UGC Video: Authentic Content or Paid Influence?
In today’s digital landscape, user-generated content (UGC) is a powerful tool for brands and marketers. UGC is praised for its authenticity, but not all UGC is created equal. There’s a critical distinction between true UGC and the content created by “UGC creators” who are paid influencers. So, what is a UGC video, and why does this distinction matter?
What is a UGC Video?
User-generated content (UGC) refers to any form of content—such as images and videos—that is created by users or consumers, rather than brands or paid influencers. A UGC video might showcase a real customer sharing their experiences, using a product, reviewing it, or demonstrating how it works. These videos can be shared on social media platforms, brand websites, or other digital channels.
UGC videos are authentic and relatable. When an end-user shares their unfiltered thoughts and experiences, it resonates with audiences in ways that polished brand content can’t. Think about unboxing videos, candid tutorials, or spontaneous product testimonials. The power lies in the “realness” of the content, making viewers feel like they are hearing from someone just like them.
True UGC vs. Paid UGC Creators
While the overarching category of UGC remains popular, there are two subcategories that often lead to confusion: true UGC and content produced by UGC creators who are actually paid influencers.
1. True UGC (Organic User-Generated Content)
True UGC is content created organically by genuine end-users of a product or service. These are people who are not professional content creators. They might make a review video out of genuine love or disdain for a product, upload a tutorial to help others, or share their experience simply because they care.
True UGC is inherently authentic because it is driven by personal experiences and motivations. The creator’s enthusiasm (or criticism) comes across naturally. This type of content is highly valuable for brands because it is perceived as unbiased and trustworthy.
Here is an example of UCLA using their students to share UGC videos about why they chose this university and their real experiences.
2. UGC Creators (Paid Influencers)
Enter the rise of UGC creators—individuals who professionally produce content that mimics traditional UGC but are compensated by brands to do so. Unlike true end-users, these creators craft videos with specific messaging and aesthetics. They specialize in making content that feels user-driven and genuine but may have gone through rounds of editing, approvals, and guidance from marketing teams.
While paid UGC creators can still create impactful, engaging, and seemingly authentic videos, there is a calculated intention behind their content. It may adhere to trends, cater to certain aesthetics, or follow strict scripts—all because it is, at the end of the day, sponsored content.
Why This Distinction Matters
Understanding the difference between true UGC and content from paid UGC creators matters for both consumers and brands.
- For Consumers: It helps them distinguish between content made purely out of personal experience and content that has a commercial motive. While not all sponsored UGC is inauthentic, being aware of the difference empowers consumers to make informed decisions and evaluate content critically.
- For Brands: For marketers, the decision to leverage true UGC or partner with paid UGC creators involves balancing authenticity with control over brand messaging. True UGC offers raw, unfiltered testimonials, but can be unpredictable. Paid UGC creators, on the other hand, offer consistency, higher production quality, and content tailored to campaign goals.
Final Thoughts
In an age where authenticity matters more than ever, UGC videos hold immense potential. However, not all UGC carries the same weight. True UGC springs from organic user experiences, while paid UGC creators bring a crafted touch to the table. The distinction may seem subtle, but understanding it can change how content is perceived and trusted.
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