UGC or classic video production: what should a brand choose

When a brand needs video, a choice arises: order classic production with a studio and crew, or get UGC from creators. Both approaches work, but for different tasks. Here are the differences so you do not overpay and get the result you need.

What the difference is

Classic production is staged video: a studio or location, a camera operator, lighting, actors, editing. It looks "glossy" but costs a lot and takes time.

UGC is "living" video from creators, shot on a smartphone. It looks like a genuine recommendation rather than an ad, which is exactly why it blends naturally into social media. What it is, in detail, in What UGC is.

A comparison by key criteria

• Price: production — expensive; UGC — more affordable.
• Speed: production — weeks of prep; UGC — a few days.
• Trust: production looks "like an ad"; UGC — "like advice".
• Flexibility: production — one pricey clip; UGC — many variants to test.
• Where it works: production — image campaigns, TV; UGC — paid social, feeds, product cards.

When to choose classic production

• an image campaign for a large brand;
• a premium product where a "glossy" picture matters;
• video for big screens or TV.

When to choose UGC

• you need creatives for paid advertising;
• it is important to test different approaches quickly and cheaply;
• you need trust and an "advice effect", not gloss;
• video for TikTok, Reels, Shorts and product cards.

UGC does not replace production — they complement each other

It is not "either-or". Many brands use production for image clips and UGC for everyday ad creatives. The combination gives both a premium picture and testing flexibility. We made a similar comparison with bloggers in UGC vs influencer marketing.

Bottom line

If you need effective, flexible and affordable creatives for advertising — start with UGC. If the task is about image and the budget is large — production is justified. Most often, combining the two is optimal.

Want to try UGC for your brand? Learn how to order UGC, or see how the platform works. Sign up on UGC Create and get your first videos in a few days.