UGC video ad types and strategies every store should try this year
If you feel like you keep creating sleek videos, yet your brand’s performance never improves, then maybe you chose the wrong ad style or forgot to spark true authenticity. Shiny promos won’t cut it when trust is on the line.
UGC video ads bring the social proof you need, because people relate to honest experiences on TikTok, Instagram, and YouTube. These ads routinely outperform polished brand promos.
In this guide, you’ll uncover the essential elements of a top-performing UGC ad that drive results. Then, you’ll explore templates and types — from unboxing videos and tutorials to influencer testimonials.
Get tips for encouraging audience-generated UGC videos so your community is inspired to share their real stories, ultimately fueling authentic growth for your brand.
UGC video ads explained
As a small business owner, you might lean on polished ads to reach new customers. But there’s a more genuine way to connect: user-generated content video ads.
These are short, honest clips made by real customers — not an agency or in-house team. They highlight raw opinions, everyday use, and real user testimonials in ads that feel trustworthy, not forced.
Unlike traditional brand promos, authentic user-generated video ads feature people’s true experiences, which makes them far more relatable.
These campaigns can deliver 4x higher click-through rates and 50% lower cost per click, often thanks to the social proof they provide. On YouTube, customer-created videos rack up 10x more views than standard branded spots, proving that real stories resonate.
UGC ads flourish on TikTok, Instagram, Facebook, and YouTube, where authenticity wins. They bring credible advertising to your social media video campaigns and help you build genuine bonds with your audience.
Up next, we’ll dig into the essential elements that make these user-driven ads so powerful. We’ll show you how to craft them for maximum engagement and ROI.
UGC video ad templates and types to use in your campaigns
You already know how to integrate UGC into your brand strategy. Now let’s explore UGC video ad types and the templates that make them work. Research shows that 77% of shoppers prefer product reviews and tutorials, so choosing the right format can seriously boost trust and conversions.
Here’s a clear guide to help you pick the best approach for your campaign goals.
Testimonials
Testimonial-based ads highlight real users praising your product. They’re effective because Millennials and Gen Z trust UGC 50% more than branded content. Brands like Glossier often blend short user clips with a press quote or star rating.
This approach adds a personal touch, showing viewers exactly why your product stands out. If your goal is fast credibility, go for a Press + Testimonial template that pairs media mentions with authentic feedback.
How it works
A How It Works format takes viewers behind the scenes of your product’s main steps. Think of a coffee subscription brand showing how to brew the perfect cup in under two minutes.
That addresses a common customer need — quick and easy coffee — while clarifying any confusion. If your item has multiple features, these educational UGC templates help new buyers see how each part functions, reducing pre-purchase doubts.
In-action videos
In-action content shows real people using your product in daily life, boosting relatability. A fitness influencer might film a quick home workout with your yoga mat.
A brand like Nike could share short clips of runners testing new footwear outdoors. On TikTok, these videos are 46% more effective than traditional branded ads, making them perfect for capturing a younger audience that loves spontaneous content.
Unboxing and haul
Unboxing and haul videos thrive on curiosity. Picture a fashion influencer opening multiple items from ASOS, describing each one as they go.
This raw excitement draws viewers in and highlights product details in a relaxed format. If you want to showcase several items at once, like a new seasonal lineup, hauls or unboxings can build buzz fast. They also cater to shoppers who enjoy that thrill of discovery.
Tutorial ads
Tutorial ads solve real problems by walking viewers through step-by-step instructions. Since 77% of shoppers lean toward product reviews and how-tos, a short “X Reasons Why” video or “Three Steps to Perfect Curls” can set your brand apart.
Consider a haircare line demonstrating a leave-in conditioner routine in under a minute. These “how-to video ads” also position your brand as a helpful expert in the market.
Social proof content
When you create social proof ads, you highlight user ratings, short quotes, or before-and-after footage. Some brands merge multiple clips into one compilation, showing different customers praising the same product.
This sense of unity often convinces fence-sitters to give it a try. After all, people tend to follow the crowd, especially if the crowd looks genuine and relatable.
Picking the best format for your goals
Every UGC video ad type has a unique purpose. Testimonials build fast credibility. Tutorials educate. Unboxings drive excitement.
Ask yourself: What’s my campaign objective, and which format fits my audience best? If you’re launching a complex product, a “How It Works” clip might be your go-to. For a lifestyle brand, an in-action video or haul could shine.
Putting these templates into action
Try combining a “Press + Testimonial” snippet with an in-action demo to cover both credibility and relatability. Or film a fun unboxing that ends with a quick tutorial.
As you refine your user-generated video templates, focus on what your buyers care about most — be it convenience, style, or real-world testimonials.
Key elements of a top-performing UGC ad
According to Kyle Wong, Emplifi’s Chief Strategy Officer: “User-generated content is a 24/7, 365-day marketing channel and opportunity.”
For many brands, authenticity, engagement, and video quality form the pillars of high-impact UGC video ads. When done right, these authentic user-generated ads drive trust, spark conversation, and boost conversions without the need for a big-budget production.
Keep your user-generated ads real, not perfect
People rate UGC 2.4x more authentic than polished promos. To keep things genuine, avoid heavy edits or scripted lines. A small skincare brand saw a 42% higher click-through rate by sharing a simple unboxing clip with natural lighting.
Share stories people relate to in UGC video ads
About 80% of consumers prefer real customer photos or videos over stock images. Show quick, everyday moments your viewers recognize — like how a busy parent uses your product. This relatable storytelling builds user engagement and helps people connect with your brand.
Use clear visuals and natural sound for better video ad engagement
Instagram posts with UGC see 70% more engagement than purely branded posts. Decent lighting and steady shots keep viewers focused, while trending audio or simple voiceovers add a personal feel. Captions also help silent scrollers follow along.
Don’t overdo production, but maintain video quality
You don’t need fancy gear to look professional. Stable framing, clear audio, and minimal editing can keep your ad watchable without losing its raw edge. This balance shows credible advertising — real people using your product in real situations.
Stay short and end with a call to action
Aim for 15–30 seconds. Share a straightforward story about how your product helps, then tell viewers exactly what to do next, like “Visit our store today.” That concise messaging leads to higher conversions and keeps your audience focused.
When you use these key components of successful UGC video ads: honest visuals, relatable storytelling, natural sound design, and a crisp CTA, you’ll create authentic user-generated video ads that boost social proof and deliver real results for your small business.
How to create UGC video ads that fit your brand
To create brand-aligned UGC video ads — clips that match your style and messaging — you need clear brand guidelines and creators who understand your voice. This helps you keep the raw spark of user-generated content without losing the personality your customers recognize.
Nail down your brand’s look and feel
Start by outlining your color palette, fonts, and tone in one place. This consistency makes shoppers recognize your content right away. Research shows 50% of consumers want brands to specify the type of content they need, so let people know your preferences up front.
Use tools to stay on-brand
Platforms like Zeely AI help you produce videos in under 7 minutes, cutting up to 97% of manual work. You can test ad variations and keep your branding intact. This approach lets you integrate UGC with your brand strategy even without creators.
Offer simple perks to get more UGC
Around 60% of users will make content if you offer them a reason, like a discount, free trial, or shoutout. These perks spark authentic storytelling and help you reduce production costs. Plus, hearing honest opinions from real customers boosts trust with new audiences.
Work with influencers who reflect your values
Focus on influencers who have authentic engagement and a style that meshes with your brand. A fitness guru might be perfect if you sell activewear, while a home chef could showcase your kitchen essentials.
Consider how Glossier encourages everyday fans to share their skincare routines using a brand-specific hashtag, keeping everything consistent.
Choose the right platform for your audience
Your social media strategy should match where your shoppers spend time. TikTok thrives on quick clips that feel off-the-cuff. Instagram is a showcase for eye-catching visuals and brief captions.
YouTube fits deeper reviews and tutorials that tell a longer story. By tailoring each UGC video ad to the platform’s strengths, you strengthen your message.
Mix UGC into your entire strategy
Treat UGC video ads as more than a side project, post them on your social channels, embed them on your website, and highlight them in emails. Research shows about 79% of buyers trust real user reviews.
Showcasing these honest moments bolsters your credibility and scales your marketing efforts. Next, we’ll explore ready-to-use templates that keep your brand voice front and center while tapping into the power of user-created content.
How to measure your UGC effectiveness with advanced analytics
Curious if your UGC video ads drive real conversions or just rack up likes? That’s what measuring UGC effectiveness is all about. By choosing clear KPIs and using the right tools, you’ll see how user-generated content impacts your bottom line.
Set your goals and benchmark them
First, decide which KPIs matter most. If you want brand awareness, track reach and audience sentiment. If you need sales, watch conversion rates and ROI.
Engagement metrics, as likes, shares, watch time, also reveal how people react to your content. Always benchmark these numbers before you launch, so you can measure improvements later.
Pro Tip: Not sure where to start? List your top three objectives, like 10% higher click-through rates, 15% more sign-ups, or 20% more watch time, and match each goal to a performance indicator.
Test two ad versions to see what works
A/B testing compares two versions of the same UGC ad. You change one element: a call-to-action or headline, and track which version does better.
Imagine you run a fitness brand and test “Get your free trial” vs. “Start your 7-day challenge.” After a week, the “7-day challenge” ad sees 22% more sign-ups, proving that small tweaks can have a big impact.
Pro tip: Use a tool like Google Optimize or TikTok Ads Manager. Change just one variable, like caption text or video length, to keep results accurate.
Use tools to track your UGC ads
- Google Analytics → Ties website clicks and conversions back to your videos
- HubSpot → Shows how each UGC campaign guides leads toward a purchase
- Sprout Social → Uncovers social reach, follower demographics, and data-driven insights
- TikTok Analytics → Highlights watch time and drop-off points, ideal for short clips
- Instagram Insights → Tracks post impressions and story engagement
- Zeely AI → Tracks all the basic ads performance metrics.
Consider engagement metrics (likes, comments, shares, watch time), conversion metrics (click-through rate, sign-ups, purchases), awareness metrics (reach, impressions, brand mentions), and ROI metrics (revenue from UGC ads vs. ad spend). Combining them reveals a full picture of how your UGC video ad performs.
See a real story in action
A small coffee business tested two tutorial ads: “Brew in 5 Minutes” vs. “Café-Style Brew at Home.” The “Café-Style” video earned 25% more watch time and a 12% jump in bean subscriptions within ten days.
They used HubSpot to see which leads came from each clip and TikTok Analytics to track watch times. That quick test proved a “barista-like” approach resonated more than a rushed how-to.
Pull it all together
To begin measuring UGC effectiveness, pick your UGC video ad KPIs that match brand goals: awareness, engagement, or sales. Then run A/B tests and track the results with your analytics platforms.
If negative feedback climbs, tweak your creative. If ROI soars, keep building on that success. Download our free KPI Tracking Template to keep your metrics organized. Next, we’ll see how AI automation can help optimize every element of your advanced analytics for UGC approach.
Why you need AI automation for your UGC campaigns
Tired of scanning endless user-generated clips and guessing which ones might work? AI steps in by analyzing real engagement data and surfacing top-performing content, so you spend less time sorting and more time creating ads that actually convert.
Use AI tools to select content faster
Platforms like Sprinklr bring all your social content into one place. They also track platform-level ROI, so you see if TikTok or Instagram drives more sales.
Lately.ai condenses long posts into quick highlights. It is perfect if you want short-form videos for TikTok or Reels.
Zeely AI uses Batch Mode to produce multiple ad variations at once, making A/B testing painless. That’s key if you run quick campaigns on a budget.
Optimizely personalizes UGC clips in real time, so viewers see ads that match their behavior or purchase history.
Get more out of predictive analytics
Most AI analytics tools do more than pick winners. They also run predictive modeling for UGC, spotting exactly where viewers stop watching or what visuals boost watch time.
With that data, you can fine-tune video length, style, or calls to action before you launch. Think of it as AI-driven content optimization that keeps your UGC ads engaging start to finish.
Why this approach matters to you
By automating UGC discovery, selection, and analysis, you save hours of manual work. Plus, you ensure every clip is data-backed, not random.
Setup for each tool varies, some, like Zeely AI, offer simple subscription tiers, while platforms like Sprinklr might cost more but include in-depth analytics.
Now that you see how AI handles the heavy lifting, you can start using automation without losing the authentic feel that makes UGC so valuable.
Conclusion
UGC video ads combine authenticity and community-driven content to build trust fast. By choosing the right ad formats, tailoring clips to your brand, and measuring impact with the proper KPIs and analytics tools, you’ll craft campaigns that resonate and convert.
AI-driven solutions further optimize your workflow by automating discovery, selection, and analysis. Embrace these strategies to connect with your audience in a genuine way, and see genuine results.
