UGC video, 5 ideas to convert - The Guide

You’ve probably come across those "homemade" videos where a customer shares their opinion on camera, with no script or special effects. They show up in TikTok ads, product pages, and even in your emails... This format is called UGC video — User-Generated Content — and if you're selling online, it’s one of the most powerful conversion tools to use today.

Why does it work? Because these trust-building videos spark emotions and remove the last barriers to purchasing. In this article, we’ll show you:

• What a UGC video is (and why it converts),
• How to integrate it into your e-commerce funnel,
• Concrete examples to inspire you, and
• How to easily get your own UGC videos, even without a big following.

‍

‍

What is a UGC Video?

A UGC video is simply a video created by a customer, fan, or micro-influencer, not by the brand itself. It shows a real person sharing their opinion or commenting on your product:

• Face-to-camera,
• No filters,
• In natural language.

What the Numbers Say:

• 93% of marketers think UGC is more credible than brand content. (source: Backlinko)
• 79% of consumers say UGC directly influences their purchasing decisions. (source: gathervoices.co)

‍

‍

5 UGC Video Ideas by Industry:

‍

Beauty Routine with McAcne | Skincare

A content creator shares their experience with McAcne products, showing the results and their daily routine. This type of video boosts credibility and helps viewers relate.
🔗 Watch the video on TikTok

‍

Shoe Introduction with Kizik | Footwear

A user showcases Kizik shoes, highlighting their comfort and style. This demonstration helps potential customers visualize the product in real-life situations.
🔗 Watch the video on TikTok

‍

Protein Smoothie Recipe with Simply Tera’s | Supplements

A content creator shares their favorite smoothie recipe using Simply Tera’s protein powder, emphasizing the taste and benefits of the product. This type of content offers an authentic perspective on daily use.
🔗 Watch the video on TikTok

‍

Clothing Try-On with Indigo Luna | Fashion

A user presents different outfits from sustainable brand Indigo Luna, focusing on comfort and style. This type of video helps customers visualize and appreciate the quality of the products.
🔗 Watch the video on TikTok

‍

Product Benefits Presentation with The Ordinary | Skincare

A content creator discusses the benefits of a best-seller from Typology. This video aims to highlight the product’s benefits and reassure customers with clear explanations of its effects.
🔗 Watch the video on TikTok

‍

‍

4 Reasons to Use UGC in Your Conversion Strategy

‍

If UGC converts so well, it’s no coincidence.

They immediately inspire trust

A real face. A natural tone. Someone sharing their opinion as if talking to a friend. It’s 2.0 word-of-mouth, and trust is the key to any purchase decision.

They create an immediate emotional impact

A video conveys emotions that text alone cannot. The viewer relates, identifies, and feels. And that changes everything.

They reduce buying friction

A good UGC video can answer objections in 30 seconds:

• Does this product really work?
• Is it right for me?
• Is it easy to use?
  Fewer doubts = more conversions.

They boost your brand's credibility

Too smooth a pitch can create distrust. UGC brings the raw authenticity that makes your promises more believable.

‍

‍

Where to Integrate UGC in the Buying Journey

‍

Discovery: Catch Attention

At this stage, you want to introduce your product to a wide audience. UGC videos can grab attention and spark interest.
Example:

• Facebook or Instagram ads: Use UGC videos where real customers share their experience with your product. A customer showing how they use your product and giving a genuine opinion will have more impact than a regular ad.

Evaluation: Help with Decision-Making

Once a customer is interested, they’ll look for social proof to evaluate if the product meets their needs. UGC videos are useful here as they show real users sharing their experiences.
Example:

• Product page video testimonials: Add UGC videos where customers explain how the product met their expectations or solved a problem.

Decision: Encourage Purchase

When a customer is ready to buy, they might still have doubts. UGC videos can help by reassuring customers and showing that your product is reliable and easy to use.
Example:

• UGC videos on the checkout page: Add short UGC videos showing the product in action, helping to overcome any final hesitation.

Post-purchase: Loyalty and Word-of-Mouth

After the purchase, continue to engage with UGC videos to foster loyalty and encourage word-of-mouth.
Example:

• Post-purchase follow-up videos: Ask satisfied customers to share videos of their experience with the product after use. This creates an authentic content cycle that attracts new customers.

‍

‍

Where to Add a UGC Video on Your Site and Why

‍

A well-placed UGC video can significantly increase your conversions. Here are the key places to use them:

Homepage

Goal: Immediate credibility
Display customer testimonials right on the first page to instantly build social proof and trust with visitors.

Product Pages/Landing Pages

Goal: Trigger purchase
Add UGC videos to show the product in action and reassure visitors, addressing their last hesitations and encouraging them to buy.

Email Marketing

Goal: Convert, retain, reactivate
Use UGC videos to convert leads, recover abandoned carts, or promote new products, based on audience segments.

Reviews or Testimonials Page

Goal: Build credibility
Combine written testimonials and videos to enrich social proof and create more authentic customer reviews.

‍

‍

How to Get UGC Videos

You don’t have to wait for customers to create content on their own. Here are 3 simple ways to generate your own UGC videos:

1. Launch a dedicated UGC campaign
   Create a campaign that encourages your customers to create content. Offer rewards, promo codes, or shoutouts on your social media for participation.
2. Partner with micro-influencers or UGC creators
   Micro-influencers understand video formats and can create content quickly and cost-effectively. Clear briefs will help you get high-quality videos.
3. Ask your customers
   Include a card in your packages: "Want to share your opinion in a video? Mention us on Insta!"
   Send an email after purchase inviting them to create content. Use a hashtag to collect the videos.

Bonus: Always ask for permission before using customer-generated content and reassure them about how it will be used.

‍

‍

Conclusion

‍

UGC video is more than just a trend. It’s a strategic tool to increase your conversions, build trust, and humanize your brand. And the best part? It’s accessible to all e-commerce stores, even without a big ad budget.

Test it this week:

• Identify a high-converting page
• Add a relevant UGC video
• Track the results in your analytics
  You’ll see the results soon!

‍