How to Create UGC Videos

Creating User-Generated Content videos is one of the most powerful ways to build trust and connect with your audience on a genuine level. It replaces polished, corporate-style messaging with authentic stories from real customers. This guide breaks down exactly how to find creators, provide them with the right guidance, and turn their content into a cornerstone of your marketing.

What is UGC and Why Does It Work So Well?

User-Generated Content, or UGC, is any content - photos, reviews, or in this case, videos - created by everyday people rather than the brand itself. A UGC video isn't a slick, high-budget commercial. It's a real person, often in their own home, sharing their honest thoughts and experiences with your product or an "advertisement-actor" that makes testimonial-type videos.

But why is this so effective?

• Trust and Authenticity: People trust other people far more than they trust brands. A recommendation from a peer in a simple, unpolished video feels more credible than a perfect ad. It's the digital version of a friend telling you, "You have to try this."
• Social Proof: When potential customers see others using and loving your product, it validates their decision to buy. It shows that your product isn't just a marketing promise, it delivers real results for real people.
• Relatability: UGC creators look and sound like your target audience because they are your target audience. Their stories, problems, and environments are relatable, making it easy for viewers to see themselves using your product.

In short, while you're great at talking about your brand, your happy customers are often even better at it. Harnessing their voices is a game-changer for building an organic, community-driven brand on social media.

Step 1: Finding Content Creators

You don't need a huge budget or a fancy agency to get great UGC. Your best creators are often hiding in plain sight. Here’s where to look:

Tap Into Your Existing Community

Your most passionate advocates are your current customers. These are people who already love your product and have probably talked about it to their friends. Now, you just need to give them a platform.

• Post a "Casting Call" on Social Media: Put out a call on your social channels. A simple post that says, "We're looking for customers to create videos for us! Get a free [product/gift card] in exchange for a short review video. DM us if you're interested!" can work wonders.
• Email Your Customer List: Send a dedicated email to your customer base. Frame it as an exclusive opportunity for them to be featured. Offer a compelling incentive - store credit, a generous discount code, or a free product - to thank them for their time.
• Check Your DMs and Mentions: Who is already tagging you in posts? Search for your brand name or product on TikTok and Instagram. These organic brand champions are prime candidates because they're already creating content about you for free. Reach out and see if they’d like to collaborate officially.

Run a Hashtag Campaign or Contest

A campaign can generate a huge amount of UGC in a short period. The idea is to create a fun, compelling reason for people to make a video and tag you.

For example, a skincare brand could run a campaign with the hashtag #MyGlowUpStory, asking users to share a video of their skin's transformation using the brand’s products. The prize could be a year's supply of skincare or a professional photoshoot. The key is to make the barrier to entry low and the potential reward high.

Step 2: Crafting a Clear and Effective Brief

This is where many brands go wrong. A bad brief is either too vague ("Just make a video about our product!") or too restrictive ("Say this exact script word-for-word."). The goal is to provide guardrails that lead to a great video without stripping away the creator's authenticity.

Your brief should be a simple one-page document. Here's what to include:

Core Elements of a Great UGC Brief

• The Objective: What's the goal of this video? Is it for a TikTok ad? An organic Instagram Reel? A website testimonial? This helps the creator frame their video in the right context. Example: "This video will be used as a top-of-funnel ad on Instagram to introduce our noise-cancelling headphones to new customers."
• The Key Message: If the viewer only remembers one thing, what should it be? Boil it down to a single sentence. Example: "These headphones completely block out distractions, so you can finally focus or relax."
• Pain Points to Highlight: What problem does this creator's audience face that your product solves? Give them a few ideas. Example: "Struggling to work from home with noisy roommates? Can't focus at your loud local coffee shop?"
• The Hook: The first three seconds are everything. Suggest 3-5 different hook ideas to start the video. These aren't scripts, just thought-starters.
  • "You need to see this work-from-home hack."
  • "If you're always getting distracted, stop scrolling."
  • "Here’s how I get 3 extra hours of deep work in every day."
• Call to Action (CTA): What do you want the viewer to do after watching? Example: "Tell them to tap the link in our bio to learn more" or "Tell them to check out the headphones for themselves."
• The "Do's and Don'ts": This is your cheat sheet for success.
  • Do: Mention the brand name clearly at least once. Film in a well-lit area. Show the product in use. Speak directly to the camera. Smile!
  • Don't: Don't show competitor logos. Don't add your own background music (you'll add it in editing). Don't have a messy, distracting background. Don't use filters.
• Length and Format: Specify technical requirements a video must meet: vertical (9:16), length (15-45 seconds max), resolution (1080p).

Step 3: Guiding Them on the Simple "Must Do's"

You don't need creators with fancy equipment, but a few simple tips can elevate their content from unusable to amazing. Add a small "Best Practices" section to your brief.

Lighting is Everything

Advise creators to film facing a window during the day. Natural light is flattering and makes videos look crisp and clear. Tell them to avoid standing with the window behind them, as it will turn them into a silhouette.

Clear Audio is a Must

Most modern smartphone mics are perfectly fine, but background noise can ruin a great video. Instruct them to film in a quiet room, turn off fans or A/C units, and speak clearly and directly into their phone.

Framing Matters

Remind them to film vertically (like a phone screen) and to keep the framing from the chest up. This creates a natural, conversational feel - like they're on a FaceTime call with a friend.

Variety of Shots & Angles

Encourage a few different types of videos to choose from, like unboxings, tutorials, problem/solution comparisons (a "before" and "after"), lifestyle shots, or straight reviews. With different videos in the bank, your advertising content will stay fresh, look organic, and combat ad fatigue among your target audience.

Step 4: Reviewing, Editing, and Using the Final Videos

Once the videos start coming in, you’re in the home stretch. Here’s how to manage the final phase.

Review and Feedback

Watch the video and check it against your brief. Did they hit the key message? Is the audio clear? Is the lighting decent? If there's a small issue (like they forgot to say the product name), it's okay to ask for a quick re-shoot of just that part. Being collaborative and kind is key to building a long-term relationship with a creator.

Editing for Social Media

The best UGC videos require very little editing. Your job is mainly to top-and-tail it for performance.

• Add Captions: This is non-negotiable. Over 80% of video on social media is watched with the sound off. Use a tool like CapCut or your platform's native editor to add bold, easy-to-read text captions.
• Add a Brand Watermark (Subtly): You can add your logo as a small watermark in one of the corners, but keep it unobtrusive. The goal is to maintain the feeling that this is a real person's video, not a brand ad.
• Trim for Pace: Cut out any long pauses or unnecessary fluff to keep the energy high and the video engaging.

Always Get Permission and Clarify Usage Rights

Just because someone sends you a video doesn't mean you can use it anywhere you want, forever. Be upfront and crystal clear. Before they even start filming, make sure you have an agreement (even a simple email confirmation works) that states:

• What they'll receive (payment, product, gift card, etc.).
• Exactly where you plan to use the video (e.g., organic social media posts, paid ads on Meta platforms, website).
• How long you have the rights to use it (e.g., one year for paid ads, in perpetuity for your website).

Transparency builds trust and protects both you and the creator.

Final Thoughts

Creating effective UGC videos isn't about finding Hollywood-level talent, it's about empowering your biggest fans to tell their stories. By guiding them with a clear, concise brief, you give people direction and the ability to produce authentic content that gets results and earns the trust of an entire community.

Once you start gathering a library of high-quality UGC videos, the next step is scheduling and managing it all. A social media management tool built for today's video-first world makes a massive difference. We designed Postbase specifically for Reels, TikToks, and YouTube Shorts, so planning and publishing your vibrant new content across all your platforms is seamless. It helps you keep your content calendar full and consistent without the usual headaches of older, clunkier tools.