The Ultimate Guide to User-Generated Video Content

User-generated video (UGV) content is everywhere.

If you’re on social media, chances are you’ve seen thousands of user-generated videos on your Instagram feed and TikTok For You page. 

By now, you’re probably familiar with user-generated content (UGC), but what about user-generated video content? 

As the latest emerging marketing tool, user-generated videos should become a part of your strategy, regardless of industry.

Why? Because when real customers talk about your products or services on video, it helps build awareness, credibility and trust in your brand, leading to conversions. According to our report, 79.4% of Gen Z say watching videos online would positively influence their purchase decisions.

In today’s fast-paced TikTok-dominated world, your brand needs to get on board with UGC in its most engaging and influential form: video. 

79.4% of Gen Z say watching videos online would positively influence their purchase decisions.


Here’s Our All-In-One Guide to User-Generated Video Content: 

What is User-Generated Video?

User-generated video is a type of user-generated content. 

UGC refers to any content about a brand, product, or service created by real people – rather than brands. It includes all types of content, such as: 

  • Images
  • Memes
  • Videos
  • Blogs
  • Podcasts

User-generated videos refer specifically to video content created by real people about a brand, product or service. 

Types of UGV include: Instagram stories, YouTube tutorials, unboxing videos, product reviews, testimonial videos, and more!

TikTok is a prime example of user-generated videos at work. 

Why Do User-Generated Videos Matter to Your Brand? 

If you already use UGC in your marketing strategy, you might wonder why you should care about videos in particular. 

The simplest answer is consumer demand. According to a Wyzowl report, 91% of people say they want to see more online videos from brands in 2023.

Beyond demand, video captivates attention more than other content because it’s entertaining and easily digestible. If you want to educate new people about your brand, showcase customer reviews or simply build awareness, videos are the most effective way to do it.

Here are Four Benefits of User-Generated Video Content: 

1. It’s Cost-Effective

There’s a common misconception that video is expensive and time-consuming to create, so many brands tend to avoid it. But there are endless ways to make videos without blowing your budget. That’s where user-generated video content comes into play. 

User-generated videos don’t need expensive equipment, lighting, sound, or recording days.

Instead, they only require people, like your customers, to record a video from their homes. They can do it on their laptop, smartphone or any recording device. 

All the extra noise and costs get eliminated when creating user-generated videos. So you can get the content your brand needs without maxing out your budget. 

2. It’s Authentic Social Proof 

Authenticity is the primary reason that user-generated videos are so effective at influencing consumers to take action.

The most influential part of user-generated videos is that they’re created by real people speaking their truth. In other words, they’re authentic. 

Authenticity is the primary reason that user-generated videos are so effective at influencing consumers to take action. 

Consumers don’t have to wonder if video reviews are sponsored, biased, overly branded or fake. Instead, they can see and hear real people giving their honest opinions. In today’s curated world, authenticity goes a long way, because when customer reviews are genuine, they’re far more trustworthy and likely to influence others to buy. 

3. It’s Relevant, Timely and Shareable

Creating content is only effective if it’s relevant to the audience you’re sharing it with. Videos are incredibly relevant to today’s consumers. So, keeping up with social media video trends helps your brand stay timely and up-to-date. 

Not to mention, videos are highly shareable. According to Wyzowl, 51% of people are more likely to share video content with friends than any other type. So, creating and posting videos will help boost your visibility and build brand awareness. 

4. It’s Easily Repurposed 

The best part of user-generated videos is that you can reuse and repurpose them over and over again. 

For example, you can post the videos to your social media channels, on your website product pages and in your email newsletters. Or you can use short clips of the videos for new marketing campaigns or paid advertisements. 

The possibilities with user-generated videos are endless. With it, you can craft tons more content across your channels without creating brand-new material each time you post. 

How Can You Source User-Generated Videos? 

The surest way to get real people to create content about your brand is to ask for it. You can do that in a few ways: 


Email is one of the most successful and underrated channels for customer outreach. Engage loyal customers who’ve purchased your products or services more than once through email. These are your brand fanatics willing to talk positively about their experiences with your brand. So leverage their loyalty to get them raving about you on video.

To take it a step further, consider offering an incentive to record a video, such as free products or a discount code. Check out our proven tips on how to collect UGC with email. 


Giveaway contests on social media are one of the best ways to leverage your following. Consumers love prizes, discounts and free experiences. So use it to your advantage in return for a video about your product. For example, when users create videos about your brand, they’ll be entered to win a prize. Additionally, start a contest hashtag they can use in videos to boost engagement and awareness. 

Once you’ve got user-generated videos, it’s up to you to leverage them online as social proof. Publish the videos to your social media, on your website, email newsletters and more. 

Real-World Examples of User-Generated Videos 

We’ve discussed what they are, why you need them and how to source them. Now, let’s get into real-world examples. Here are a few of our favorite user-generated videos recorded using StoryTap’s video platform. 

Canadian Tire


American Hearing Centers



Produce UGC Videos With StoryTap’s Video Platform 

User-generated video content is necessary for every brand’s marketing strategy. To stay authentic and relevant to today’s consumer, you need UGC.

When it comes to video, it’s easier than you think to create. Plus, getting started is simple. 

StoryTap’s video platform makes producing thousands of  UGC videos easy without blowing your budget. First, ask your loyal customers to record video reviews and more using our email automation. Then access your video library and choose which videos to publish on your website or social media channels. Finally, leverage our advanced video analytics to review performance and optimize your videos. 

Set up a chat with our team today to learn more about producing user-generated videos with StoryTap. 

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