A Guide to User-Generated Video Content

User-generated video content has emerged as a powerful tool for modern marketers. It refers to videos created by individuals, customers, or fans rather than the brand or company itself.

These videos can include product reviews, testimonials, unboxing videos, tutorials, or any content where users share their experiences with a particular product, service, or brand.

The essence lies in real people expressing genuine opinions and just being authentic.

In this guide, we will look into the basics of user-generated video content and explore its significance in today’s digital era.


2. Why is user-generated video content important?

i. It’s authentic and leads to trust

In a world flooded with advertising messages, authenticity stands out. User-generated video content is authentic by nature, offering genuine perspectives and experiences.

When potential customers see real people enjoying a product or service, they are more likely to trust the brand.


ii. Increases engagement

User-generated video content often sparks higher engagement rates compared to professionally produced content. People relate to other individuals more easily than to faceless brands.

According to a study by Brightcove, user-generated videos had 10 times more shares on social media compared to branded content.

The makeup brand ELF Cosmetics collaborated with iLLWayno and Holla FyeSixWun to create a song called Eyes, Lips, Face (E.L.F).

The song took over TikTok and led to a large number of user-generated video content.


iii. It’s cost-effective

Producing high-quality videos can be costly and time-consuming. User-generated content, on the other hand, is typically created voluntarily by prospects and customers.

Brands can harness this resource without a hefty production budget, making it a cost-effective marketing strategy.


3. Implement user-generated video content in your strategy

Implementing user-generated video content in your marketing strategy can take it to the next level. Let’s explore some steps to maximize the impact of user-generated videos.

Read more: 6 Types of Marketing Campaigns [With Examples]


i. Encourage customer participation

Encourage your customers to create videos by offering incentives, running contests, or featuring the best submissions.

GoPro, a well-known action camera brand, does this effectively by showcasing user-submitted adventure videos on their website and social media platforms.


ii. Leverage social media platforms

Leverage popular social media platforms where users naturally share content. Create unique hashtags and challenges related to your brand to encourage users to create and share videos.

An excellent example is the ALS Ice Bucket Challenge, where participants uploaded videos of themselves pouring ice water over their heads to raise awareness and funds for ALS research.


iii. Showcase testimonials and reviews

Incorporate user testimonials and product reviews into your marketing strategy. Showcase these videos on your website, social media, or email campaigns to provide genuine insights to potential customers.

Our video animation company does this by uploading the reviews on our YouTube channel. Here’s one of them.

We specialize in making animated explainer videos. If you want them for your business, get in touch and we will be happy to help.

Want a video for your business?


Read more: How to Ask for Testimonials: A Comprehensive Guide


iv. Collaborate with influencers

Consider collaborating with influencers in your industry to amplify user-generated video content.

Influencers have a dedicated following, and their endorsement can significantly boost the reach and credibility of user-generated content related to your brand.

For example, Coca-Cola’s “Share a Coke” campaign invited consumers to create videos sharing their personalized Coke bottles.

The brand collaborated with influencers, encouraging their followers to join the trend, resulting in a viral user-generated video movement.


v. Provide video creation tools

Empower your audience by providing user-friendly video creation tools. Develop apps or web-based platforms that enable users to easily create and share videos related to your brand.

This democratizes video production, encouraging more participation. For instance, LEGO’s “LEGO Life” app allows users to create and share videos of their LEGO creations.

It’s a perfect example of how providing video creation tools can engage and inspire a community of fans.


vi. Host live video events

Organize live video events where users can participate and share their experiences in real time.

This could be in the form of webinars, Q&A sessions, or product launches, encouraging users to create and share videos during or after the event.

Apple’s product launch events are a great example. They are live-streamed, and enthusiasts create and share videos discussing the features and their reactions. This live engagement encourages a stream of user-generated video content.

Tip: be sure to get consent from participants before filming.


vii. Showcase diverse stories

Encourage a wide range of users to share their experiences to showcase diversity and inclusivity. Highlight unique stories, perspectives, and use cases related to your product or service. This approach broadens the appeal of user-generated content.


viii. Integrate user stories into ad campaigns

Integrate user-generated video content into your advertising campaigns. Create compelling ad narratives using authentic user stories, testimonials, or experiences.

This approach combines the power of storytelling with the authenticity of user-generated content. Doritos’ “Crash the Super Bowl” campaign encouraged users to create and submit Doritos commercials.

Winning submissions were aired during the Super Bowl, demonstrating the brand’s trust in user creativity.


4. Enhance engagement for user-generated video content

As you continue to fine-tune your approach to user-generated video content, it’s essential to focus on enhancing engagement and measuring the effectiveness of your strategies.

Let’s delve into more tips to elevate engagement and effectively measure the impact of user-generated video content.


i. Implement calls to action (CTAs)

Incorporate clear and compelling calls to action when designing a challenge. Encourage viewers to share their own experiences, thoughts, or challenges related to your brand. CTAs can guide user behavior and drive more participation.

Read more: 5 Best Practices for Nonprofit Videos


ii. Optimize for multiple platforms

Curate your user-generated video content for various platforms to reach a wider audience. Customize video lengths, formats, and messaging to suit the specific requirements and audience behavior of each platform. This ensures optimal engagement and visibility.

Buzzfeed’s Tasty videos, featuring quick and visually appealing recipe demonstrations, are curated for different social media platforms where it makes sense. The bite-sized, engaging videos are optimized for s platforms like Facebook, Instagram, and TikTok.


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A post shared by Tasty (@buzzfeedtasty)


iii. Measure and analyze engagement metrics

Leverage analytics tools to measure the performance of user-generated video content. Track metrics such as views, shares, comments, and click-through rates.

Analyzing this data helps in understanding what resonates with your audience and informs future content strategies.

YouTube offers a robust analytics platform that provides insights into video performance, audience demographics, and engagement metrics. By analyzing this data, you can refine your content strategy and optimize for better results.

user-generated-video content-youtube-analytics


iv. Encourage user feedback

Engage with your audience by seeking feedback on user-generated content. Encourage constructive criticism and suggestions for improvement.

Use this feedback to iterate and enhance future campaigns, fostering a sense of collaboration and involvement.

Reddit, a platform built on user-generated content and discussions, often seeks feedback from its community regarding updates and features. The feedback loop allows for continuous improvement based on user insights and preferences.


That’s a wrap

User-generated video content is a great tool for businesses to connect with audiences authentically. It fosters trust, enhances engagement, and is cost-effective.

By using the info in this post, you’ll be able to effectively implement user-generated video content in your marketing strategy.

So, give it a go and see how it impacts your overall marketing strategy.

If you’d like to take some of your user-generated content and turn it into a cool recap video for your marketing campaign, sort of like ELF did, then get in touch. Our team of professionals would love to help.

And if you’re in the market for some other type of business/marketing video, then we can help you out with that, too. Contact us and let’s get started!

Want a video for your business?


Posted by Samra Tiwana

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