User-generated content (UGC) videos are dominating social media feeds – and for good reason. They come across as authentic and relatable, which is exactly why they build trust and drive conversions. In fact, 92% of consumers trust recommendations from others over branded content. Brands that feature UGC on their websites see 29% higher conversion rates than those that don’t.
The takeaway? UGC videos can be powerful marketing assets if you shoot them right. The challenge is finding the sweet spot between authenticity and strategy. How do you capture that genuine, homemade feel that audiences love, yet still guide viewers toward taking action? Many marketers and creators struggle here, leaving potential sales on the table.
Fear not – we’re here to help. In this guide, we’ll walk you through 10 pro tips for shooting UGC videos that convert viewers into customers. From pre-production planning and technical must-dos to storytelling techniques and subtle marketing hooks, you’ll learn how to create UGC-style videos that feel genuine and serve your business goals. Let’s dive in and start shooting UGC videos that engage, build trust, and ultimately boost your bottom line.
📋 TL;DR Key Tips to Shoot UGC Videos that Convert:
- Start with a clear goal: Know your audience and desired outcome before filming.
- Keep it real: Authenticity builds trust—avoid over-scripting or over-polishing.
- Hook fast & keep it short: Grab attention in the first few seconds and stay under 60 seconds.
- Guide action: Always include a natural, clear call-to-action (CTA) to drive results.
Now, let’s break down each of these tips in detail and show you how to put them into practice for high-converting UGC content!
1. Define a Clear Goal and Story for Your UGC Video
➡️ Know your video’s purpose and audience from the start
Before you hit record, decide exactly what you want your UGC video to accomplish. Are you aiming to get testimonials from happy customers? A quick how-to demo of your product? Perhaps a relatable story that highlights a pain point and solution? Start with a focused goal and a simple story outline. This clarity will shape every other aspect of your shoot. If you skip this step, you risk ending up with random footage that doesn’t move the needle.
Begin by asking: Who is my audience, and what do I want them to feel or do after watching? For example, if your goal is to increase trust in a new product, you might plan a customer testimonial video where someone describes their before and after experience. On the other hand, if you want to drive app downloads, your UGC video goal might be a quick demo showing how fun and easy the app is to use.
Narrowing your topic or question is key
Don’t just tell someone “talk about our product” and hope for the best. Instead, ask something specific that guides the story toward your goal. For instance: Rather than asking a customer “Can you talk about the mattress we sold you?” (too broad), ask “What do you find most comfortable about the mattress we sold you?” By honing in on the comfort aspect, you lead the speaker to discuss exactly the selling point you care about. This kind of focused question results in a much more compelling video that stays on message.
Also, define what action or metric will mean success. Is it getting viewers to click a link, use a promo code, or simply remember your brand fondly? Establishing a clear conversion goal will help you measure the video’s impact later. It also keeps your content tightly aligned with business objectives. Many marketers make the mistake of skipping this planning and just hope their video “goes viral” without a purpose – a recipe for disappointment.
⚠️ Common Mistake: Shooting UGC content without a specific goal (like virality for its own sake) often leads to unfocused videos that neither inspire nor convert. Always outline your objective and story arc first.
Finally, consider writing a brief storyboard or bullet-point script to map out the flow: a quick intro or hook, the main message or story, and a closing call-to-action. Keep it very simple, just enough structure to keep everyone on the same page. If you’re not confident in crafting a content plan, get some help.
💡 Pro Tip: If planning content isn’t your strong suit, you can hire a freelance video scriptwriter to help develop a creative brief or script that aligns with your goal. A clear plan upfront will save you headaches during filming and ensure your UGC video actually drives the results you want.
2. Choose the Right People (Customers or Creators)
➡️ Pick relatable, enthusiastic individuals who align with your brand
Not just anyone should star in your UGC video. The person on camera matters as much as the message. If it’s an actual customer or fan, make sure they genuinely love your product and represent your target audience. Their enthusiasm and authenticity will shine through and influence viewers.
Alternatively, you might work with a professional UGC creator, a freelancer who specializes in making content that looks and feels like organic user content. Either way, choose someone who can speak to your audience’s interests and pain points. A question about a bacon double cheeseburger won’t get the response you want if you ask a vegan, right? Match the storyteller to the story.
Start by looking at your own community: who’s already a champion of your brand? Do you have customers who’ve left glowing reviews, or who tag you in social media posts? These could be ideal candidates to feature in a UGC video. They’ll come across as genuine because they are genuine. This ensures the sentiment in the video is positive and credible. People love seeing “someone like them” on screen, so consider diversity and relatability as well. Viewers should be able to picture themselves in that person’s shoes.
If you don’t have ready-made fans to feature, or you need a steady stream of content, consider hiring creators who can produce UGC-style videos for you. There’s a growing pool of talented freelancers who know how to film themselves in a relatable, down-to-earth way while still delivering a marketing message. These creators often have their own equipment and understand trends on platforms like TikTok and Instagram. They’ll script and polish the video just enough to hit your talking points, but still keep the vibe casual and authentic.
When selecting a creator (whether a real customer or a paid freelancer), also think about credibility. Does this person actually use and like your product? Modern audiences are savvy and they can sniff out a phony. If you go the route of a paid creator, ensure they take the time to experience your product or at least can speak about it believably. Some brands send free samples to passionate micro-influencers or existing customers and then ask for a UGC-style review in return. This way, the enthusiasm is real.
⚠️ Common Mistake: Don’t just pick the first person available or cheapest option. Someone who isn’t comfortable on camera, or doesn’t align with your brand values, can make the video fall flat. The face of your UGC video should inspire trust and connection with viewers.
In short, cast your UGC video wisely. A great storyteller who genuinely likes your offering will naturally convey authenticity and persuade others. If you’re unsure where to find such individuals, you can tap into online platforms.
💡Pro Tip: Freelancers often have experience making product review videos, testimonials, and social clips that convert. Hiring the right creator means you get a video that not only looks authentic but is strategically crafted to engage and sell. Choose your “star” thoughtfully, and you’ll set the stage for a UGC video that resonates and converts.
3. Provide a Simple Brief and Guidance
➡️ Set your creator up for success with clear instructions (but don’t micromanage)
Even the most enthusiastic customer or talented creator benefits from a little direction. Remember, UGC videos are typically made by regular people, not professional actors or cinematographers. They might not automatically know what messaging or quality standards you’re looking for. That’s why providing a brief or guideline is so important. In fact, 50% of consumers say they wish brands would guide them on what content to create and share. People appreciate a bit of coaching! By giving your UGC creator a simple creative brief, you help them deliver a video that’s both authentic and usable for your marketing goals.
So, what should your UGC video brief include? Keep it short and friendly in tone. Outline the key points or story you’d love them to cover, but encourage them to use their own words. If there are specific features or benefits you want mentioned (say, how your software saved them time, or how your skincare product made them feel confident), note that. Also, include technical tips to ensure the video comes out clear: suggest they film in a quiet place, with good lighting (facing a window or using a lamp), and to hold the camera steady (using a tripod or propping the phone up). These little pointers can dramatically improve quality. By spelling out a few do’s and don’ts, even if it might feel obvious, you increase the chance of getting high-quality, on-brand footage.
⚠️ Common Mistake: Providing no guidance at all and hoping for the best. This often leads to content you can’t use like a video where the speaker is backlit and barely visible, or rambles off-topic. Creators aren’t mind readers; a little clarity upfront prevents disappointment on both sides.
Avoid over-scripting or heavy-handed control
Over-scripting or heavy-handed briefs can kill the authentic vibe. The brief should give direction, not a word-for-word script (unless you’re working with a paid actor and want a specific script, but then it’s not true UGC). Encourage the person to be themselves and speak naturally. The goal is to hit the main points while still sounding genuine and authentic. If the person is nervous on camera, reassure them because sometimes those little imperfections make the video feel more real and relatable.
Clarify length and format
Additionally, clarify length (e.g. “aim for about 30-60 seconds of footage”) and format (portrait for Instagram Stories/TikTok vs. landscape for YouTube, etc., or shoot in highest resolution possible so it can be cropped to any format). If you plan to edit the video later, let them know it’s fine to send a longer clip and you’ll trim it. Also, always remind them to introduce themselves or at least mention the product name on camera, so the viewer gets context.
Keep the UGC brief simple
When you send off this brief to your UGC creator or customer, make it easy. Use bullet points and keep it to one page or a short email. The easier it is to follow, the more likely you’ll get what you need. Encourage them to ask questions if unclear. And of course, thank them for participating. Creating UGC should feel fun and collaborative, not like a corporate chore.
Offer incentives or rewards
Finally, consider offering an incentive or reward if it’s a customer doing this voluntarily (a small discount, gift card, or shout-out can motivate people to put in that extra effort). If working with a paid freelancer, ensure you’ve clearly communicated deliverables and any usage rights you need (e.g. permission to post the video on your website or ads).
💡Pro Tip: If writing briefs or managing creators feels daunting, enlist help. A freelance video marketing strategist or content producer can craft effective briefing documents and coordinate with creators for you. By providing clear guidance up front, you set your UGC video project on the path to success – with a final video that’s authentic, on-message, and high-converting.
4. Prioritize Good Lighting and Sound
➡️ Simple production values make your “authentic” video watchable
One of the biggest differences between a compelling UGC video and a throwaway clip is basic production quality. Yes, UGC is supposed to feel raw and not like a Hollywood production but that doesn’t mean it should look or sound bad. If viewers can’t see or hear the message, they definitely won’t convert. In fact, poor audio or dark, grainy footage will make people scroll away in seconds. So, as you shoot UGC video (or instruct your creator to), pay attention to lighting and audio. A few simple tweaks can dramatically improve quality while still keeping the candid charm.
Lighting
Shoot in a well-lit environment, ideally with plenty of soft, natural light. A rule of thumb is to always keep the light in front and not behind. If the creator is using a phone, have them face a window or lamp so that their face is well illuminated. Avoid strong backlight (like standing with a bright window behind, which turns the subject into a silhouette). Filming outdoors on a cloudy day or in the shade can also give nice, even lighting. If indoors, a simple ring light or a couple of lamps can help brighten up the shot; you don’t need a fancy studio setup. The key is to avoid heavy shadows and ensure the subject (and the product, if shown) is clearly visible. Encourage creators to do a quick test shot and check to adjust the light or angle if necessary.
Sound
Audio quality is often even more important than video quality for keeping viewers engaged. We’ll tolerate a slightly shaky camera if the content is good, but if the sound is unintelligible, most people will skip the video. Find a quiet location to film away from traffic, wind, or loud appliances. If shooting at home, turning off the AC or fridge temporarily can eliminate background hums. Also, smaller rooms with some furniture or curtains (which absorb echo) are better than big empty spaces that echo.
You don’t need professional microphones for a basic UGC video, but using a headphone mic or the phone’s earbuds mic (clipped to your shirt) can improve clarity if available. Even speaking a little closer to the camera/phone can help if no external mic is used. At minimum, do a test recording and listen back with headphones and if you hear a lot of buzzing or if your voice is too faint, adjust and try again.
Stabilization
While not as critical as light and sound, a stable shot makes your video much more professional-looking (and easier on the eyes). If possible, use a tripod or prop the phone on a steady surface rather than hand-holding it. Many UGC creators use simple phone tripod mounts or even balance their phone against books to avoid a shaky frame. This doesn’t make it too polished; it just prevents distraction. Remember, the content is what should be getting attention, not a wobbly camera.
Video resolution
Modern smartphones can shoot in HD or 4K; encourage creators to use the highest setting available and to clean their camera lens beforehand. Clear, sharp video (with good lighting) will still feel authentic if the style is conversational. It just won’t have the blur or pixelation that screams low quality. High resolution also gives you flexibility to crop or reframe in editing without losing clarity, which is useful if you plan to repurpose the video for different platforms (e.g., cropping a horizontal video to vertical).
By prioritizing these basics, you ensure your UGC video is enjoyable to watch and listen to. The viewer may not consciously notice “great lighting” or “crisp audio,” but they will definitely notice when those things are bad. Good production values lend credibility and they subtly signal that even though this is a user video, it’s about a quality product or brand. Authentic doesn’t have to mean ugly. You can absolutely have both authenticity and clarity.
⚠️ Common Mistake: Assuming that UGC means “anything goes” for quality. While you don’t want an overproduced look, completely ignoring lighting and sound will result in a video few will watch, let alone act on. Aim for a happy medium.
If you or your creator need guidance, plenty of resources exist (a quick YouTube search for “shooting video with phone tips” yields lots of helpful how-tos). And if budget allows, you can bring in a pro for this stage.
💡Pro Tip: Shine some light on your subject (literally) and make sure they can be heard loud and clear. Your UGC video will still feel real, but viewers will actually stick around to hear the message – and that’s crucial for conversion.
5. Keep It Authentic and Genuine
➡️ Let real personality shine – authenticity is your secret weapon
The magic of UGC videos lies in their authenticity. These videos feel like a friend sharing a recommendation, not a company pushing a sale. That genuine tone is what makes them so powerful at driving engagement and trust. Don’t lose that authenticity in pursuit of perfection. This means embracing a less scripted, more conversational approach and showcasing real people with real opinions.
According to research, consumers find UGC 2.4 times more authentic than content created directly by brands, and 85% of people trust user photos and videos more than polished brand imagery. This is because UGC comes across as honest. To shoot UGC videos that convert, you need to double down on this honesty and relatability.
Use a conversational tone
Whether you (or your creator) are speaking on camera or doing a voiceover, talk as if you’re chatting with a friend. It’s okay if it’s not perfectly eloquent. In fact, a bit of imperfection can make the content more endearing. Real humans say “um,” have slight missteps, or laugh at themselves. You might even leave a small blooper in (as long as it’s not too distracting) because it can make the audience smile and feel identified with the UGC creator.
Avoid corporate jargon or marketing buzzwords
UGC is about the personal experience. Instead of “This revolutionary solution provides exceptional value,” it’s “Honestly, I didn’t expect much, but wow – this thing really worked for me.” Notice the difference? The latter sounds like a friend talking. It’s more believable.
In a real-world example, some brands ahve found success when users on social media started posting “Let me show you how I use [Product]…” style videos. These casual tutorials feel genuine and helpful, versus a brand-made how-to which might come off as an ad. The user videos addressed common customer questions in plain language, which resonated more. The lesson: speak the audience’s language.
Show real emotion and opinions
If the person is excited about your product, let that excitement come through. If they were skeptical at first, it’s powerful for them to admit that on camera and then explain what changed their mind. This way it won’t sound like a sales pitch but like a truth. Similarly, a bit of humor or quirkiness can make the video memorable, as long as it’s authentic to the person’s personality.
Keep branding subtle
Authenticity means it shouldn’t feel like an advertisement. So while you might add a logo or tagline at the end, the core content should focus on the person’s story or message, not a hard sell. Don’t over-brand it. The moment it feels like a traditional ad, you lose that UGC charm.
It’s also authentic to admit minor drawbacks or learning curves if applicable (and if they ultimately had a positive experience). This honesty paradoxically strengthens credibility. But of course, keep it positive overall; the goal isn’t to list problems.
Maintain authenticity in editing
Don’t over-edit the video. It’s fine to cut out long pauses or tighten it up (we still want it concise), but avoid heavy filters or effects that change the home-grown feel. If the footage is a bit shaky but watchable, you might even keep a touch of that to signal it’s real. Many brands deliberately make their UGC-style ads look like they were shot on a phone (even if they were professionally produced) because that raw aesthetic performs better. People scroll past obvious ads, but will stop for something that feels like a genuine person’s story.
⚠️ Common Mistake: Over-scripting your UGC video or rehearsing it until it sounds like a commercial. If you find yourself reading a script word-for-word in a perfect monotone, you’ve gone too far. Viewers can sense when words are put in someone’s mouth. Instead, allow natural speech and even slight tangents (as long as they circle back to the point).
In summary, keep it real. Authenticity is the heart of UGC’s persuasive power. The more your video feels like a heartfelt recommendation or a relatable story, the more it will connect with viewers, and conversion is a natural next step when viewers truly believe what they see.
💡Pro Tip: If maintaining authenticity while still conveying key messages sounds tricky, consider working with a UGC specialist (someone who can coach the on-screen person to be comfortable and real), or a video editor who knows how to cut a video that retains its soul.
6. Hook Your Audience in the First Few Seconds
➡️ Grab attention immediately with a strong opening
UGC videos may be informal, but they’re competing in the same busy feeds and timelines as everything else. That means you have mere seconds, if not a fraction of a second, to capture someone’s interest before they scroll past. A compelling hook at the very start of your video is absolutely essential to improve watch time and conversion chances. Think of it as your scroll-stopper or thumb-stopper.
Ultra-fast platforms like TikTok, it’s recommended to grab attention within 2 seconds. And generally, marketing experts cite an average human attention span of around 8 seconds online, which is shorter than a goldfish’s! So yes, hooking viewers early is a must.
How do you create a good hook in a UGC video?
- Start with a relatable problem or question. Immediately speaking to a pain point might make the target audience recognize themselves. It sets up a story (struggle to solution) that viewers will want to hear. Problem-solution hooks are incredibly effective.
- Use a bold or surprising statement. For instance: “I saved $X a month with one free app.” or “This [Product] changed my morning routine completely.” These kinds of statements pique curiosity and will likely stick around for an explanation. Just make sure the statement is true and you follow up on it in the video.
- Show something visually intriguing right away. If your UGC is more visual (like unboxing or demonstration), lead with the most interesting shot. This could be the moment of opening a package with a gasp of excitement, or a quick before-and-after glance (messy desk vs. organized desk if you’re selling an organizer, for example). Humans are very visual; an eye-catching scene can hook them even if the sound is off.
- Leverage the creator’s personality. Sometimes the hook can simply be the person’s energetic introduction or a teaser of their reaction. Quick cuts, upbeat tone, and enthusiasm can all contribute to hooking the viewer.
The exact hook will depend on your content and goal, but the key is to front-load the value.
⚠️ Common Mistake: Don’t spend the first 5 seconds introducing yourself or the company logo or some slow build-up. In UGC-style content, viewers don’t need a formal introduction right away. You can always introduce yourself after hooking them, once they’re already interested.
It can be useful to plan or even script the hook explicitly (this might be the one part of the video where a little scripting is fine, because it needs to be punchy). When providing your brief to a creator (from Tip #3), consider giving an example of a strong opening line or action. If you’re editing the video yourself, you might even take a compelling moment from later in the clip and bump it to the very beginning as a cold open.
Lastly, match the hook to the platform. On fast-paced platforms (TikTok, Instagram Reels), you need an immediate hook (first second). On YouTube, you might get away with a few seconds of buildup, but even there, shorter is better. Also, on platforms like Instagram Stories, starting with movement or big text can catch the eye as people tap through stories.
💡Pro Tip: Invest time in nailing the hook, because if viewers don’t watch, they won’t convert. This is one of those small tweaks that can have a big impact on your video’s success. Remember, you have great content to share; don’t let a slow start prevent people from seeing it. Hook them fast, and you’ll earn the chance to deliver your full message and CTA.
7. Keep the Video Short and Focused
➡️ Stick to one main point and make every second count
When it comes to UGC videos, brevity is your friend. The beauty of these videos is that they’re usually snackable and easy to digest. You’re not making a Hollywood epic but crafting a quick, impactful message from a real person. In most cases, shorter videos perform better for conversion-focused content, especially on social media. They cater to short attention spans and respect the viewer’s time. Moreover, a focused message is more memorable and persuasive. So, aim to keep your UGC video concise. Often around 30 to 60 seconds is plenty, depending on the platform and context.
People scrolling through their feeds or clicking through stories typically won’t sit through a 5-minute monologue from a stranger. They want the value quickly. Even on platforms like YouTube where longer content is common, a UGC-style testimonial or ad that’s intended to drive action usually works best in a minute or two at most.
You might use longer videos for deep-dive tutorials or brand storytelling, but those are different goals (and even then, segmenting into chapters or series can help). For a promotional UGC piece, each additional second risks drop-off. If you can convey your message in less time, do it. Efficiency matters.
How to keep UGCs short and effective?
- Focus on one core message or story. Don’t try to cram everything about your product into one video. Pick the most compelling angle for this piece (e.g., one benefit, one story, one use case). If you have multiple points, consider creating separate UGC clips for each. A scattered video that tries to do too much will dilute the impact.
- Edit ruthlessly. When reviewing the footage, be prepared to trim out anything that’s not engaging or directly supportive of the main message. Long-winded explanations, repeated ideas, or off-topic asides should go. Keep the best moments, the catchy lines, the emotional beats, the demonstration money shots, and cut the rest. It’s better to leave viewers wanting a bit more (or willing to re-watch) than to have them bored halfway through.
- Use tight framing and pacing. This is more of an editing note: jump cuts are acceptable in UGC-style content (they even add to the candid feel), so don’t linger too long on one shot if it’s slow. If the speaker pauses a lot, cut out the gaps. You can also slightly speed up footage or trim silence to shave seconds. Fast-paced doesn’t mean rushed; it means efficient. Viewers should feel like the video is moving along purposefully.
- Aim for the shortest length that still gets the point across. There’s no magic number of seconds, but a good exercise is to ask: if this were 15 seconds long (like an Instagram Story or TikTok ad limit), what would I include? That forces you to identify the most critical elements. You might then relax it to 30 or 45 seconds if needed to breathe, but thinking this way prevents filler.
That said, context matters. On some occasions, slightly longer UGC videos can work. For instance, a heartfelt customer testimonial video on your website might run 2-3 minutes because it’s a narrative arc (problem, journey, result) and viewers on your site are already more interested. In such a case, you might structure it into clear sections and ensure each part is compelling (like a mini story). Even then, consider having a shorter cut for social media teasers. Generally, start short; you can always create longer versions if evidence shows your audience is willing to watch them.
One advantage of keeping videos short is that you can produce more variations. Instead of one 5-minute video, you might have five 1-minute videos, each focusing on a different angle or persona. This not only gives viewers bite-sized content, but also gives you more assets to test (Tip #10 on iteration).
Also, a short video is easier to repurpose across channels. A 30-second clip can fit in an Instagram feed, Twitter post, LinkedIn, TikTok, a story, or even a short ad spot. A 3-minute video, not so much (except maybe YouTube or Facebook). So brevity can increase your reach.
⚠️ Common Mistake: Letting a UGC video drag on too long, diluting its impact, or tackle too many topics at once. Sometimes creators, especially if they’re enthusiastic, will film a lot and talk at length. Don’t feel obliged to include everything they said. A viewer should be able to say in one line what the video was about, not list five different things. Simplicity sells.
If you’re having trouble trimming down a video, get a second opinion or professional help.
💡Pro Tip: Every extra second a viewer watches is a win, but every unnecessary second is a risk. Keep it focused and your audience will stay engaged through to the call-to-action.
8. Add Branding, But Keep It Subtle
➡️ Incorporate your brand identity without disrupting authenticity
One of the goals of a UGC video (especially from the brand’s perspective) is to raise awareness and recognition for your product or company. That means you do want your brand in the video but the trick is to do it subtly, without turning the UGC into a blatant ad. The viewer should always feel like the content’s primary purpose was to share a genuine experience or tip, with branding just being a natural part of the story. When you strike this balance, you get the best of both worlds: authentic content that also reinforces your brand.
Smart ways to brand your UGC video subtly
- Logo or product placement: A small logo in a corner of the video, or a brief on-screen text of your brand name at the end, can suffice. If the video is a testimonial or review, the product itself will likely appear on screen (a customer holding the item, using the app, etc.), which organically shows your brand. You can also ask the creator to wear a t-shirt or use a mug with your logo if it fits naturally (like a fan wearing merch), but avoid anything that looks forced.
- Brand mention in dialogue: If a customer is speaking, it’s natural they’ll mention the product or brand name as part of their story. This is good branding and it’s coming from the user’s mouth, not an announcer. Ensure the brand name is mentioned at least once clearly. If the speaker doesn’t do it, consider a caption or end card with it.
- Consistent style elements: Perhaps your brand uses a certain font or color for captions. You could integrate that for the subtitles or graphics or maybe a quick intro/outro card with your logo in your brand color. These should be brief (a second or two) and not scream “advertisement.” Think of how some TikTok videos end with a quick flash of a logo or a hashtag challenge branding. It’s there, but doesn’t interrupt the flow.
- Call-to-action branding: The CTA (next tip) is another place to reinforce brand (e.g. “Download the app”). A promo code like “USE CODE VEEDME10 for 10% off” is branding + CTA combined, and because it offers value, viewers don’t mind.
Why subtle? Because, as we noted, the strength of UGC is that it doesn’t feel like an ad. If you plaster your logo all over or have the speaker sound like they’re reading a company brochure, you lose credibility. People are willing to watch user content; they are less willing to watch commercials. So make your branding blend in. It should feel like part of the content, not an overlay on top of it.
Another consideration is platform norms. On something like Instagram Stories or Snapchat, users might expect to see branding if it’s an ad (with a “Sponsored” label anyway), but on TikTok and in-feed content, the more it looks like native content the better. A classic format is a story that hooks you, then at the end the person might say “and it’s all thanks to [Product]” while showing it. That way, viewers got value or entertainment first, brand second.
⚠️ Common Mistake: Either too much branding (logos everywhere, or the first 5 seconds is just your brand animation – huge turn-off), or no branding at all (the video is cute but viewers have no idea which brand or product it was for, which is a missed opportunity). You want a happy medium. An unbranded customer story might build goodwill, but if no one remembers your name, it won’t directly convert. Conversely, an overly branded video might never get watched to completion.
One more subtle branding tip: UGC hashtags or challenges. If applicable, create a campaign hashtag and include it in the video text or captions (e.g., #ShotOniPhone is Apple’s famous example of UGC branding). If it catches on, other users might use it too, expanding your reach. Just ensure the hashtag isn’t too salesy; it should feel community-driven.
In post-production, adding your branding elements is straightforward. Tools and freelancers can help incorporate logos or watermark semi-transparently in a corner. If you’re not sure how to do it without spoiling the video’s look, get professional help.
💡Pro Tip: Add a small animation of your logo in the last 2 seconds of the video, or include a lower-third text with your website in a visually pleasing way. This way, anyone who watches the video knows who it’s associated with, and if they share it or it gets reposted, your brand still gets the credit.
9. Include a Strong Call-to-Action (CTA)
➡️ Tell viewers exactly what to do next, don’t leave them hanging
You’ve hooked your audience, kept them watching with a great story, and subtly introduced your product. Now, don’t forget to ask for the action. A compelling UGC video can stir interest and desire, but to convert that into an actual result (be it a click, sign-up, or purchase), you usually need to prompt the viewer with a clear call-to-action (CTA).
This is the critical bridge between engagement and conversion. Surprisingly, many user-generated style videos forget this part, especially if they’re organic content. But since our goal is to shoot UGC videos that convert, you want to be very intentional about including a CTA.
How should a good CTA in a UGC video look like?
- Clear and specific: Tell the viewer exactly what to do or what will happen if they do it. For example, “Use the link below to start your free trial,” or “Swipe up to get 20% off your first order,” or “Visit our website to see more customer stories.” Avoid vague hints; make it explicit.
- Aligned with the content and value prop: The CTA should flow naturally from the video’s message. If the video was a testimonial about how great a product is, an appropriate CTA is “Try it for yourself” with a link or code. If the video was demonstrating a feature, maybe “Learn more” or “Get the tool” makes sense. Ensure it doesn’t feel tacked on or unrelated.
- Easy for the viewer to do: This is more about context. On social platforms, use the native features (e.g., a Swipe Up link on IG Stories if you have it, a clickable link in the description or a pinned comment for TikTok/YouTube, etc.). If the video is embedded on your site, have a button nearby. The viewer shouldn’t have to hunt for how to act.
- Urgent or compelling if possible: Adding a little incentive like “limited time offer” or “now” can prompt immediate action. But be careful, too much urgency might feel like an ad. It has to be believable in the UGC context (e.g., “Sign up today and see the results yourself” is okay; “50% off if you buy in the next 1 hour!!!” might break the fourth wall of authenticity unless the video explicitly was about a sale).
How should CTAs be delivered in UGC videos?
- Spoken by the person: Many UGC creators will naturally end with a recommendation, which essentially is a CTA. It might be as soft as “I highly recommend it” or as direct as “Use my code to get one.”
- On-screen text: You can flash a final title card or overlay text with the CTA. For example: “Try [Brand] now or Visit [website]” or “Download the app & start your journey!”. Styling should match the video (not too polished).
- Caption or description: On platforms, sometimes the caption carries the CTA (like a link or code). For instance, a TikTok video might not have a built-in link, so the caption might say “Get yours at [site]” or the profile bio holds the link. Always think through where the viewer can act and mention that.
- Interactive elements: Some platforms allow buttons (e.g., a “Shop Now” button on an Instagram ad, or YouTube end screen links). If you’re turning your UGC video into an ad format, take advantage of those. They effectively serve as CTAs as well.
Now, ensure the CTA doesn’t ruin the UGC vibe. It should feel like a friendly suggestion or logical next step, not a hard sell. For example, in a genuine-sounding tone: “I’ve put the link in my bio if you want to check it out” or “Comment below if you have questions, and I can share how to get one.” These feel conversational and more like a friend nudging you to try something than a sales clerk closing a deal.
⚠️ Common Mistake: Not having a CTA at all or use a weak CTA. The viewer enjoys the video and… moves on, because they weren’t prompted to do anything. Opportunity lost! But it shouldn’t break character and keep it in the same tone as the rest of the video.
Finally, design your funnel with the CTA in mind. If the CTA is to visit a landing page or product page, make sure that page echoes the video and makes it easy to proceed (don’t just drop them on a generic home page if possible). Consistency helps conversion. Also, many brands give their UGC creators unique discount codes to share, which is a win-win: viewers feel they got a deal from their peer, and the brand can measure sales.
In summary, always close the deal with a call-to-action. In persuasive writing, this is your “ask.” In video, it’s no different. The CTA is what turns a passive viewer into an active user or customer. Make it clear, compelling, and easy – and your UGC video will not just engage, but convert.
💡Pro Tip: Always close the deal with a call-to-action. It is what turns a passive viewer into an active user or customer. Make it clear, compelling, and easy, and your UGC video will not just engage but convert. Don’t let viewers walk away without knowing the next step. Guide them to it, and you’ll see the conversions follow.
10. Test, Learn, and Iterate on Your UGC Content
➡️ Continuously improve by tracking performance and applying insights
Shooting a great UGC video isn’t a one-and-done deal. The best results come from continuous testing and refinement. Just like any other marketing strategy, you should measure how your UGC videos perform and use that data to make future videos even better. The digital landscape and audience preferences can shift quickly (what works on TikTok this month might not next month), so adopting a mindset of iteration will keep your UGC content effective and relevant. Think of each video as an experiment: you’ll learn something from it, then you can tweak your approach for the next one.
Define metrics for success
If your UGC video’s goal was conversions (sales, sign-ups), obviously track those. But also look at engagement metrics that lead to conversions: view count, watch time, click-through rate (if there’s a link), social shares, comments, etc. These can tell you how well the video grabbed and held attention, and how compelling it was in driving action. For example, a high view count but low click-through might mean people liked the content but the CTA or offer wasn’t enticing.
If you’re posting on several platforms, compare the performance across them. Maybe your 45-second video did great on Instagram but was too long for TikTok, or your YouTube audience wanted more depth but you only gave them a short snippet. These insights can inform whether you need platform-specific edits or even different content styles.
Test different formats
Testimonial vs. unboxing vs. tutorial, etc. One might drive more sales than another for your product. In fact, user-generated content comes in many flavors, and each might suit a different segment of your audience or stage of the buyer journey. For instance, an unboxing UGC might be fantastic for attracting new prospects with an eye-candy experience (it’s shown to boost product page conversion by showing proof of what you get), whereas a testimonial might excel at convincing those already considering purchase. Try both and see which converts more.
Use A/B testing
If you can, run two versions of an ad. Maybe the same UGC video but different hooks, or different CTAs, or even different people, and see which performs better. On platforms like Facebook or TikTok Ads, you can test multiple creatives. On your website, if you have UGC videos on landing pages, you can A/B test with vs. without the video or with different video placements. Data will show you what’s truly effective. Did adding captions increase watch duration? Did a certain opening line lead to more clicks? Treat each change like a hypothesis and learn from the results.
Then, iterate quickly. UGC content can often be produced faster and cheaper than big productions, so leverage that agility. If a particular TikTok style is trending (like a popular sound or meme format) and it aligns with your brand, you can experiment with a UGC video following that trend. If it flops, you learned and can pivot. If it soars, you just hit a goldmine of engagement. Being timely and iterative is how many brands have gone viral through UGC or creator content.
Also, listen to qualitative feedback. Check comments if the video is public. Rhey might ask questions or they might even doubt the authenticity. Community feedback can be a treasure trove of insights for your next content pieces and for your product marketing in general.
Moreover, you can repurpose and recycle what works. If one UGC video is a hit, consider amplifying it: use it in ads, feature it in an email newsletter, embed it on your product page. You can also create variations of it (e.g. a 15-second cutdown for paid ads or a longer version for YouTube where the customer story is extended with more detail). One stellar piece of content can be sliced and remixed into many formats.
On the flip side, if something didn’t work, don’t be discouraged but learn why. Perhaps it was not relatable or engageable, the video was too long, the lighting was poor and people didn’t engage. Use these lessons. Each iteration of your UGC should get closer to that sweet spot of authentic and conversion-driving.
💡Pro Tip: Treat shooting UGC videos as an iterative process of improvement. Your 10th video will likely outperform your 1st if you actively apply what you’ve learned. And as you refine production techniques, messaging, and creator selection, you’ll build a library of high-converting UGC content. This agile, learning-focused approach ensures you don’t just create one hit wonder, but a sustainable strategy where UGC videos consistently bring in results.
Mastering UGC Videos: Strategic, Authentic and High-Converting Content
User-generated content (UGC) videos are no longer just a trend, they’re reshaping how brands connect with audiences in powerful, conversion-driven ways. To create impactful UGC, begin every project with a clearly defined goal and choose the right person to convey your message. Provide essential tools like good lighting and sound, along with a straightforward brief, but let the creator’s authentic voice shine through. Keep the video concise and compelling, subtly integrate your brand, and always guide viewers toward the next step. Most importantly, track performance and continue refining your approach to maximize results.
Even though UGC emphasizes authenticity, there’s plenty of room for professional support behind the scenes. Platforms like Fiverr offer access to a broad range of experts (editors, scriptwriters, marketers, etc.) who can polish your content without stripping it of its raw appeal. These professionals can help shape compelling hooks, cut lengthy footage into tight edits, or elevate visual and audio quality, ensuring your UGC remains both relatable and effective.
Looking ahead, UGC is poised to become the dominant form of online content, driven by evolving algorithms and consumer preference for real, organic communication. Brands that learn to harness this wave today, by building trust through authentic storytelling and engaging community-driven content, will lead tomorrow’s digital marketing landscape. Every well-executed UGC video becomes not just a sales tool, but a trust anchor that fosters loyalty and strengthens the bond between brand and audience.
Shooting UGC Videos FAQs
Q: Do I need professional equipment or can I shoot UGC videos with a smartphone?
A: You can absolutely shoot great UGC-style videos with a smartphone and no expensive gear required. Today’s phone cameras are high quality and perfect for the “casual” look UGC calls for. Focus on fundamentals: shoot in a well-lit area (natural light is your friend), keep the phone stable (use a tripod or lean it against something), and ensure clear audio (film in a quiet space, and use the phone’s mic up close or earbud mic if possible). Many viral UGC clips are recorded on ordinary phones. In fact, too much polish can make the video feel less authentic.
Q: How long should a UGC video be?
A: Generally, UGC videos are kept short and to the point, often under 60 seconds for platforms like Instagram, TikTok, or Twitter. This short format captures attention and respects the viewer’s time. Aim for 30–60 seconds as a sweet spot for most promotional UGC videos (testimonials, quick tips, etc.). That said, the ideal length can vary by platform and purpose. It’s better that viewers watch the entire short video and act, than lose interest midway through a longer one.
Q: Can I hire someone to create UGC videos for my brand?
A: Yes, you can! There’s a growing field of UGC creators and freelance videographers who specialize in producing content that looks and feels like genuine user-made videos. They can either use your product themselves and film a review/testimonial, or help edit and optimize videos submitted by your customers. Hiring a creator is a great option if you don’t have an existing pool of customer videos or need consistent content.
