). These build immediate credibility. A confident, happy smile on camera affects viewers more than a slick graphic ever could.
Unboxing videos
Here, anticipation is the star. Someone receives a package, records themselves opening it, and reacts to the reveal. Unboxing video content is popular for its excitement and transparency—viewers see exactly what’s in the box and the real emotions that show up. It’s unscripted proof that the brand experience starts the moment the delivery arrives.
Customer testimonials
Testimonial videos can look like mini interviews or spontaneous shout-outs. Customers describe how your product solved a problem or made life easier. The more specifics, the better: “I used this after work, and it helped my skin feel less dry in one week.” Viewers trust testimonials because they’re personal and detailed.
Tutorials and demonstrations
Some users love teaching. They show how they use your product, step by step, sometimes giving extra tips or unique hacks. Tutorials demonstrate not just that the product works but also how it can fit into visitors’ daily routines. These videos can stretch out longer, but on social media, quick, punchy tips pack the most punch.
Before-and-after showcases
Transformation is compelling. A user shows a “before” scene or baseline, then comes back in days, weeks, or even minutes to show results. Fitness, beauty, home improvement, or cleaning products often use this format because it makes benefits visual and immediate. Subtle flaws in lighting or continuity add to the sense of reality.
Mini-vlogs or day-in-the-life content
Some creators embed your product or service in their routines, showing how it folds into their daily flow. This video format is especially effective on platforms like Instagram Reels and TikTok, where social connection matters as much as technical detail.
In all these cases, UGC-style video works because, well, viewers have low defenses. “That could be me,” someone thinks. And so, they listen and remember.
How to encourage and collect UGC video from your customers
You can’t just post a request and hope for a flood of excellent content. People need motivation, guidance, and sometimes a nudge. These actionable steps help boost submissions and quality:
1. create a call-to-action campaign
Clarity is key. Spell out what you want, who should participate, and what they’ll get in return. “Share a one-minute video reviewing your first impressions for a chance to win a gift card.” Make sure it feels straightforward, exciting, and worth their time.
- Be precise about the video style, length, and setting (e.g., “Film in daylight by a window,” or “Include a before-and-after clip”).
- Share a few examples of past submissions or staff-made videos as templates.
- Publish everywhere your audience hangs out—web, email, social, packaging.
2. run a contest or giveaway
Incentives spur action. A contest—such as “Best Product Hack Video”—prompts a rush of entries. Just remember to keep entry simple. A clear judging rubric and affordable prizes (brand swag, cash, store credit) can go further than you might expect.
3. offer exclusive features or early access
Some fans love being insiders. Reward top contributors with early product access, feature their stories on your main Instagram page, or send personalized thank-you notes.
4. build a branded hashtag movement
Encourage customers to use a specific hashtag when sharing their content. Promote the hashtag actively on your profiles and web pages. This keeps submissions organized, public, and searchable.
5. provide clear briefs
Don’t make participants guess what you want. Share simple tips: camera orientation, what to show/not show, duration, lighting ideas, and where to send their video. Offer checklists—even a PDF with easy instructions.
6. follow up and reward participation
A genuine follow-up email or a spot on your brand’s social feed can turn one-time submitters into ongoing ambassadors. If customers see that you share and celebrate their clips, you’ll see more of them join the movement.
Automads helps by letting brands plan, brief, and synthesize new ad creatives—sometimes even turning text feedback from customers into video concepts or AI-generated visuals, which can further inspire user submissions. Keeping the process streamlined makes it easier to iterate.
Legal and ethical considerations for UGC video
Excitement aside, UGC demands transparency and respect for contributors. Mistakes here can spiral into PR troubles. These points keep your campaign in the clear:
- Always obtain explicit permission. If repurposing a user’s video in an ad or on your site, get documented consent. A quick email, signed form, or opt-in box on your campaign portal makes it official.
- Credit the creator unless agreed otherwise. Even if the video is remixed, acknowledgment is respectful (e.g., “@username on Instagram”).
- Avoid editing that misleads viewers. Basic trimming is fine, but don’t alter words, tone, or context to say something the creator didn’t intend.
- Respect privacy and minors’ rights. Don’t use content from children without parental approval. Avoid showing sensitive information in their footage.
- Disclose when a submission is incentivized. If you paid or rewarded a participant, mark it as such (“Paid partnership,” “Sponsored content”).
Consent and credit: non-negotiable in UGC.
A simple process, some standard forms, and a bit of common sense protect brands and customers alike.
Best practices for integrating UGC videos into social ad campaigns
You’ve collected some strong videos—now, how do you use them for ads? Placement, editing, and context affect both reach and conversion. Here’s what sets successful UGC-powered ads apart:
Choose the right platform and format
Different social networks reward different video qualities. On Instagram, square or vertical clips work best for Stories and Reels. For Meta Ads, shorter videos (under 30 seconds) tend to outperform longer ones, blending easily with native content. TikTok loves raw, punchy, full-screen vertical content—unedited is often better than over-produced. Ecommerce websites benefit from horizontal or square video galleries positioned near product pages.
- Tailor your edit to platform norms: Remove intros/outros, add quick subtitles or stickers, and keep logos subtle.
- Test headline cards and end frames: A 2-second overlay with a customer quote or call-to-action can lift performance, especially if you A/B test language.
Subtitle for accessibility and engagement
Most social video is watched muted. Add concise, accurate subtitles, using readable fonts and contrasting colors. This is a small step, but conversions can hinge on viewers catching those last few words.
Pick strong thumbnails and first frames
The first image users see determines if they’ll keep watching. Choose moments that show a recognizable product, genuine facial reactions, or clear action. If your ad’s main thumbnail is a customer looking excited with your product, you often win more clicks.
Mix UGC with branded visuals for maximum impact
Blending UGC with your product shots, branded animations, or AI-generated actors (as made possible by Automads) helps maintain consistency while giving off the authenticity users crave. Try interspersing polished B-roll between raw customer clips for a natural rhythm. It’s surprisingly effective—and it keeps the message strong and on-brand.
Run split tests with multiple UGC variations
No one can guess which clip will convert best—test several. Personalities, camera styles, and review details all matter. Platforms like Meta Ads allow for quick A/B tests and optimization. Automads can help generate new video variants if your UGC well runs dry, so you always stay ahead.
Track, learn, repeat
UGC content often outperforms in unpredictable ways. Keep a dashboard of what worked: Was it the before-and-after? The excited unboxing? Once you spot patterns, double down on those video formats. According to recent research, ads featuring user-submitted content can drive a 73% increase in positive engagement, so don’t be surprised if results outperform your expectations.
Measuring the ROI of UGC video in social ads
You need numbers to justify the shift to UGC video. Beyond surface-level engagement, track these metrics to see the true impact on your campaigns:
- Click-through rate (CTR): Expect higher rates than traditional ads; four times higher is possible, according to industry data.
- Conversion rate: Track direct sales tied to UGC-powered ads. Use shopping tags and UTM codes.
- User session duration: Websites with embedded UGC often see users stay longer—sometimes 90% more time spent, as seen in recent studies.
- Cost per acquisition (CPA): Run comparisons on spend, especially if your content is crowdsourced rather than agency-produced.
- Share and save rates: UGC is tidier and more personal—watch for reposts, forwards, and bookmarks.
Numbers prove what gut feelings sense: UGC moves metrics.
Integrating UGC with AI-powered tools: the Automads approach
The best results often come from mixing smart technology with community-powered content. Automads specializes in blending artificial intelligence with proven UGC formats, letting you create consistent, scalable brand stories that still feel organic and personal. Their AI can even generate synthetic testimonials or diverse product demonstrations, which you can use alongside true customer video.
Automads handles volume, variation, and personalization without requiring endless hours or credit-card commitments up front. It becomes easier to maintain that frantic pace of social testing, adapt to trends, and keep your campaign always-on. Technical marketers and creative leads don’t have to choose between speed and authenticity—they get both.
There’s something quietly revolutionary about this. The loop speeds up: customer feedback becomes synthetic video, which inspires new submissions or optimizations, which then fuel more conversions. Brands get a system; customers keep their voice.
Tips for making UGC videos even better (and easier)
Sometimes customer videos arrive unwatchable—too dark, too noisy, or off-theme. These quick guidelines boost quality:
- Encourage natural lighting. It’s free, flattering, and makes videos pop.
- Ask for landscape or portrait orientation, but not both. Match your needs to platform specifics.
- Simplify audio requests. “Speak a little louder, keep noisy fans off, and be close to the mic.”
- Request a short intro (first name only). Helps the viewer connect, but keeps privacy in check.
- Remind contributors not to reveal sensitive details. No street addresses, credit cards, or explicit health information.
- Offer feedback if possible. A gentle nudge can turn a good video into a great one.
If you’re using Automads, you can go one step further and create base scripts or even AI-generated “sample” videos for your contributors to use as inspiration. This keeps amateurs on-brand and makes them more likely to submit usable, relevant footage.
Don’t expect perfection. The quirks make it believable.
Wrapping up: UGC video is the future of social ads
No single ad can sell to every customer, but video from genuine users—built into your creative, boosted by AI, and distributed across the right channels—achieves something that even the flashiest campaigns rarely deliver: a sense of trust that turns interest into action.
Whether you’re a marketer, agency, or business leader, tapping into UGC video is no longer “something to consider down the road.” It’s where attention, credibility, and actual conversions happen now. There are tools to make your life easier (Automads sits neatly in the middle here, making instant creative at scale without endless production headaches), and the stats are in your favor.
Tap into the stories your customers want to share.
Want to see what UGC-focused creative can do for your brand? Try Automads—experiment with creating your own social ads, or even transforming customer feedback into high-performing video instantly. No credit card required, but you may walk away with campaigns that feel more real (and likely get better results) than anything you’ve run before.
Frequently asked questions
What is UGC video in social ads?
UGC video in social ads refers to user-generated content, typically short videos made by real customers or creators, showing how they use or feel about a product or service. These are authentic, unscripted clips that brands use in paid social advertising to increase trust and engagement. UGC adds social proof to ads, making them feel less commercial and more relatable.
How can I create UGC videos?
To create UGC videos, reach out to your customers or your audience with a clear brief—tell them what kind of video you want, the length, setting, and key message. Run campaigns or contests, offer incentives, and provide simple tips on lighting and audio. Brands can also use platforms like Automads to script or generate inspirational sample videos, helping contributors stay on brand while sharing their authentic perspective.
Are UGC videos effective for ads?
Yes, UGC videos are highly effective in ads. Studies have shown that ads using user-generated content achieve significantly higher click-through and conversion rates than traditional branded content. Consumers trust real people and their experiences, so authentic videos often outperform polished studio ads and drive better engagement and purchase intent.
Where to find good UGC creators?
Good UGC creators are often found among your existing customers and social followers. Run campaigns on social media or directly email customers to participate. Look for customers who already tag your brand or leave reviews—they’re the most likely to submit high-quality, authentic content. Encourage sharing with branded hashtags and monitor social mentions to spot natural creators.
Is it worth using UGC videos?
Yes, it’s worth investing in UGC videos for social advertising. They boost authenticity, build community, and measurably improve ad performance. With low production cost and high impact, UGC content delivers strong returns, and platforms like Automads make it even simpler to integrate this content in new, creative ways.
