Community Engagement UGC

5 Common Types of UGC Videos Your Brand Will Benefit from

In today’s digital landscape, user-generated content (UGC) has become invaluable for brands looking to connect with their audience meaningfully and authentically. UGC videos, in particular, offer a powerful opportunity to showcase your brand through the eyes of your customers. From unboxing and product reviews to behind-the-scenes glimpses and user-generated tutorials, these videos can amplify your brand’s reach, foster trust, and drive engagement. 


User-generated content (UGC) is a powerful tool to build brand awareness, increase engagement, and drive sales. UGC videos are especially effective, as they are seen as more authentic and credible than traditional marketing materials. As per Statista, 60% of individuals engage in online research before making significant purchases, with 55% finding customer reviews highly beneficial. Customer reviews are regarded as trustworthy as recommendations received from close acquaintances and family members.


In this blog post, we will explore five common types of UGC videos that your brand can benefit from. These tried and tested formats have successfully driven brand awareness, fostered loyalty, and boosted conversions. However, it’s essential to note that while these five types are popular, there is an abundance of other UGC video formats that your company can also leverage to its advantage.

User-Generated Advertisements

User-generated advertisements (UGC ads) are video ads that feature footage that users have created. These ads are more effective than traditional ads, as they are seen as more authentic and credible. According to a survey by Adweek, 76% of respondents believe that user-generated content is more honest and unbiased compared to traditional advertising. 


User-generated advertisements breathe new life into your marketing campaigns. Encouraging customers to create and share their ads amplifies your reach and lends authenticity to your brand. User-generated ads capture the attention of your target audience through relatable stories, experiences, and perspectives. In addition, involving your customers in the creative process fosters a sense of ownership. It strengthens brand loyalty while benefiting from the organic spread of user-generated content across various digital platforms.


One prominent example is the “Doritos Crash the Super Bowl” campaign. Doritos, a famous snack brand, invited consumers to create their own Doritos commercials and submit them for a chance to have their ad aired during the Super Bowl. This campaign ran for several years and generated a massive response from consumers, resulting in many creative and entertaining video submissions.


Doritos Crash The Super Bowl Campaign


The winning ads were selected through online voting, and the creators of the chosen commercials received substantial cash prizes. This user-generated video advertisement campaign provided Doritos with a wealth of engaging content. It allowed consumers to actively participate in the brand’s marketing efforts, creating a strong sense of connection and loyalty.

Brand Challenges and Contests

Brand challenges and contests are a great way to engage your customers and generate buzz for your brand. These challenges can be used to encourage customers to use your product or service in creative ways or to share their stories about your brand.


Brand challenges, contests, and behind-the-scenes videos offer a glimpse into the personality and culture of your brand. Inviting your customers to participate in fun and interactive challenges or contests encourages them to showcase their creativity and loyalty. In addition, these videos generate buzz, encourage social sharing, and help your brand gain visibility. 


Additionally, sharing behind-the-scenes and user stories humanizes your brand, fostering an emotional connection with your audience. Authenticity and relatability are vital in building trust and loyalty, and these UGC videos deliver precisely that. 


To create a practical brand challenge or contest, be sure to:


  • Make the challenge or competition easy to understand
  • Offer a prize or incentive that is valuable to your target audience
  • Promote the challenge or contest on social media and other online channels

Behind-the-Scenes and User Stories

Behind-the-scenes and user story videos are captivating user-generated content (UGC). They offer viewers an exclusive look into artists’ and creators’ creative processes and personal experiences. Behind-the-scenes footage reveals the hard work, technical aspects, and challenges involved in bringing projects to life, fostering authenticity and connection. User stories allow individuals to share their personal journeys, creating empathy, support, and community. These UGC videos provide a platform for education, inspiration, and the power of individual voices in the digital age.


The clothing brand Patagonia is known for its commitment to environmental sustainability and activism. They have a series of user-generated videos called “Worn Wear,” where they showcase the stories behind well-worn Patagonia garments.


Patagonia's Worn Wear Campaign


In these videos, customers share their personal experiences with their Patagonia clothing, highlighting their adventures while wearing them. The videos capture the essence of the brand’s mission by emphasizing durability, longevity, and the sentimental value of their products.


The “Worn Wear” videos offer a behind-the-scenes look at the garments’ journey, showcasing how they’ve been put to the test in extreme conditions or accompanied individuals on life-changing expeditions. Viewers get a glimpse into the brand’s dedication to creating high-quality products that withstand the test of time and encourage a culture of reuse and repair.

Unboxing and Product Review Videos


Unboxing and product review videos are great ways to show potential customers what your product is all about. These videos are used to highlight the features and benefits of your product, as well as to show how it can be used.


UGC video showing cosmetic products


Unboxing and product review videos have taken over the digital world. These videos feature real customers sharing unboxing and exploring your products, providing valuable insights and feedback to potential buyers. Encourage customers to create unboxing videos, generating social proof and increasing brand visibility. Authentic product reviews also build trust, as they appreciate hearing genuine opinions.


In 2022, the company Roku launched a campaign called #ShareYourStream. The campaign encouraged users to share videos of themselves streaming their favorite shows and movies on Roku devices on social media. The campaign was a huge success and helped generate excitement and buzz for Roku devices.

User-Generated Tutorials

User-generated tutorials are a great way to get your customers involved in creating content for your brand. These tutorials teach customers how to use your product or service or share tips and tricks.


Beyond product-related tutorials, user-generated tutorials allow your customers to showcase innovative ways to use your products or services. These videos highlight the creativity and expertise of your customers while inspiring others to explore the full potential of your offerings. In addition, user-generated tutorials spark engagement and create a sense of community around your brand. By encouraging customers to share their unique experiences and ideas, you position your brand as a hub of knowledge and inspiration, fostering deeper connections with your audience.


Adobe, the leading software company known for its creative applications like Photoshop and Premiere Pro, encourages its users to create and share user-generated tutorials showcasing their skills and techniques in using Adobe software.


Adobe has a dedicated platform called “Adobe Live,” where users can stream their creative process, share tips and tricks, and provide step-by-step tutorials on various design and editing projects. The platform allows users to connect with each other, learn from industry professionals, and showcase their expertise to a broader audience.


These user-generated tutorials cover a wide range of topics, including graphic design, photo editing, video production, motion graphics, and more. Users share their techniques, shortcuts, and creative approaches, providing valuable insights and inspiration to other Adobe software users.


By encouraging its users to create and share tutorials, Adobe taps into its community’s vast knowledge and creativity. These user-generated tutorials empower users to enhance their skills and create a sense of camaraderie and collaboration among Adobe enthusiasts.

UGC video examples


UGC videos are powerful tools to build brand awareness, increase engagement, and drive sales. Nielsen found that 70% of consumers trust UGC videos, compared to 53% for brand-created videos. Creating and promoting the five types of UGC videos discussed in this blog post will help your brand reach new heights.


User-generated content videos present an incredible opportunity for brands to harness the power of authentic storytelling, connect with their audience on a deeper level, and amplify their reach. With BrandLens, encourage your customers to create and share unboxing and product review videos, tutorial and how-to videos, user-generated advertisements, user-generated tutorials, brand challenges and contests and more. Your brand can tap into the creativity and enthusiasm of your customers.