User-Generated Content (UGC) has become one of the most effective tools for building trust and engaging audiences, especially when it comes to video content. Unlike traditional ads, UGC videos show real people sharing their experiences, which fosters authenticity and credibility for your brand. However, creating high-quality UGC videos that truly resonate with your audience can be challenging. This guide will break down everything you need to know about producing successful UGC videos for your brand, step by step.
DIY UGC Creation vs. Growth Spurt: A Comparison
| Aspect | DIY UGC Creation | Growth Spurt’s One-Stop Solution |
|---|---|---|
| Finding Creators | Time-consuming, requires searching on social media, UGC platforms, or influencer databases. | Growth Spurt handles creator sourcing from a pool of in-house actors. |
| Content Quality Control | Quality varies, and maintaining consistency across creators can be difficult. | Consistent high-quality content from experienced actors and editors. |
| Production Management | You manage all aspects of the process, from coordination to post-production. | Growth Spurt handles everything, from shipping products to filming, editing, and delivering the final product. |
| Cost | Potentially lower upfront cost, but often comes with hidden time costs and quality risks. | Transparent pricing with no hidden fees, saving time and ensuring professional results. |
| Turnaround Time | Can be slow, depending on creator availability and project scope. | Fast and efficient, with streamlined processes for quicker delivery. |
| Creative Freedom | Allows creators to be flexible but may result in off-brand content. | Creators follow clear brand guidelines while maintaining authenticity. |
Why UGC Videos Are So Effective
The digital landscape has shifted in recent years, with consumers seeking authenticity over the polished, heavily branded content they’ve grown used to seeing. People trust recommendations from real users far more than they do from traditional ads. This is why UGC videos have emerged as a powerful marketing tool—they offer social proof and authenticity in ways traditional advertising can’t replicate.
Research shows that UGC-based ads have 4x higher click-through rates and 50% lower cost-per-click compared to standard branded content. But the real magic of UGC lies in its relatability. When potential customers see others just like them using and enjoying a product, they are more likely to trust the brand and consider purchasing. For brands, this is a golden opportunity to connect with audiences on a personal level, driving both engagement and sales.
Looking for ways to optimize your own video content? Check out our guide on How to Outsource Video Editing for Your Brand to learn how to streamline your editing process.
1. Define Your UGC Goals and Audience
Before diving into UGC video creation, it’s important to define your goals and target audience. What are you trying to achieve with these videos? Are you looking to increase brand awareness, build trust, or drive conversions? Having a clear goal in mind will guide the rest of the process and ensure that your videos deliver results.
Next, understand your audience. Who are they? What social platforms do they frequent? What type of content do they engage with the most? For instance, if your audience is active on Instagram and TikTok, short, snappy videos may be more effective than long-form content. On the other hand, for a more professional crowd, LinkedIn or YouTube might be a better fit. Tailoring your UGC video strategy to match your audience’s preferences will increase your chances of success.
If you’re looking to make UGC content for Instagram, here’s a video we created:
Pro Tip:
Consider surveying your existing customers to find out what type of content resonates most with them. This can provide valuable insights into what kinds of UGC videos will engage your target audience the best.
If you’re interested in more insights about UGC, you might also enjoy our post on Why Your Brand Needs Professional UGC Video Creators, which dives deeper into why UGC drives higher engagement.
2. Finding the Right UGC Creators
Once your goals and audience are defined, the next step is to find UGC creators. These are individuals—often existing customers or influencers—who create content that highlights your brand in a natural, authentic way. Finding the right UGC creators is crucial because they will represent your brand to their followers.
Here are a few ways to find UGC creators:
- Social Media Searches: Instagram, TikTok, and YouTube are excellent platforms for discovering potential creators. Use industry-specific hashtags (e.g., #BeautyCommunity, #FitnessGoals) to find users who are already creating content that aligns with your brand.
- UGC Platforms: Tools like Insense, Billo, and Taggbox help brands connect directly with UGC creators. These platforms provide analytics, making it easy to find creators whose audiences match your target demographic.
- Existing Customers: Your current customers can be your best UGC creators. Consider incentivizing satisfied customers to share their experiences with your product in exchange for discounts, shout-outs, or other rewards.
However, managing creators, ensuring quality, and coordinating across multiple platforms can be time-consuming and overwhelming. Many brands opt for a one-stop solution, like Growth Spurt, to streamline the process. With an in-house team of actors, editors, and strategists, we handle everything from production to editing, ensuring you get top-quality UGC without the hassle.
3. Create a Clear Brief for Your UGC Creators
Once you’ve identified your UGC creators, it’s important to provide them with a clear brief. This doesn’t mean scripting every word, but offering guidance on what type of content you need. A good brief should include:
- Key points: What specific features or benefits of your product should be highlighted?
- Tone: Do you want the video to be fun and playful, or more professional and informative?
- Length: How long should the video be? For TikTok and Instagram, short-form content (15-60 seconds) tends to work best.
- Do’s and Don’ts: Are there any words, phrases, or visuals they should avoid? This is particularly important for maintaining brand consistency.
Pro Tip:
Encourage your creators to add their personal touch to the video. Authenticity is key, so give them the creative freedom to express themselves within the guidelines of your brief.
4. Encourage Authenticity
Authenticity is the driving force behind successful UGC. Consumers can easily spot content that feels scripted or forced, so it’s important to let creators share their genuine experiences. Whether it’s an unboxing, tutorial, or testimonial, the more natural the content feels, the better it will resonate with your audience.
A key factor here is trust. Creators need to feel empowered to share their true opinions. This makes the content more relatable and, ultimately, more convincing. That said, it’s still essential to make sure the video aligns with your brand’s messaging and goals.
Growth Spurt makes this process easier by managing creators, ensuring they strike the right balance between creative freedom and brand alignment. Our team oversees the entire production process to ensure the final product is both authentic and effective.
5. Editing and Final Touches
Editing is often overlooked in the UGC process, but it’s one of the most important steps. After all, even the most authentic content needs a little polish. The goal here is to enhance the video without losing its raw, natural feel.
Editing should focus on:
- Clarity: Ensure the message is clear and concise.
- Visuals: Add text overlays, logos, or minor enhancements, but avoid overproducing the video.
- Music: Background music can add to the mood of the video, but it should be subtle and not overpower the content.
This is where partnering with an agency like Growth Spurt can make a big difference. Our team of professional editors can handle everything from basic edits to more advanced enhancements, ensuring that your UGC video maintains authenticity while still looking professional and polished.
Why UGC Videos Should Be Part of Your Marketing Strategy
UGC videos are one of the most powerful tools in a brand’s marketing arsenal. They are authentic, relatable, and, most importantly, they build trust with consumers. But creating effective UGC videos requires careful planning, the right creators, and high-quality production.
With the right approach, UGC can drive engagement, improve conversion rates, and help brands connect with their audiences on a deeper level. And if you’re looking to simplify the process, Growth Spurt is here to help. We manage the entire UGC video production process—from finding creators to delivering high-quality, ready-to-use content.
By choosing a streamlined, professional solution like Growth Spurt, you can save time and resources while still reaping the full benefits of UGC marketing.