User-Generated Video: What Is This? Why It Is Important & How to Encourage It
- Esther Namawanda
- Dec 31, 2025
- 7 min read
Updated: 5 hours ago
In today’s digital-first world, consumers are no longer just passive observers, they’re active creators. And when it comes to video, user-generated content (UGC) is transforming the way brands connect with audiences. From TikTok challenges to YouTube testimonials, user-generated video is more than just a trend, it’s a powerful marketing tool.
In this blog, we’ll explore what user-generated video is, why it’s so important for your brand, and how you can start encouraging your audience to get involved.
What Is User-Generated Video
User-generated video refers to any video content created and shared by customers, fans, or everyday users, rather than the brand itself. Think of it as peer-to-peer content, where your customers are the storytellers. These videos could include product reviews, unboxing videos, testimonials, how-to guides, or even casual clips showcasing your product in real-life settings.
Unlike polished brand videos, user-generated content often feels raw, authentic, and relatable, which is exactly why people trust it. According to surveys, over 80% of consumers say they trust user-generated content more than traditional advertising.
Types Of User-Generated Video
There are several types of user-generated video content that brands can benefit from, including:
Product Reviews & Testimonials – Honest reviews filmed by real customers build trust and credibility.
Unboxing Videos – Especially popular on YouTube and TikTok, these show the excitement of receiving and revealing a new product.
How-To or Tutorial Videos – Users demonstrate how they use your product in their daily lives.
Lifestyle Videos – Content that casually features your product in real scenarios (e.g., a fitness influencer using your gear).
Reaction Videos – Users film their genuine response to your service or product.
Challenge/Contest Submissions – Users participate in brand-led social media challenges using your product or theme.
These types of videos create social proof, helping new customers feel more confident about your offerings.
Why Is User-Generated Video Important For Brands
User-generated video (UGV) has become an essential part of modern digital marketing strategies. In a world where authenticity matters more than ever, UGV gives brands a credible, relatable voice through real customers.
Unlike traditional advertising, these videos aren’t crafted by marketers, they're made by people who genuinely love your product or service. And that authenticity is exactly what resonates with today's consumers. Here's why user-generated video is so important for brands:
Enhances Social Proof and Credibility
Social proof is a powerful psychological trigger, and user-generated video delivers it in the most relatable way. When potential customers see real people using and enjoying your product, it instantly builds trust. These unscripted videos feel genuine and unbiased, which makes them far more believable than traditional branded content. For example, a video testimonial from a happy customer can be more persuasive than a polished advertisement because it shows authentic satisfaction. For brands looking to build credibility, UGV is one of the most effective tools available.
Increases Reach Through Shares and Reposts
User-generated videos are naturally shareable. When customers post a video about your product on platforms like TikTok, Instagram Reels, or YouTube, it can quickly reach their network and beyond. This organic sharing expands your brand’s reach without the need for expensive ad campaigns.
Each share acts like a mini-endorsement, helping you gain exposure to new audiences who are more likely to trust content recommended by peers. Many brands have seen viral growth sparked by user-created content, proving that customer-driven video can outperform traditional digital advertising in terms of reach and engagement.
Boosts Conversion Rates by Showing the Product in Action
Consumers want to see how a product works in real life before they make a purchase. User-generated video provides exactly that. Whether it’s an unboxing video, a tutorial, or a real-life usage demo, these videos show your product in action and in real-world conditions.
This helps potential buyers visualize themselves using your product, which builds confidence and leads to higher conversion rates. Including UGV on product pages or in social media campaigns gives shoppers the information they need to make purchasing decisions faster and with more assurance.
Reduces Content Creation Costs
Creating high-quality video content can be time-consuming and expensive. From hiring production teams to managing post-editing, traditional content creation requires a serious investment. User-generated videos, on the other hand, shift that responsibility to your customers. They become your content creators, often with more authenticity and less cost.
Brands can repurpose UGV in ads, on websites, or across social media channels without the heavy production overhead. This makes it a cost-effective way to keep your content fresh, engaging, and relevant while saving on your marketing budget.
Strengthens Customer Community and Loyalty
When you feature customer videos, you’re not just promoting your brand, you’re celebrating your community. Showcasing user-generated content gives customers a sense of recognition and appreciation. It makes them feel like they’re part of something bigger. This fosters a deeper emotional connection to your brand and encourages ongoing loyalty.
Over time, this kind of inclusion builds a strong brand community where customers become enthusiastic brand advocates who actively contribute to your marketing success.
Benefits Of User-Generated Video
User-generated video (UGV) has quickly evolved from a marketing trend into a powerful pillar of brand storytelling. With audiences demanding more transparency and authenticity from the brands they support, user-generated content offers a fresh, relatable, and cost-effective way to connect.
Here’s why user-generated video deserves a prime spot in your digital marketing strategy:
Builds Authenticity
Consumers are bombarded daily with highly produced, branded content, and they’re growing immune to it. What cuts through the noise? Authenticity. When real people share videos of themselves using your product or talking about your service, it instantly feels more genuine.
These videos aren’t scripted or filtered, they’re personal stories and honest reactions. This makes user-generated video incredibly effective in building trust, especially with new customers who want to hear from real voices, not just marketing teams.
Drives Higher Engagement
Authentic content invites interaction. Compared to traditional marketing videos, user-generated videos tend to receive significantly more likes, comments, shares, and saves. Why? Because audiences find them relatable. Platforms like Instagram Reels, TikTok, and YouTube Shorts are designed to surface content that feels real and engaging, which is exactly what UGC delivers. When your followers see a peer reviewing or demonstrating your product, they’re more likely to react, share, or even create their own video in response.
Improves SEO and Online Visibility
Incorporating user-generated video content into your website or blog can improve video SEO performance. Search engines favor content that increases dwell time, encourages interaction, and uses natural keywords, traits common in UGC.
When potential customers search for terms like “user-generated video examples” or “[your brand] reviews,” UGC can dominate the results. Posting these videos on product pages or social media also increases visibility, helping your brand get discovered in more organic ways.
Reduces Content Creation Costs
Creating branded video content typically involves scriptwriting, filming, editing, and post-production, all of which come with a hefty price tag. With user-generated videos, you get high-quality, authentic content at little to no cost.
Your audience does the storytelling for you, saving both time and money. Instead of hiring a production crew, you can simply encourage satisfied customers to share their experiences on camera. Then, with their permission, repurpose their content across your marketing channels.
Fosters a Loyal Community
User-generated content isn’t just about marketing, it’s about connection. When you showcase videos made by your customers, you’re sending a message: “We see you. We value you.” That kind of recognition builds a sense of belonging and strengthens brand loyalty.
People love being part of a community, especially when they feel their voice matters. Highlighting UGC videos in your campaigns encourages others to participate, helping you grow a loyal, engaged audience that advocates for your brand.
How To Encourage Customers To Create User-Generated Video
Want to get more people to create videos for your brand? Here’s how:
Create a Branded Hashtag
Launch a hashtag campaign on Instagram or TikTok (e.g., #MyStyleWithBrandX) that customers can use when posting their videos.
Offer Incentives
Giveaways, discounts, or a chance to be featured on your page can encourage submissions. Make sure it feels rewarding.
Feature UGC Regularly
When people see others getting highlighted, they’ll be more inclined to participate. Repost user-generated video content on your stories, website, and social feeds.
Make It Easy
Share clear instructions, what kind of video you’re looking for, how long it should be, and where to tag you. A landing page with examples can help a lot.
Partner with Micro-Influencers
Micro-influencers often lead the charge in creating authentic UGC. Reach out to niche creators who align with your brand values.
Best Platforms For User-Generated Video
User-generated content thrives on platforms where video is easy to upload and share. Here are the best platforms for user-generated video:
TikTok – Perfect for short-form, viral content, and branded hashtag challenges.
Instagram Reels – Great for aesthetic product showcases, tutorials, and lifestyle clips.
Your Website – Feature UGC on product pages, testimonials, or homepages for extra trust and SEO value.
Facebook – Ideal for community engagement and reposting user content.
Pinterest – Emerging as a platform for visual storytelling and shopping through user-created Pins.
YouTube – Best for longer reviews, how-tos, or deep-dive testimonials.
Final Thoughts
User-generated video content isn’t just a nice-to-have, it’s a must in 2025’s competitive digital space. It gives your audience a voice, builds trust, and breathes authenticity into your brand message. Whether you're just starting or want to scale your content marketing, UGC video is one of the smartest, most cost-effective tools available. For example, partnering with Linx Solutions can help you streamline the process of collecting and showcasing UGC effectively.
Start by encouraging simple customer videos and making it easy for people to share their experience. With consistency and the right platforms, your brand can tap into the powerful impact of user-generated video content. Don't wait any longer, take action today and watch your brand thrive through the voices of your customers.
By Esther Namawanda