Leveraging User-Generated Content in Video Marketing

Modern devices like smartphones, tablets, and personal computers have made video creation highly accessible. Sites like YouTube, Instagram, TikTok, and Snapchat allow people to easily film, edit, and share without specialized equipment and skills. 

As video-sharing platforms make video creation accessible, more customers freely share their experiences and opinions online. User-generated videos are created by average consumers rather than professionals or marketers, often for personal or community use rather than commercial purposes.

For marketers, this user-generated video, or UGC, provides an authentic perspective that audiences can relate to.

Forms of User-Generated Content

Let’s explore the various forms of user-generated content.

a. Product Reviews and Vlogs

Videos where customers openly share their opinions about a specific brand’s offering help potential buyers make informed choices. Lifestyle-focused content gives audiences a glimpse into people’s real experiences with a brand in their daily routines.

b. Tutorials or How-To’s

Tutorials offer step-by-step guidance that teaches viewers how to use a product: clear directions and real-world examples aid comprehension. For brands, user-created tutorials highlight their offerings’ various uses and capabilities.

c. Unboxing and Behind the Scenes

Unboxing videos showcase the product’s packaging, presentation, and a creator’s first reactions upon opening it. Exclusive looks at what happens before/after the final product satisfies viewers’ curiosity.

Why Does UGC Matter?

Marketing is the heart of business success, and marketers must keep up with the newest developments to guarantee their techniques stay useful. Go with agencies like EraserFarm that stay up to date with the trends and have a proven track record of success.

User-generated content (UGC) is an effective trend for meaningful connectivity. Authenticity is key nowadays, as people are wary of advertising. When an existing customer discusses using a brand’s products or services, their feedback seems more genuine than marketing messages. UGC is also very cost-effective.

Steps to Leverage User-Generated Content

By using the following steps, brands can systematically harness the power of user-generated video content.

1. Collection and Connection 

The first step is collecting user-generated video content (UGVC). Brands can gather existing videos by searching social media where the brand is tagged. Using an aggregation tool makes it much easier. 

Brands should also launch campaigns to motivate fans to submit their own videos about brand experiences. Implementing branded hashtags helps collect and track submissions. Regularly engaging fans through social media and communication keeps them invested in contributing. 

2. Securing Rights

The second step is to secure usage rights. To avoid legal issues and maintain ethical standards, brands must obtain consent from content creators. The terms of use must be completely transparent when users submit photos or videos. Creators should understand clearly how their submissions may be shared or promoted across the brand’s platforms.

3. Utilizing

Once a brand has accumulated a selection of user-generated video content, the next step is to leverage it across various channels for maximum impact. UGVC can be promoted on social media platforms that are well suited for visual content, like Instagram, TikTok, and Facebook. User videos can also be highlighted on a company website, particularly product pages, home pages, or dedicated UGC sections to foster trust. 


It’s time to take action. People spend significant time browsing user-generated videos on platforms like TikTok, Instagram, Facebook, and Snapchat. Leveraging content created organically by your customers could be the key to accelerating your brand’s growth.

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