User-generated content (UGC) has taken the digital world by storm, transforming how brands and consumers interact. As businesses seek authentic ways to connect with their audiences, UGC video content has emerged as a powerful tool. It offers real-world perspectives that often resonate better than highly polished brand content.
But what is a UGC video production, and how can brands leverage it effectively?
In this article, we’ll dive deep into UGC video production, look at examples of brands that have mastered the art, and explore how it compares to other forms of content creation.
What is UGC Video Production?
User-generated content (UGC) is defined as any form of content, including user-generated video content, that is created by the users and not by the company or a brand. UGC video production, in particular, is the process of creating videos that are either fully produced by users or contain user participation in some way. The use of these videos is normally to capture customer use, feelings, or even unique perceptions about a brand’s products or services.
While traditional video production entails a brand to dictate the content, UGC video production is about outsourcing. This move from corporate-generated to consumer-generated content is a result of the increased need for perceived authenticity in marketing.
Why User Generated Content Videos Matter
The importance of UGC (user-generated content video) is evident in its powerful influence on consumer behavior. Studies show that 79% of people report UGC significantly impacts their purchasing decisions, as it offers authentic insights into products and services from real customers.
Additionally, 92% of consumers trust organic, user-generated content more than traditional advertising, as it feels more relatable and unbiased. UGC also fosters a sense of community and engagement, encouraging brands to build deeper connections with their audience.
By leveraging UGC, brands can enhance credibility, improve brand loyalty, and drive conversion rates higher.
Here’s why UGC videos work so well:
Authenticity: Consumers trust other consumers. Seeing real people use a product or share their experiences builds credibility that’s hard to achieve with typical branded content.
Cost-Effective: UGC videos can be much more affordable to produce than traditional advertisements or professionally shot content. Brands can often repurpose organic content created by fans with minimal editing.
Engagement: UGC tends to spark conversations and encourages community participation. It invites others to contribute their experiences, creating a loop of engagement that brands can benefit from.
The UGC Video Production Process
UGC video production varies depending on the platform, campaign, and goals. UGC video content created by users can provide unique insights and perspectives that are highly valuable for brands.
However, the basic process generally includes:
Conceptualization: Brands need to define what they want to achieve with their UGC campaign. Is it to increase awareness, generate leads, or foster community engagement? Having clear objectives helps in guiding the type of content users should submit.
Encouraging Participation: Getting users to create videos requires incentives. Brands often run contests, challenges, or offer rewards to encourage user submissions.
Social media platforms like Instagram, TikTok, and YouTube provide ideal environments for running these campaigns.
Video Collection: Whether through hashtags, contest submissions, or direct uploads to brand pages, the video content is collected, organized, and reviewed.
Editing and Refinement: Brands might need to polish the user-generated videos by adding logos, captions, or cuts to align the content with their brand image.
Distribution: Once the UGC videos are ready, they are distributed across different platforms—social media, websites, and ads.
Collecting and Creating UGC Videos
Collecting and creating user-generated content (UGC) videos is a crucial step in leveraging the power of UGC for your marketing strategy. Here are some effective ways to gather and generate UGC videos that can elevate your brand’s presence:
Online Review Sites
Online review sites are a goldmine for UGC videos. Platforms like YouTube, Yelp, and Google Reviews often feature video reviews from customers who are eager to share their experiences. To find these gems, simply search for your brand name or product name on these sites. Once you identify relevant UGC videos, reach out to the creators and ask for their permission to use their content. This not only enriches your marketing strategy but also builds a sense of community and trust with your customers.
Social Media Platforms (Instagram, TikTok, YouTube, Facebook)
Social media platforms are a treasure trove of UGC videos. By searching for your brand name or product name on Instagram, TikTok, YouTube, and Facebook, you can discover a plethora of user-generated content. Utilize social media listening tools to track brand mentions and hashtags related to your brand. Engaging with users who create UGC videos and asking for their permission to share their content can significantly boost your brand’s authenticity and reach. Social media platforms are ideal for finding and sharing UGC videos that resonate with your audience.
Partnering with Influencers
Partnering with influencers is another powerful way to collect and create UGC videos. Influencers have a dedicated following and can create authentic content that showcases your product or service. Reach out to influencers in your niche who genuinely align with your brand and target audience. By collaborating with influencers, you can generate high-quality UGC videos that not only promote your brand but also build credibility and trust among your audience.
Running Hashtag Challenges
Running hashtag challenges is a fantastic way to encourage users to create and share UGC videos. Create a branded hashtag and invite customers to share their UGC videos using that hashtag. To incentivize participation, offer rewards such as discounts or free products. Make sure to track the hashtag and engage with customers who participate in the challenge. This not only generates a wealth of UGC videos but also fosters a sense of community and engagement around your brand.
By collecting and creating UGC videos, you can build a library of authentic and engaging content that can be used across various marketing channels. Always remember to ask for permission before using UGC videos and give credit to the creators. This approach not only enhances your marketing strategy but also strengthens your relationship with your audience.
Examples of Brands Excelling in UGC Video Production
Several brands have leveraged UGC videos to create successful marketing campaigns.
Unboxing videos are another popular form of UGC that brands like GoPro and Apple have successfully leveraged to showcase their products.
Here are a few notable examples:
GoPro:
GoPro’s entire marketing strategy revolves around UGC. The company encourages its users to share videos of their adventures captured with GoPro cameras.
GoPro then curates and shares the best user-generated videos on its social media channels and website, effectively letting the users sell the product.
Apple’s “Shot on iPhone” Campaign:
Apple encouraged iPhone users to share videos they’ve shot on their devices, showcasing the camera’s capabilities.
The campaign was so successful that it became a recurring theme, with Apple regularly featuring user-generated content in commercials and online platforms.
Coca-Cola:
The “Share a Coke” campaign featured personalized Coke bottles and encouraged people to share videos of themselves enjoying their Coke with their friends.
By inviting users to share their experiences, Coca-Cola was able to create a highly engaging UGC video campaign.
UGC Video Production vs. Traditional Content Creation
While traditional content creation is still valuable, videos created by users offer unique advantages that brands can’t ignore.
Let’s compare the two approaches:
UGC Video Production
Cost: Low, as content is often created by users.
Authenticity: High as it comes directly from consumers.
Creative Control: Limited control, as content is user-driven.
Engagement: High, since it encourages user participation. Encouraging more UGC videos can significantly enhance brand visibility and engagement.
Time to Market: Fast, as content is already being created by users.
Longevity: Can be long-lasting, as new users contribute.
Traditional Video Production
Cost: High, with professional crews, actors, and editing.
Authenticity: Perceived as polished and less relatable.
Creative Control: Full control over all aspects of production.
Engagement: Lower, unless the content goes viral.
Time to Market: Slower due to production schedules.
Longevity: Typically shorter, tied to specific campaigns.
Key Considerations for Successful UGC Video Campaigns
Although user generated content videos offer several advantages, it’s important to approach them with a clear strategy.
Here are key considerations to keep in mind:
Ensure Quality:
While UGC is often lower quality than professional content, you still want to maintain a certain standard.
Encourage users to film in good lighting, use clear audio, and follow any necessary guidelines.
Incentivize Participation:
To keep the submissions flowing, offer rewards, recognition, or even feature the best content on your official pages. Consumers are more likely to engage when they feel appreciated.
Monitor for Brand Safety:
UGC content can sometimes include inappropriate or off-brand messages. Make sure to have a system in place to review and filter submissions before they go public.
Tools for UGC Video Editing and Management on Social Media Platforms
To effectively curate, edit, and manage UGC videos, brands can utilize specialized UGC video editor tools. Creating a well-crafted social media post requires clear and engaging content, which can be achieved using specialized UGC video editor tools.
TINT: This UGC platform helps brands collect, curate, and publish user-generated content. It’s especially useful for running hashtag campaigns and gathering videos from social media.
Taggbox: A platform that allows brands to collect, curate, and display UGC videos across websites, social media, and in-store displays.
Sprinklr: An all-in-one social media management platform, Sprinklr also helps brands manage their UGC video campaigns, from collection to editing.
The Future of UGC Video Production
As digital platforms evolve, the demand for UGC videos will continue to grow. YouTube videos continue to be a powerful form of UGC that can significantly enhance brand visibility and engagement. The rise of short-form content on platforms like TikTok, Instagram Reels, and YouTube Shorts is creating new opportunities for brands to tap into UGC.
Moreover, the increasing sophistication of mobile video editing tools is making it easier for users to create high-quality content, further fueling the UGC revolution.
UGC videos offer an incredible opportunity to connect with your audience authentically and cost-effectively. But turning raw user submissions into cohesive and brand-friendly content requires professional editing and strategic planning.
That’s where Vidpros comes in. At Vidpros, we specialize in transforming user-generated content into polished, engaging videos that align with your brand’s vision.
Whether you need help editing UGC for social media, campaigns, or ads, our expert team can help you enhance the authenticity of UGC while ensuring it looks professional and cohesive.
