What is a UGC video for ecommerce websites?
In today's ecommerce ecosystem, UGC videos (User Generated Content) are transforming how your customers interact with your products. Unlike traditional advertising campaigns, often perceived as intrusive, user-generated content stands out for its authenticity and ability to create immediate trust.
Specifically, a UGC video is audiovisual content created by a consumer, loyal customer, or content creator, showcasing a product in a real-world usage context.
This format addresses an essential need for reassurance: more than 80% of consumers say that user-generated content influences their purchase decision more than professional brand visuals.
6 UGC video formats that convert visitors into buyers
Product tutorials: show to convince
The tutorial is the king format to remove barriers related to usage. It's not just about saying the product works, but proving how it works.
This format is particularly crucial for products requiring specific techniques (skincare, DIY, tech). A 30 to 45-second video showing concrete application can drastically reduce product returns due to misunderstanding.
Technical integration of these tutorials on your product pages is crucial to not degrade Core Web Vitals. Solutions like PlayShorts allow you to integrate these tutorial videos smoothly, without bloating the code or slowing down site loading time, ensuring optimal user experience while maintaining the speed necessary for SEO.
@decathlonnc
Product unboxing: creating the emotion of discovery
Unboxing capitalizes on the excitement of receiving. This format plays on consumer psychology by mimicking the shopping experience. It's particularly effective for brands that care about their packaging (DNVB, luxury, subscription boxes).
Key elements of good unboxing include:
- Highlighting the exterior packaging.
- ASMR (paper sounds, opening) for sensory immersion.
- Discovering the "little extras" (samples, thank you note).
It's a format that validates logistics service quality and attention to detail, two essential criteria for customer loyalty.
@jugaow_
Customer reviews: social proof that reassures
Video customer reviews, or "video testimonials" represent the 2.0 version of star ratings. Seeing a human face express satisfaction in their own words generates an unmatched level of trust.
Unlike text that can be falsified, video transmits non-verbal signals of honesty. To be effective, this review must be structured but natural. The customer should mention their initial skepticism (if any) and how the product solved their problem.
@love.melisaa
Before/after format: demonstrating effectiveness in images
In sectors like cosmetics, fitness, or maintenance, the before/after format is powerful. It offers instant visual gratification and irrefutable proof of product effectiveness. This format must respect a golden rule: visual authenticity. Lighting and framing conditions must be similar between the two sequences to not bias the result.
The editing must be dynamic (quick cuts) to maintain attention and quickly lead to the final result ("the payoff").
@louisefcd
Lifestyle videos: integrating the product into daily life
Lifestyle videos take the product out of the studio to anchor it in "real life". It allows prospects to project themselves: "If this person who resembles me uses this bag to go to work, then it's made for me". This content works on brand imagery and community belonging.
It focuses less on technical features than on style and values. It's an excellent format for social media (Instagram Reels, TikTok).
@camille.trss
Educational content: adding value
Educational content positions your brand as an authority in its field. It's not about selling directly, but explaining "why" or "how" to improve daily life through the product. For example, for a supplement brand, a UGC video explaining "3 tips for better sleep" (including the product) provides free value.
This type of content generates reciprocity and engagement, transforming the visitor into a qualified audience ready to listen to your product recommendations.
@_iuna
How to get authentic UGC for your brand?
Content sourcing is often the main bottleneck for brands. Yet there are three distinct channels to industrialize this production without sacrificing quality.
UGC platforms
For brands wanting to scale their video production without managing the complex logistics of individual contracts, connection platforms are ideal.
Players like Moggo or Yoodji have established themselves in the French market.
These platforms centralize thousands of UGC creators (who aren't necessarily influencers with large audiences, but talented content creators).
The process is smooth: you submit a brief, ship your products, and receive ready-to-use videos. This guarantees deadline compliance and technical quality often superior to that of an average customer, while maintaining the desired "amateur" style.
Reusing your customers' content with PlayShorts
Your current customers are your best source of content, often untapped. Every day, satisfied users spontaneously share their purchases in Stories or on TikTok.
PlayShorts' UGC Search feature allows you to automate the detection of these gems.
The tool scans social media to automatically find mentions of your brand and associated tags.
Rather than spending hours doing manual monitoring, you access a dashboard grouping all content where your brand appears. You can then request usage rights in a few clicks and integrate these authentic videos directly on your ecommerce site. It's the most organic method to obtain social proof.
Agencies specialized in UGC creation
If your need concerns large-scale campaigns requiring precise artistic direction while keeping UGC codes, specialized agencies are the solution.
In France, three agencies stand out for their expertise:
- Agence Sparkle : Pioneer in the field, they manage production from A to Z with a vast network of creators performing for Ads.
- Agence XPLR : Recognized for their ability to produce very "performance"-oriented creatives for TikTok and Meta Ads.
- Adsteroid : An agency that focuses on a very qualitative and narrative approach to UGC for DNVB and retail brands.
These agencies offer complete strategic support, from scripting to post-production, guaranteeing videos optimized for conversion.
How to create a UGC video?
Creating a high-performing UGC video can't be improvised. Even if the result must seem spontaneous, the narrative structure must be rigorous to maximize retention and conversion.
Script
Total improvisation rarely works for conversion. A good UGC script must be simple, punchy and authentic. It's recommended to follow the proven marketing framework:
- Hook : Immediately grab the target's attention.
- Problem : Verbalize the customer's pain or need ("You're tired of...").
- Solution : Present the product as the obvious answer.
- Proof : Demonstration, result or testimonial.
- CTA (Call to action) : Clearly say what to do ("Click the link", "Order now").
Video hook
In the uninterrupted flow of social media, you don't get a second chance. The hook is critical: the first 2 to 3 seconds are decisive to capture attention and prevent "scrolling".
You must use a visual disruption (rapid movement, impactful text) or a shock phrase ("I almost didn't buy this, and yet..."). If the viewer isn't captivated immediately, the rest of your argument, however good, will never be seen.
Optimal UGC video duration
Conciseness is the mother of efficiency on mobile. The optimal duration of a UGC video is between 15 and 60 seconds, depending on the distribution platform.
- TikTok / Shorts : Aim for 15 to 30 seconds for a very sustained pace.
- Reels / Ads : You can go up to 45-60 seconds if the storytelling is captivating.
Beyond one minute, completion rates drop drastically, reducing the impact of your message and final CTA.
How to maximize the impact of your UGC in your digital strategy?
Producing videos is a first step, distributing them intelligently is another. UGC is a versatile marketing asset that should irrigate all your acquisition and retention channels.
Boost your ads with high-performing UGC
On platforms like Meta (Facebook/Instagram) and TikTok Ads, UGC-type creatives consistently outperform classic brand visuals. They blend into the news feed (native advertising) and bypass users' "ad blindness". Cost per acquisition (CPA) is often reduced by 20 to 50% with this type of format.
Pro tips : Don't settle for just one video. It's crucial to create up to 20 different versions per product (varying only the Hook or the first 3 seconds) to optimize advertising performance.
Advertising algorithms need volume to test and identify the winning variant (Creative Testing).
Energize your email campaigns with authentic content
Email marketing is often perceived as a static channel (text and images). Integrating video brings new dynamism and significantly increases click-through rate (CTR). PlayShorts' Email Stories feature allows you to integrate animated previews (optimized GIFs) of your UGC directly in the email body. On click, the user is redirected to an immersive video experience.
Pro tips : Integrate a "Testimonial"-type UGC video or "Unboxing" in your abandoned cart email sequences.
This is the precise moment when the prospect hesitates; video social proof can remove the last objections and trigger the final purchase.
Integrating UGC on your ecommerce site
Integrating UGC videos on product pages or the homepage allows you to replicate the social media experience directly on your store. This increases time spent on site and overall conversion rate.
However, technical integration can be heavy. Using a dedicated solution like PlayShorts allows you to add video carousels (Instagram Stories style) or "shoppable" videos without technical skills. This creates a smooth bridge between inspiration (social media) and action (purchase on site), while keeping control over data and user experience.
FAQ
What is a UGC video?
A UGC video (User Generated Content) is content created by a user, customer, or creator, presenting a product authentically, as opposed to brand-produced advertisements.
How to create a UGC video?
You can go through specialized platforms, collaborate with micro-influencers, or directly ask your satisfied customers to film their experience.
What is the price of a UGC video?
The average cost is around €250 for a professional UGC video through a platform or specialized creator, although this can vary depending on the brief's complexity.
Read more
Once you've collected your UGC videos, integrate them on your product pages with the ecommerce story format for maximum impact. Also discover the secrets of an ecommerce video that converts to optimize every piece of content.
To integrate these videos on your site, follow our guide on shoppable video integration. And to know where to place videos to drive sales, check our strategic placement guide.
